Popular social media platforms
Although social media is still a source of many threats, such as the FOMO effect, fake news, inappropriate posts, etc., Polish internet users agree that social networks are an integral part of their social lives. Invariably the most popular and most engaging social networking platform for Poles is Facebook. In March 2022, nearly 74 percent of Polish Internet users used Facebook. Polish Facebook is constantly expanding, although YouTube is becoming more and more popular. Aside from Facebook, Polish social media consists of Instagram, Snapchat, YouTube, Pinterest, Twitter, LinkedIn, and many more. Every social networking site is used by internet users for various purposes and is perceived differently.The coronavirus (COVID-19) outbreak has had a significant impact on many areas in the lives of Poles in 2020. One of them is the use of social media. The quarantine and economy lockdown period has contributed to increased involvement and consumption of media on the internet. During the pandemic, practically all social media recorded an increase in the number of users. On the other hand, the reduction of interpersonal contacts and social distancing contributed to the rise in the popularity of instant messaging.
Social media users
Traditional media still plays a significant role in Poland in providing information and developing people’s perceptions and opinions. However, new media (internet, social media, etc.) have become serious competition despite their still secondary role. As of 2021, 87 percent of Poles are regular internet users. The importance of new media in Poland is constantly growing. By 2022, the number of monthly active social network users is expected to reach almost 28 million. This number will grow as long as individuals, companies, and organizations use these communication channels to improve their social and customer relations or marketing strategies.Due to the growing popularity of social media, companies started to use this tool as a new communication channel to promote their products and brands. Polish Internet users actively searched for information, inspiration, and opinions on social media during their purchasing process.
Social networking sites (including LinkedIn, Twitter, etc.) are increasingly used during the recruitment process to advertise vacancies or find potential employees. It is also a tool to improve communication within the company, enabling the exchange of opinions and ideas among employees. In 2020, the most popular social media used for work-related purposes was Facebook.
