Social media have become an integral part of everyday life. They are a place where people can share their thoughts, experiences and interests with others.
Social networking sites are full of life, which also includes a business element. It is therefore not surprising that more and more entrepreneurs decide to be present on social media to reach potential customers and earn money.
Head full of questions
Every year, new social networking sites are created. Some outclass the old ones (like Facebook outclassing Nasza Klasa), while other social media are experiencing their second youth (Tik Tok after changing from Musical.ly).
- Is it worth investing time and money (of which a lot is needed) in promotion on social media?
- Which channel should you choose to make your business profitable?
- Where to find your potential customers?
Answers to these questions can be found not only in experience, but above all – in numbers. That’s why We have analyzed hundreds of pages of reports for you regarding the most important social media platforms in Poland (Facebook, Instagram YouTube, LinkedIn, Tik Tok, Twitter) in recent years and we have selected for you those that are the most valuable.
Basic statistics related to social media
How has social networking sites developed over the years?
How has COVID-19 impacted internet users?
Who uses social media the most?
The number of social media users is constantly growing (see chart above).
The COVID-19 pandemic has definitely accelerated the adoption of social media, and since 2020 the number of users has increased by nearly 30 percent.
The main age group that has been passionately using social media for years are people in their 20s (i.e. 20-29 years old). They are followed by people in their thirties, who constitute 22.2% of all social media users.
This does not mean, however, that older Poles can only be reached through leaflets, advertisements on television, radio or newspapers.
- People 40+ constitute 15.5% of all users (i.e. over 700,000 people!)
- People 50+ constitute 10.4% of all users (i.e. almost half a million people)
It is also worth remembering that older people are usually someone’s grandparents and parents, so they can be reached not only directly, but also through younger recipients (of which there is definitely no shortage in social media).
Time counts
How much time does the average Internet user spend on social media every day?
What does the social media ranking look like from the perspective of time spent by users on them?
Which social media site has risen in the last 12 months?
We spend more and more time on social media.
The average Internet user of working age (from 16 to 64) currently spends over 2.5 hours a day using social media platforms (the most over the last decade).
Although the global daily average from 2023 is only three minutes higher compared to 2022, it is worth noting that this increase occurred despite a decline in overall time spent using the Internet!
As an interesting fact, it is worth mentioning that in Poland social media users spend browsing them 2 hours and 2 minutes on average, which is less than the global total (but still quite a lot).
Of the six platforms we discussed, it occupied first place at the beginning of 2022 YouTube with the result up to 23.7 hours per month. This is not a surprising result, because despite the introduction of Shorts, YT still focuses on longer materials and attracts people who like to “watch”.
He came in second place Facebook with 19.6 hours per month. This proves that Facebook is not fading into oblivion, and users still spend enough time on it to become familiar with the content we publish (especially paid ads).
The same result was achieved by TikTok, which stormed the hearts and phones of users thanks to its short materials that can be watched anywhere and anytime (including subtitles). We will return to the topic of TikTok later in the article, where we will answer the questions – whether you can make money there and whether it is a platform only for children.
Instagram was not that much different from the rest of social media, but the result 11.2 hours per month it’s quite a lot – it’s worth emphasizing that until recently, Instagram focused mainly on static posts, and it only takes us a few seconds to view one.
Internet users spent “only” 5.1 hours a month on Twitter. It is worth remembering that this portal limits entries to a small number of characters in one message (in recent years 280 characters, from this year in a special subscription up to 4,000 characters), and the acquisition and sharing of tweets is supposed to be quick and simple (the power of this portal is not based on time, as you will read later in this study).
The above results are a report from the beginning of 2022, but it is worth taking a look at the statistical changes that have occurred in selected social media over the last year and focusing on January 2023 (chart below).
The time spent on the TikTok platform increased by almost 4 hours a month. Year by year, this social networking site surprises more and more and presents its marketing potential. In just 12 months, it surpassed all other social media and is currently the platform where users spend the most time (even though it is only based on short materials)
It is in second place YouTube, which, compared to last year, lost interest among users and achieved a result that was 2.3% worse than at the beginning of 2022, which translates into 32 minutes less per month.
