Did you know that in Poland, 88.4% of the population, or 36.6 million people, use the Internet? In social networks - 27.5 million users. Does this sound like a powerful advertising potential for your brand? Of course! How should you manage social networks and what should you pay attention to when planning communication? You will find the answers to these questions in the following text.
As the owner of a creative agency, I communicate with many representatives of brands related to food. Sometimes I come across the opinion of some of them that ”social media doesn't give anything". What do I say then? NOTHING MORE WRONG!
I'm a big fan of research, and I often rely on solid data in my work, for example when creating comprehensive strategies for brands. So I wouldn't be myself if I didn't provide some important information (source: Kepios, Digital 2023 Report) that often surprises even the most ardent opponents of social networks:
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In January 2023, social networks were used in Poland by 27.5 million users, or 66.3% of the total population;
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75% of all Internet users in Poland (regardless of age) used at least one social platform in January 2023;
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at that time, 50.6% of social media users in Poland were women, and 49.4% were men.
Source: Kepios, Digital 2023 Report
And now I'm not going to discover America, but most people forget that… all people have to eat. What does it mean? They will always buy food! This applies to both food and ready meals, and a significant proportion of all these people will also be tempted to visit a restaurant or order food with delivery from them. Why? Because we all have to (and pretty much love to) eat!
This is very good news for everyone who works in various sectors of the food industry, as well as in the HoReCa sectors. We do not sell or promote very niche products, such as the Stirling engine, 19th-century coins, or Roman screws. We are engaged in food, that is, a very grateful topic that can interest a really wide range of people.
What is most important when building communications between food products, food brands, or restaurants is a well-constructed strategy.
source: https://www.linkedin.com/pulse/without-plan-strategy-fairytale-mihai-ionescu/?trk=article-ssr-frontend-pulse_more-articles_related-content-card
It's not a rocket science to create a Facebook, Instagram, LinkedIn, Tik Tok, or YouTube channel without having clearly defined goals and target groups for your products or services. Learn more about creating a strategy here.
But back to the topic of this article-social networks.
It is worth remembering that social networks are not a single, universal creation. Each environment and platform has its own laws. Below I will try to discuss the statistics and characteristics of each of them. I hope the following tips will help you plan and choose the right actions! Today we will look at three social media channels-Facebook, Instagram and LinkedIn.
The environment I always fight for. Often at the beginning of working with clients in a creative agency Od kuchni, we are faced with the following opinion:: Do you need Facebook? No one uses it. Probably the dinosaurs themselves. And then I walk in all in white with ... with data.
Source: Kepios, Digital 2023 Report
Data published by Meta shows that Facebook's potential ad reach grew by 200,000 (+1.1%) between 2022 and 2023, with 17.85 million users using Facebook in Poland at the beginning of 2023. The coverage of Facebook ads in Poland at the beginning of 2023 corresponded to – please note - 43.0% of the total population. However, it's worth knowing that Facebook restricts the use of its platform, and an account can (theoretically) be created by people over the age of 13. year of life. At the beginning of 2023, 53.4% of Facebook ad audiences in Poland were women, while 46.6% were men.
What is important when planning content for Facebook?
Facebook is a powerful advertising environment. You can use it to create ads that will effectively attract customers to our company. When planning communications, it is useful to rely on the basics of communication from the brand strategy and be consistent in these actions. Content should be diversified-people are tired of advertising content, looking for thrills, interesting content and, in the case of food, inspiration. Therefore, you should use the 80/20 rule for your posts, i.e. 80% light, inspiring, or meaningful content and 20% commercial content. Thanks to these proportions, your profile audience will be happy to follow the brand and will not feel that they are being violently attacked with an advertising message.
According to information published by Meta, at the beginning of 2023, 10.40 million users used Instagram in Poland. Recently updated data from the company shows that the coverage of Instagram ads in Poland at the beginning of the year was 25.1% of the total population. As of the beginning of 2023, 57.8% of the audience for Instagram ads in Poland were women, while 42.2% were men.
