Social media is one of the most important elements of any company’s promotional strategy today. Properly maintained profiles on platforms such as Facebook, LinkedIn, TikTok or Instagram can effectively attract customers’ attention and shape their perception of the brand.
Each of these platforms has its own unique features that can be used for promotion. Facebook, for example, allows the creation of company pages, groups and the organisation of advertising campaigns, enabling precise targeting. LinkedIn, on the other hand, with its ability to publish articles and participate in industry discussions, is an ideal tool for building a professional employer image. TikTok, which is very popular with a younger audience, can be a valuable channel for reaching Generation Z. Instagram, on the other hand, allows the publication of attractive visual content that can attract customer attention and build a brand image as attractive, creative and modern.
Instagram – for the creative and modern
Instagram is one of the most intensively developed social media platforms – it is a natural competitor of Meta to TikTok – so it often adopts the solutions available on this rival site. On the other hand, its advantage lies in the fact that, in addition to short video formats, it offers ‘traditional’ communication with graphic posts, as well as extensive mechanisms for the creation of content promotions, both for the purposes of brand awareness, user engagement or to go to the company’s website and carry out a specific action.
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There are currently 12 million Instagram users in Poland. Approximately 60 per cent are aged 25+, so they are also a more discerning customer.
The main reasons why users use IG are to publish and share their own photos and videos, to observe and search for brands and products, and to view fun and entertaining content.
Therefore, the brand must also adapt to communicate on this channel, especially on a graphic level – the campaign’s KV communication is better found on FB – here it is important that the content is of high quality (photos) but at the same time authentic. The stories/reels format, on the other hand, is a great place to showcase video content that can be “raw” but shows the life of the company without unnecessary embellishment.
If you want to showcase your brand creatively, interact with customers and drive sales, this may be the best choice for you.
Instagram also allows you to increase your reach with the right treatments. You can use industry hashtags and local hashtags to reach your target audience. It also offers advertising tools – Instagram Ads – that allow you to reach more users and promote your brand on the platform.
Interestingly, Instagram can also be used as a sales channel. On this platform, you can link your products or services in the descriptions of your posts or in the bio of your profile, which allows you to link directly to your website or online store.
LinkedIn – for professionals and B2B
LinkedIn is a platform that connects businesses and professionals from different industries. It is particularly useful for businesses looking to build their brand, expand their network and find potential employees. Whether you are a small business owner, a startup or a large corporation, LinkedIn offers a range of tools and features that can help you achieve your business goals. With more than 700 million users, it offers a huge pool of professionals that companies can work with to grow their business.
It is particularly useful for B2B companies looking to connect with other organisations and professionals in their industry. Advanced search filters allow us to narrow our search to specific industries, job titles and locations, making it easier to find potential clients and partners. LinkedIn also offers a range of advertising tools that businesses can use to promote their brand and reach a wider audience – using ad targeting capabilities we can, for example, target our messages to people in specific industries and roles within the company. No other medium offers this, which is why LinkedIn is the most expensive channel for paid activity – the most expensive in terms of building reach, but not necessarily in terms of delivering a key action for a campaign (e.g. acquiring a customer) – something to bear in mind when designing activity, especially for the B2B sector.
LinkedIn is also an ideal platform for companies looking to recruit. With its dedicated job search function, you can post jobs and receive applications from potential candidates. You can also search for professionals based on their skills, experience and location, making it easier to find the right candidates for your organisation.
Tik Tok – if you want to reach young people
TikTok is a platform that has taken the world by storm. It has become extremely popular with the younger generation, who are often early adopters of new trends and technologies. Millions of people engage with short-form video every day. It is suitable for many different types of business, but is particularly well suited to those looking to engage with younger audiences.
The main reason young people spend time on TikTok is for entertainment, of course. But not only. Some 81% of Polish users think that TT is a great place to discover new brands and products, and 74% don’t mind seeing brand content on the social network. This also confirms the general trend that Gen Z is more likely to use social networks than search engines to find information about brands.
TikTok’s organic reach is also a differentiator – on no other site can you achieve such high results without having your own large follower base. At TikTok, content is what matters most – by creating a video that captures the attention and engagement of the audience, we can rely on the TT algorithm to boost its views to tens or hundreds of thousands of impressions – without paid promotion.
Because it is all about content that engages – and only video formats qualify – getting a brand on TT is not easy. You need an idea, a flexible format, a convention that can adapt to trends, and the ability to execute ideas quickly and efficiently. It also needs to be consistent with the brand’s overall communication and positioning, and embedded in the world of the target audience.
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As a result, relatively few brands in Poland have chosen to have a permanent presence on TikTok – instead, they are much more willing to establish partnerships with creators – plugging into their already popular and developed formats or typical advertising campaigns that can be run without the need for an account.
TikTok is currently about entertainment, but it is worth adding that TT’s ambition is also to become a platform – a popular science platform – which will open up new opportunities to promote knowledge/advice content.
However, it is important to consider whether the platform is in line with your brand values and messaging. It is also worth ensuring that any content you create is relevant to the platform and its audience.