When it comes to time spent on other social networking sites, particular attention should be paid to the increase in time spent by users on Instagram, with the result being 46 minutes better than the previous period. This improvement can definitely be explained by the development of video materials, i.e. Reels on the platform.
The business version of social networking sites (world and Polish statistics)
Which social media site offers the greatest advertising reach?
What age groups will advertising on a given website reach?
What does Poland look like statistically when it comes to the advertising potential of social media?
In January 2022, there were 27.20 million social media users in Poland, which corresponded to 72.0% of the total population living in our country. It should be noted, however, that not all social media users were unique individuals (fake profiles, company accounts, having multiple profiles by one person).
In January 2023, the number of social media users in Poland was 27.50 million, which represented 75.0% of the total internet user base in the country (regardless of age). Women currently make up 50.6% of social media users, and men 49.4%.
YouTube statistically
YouTube may have been outclassed by TikTok, but it is still a huge portal and a powerful tool for making money online.
There are as many as all over the world 2,510,000,000 recipients advertisements placed on this website, which accounted for 31.4% of the total population of our planet. Although YouTube has seen a decline in user interest over the last 12 months, it is still the portal that offers the greatest potential advertising reach, i.e. it will display a given creation to a larger audience, compared to other social media.
The predominant age group of YouTube users is 18-44. The age range that minimally excels is 25-34. However, older groups, as statistics show, are also potential recipients of YouTube advertising and constitute almost 30% of the total.
The results and statistics of many Google advertising resources show that at the beginning of 2023, YouTube had 27.50 million users in Poland. This number means that the reach of YouTube ads corresponded to 75% of the entire population of Poland at the beginning of last year.
According to evo: What does this all mean? That it is worth allocating funds for paid advertising of YouTube materials! Google ADS offers various ad formats for this social networking site, so no matter what your goal is, you’re sure to find the right campaign.
Facebook statistically
At the beginning of 2023, Facebook had over 1,980,000,000 users, or almost 25% of all inhabitants of the Earth. The main group of users is the 25-34 age group (592,020,000 people), followed by the 18-24 age group (425,700,000 people), and in third place is the 35-44 age group (384,120,000 people).
How does Facebook present itself in Poland? Data published by the advertising manager of this social networking site – Meta, shows that at the beginning of 2023, Facebook had 17.85 million users in Poland. The audience data collected by the company also informs that the reach of Facebook ads in Poland at the beginning of 2023 corresponded to 48.7% of the entire population living in our country (at that time, the population of Poland was 37.767 million people, which gives us a reach of over 18 million).
According to evo: Is it worth moving away from publishing on Facebook and focusing on promotion on other websites? NO! Facebook still has a lot to offer us, and the reach of paid advertising itself strongly confirms the belief that it is a good type of promotion that is not worth giving up.
Instagram statistically
There are 1,320,000,000 users on Instagram who are potential advertising recipients, i.e. 16.5% of the population (most of them are in the 18-34 age group). This is less than in the case of YouTube or Facebook, but it does not mean that this website is not worth the advertiser’s attention.
The numbers published in Meta advertising tools indicate that at the beginning of 2023, Instagram had 10.40 million users in Poland. This figure suggests that the reach of Instagram ads in Poland at the beginning of 2023 corresponded to 25.1% of the entire population living in the country.
However, Instagram is experiencing a second youth thanks to Reels, which offer enormous advertising opportunities. According to Meta, the potential reach achieved from Reels’ paid ads is as much as 726,800,000, which is 55.1% of Instagram’s total advertising reach. Social media traffic takes over static posts, so it is worth dividing the advertising budget appropriately and also allocating some of it to Rolls.
According to evo: Use Instagram to its full potential. Combine classic posts with Stories and Reels. However, please note that Meta blocks the promotion of Reels with copyrighted music.
TikTok statistically
TikTok is usually described as a social networking site for the youngest generation. This thesis, however, was refuted a long time ago. TikTok is one of the fastest growing social networking sites (as we wrote above). The potential reach of advertising reaches as much as 1,005,000,000, which is 13.1% of the population (it is worth noting that we are only talking about the age of 18+), and this number is constantly growing.