One of the main factors that make Instagram so popular is that it makes sharing photos and videos easier and inspiring. And as we well know – people buy with their eyes!
What is important when planning content for Instagram?
Today, business owners who want to attract more customers invest not only in the quality of their products or dishes, but also in interior design and the element of "culinary experience". Why? The answer is simple: the better the dishes, products – and in the case of restaurants, the interiors-look in photos, the more people will see them, tell others about them, and eventually visit your business and increase sales.
But remember that Instagram isn't just about posts that you add to the wall. These are also Instagram Stories and videos, or Instagram Reels.
Important: if you think of Instagram as an ideal place for selling graphics,your brand will die in the depths of other content. Instagram is the place where people first look for inspiration. Inspire, show behind the scenes of your actions, rely on mouth-watering photos. Thanks to this, you will get a circle of regular customers, I give you my word!
Source: Kepios, Digital 2023 Report
According to data published in the LinkedIn advertising inventory, at the beginning of 2023, this platform had 5.5 million "participants" in Poland. The company's ad reach data shows that at the beginning of 2023, LinkedIn users in Poland accounted for the equivalent of 13.3% of the total population. At the beginning of 2023, 48.9% of LinkedIn's advertising audience in Poland was female, while 51.1% was male.
Important: LinkedIn can be used by people over the age of 18. year of life.
The first thing to understand is that the intention to use LinkedIn is different from all other social networks. Rather, no one logs on to LinkedIn hoping to find fun, lifestyle choices, or memories of friends ' holidays. Users log in to LinkedIn to find content that will be relevant to their professional life. Once you realize this subtle difference, it will change how you show up on LinkedIn.
What is important when planning content on LinkedIn?
A brand's LinkedIn page is a place where people can really learn about your business. The key function of the LinkedIn platform is to attract and interact with a business audience. If you treat the page as a dynamic marketing tool (rather than a static "about us" page), you will diversify your content – you will succeed.
From the brand's point of view on LinkedIn: Show the human side of your brand, people, share results, behind the scenes of production or the work of individual departments in the company. The LinkedIn community loves business behind the scenes! In this environment, you should constantly add content that is both inspiring and shows success, as they not only position the brand as an expert, but also activate employees.
From the user's point of view: In this case, I can't skip the issue of maintaining an account not only as a brand, but also as an owner or employee of the company. Why? Because LinkedIn is a great place for branding employees and building a company's image through its employees! Therefore, it is worth encouraging employees to share common successes and report on what is happening to people in the business context. Each person associated with a given company acts as its ambassador. This should not be forgotten.
Finally, I add some interesting data summarizing the report released by LinkedIn in 2023.
źródło: https://www.socialmediatoday.com/
Short summary: is it worth managing social networks? Of course, yes! However, it is worth doing this with your head and according to a clearly established plan. I hope that my text has convinced you of the thesis I put forward.
Junior specialist in Marketing Communications and PR.
He is a graduate of the University of Warsaw and the Main School of Agriculture. We have been in the HoReCa industry for more than 10 years. For many years, he has been associated with the Trip group, Sobienie Royal Golf and Country Club, and the Florentin Restaurant in Warsaw.
She graduated from the Faculty of Architecture of the Warsaw Technical University with a degree in Architecture for the Knowledge Society and Visual Communications at the Polytechnic University of Milan. A specialist in creating a mood. She has gained experience at home and abroad at numerous international seminars (Seville, Lisbon, Florence), fellowships at La Sapienza (Rome), etc. m.in. in Carmi e Ubertis and ADM Milano.
A manager with many years of experience in the cosmetics, food, and children's industries. During his career, he was associated with such companies as: L'Oreal, Samsung, Danone-Nutricia, Unilever. During his professional life, he was responsible, among other things, for the development of e-commerce sales and content in Poland and the countries of Central and Eastern Europe. 
