Thinking About Business in Poland?

You’ve decided Poland will be the next big move for your business. The market is growing, digital adoption is high, and the economy is resilient.

The temptation? Open Meta Ads Manager, push “go” on a campaign, and hope sales follow.

But here’s the reality – in Poland, skipping the groundwork is the fastest way to waste budget. A well-structured marketing training will cost you less than a failed ad launch and will give you the clarity to spend smarter from day one.

Why “test campaigns” often fail and cost more than you think

Many brands entering Poland take the same path: translate their existing ad copy, adjust targeting to “Poland,” set the budget, and wait.

The result? Clicks without conversions, influencers who look good on paper but don’t drive sales, and creatives that miss the local tone entirely.

The reasons are predictable:

• Wrong platform priority – your best-performing channel abroad might be underperforming here.
  
• Cultural mismatch – copy or visuals that resonate in London may feel cold or confusing in Warsaw.
  
• Timing issues – missing key sales moments unique to the Polish market.

As Anna Sójka, founder of SoBirds, explains, localisation goes far beyond simple translation:

“The biggest mistake international brands make in Poland? Thinking they can just translate their message. Localisation isn’t just language – it’s cultural relevance, platform strategy, and timing. Polish audiences can tell the difference instantly.”

One high-profile example of cultural adaptation done right is McDonald’s Poland’s collaboration with local rappers Mata and Bambi. Mata is one of Poland’s most popular hip-hop artists, while Bambi is an emerging female rapper with a fast-growing Gen Z following. By launching limited-edition meals under their names and building social media buzz around them, McDonald’s tapped into pop culture in a way that felt local, relevant, and shareable. This kind of cultural fluency is hard to achieve without deep market insight, and training helps you get there before you spend.

Training forces you to face these factors before you invest your first zloty in ads.

Understanding the Polish consumer – more than just demographics

Knowing your target audience means more than age and location. It’s about their values, habits, and trust patterns.

In Poland:

• Facebook is still a community hub, but groups and marketplaces are more important than polished brand pages.
  
• Instagram aesthetics matter – Polish audiences expect high-quality visuals, especially in fashion, beauty, and lifestyle.
  
• TikTok is exploding, but humour and authenticity outperform high-gloss ads.
  
• Influencer partnerships work well, but the audience spots inauthentic collaborations immediately.
  

This isn’t just theory. A 2025 SOCIALPRESS study found that over 60% of Polish marketers increased influencer budgets, with many focusing on Instagram (87.2%) and TikTok seeing a 20% rise in activity. Around 30% of campaigns delivered above-expected ROI, but only when strategies were tailored to local audience behaviour.

Without local knowledge, you risk running a campaign that ticks all your brand boxes but none of theirs.

The hidden ROI of training over trial-and-error marketing

When you invest in training before launch, you gain:

• Clarity on channels – so you focus on where your audience actually spends time.
  
• Localised creative strategy – avoiding costly re-shoots and rewrites.
  
• Measurement skills – so you know if your ads are underperforming due to targeting, creative, or offer.
  
• Budget efficiency – fewer wasted clicks, more qualified leads.
  

What a Poland-focused marketing training should cover

To make your market entry into Poland smooth and cost-effective, training should mix deep insight with practical execution. At SoBirds, we typically focus on:

• Market overview – current digital landscape, growth sectors, and consumer trends.
• Platform-specific tactics – which ad formats perform best in Poland and why.
• Cultural adaptation – tone of voice, visuals, and local references that resonate.
• Campaign structure – from ad sets to retargeting strategies that fit Polish buyer behaviour.
• Legal and compliance notes – GDPR nuances, influencer disclosure rules, and ad policy differences.
• Measurement & optimisation – what metrics matter here, and how to adapt fast.

But knowing the topics isn’t enough – success comes from applying them in the right order. That’s why we use the Market Entry Funnel to show exactly how training turns into a live, optimised campaign.

This visual bridges the gap between what you learn and what you implement, ensuring every step, from insight to optimisation, is aligned with the Polish market’s unique behaviour.

Why it’s not just about ads – the ecosystem effect

Even the best ad won’t save a weak landing page, slow payment process, or mistrust in your brand. In Poland, buyers often check your social proof before committing – reviews, local presence, and influencer mentions play a big role.

