TARGETING

TARGETING

There are different types of social media Influencers - their impact/influence differs depending on the platform they use:

  • Each social media platform attracts slightly different audience that look for specific kind of information/ entertainment there
  • Audience consumes content in a different way on each platform

- Tik Tok: mostly teenagers and people in their early 30s that look for short & funny vids, nothing serious, Tik Tok is not Ted Talk
- Facebook: mostly people in their 20s and 30s, they want to be in touch with their peers; belong to common FB groups of interest, subscribe favorite press etc
- YouTube: YT wants the audience to stay engaged, lots of ways for Influencers to interact with followers through videos, YouTube stories , chat, community group
- Instagram: posts and stories + IG TV,  Instagramers often call themselves bloggers, pictures over written content
- Traditional web blog: slowly dying out, there are still some great bloggers out there, however IG and TikTok are chosen more often by beginning bloggers
- Podcasts: this medium is growing fast, especially in Central Europe, there are already 20-30 podcasters in Poland worth cooperating with

We will help you:

1. Choose the right Influencers on adequate social media platforms
2. Create the strategy & promotional message according to best practices and our know-how
3. Prepare a winning mix of posts /videos /stories for each social media platform
4. Measure the ROI of your campaign 

Most Influencer marketers in Poland will agree to this division of Influencers, purely based on the amount of their combined followers:

  • Nano Influencer:          up to 1K followers
  • Micro Influencer:         from 1K to 10K followers
  • Medium Influencer:     from 10K to 100K followers
  • Star Influencer:            from 100K to 1 mln followers
  • Superstar Influencer:  from 1 mln followers

There are different ways to promote your brand or products. These are most common:

  • "Hidden" product placement - product appears in the YT vlog or IG picture/stories in a natural surrounding - not in your face - Influencer does not admit to the cooperation (not recommended, against policies of most platforms)
  • Unboxing - Influencer shows how they receive or collect the package, show the entire unboxing procedure; opening of the box, unpacking of the product, they talk about the product - how they ordered it - what it looks like - they describe their entire experience
  • Product testing - products are shown while being used, Influencers describe their features, pros & cons, later summarize the benefits and recommend the product.. or not
  • Favorite products of the month - review of few chosen products; entire YT video or stories are devoted to describing the pros & cons of heroes of the month
  • My morning routine - Influencer show how they spend their day or part of it, usually they show what they do - eat - how they spend leisure time - from waking up in the morning till evening routine
  • My evening routine - before bed routine, works well for cosmetic brands
  • Shopping haul - works best for fashion brands and grocery shopping, Influencer goes shopping for clothes, food and later shares shows purchased stull on Internet 
  • Challenges - crazy or funny challenges / out of the box ideas eg. chocolate day - entire day is chocolate eating day etc.

Facebook users in Poland - May 2021

  • There were 21 840 000 Facebook users in Poland in May 2021, which accounted for 57.7% of its entire population
  • The majority of them were women - 54%
  • People aged 25 to 34 were the largest user group (5 600 000)
  • The highest difference between men and women occurs within people aged 45 to 54, where women lead by 400 000

Instagram users in Poland - May 2021

  • There were 8 659 000 Instagram users in Poland in May 2021, which accounted for 22.9% of its entire population
  • The majority of them were women - 58.5%
  • People aged 18 to 24 were the largest user group (2 900 000)
  • The highest difference between men and women occurs within people aged 25 to 34, where women lead by 400 000
  • Globally each day 200 millions of users visit at least one company profile (source)
  • Instagram picture on average has a 23% less engagement rate vs Facebook (socialmediatoday.com)
  • More that 50% of users use the explore function in order to find a product, celebrity, inspiration etc

Linkedin users in Poland - May 2021

  • There were 4 406 000 Linkedin users in Poland in May 2021, which accounted for 11.6% of its entire population
  • People aged 25 to 34 were the largest user group (2 600 000)