Facebook – Build your online presence
If you don’t know where to start, start with Facebook. Facebook is still the leader in Poland and worldwide in terms of the number of users. It has very extensive possibilities for targeting messages and configuring advertising activities for various purposes. It is most often used to keep up with current events and news, to connect with family and friends, but also to follow brands, search for product information and post about things that are important in our lives.
Facebook is probably the most commercialised platform – the presence of brands on it is completely natural and acceptable to users, so there is less need to tailor messages to the nature of the medium. This can be important when starting to communicate on social media and can make it easier to get started.
Facebook is for businesses that want to build a strong online presence, connect with customers, improve customer engagement, increase brand awareness and reach a wider audience. The platform allows businesses to create pages and profiles that showcase their products or services, share industry news and updates, and engage with customers through comments, likes and shares.
Facebook is particularly useful for businesses in industries such as e-commerce, retail, hospitality and entertainment, where social media plays an important role in customer engagement. For example, e-commerce businesses can use Facebook to showcase their products, offer promotions and engage with customers through targeted advertising.
YouTube – engaging customers with video
YouTube is the largest social media platform and the second largest search engine. Its users watch billions of videos every day. So having a business account here can help you reach a huge audience.
Case study
See our campaign for the Valio brand
It is a visual platform that gives you the space to showcase your brand and products in the form of creative promotional videos, presentations, tutorials or reviews. It can also be used to create educational or informative content related to a company’s product or service. This allows you to establish yourself as an expert in a particular field and build customer trust.
Video is much more interesting and accessible to users than text, allowing for better information transfer and greater engagement. Creating interesting and valuable content can lead to an even more engaged audience, who may subscribe to the channel, comment on the videos, share them further and engage with the company.
YouTube offers the opportunity to achieve wide reach, not least because videos published on the platform can be easily shared across all other platforms. It is also a popular place for influencers to promote products or services on their channel, further increasing brand awareness.
Pinterest – your virtual business card
Pinterest is a social platform that allows users to share and view images, videos and other content. It is a kind of visual search engine for discovering ideas and inspiration – a kind of idea hub that is perfectly tailored to the user’s needs, allowing content to be easily viewed, saved and managed.
Rather than documenting everyday events, Pinterest focuses on the future. Users often turn to it when they are thinking about changing aspects of their lives and looking for inspiration.
Pinterest is one of the best places to find fashion, kitchen or decorating ideas. This makes it a great tool for businesses looking to increase their visibility and sales.
With a business account, you have access to tools that allow you to create dedicated boards where you can post inspiring and creative images related to your brand, products or services. This allows customers to see what a business has to offer and what products it has in its portfolio.
Creating consistent, attractive and inspiring images on Pinterest can help with branding. The platform can be used to create boards related to the brand, industry trends, inspiration or guides, which can attract attention and further engage users. Of course, it is important that the images are aligned with the company’s corporate identity so that the brand is recognisable and stands out on the platform.
Pinterest also allows us to drive more users to our website, which in turn can lead to higher profits. It is also used as a market and competitive research tool, as it provides the opportunity to monitor trends, popular buzzwords and styles, which can provide valuable information on market preferences and competitiveness.
Twitter – connect directly with your customers
Twitter is a social media platform that allows you to publish short messages, known as tweets, of up to 4,000 characters. The service was founded by Jack Dorsey, who created it in 2006 to allow users to share information quickly and easily. Today, the platform has nearly 370 million monthly active users, making it one of the largest social networks in the world.
By regularly sharing valuable content, promoting your products or services and interacting with your followers on Twitter, you can build a positive brand image and increase your visibility. Twitter users expect quick answers to their questions and problems. It is one of the most popular tools for real-time communication. That’s why having a profile here can help you build a positive brand image and connect directly with your customers by providing answers and support.
People also share their opinions on Twitter, so it is a great place to monitor and track trends and opinions about a company. This gives you the opportunity to take action to manage your reputation. You can respond quickly to potential issues to build trust with your audience.
Twitter also offers opportunities for paid campaigns – unfortunately Polish is not on the list of allowed languages, so ads in Polish may be blocked by Twitter and not published.
Promoting more than just your brand
It is important to note that social media is not only used to promote products or services, but can also help build an employer’s brand image. Today’s employees are increasingly using this as a source of information about potential employers.
Therefore, it is worth ensuring a professional and attractive brand profile on platforms such as LinkedIn or Instagram, which can attract the attention of potential candidates and convey a positive message about the company as an attractive employer. These channels allow the publication of content related to company culture, values, achievements or social initiatives, which can attract the attention of employees and customers and shape their perception of the brand.
Executive summary
Choosing a social media channel for your business depends on many factors. Elements to consider include the type of business, its purpose, target audience, location and the preferences of your potential audience. However, there is no doubt that having such a profile can only bring benefits such as brand building, connecting with potential customers, promoting products and services or even keeping an eye on the competition.
However, it is worth remembering that a social media presence takes time, work and effective management. Before deciding to set up your company’s social media profile, it is worth carefully assessing your marketing objectives, human resources and budget to ensure that the strategy is appropriate.
A professional digital agency can help you choose the right strategy and channels. Having worked for many clients over the years and across a variety of social media channels, they have the knowledge and experience of what works.
