The Impact of Instagram Reels on the Content Preferences and Purchasing Decisions of Young Adults in Poland and Lithuania

Abstract

This study investigates the influence of Instagram Reels on content preferences and purchasing decisions among young adults in Poland and Lithuania. Despite similarities in platform usage, the two countries exhibit distinct patterns of engagement. Polish users are usually active on Instagram Reels, frequently liking, sharing, and searching for products featured in the content. In contrast, Lithuanian users engage less often but put their focus on product reviews and influencer-driven content. Both groups value creative and authentic content equally, although Polish users tend to enjoy entertainment-based themes, while Lithuanians prioritize content featuring products and celebrities. The study finds that Instagram Reels has a significant influence on purchasing decisions. Lithuanians are more likely to save Reels for future reference or visit brand profiles, while Polish users are directly searching for products online. Additionally, Lithuanian users demonstrate a higher consistency in content creation, with many regularly producing Reels, unlike Polish users who participate less frequently in content creation. The findings suggest that to increase engagement, brands targeting Polish consumers should focus on dynamic, entertaining content, while those targeting Lithuanian audiences should prioritize product-centric and influencer-led campaigns. Across both markets, authenticity and credibility remain crucial factors in capturing user attention and building brand trust. These researches offer valuable guidance for brands seeking to optimize their social media strategies in Poland and Lithuania.