Training helps you prepare the entire conversion path, so your ad spend is supported by a market-ready customer journey.

Common mistakes we see from new market entrants

• Copy-paste campaigns – running the exact same creative from another country without local tweaks.
  
• Underestimating competition – Poland’s e-commerce and service sectors are crowded; without a standout hook, you blend in.
  
• Overlooking local SEO – ads may bring traffic, but if people search your brand name and find nothing in Polish, trust drops.
  
• Ignoring payment preferences – not offering BLIK or local payment methods can kill conversions instantly.
  

The SoBirds approach – strategy first, ads second

Our work with international clients always starts with a deep dive into the market. We train your team, help adapt your brand voice, and identify the highest-impact opportunities before you spend on ads.

This means your first campaign is built on data, not guesswork – and every zloty works harder for you.

Case Study: cozycozy × SoBirds

From Micro Activations to Millions of Views

The Challenge
Cozycozy, a Europe-wide accommodation search engine, came to SoBirds aiming to:

• Connect authentically with Polish travellers in a competitive space
  
• Test various content formats and styles
  
• Deliver real reach on a tight budget
  

The Solution
Since March 2025, SoBirds has managed the full influencer marketing process for cozycozy, including:

• Research, selection, negotiation, and briefing of influencers
  
• Monthly activations (2–3) on Instagram and TikTok with micro- and macro-creators
  
• Emphasis on authenticity, storytelling, and natural travel context—avoiding overly polished promo style
  
• Consistent briefs: key messages, destination ideas, tone, and CTAs focused on city breaks, weekend getaways, budget travel, boat trips, and pet-friendly vacations
  
• Boosting top-performing UGC with paid social ads to amplify reach
  

The Results

• Millions of views across Instagram and TikTok
  
• Engagement above industry benchmarks – high comments, saves, and bio link clicks
  
• A library of valuable UGC for reuse in paid campaigns
  
• A growing network of loyal creators open to ongoing collaboration
  

What’s Next?

Following the success in Poland, cozycozy extended the campaign to Hungary, adapting the influencer strategy to fit the local culture and consumer behaviour.

Why This Matters

This case proves:

• Authentic influencer marketing works, even on moderate budgets
  
• Focus, quality, and optimisation outperform flashy spend
  
• You don’t just get reach – you build relationships, communities, and measurable impact
  

Why Training Comes First – Amplified Through Polish Examples

Launching in Poland without training is like trying to land a plane without flight hours – you might get lucky, but you’re more likely to crash the budget. Real-world campaigns in Poland show that those who invest in cultural understanding, platform-specific strategies, and influencer selection before spending on ads are the ones who scale successfully.

Here’s how training translates into better market entry results:

Poland by the Numbers – Why Groundwork Matters

Even the best global brands sometimes underestimate how different Poland’s digital space can be. The result? Campaigns that look good on paper but fail to move the needle in reality.

Numbers don’t lie. When entering Poland, understanding local behaviour isn’t optional because it directly affects performance.

Review-Driven Purchase Behavior

A study by Poland’s Central Statistical Office reveals that 90.2% of Poles consult online reviews before making a purchase. This underscores the importance of trust-building content, not flashy ads.

Value and Comparison Shopping
The “(E)mergency Commerce of the Year 2023” report by Mobile Institute and the Polish Chamber of Digital Economy found that:

• 68% of Polish consumers prioritise promotions and bargain-hunting online.
• On average, shoppers compare prices across 3 to 5 platforms before finalising a purchase.

These behaviours confirm that Polish consumers are intentional, informed, and value-driven. Skipping market training risks misreading buying cues and cultural context. Training isn’t just preparation – it’s your budget protection plan.

If you’re serious about growing in Poland, skip the “hope it works” phase.

📩 Contact SoBirds and we’ll create a training tailored to your brand and industry, giving you the insight and confidence to launch campaigns that actually perform.

You may also be interested in other articles:

A Complete Guide to Social Media in Poland

8 Influencer Marketing Platforms That Actually Deliver Results

How to Post on LinkedIn for Leads

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