The Most Popular Social Media Platforms in Poland — Latest Data for 2025

Why do people use social media?

It’s no longer just about staying “up to date.” Social media have become an integral part of everyday life — from scrolling Instagram with your morning coffee to evening discussions on Facebook or discovering trends on TikTok. But what really draws people to these platforms? Discover the most popular social media platforms in Poland in 2025.

For many, it’s a source of information — fast, current, often more accessible than traditional media. Others seek entertainment, a brief escape from everyday life, memes, and videos that boost their mood. A large group uses social platforms to stay in touch with loved ones and friends — especially in a world where busy schedules don’t always allow for face-to-face meetings. And of course — social media are today a personal showcase, a self-branding tool, and increasingly a platform for career or business development.

Every scroll has a purpose. And that’s exactly why being present in social media — as a user or a brand — has never been as strategic as it is now.

Social media in Poland — dynamic growth and rising competition

The social media market in Poland isn’t slowing down. Every year brings new apps, new features, and — most importantly — new user needs. Platforms are competing fiercely for attention, and we as users have more choice than ever — and higher expectations.

Facebook remains a strong player, but its position is no longer as unshakable as a few years ago, despite high user engagement. TikTok, on the other hand, is increasingly dominant among younger generations and now reaches most social media users. LinkedIn is gaining traction as a platform for professionals and business. And YouTube? Still a giant, but now facing new competition, especially in the short-video space through TikTok and Instagram Reels.

All this creates a dynamic, sometimes unpredictable ecosystem. For brands, it’s a challenge — but also a huge opportunity. Because where competition grows, so does potential. You just need to know where and how to show up.

Social media in Poland and worldwide — key takeaways

There’s no denying it — social media are now part of everyday life. According to 2024 reports, 29 million Poles were active social media users. That means over three-quarters of us scroll, comment, watch, and click daily. Interestingly, most are adults, and the gender split is nearly even.

But that’s only part of the bigger picture. Worldwide, 5.24 billion people use social media — that’s 63.9% of the global population. And this number keeps growing — more than 200 million new users joined just last year.

In short, if you’re not there, it’s almost as if you’ve disappeared from the world’s social map.

Not sure where to start?

Social media today are more than a pretty feed and a few posts a week. They require a thoughtful strategy, analytics, paid campaigns, and engaging content. If you feel your brand should be more active — but you lack time, people, or ideas — the team at Rodin Marketing Agency can truly help. Stand out in a growingly competitive environment. See how we can support your social media presence and discover the success stories of our clients.

The most popular social media platforms in Poland

Poles spend at least two hours a day on social media. Although global trends shape our market, the Polish landscape has its own character. Different platforms attract different age groups and meet different needs — from entertainment and education to relationship-building and professional development. Many people also use social media to stay in touch with loved ones or for business purposes. So, which platforms are the most popular in Poland?

Facebook

Facebook remains the most popular social network in Poland, with over 18.7 million users. Although many younger users have shifted to other platforms, Facebook remains a central hub of communication — both private and business. It dominates among older audiences. It is also an essential tool for advertising campaigns that effectively reach wide audiences. It continues to excel in building engagement, with countless thematic groups, marketplace listings, events, and live streams. It is still a powerful asset for any brand.

Read also: How to promote a Facebook group? 10 most effective methods to attract new members.

YouTube

YouTube is a platform for sharing and watching videos. With over 29 million users, it’s a true giant. For many Poles, it’s the main source of video — from tutorials and podcasts to long-form content. YouTube, like TikTok, is growing thanks to short-form video formats that capture attention — even among older audiences. The platform enjoys enormous trust and popularity across all age groups.

Instagram

Over 11.3 million Poles use Instagram — mostly Gen Z. It’s a visual-first space — aesthetic photos, Stories, and Reels reign here. Instagram allows brands to reach wide audiences thanks to numerous visual and marketing features. Today, Instagram is far more than “pretty pictures” — it’s a tool for sales, influencer marketing, and engagement building.

Also see: How to run a business account on Instagram? A practical guide

TikTok

There’s no denying that the average time we spend on social media keeps growing. TikTok is accelerating the fastest — connecting people from all over the world. It’s currently the most dynamically expanding platform, with over 11.4 million users in Poland. TikTok attracts mainly young people, but older users and brands from various industries are increasingly appearing here as well. The platform is built around short-form videos, easily boosted to viral fame by TikTok’s algorithm — the secret to the app’s success.

Other popular social media platforms

You now know that the key platforms in Poland are Facebook, YouTube, Instagram, and TikTok. But other social platforms are also gaining attention, with clearly defined audiences and unique features. They may not lead in scale, but they still play a meaningful role in digital marketing and daily communication.