The age of TikTok’s main target group, on the one hand, is not surprising, but on the other hand, it presents great development opportunities. Of course, the largest group is still the 18-24 age group (390,945,000 people), but TikTok also has its fans in the 25-34 age group and it is not a small number at all (325,620,000).
Data published in ByteDance’s advertising resources indicate that at the beginning of 2023, TikTok collected 10.4 million users aged 18 and over in Poland alone. The reach of TikTok ads in Poland was the equivalent of 27.6% of the local Internet user base (regardless of age).
According to evo: TikTok quickly took the lead in terms of time spent on this platform per month (23 hours 28 minutes). When is there a greater chance that someone from our target group will view your ad? When they spend a lot of time on a given platform – and this is exactly the case with TikTok.
LinkedIn statistically
LinkedIn stands out from other social networking sites. It is a platform focused mainly on establishing business contacts, where you can find potential clients, business partners and meet new specialists in a given industry. This makes it a more niche medium compared to other social media. At the beginning of January 2023, the potential reach of ads on LinkedIn was 900,200,000, which was 11.2% of the population.
LinkedIn is one of the most important platforms for building professional business contacts. It is therefore not surprising that the main group of users are people aged 25-34. This group is made up of professionally active people who actively develop their careers and build their professional networks. There is a lot of growth potential for users aged 18-24. LinkedIn is becoming more and more important, and young people looking for their career path are more willing to create profiles on it.
Data published in LinkedIn’s advertising resources indicate that at the beginning of 2023, LinkedIn had 5.50 million members in Poland. Data on the company’s advertising reach indicate that it was the equivalent of 13.3% of the entire population living in Poland. Although this is the smallest reach of the social networking sites we discuss, due to the niche group of recipients gathered on LinkedIn, ads can be more effective compared to other social media.
According to evo: Advertising on LinkedIn is not expensive or difficult, as is commonly said. However, it is worth using the original assumptions of the portal and creating campaigns taking into account its specificity. Advertisements for hand creams or bars usually work better on popular websites (like YouTube or TikTok), but B2B campaigns… are a completely different topic.
Twitter statistically
The user base that is potentially within Twitter’s advertising reach is by far the smallest of all the social networking sites we discuss. In January 2023, it was 556,000,000, which was only 6.9% of the total population. This result is still better compared to January 2022, where it amounted to 436,400,000. With this in mind, you should not give up on the possibilities of Twitter and it is worth including it in your communication.
The numbers published in Twitter’s advertising resources indicate that at the beginning of 2023, Twitter had 4 million potential advertising recipients in Poland. This number means that the reach of Twitter ads in Poland corresponded to almost 10% of the population of our country.
evo’s opinion: Of course, Twitter is the smallest of the websites we are discussing and lags far behind such giants as YouTube, Facebook and TikTok. However, it also offers effective advertising solutions whose great benefits include, among others: low advertising cost and fee for effect. Therefore, it is worth devoting some of your budget and testing it to see how it works in our industry (or maybe it will surprise you).
A few words of summary
The report’s results are proof of how important a role social media plays in the world of advertising. The data shown refutes popular myths – TikTok is not only for the youngest, and YouTube is also a great platform for publishing short materials.
In the ever-changing world of internet marketing, it’s important to keep an eye on changes from year to year, month to month, and sometimes day to day. Knowledge of global trends and statistics helps in creating marketing strategies and is a good start when choosing promotion channels (especially on a limited budget).
However, let’s not be shallow when reading statistics – when promoting a new product addressed only to young people, we should not focus solely on promotion on TikTok. Yes, this is where the largest part of the audience will be, but this does not mean that this is the only place where our actual customers will be found. In addition to global research, also include statistics for your specific industry and your product or service (for this purpose, research traffic sources and sales in free tools such as Google Analytics).
Don’t have time for all this? Contact specialists who will not only help you choose social media responses for your company, but also prepare an entire content plan and track all necessary analytical data.
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