X (Twitter) — short posts and global discussions

Twitter — now X — is a space for quick commentary, news, and opinions. Nearly 5.33 million Poles use the platform. It’s where things happen in real time — ideal for journalists, experts, politicians, and brands that want to join the live conversation.

Twitter is also an effective tool for advertising campaigns that can quickly reach large audiences.

Pinterest — a platform for creatives

Pinterest is a digital inspiration board. Users explore, plan, dream, and create — whether it’s interior design, recipes, fashion, or DIY projects. Pinterest is also a valuable tool for career inspiration, especially in creative fields. Although less popular than other platforms, its most engaged users belong to higher-income groups.

Snapchat — an app for the young

Snapchat remains one of the favorite apps among teens and young adults. Disappearing messages, AR filters, and short videos make it a light, fun, dynamic platform. Its goal is simple — let users share key moments in real time. Snapchat remains highly popular in Poland, with the strongest engagement among the youngest users.

Facebook Messenger

Messenger is not just an add-on to Facebook, but a standalone communication platform. In Poland, over 80% of internet users use the app. Messenger enables both text and video conversations, making it a popular communication tool. It’s also a valuable channel for customer service and automated campaigns (e.g., chatbots) in business.

Social media user demographics

Understanding who uses social media and when they use it is key to effective communication and smart marketing. Different age groups have different needs, habits, and preferences — and tailoring content to the audience can make or break a campaign.

Social platforms offer users a range of functions — interaction, sharing content, and access to different services.

Where are your customers?

The largest social media user group in Poland is 25–34-year-olds. They are the most active, most open to new platforms, and most likely to engage with brands. Right behind are users aged 18–24 and 35–44 — showing that social media isn’t just for the young. It’s a space for adults, often well-informed, especially from smaller cities.

Users spend the most time on platforms like Facebook and Instagram, which offer diverse content and functionalities. Interestingly, user engagement peaks in the evening hours. That’s when we scroll after work, catch up on the day — and become more receptive to inspiration, ads, and purchase decisions.

How much time do users spend on social media?

The average time Poles spend on social media is currently around 2 hours a day. That’s more than the time spent watching traditional TV or reading print media. The youngest users often exceed this time — especially during weekends.

Users spend the most time on platforms and websites offering engaging content, such as TikTok and YouTube.

For brands, this means one thing: your audience is online — you just need to reach them with the right message, at the right moment, on the right platform.

Social media trends and tendencies

2025 brings a new wave of changes — both technological and social. It’s no longer just about formats or algorithms, but an entire way of being online. If you want to keep up with user expectations and build real engagement, you need to stay alert.

The popularity of video content continues to grow — Reels, TikToks, and Shorts are now the key formats with the highest organic reach. Users increasingly expect authenticity — fewer posed shots, more “real life,” honesty, and behind-the-scenes updates.

Educational and industry-related content is also gaining importance — even TikTok and Instagram are now full of expert knowledge presented in an engaging way. At the same time, AI tools help personalize content, target paid ads, and automate communication — giving marketers new opportunities, but also new challenges.

Personal branding is also on the rise — among both creators and business leaders. People trust people — real faces, not logos, are what build reach and credibility today.

Takeaways for marketers

Having a presence in social media in 2025 is much more than posting nice photos and catchy captions. It’s a full-fledged element of your marketing strategy that — when well-planned — can significantly increase brand awareness, audience engagement, and even sales. Social media are spaces of connection, emotion, and decision-making — both personal and business-related. So how do you act wisely and effectively?

How to use social media in your marketing strategy?

Start with clear goals. Do you want to build brand awareness, sell products, or increase customer loyalty? Choose platforms accordingly — different ones work better for fashion, others for education or B2B services.

It’s key to understand where your audience is — and what engages them. You don’t need to be everywhere, but wherever you are, show up with purpose, consistency, and quality. Integrate your social activities with other marketing channels — your website, newsletters, and paid campaigns. Consistency is your strongest asset.

Social media best practices

• Create content that truly adds value. Inspire, entertain, educate. Algorithms reward value, not volume. Sharing valuable content can significantly increase user engagement and organic reach.
• Be authentic. People trust people, not stock photos. Show behind-the-scenes, emotions, your team, your process.
• Engage in dialogue. Reply to comments, ask questions, start discussions. Connection > monologue.
• Analyze and adapt. Data is your compass. Check what works and optimize in real time.
• Focus on video and mobile formats. Short-form video dominates — both in reach and conversions.

Want us to run your company’s social media?

We know how easy it is to get lost in all of this — algorithms, formats, trends, stats… and you still have a business to run. That’s what we’re here for.

At Rodin, we’ve been helping brands navigate social media with both heart and strategy for years. We create content people want to watch. We manage profiles so they’re not just visible — but alive, engaging, and building meaningful relationships. We help brands build business relationships through effective social media management.

If you feel your brand deserves more than random posts, reach out to us. We’ll create social media you’ll be proud of!