Poland is one of the fastest-growing digital markets in Europe. Social media use is high, e-commerce is booming, and local creators have built communities that trust them.
Proofs?
- Poland’s online advertising industry is valued at over PLN 9.5 billion annually (source: The Polish Digital Market: IAB AdEx Strategic Report 2024/2025).
- The influencer marketing segment itself is estimated at approximately PLN 240 million and is projected to reach over PLN 300 million in the coming years (source: Influencer Marketing Hub – Benchmark Report 2025).
- Over 29 million Poles actively use social media (source: Digital 2025: Poland — DataReportal – Global Digital Insights).
For international brands, this makes Poland a tempting destination, but finding the right influencer is not as simple as running a quick search on Instagram.
If you want your brand to land with the right audience, you need more than a list of names – you need a strategy. Here’s how to approach influencer marketing in Poland the smart way.
Why Influencers in Poland Are Different – and Why It Matters
Every market has its own influencer landscape, and Poland is no exception. Here, engagement often beats follower numbers. Micro- and nano-influencers may have smaller audiences, but they drive authentic conversations and sales.
Polish audiences also value relatability; creators who speak naturally and show real lifestyle moments usually perform better than overly polished accounts. They often share a mix of professional and personal life, showing both successes and failures, which builds a stronger, more authentic connection.
As Anna Sójka, founder of SoBirds, explains:
Micro-influencers are not the ‘budget option.’ In Poland, they often outperform bigger names because they talk to communities, not just followers.
International companies entering the market sometimes assume that global influencer tactics will work everywhere. The reality is different – humor, language, and even posting styles can feel “off” if not adapted.
Polish humor is often a mix of sarcasm and wit, and using a direct, word-for-word translation of an English-language brief can miss the mark. This cultural layer is exactly why finding the right influencer requires local insight.
Step One – Define What “Right” Means for Your Brand
Before you start searching, you need clarity. Do you want awareness, engagement, or direct conversions? Each goal points to a different type of influencer:
- Awareness campaigns often benefit from macro-influencers with reach.
- Engagement works well with micro-influencers who talk directly to their niche.
- Sales-driven campaigns thrive with smaller, loyal communities that trust the creator’s word.
Without this definition, you risk paying for numbers that look impressive on paper but do little for your bottom line.
Step Two – Where to Look and How to Search
Polish influencers are active across all major platforms, but their strength varies.
- Instagram: lifestyle, beauty, travel, food.
- TikTok: fast growth, especially among Gen Z; humor, music, and trends dominate.
- YouTube: strong in gaming, tech reviews, lifestyle vlogs, and education.
- Facebook: still surprisingly relevant for older demographics and community-driven groups.
- LinkedIn: key for B2B and professional sectors.
- Niche Platforms: Don’t ignore platforms like Twitch for gaming and live streaming, or Pinterest for home decor and fashion, which are gaining traction.
How to find them?
- Use local databases like Reach a Blogger alongside global tools.
- Check relevant hashtags. Expand your search beyond general terms like #influencerpolska to include niche ones for your sector:
- Beauty: #makijażpolska, #polskamarka, #kosmetyki
- Fitness: #fitpolska, #polskasport, #trening
- Food: #jedzeniepolskie, #gotowanie
- Analyse competitor collaborations for proven names.
- Reach out to influencer agencies that manage top creators.
- Consider finding tools like Modash or Favikon for advanced search and vetting.
Step Three – Vetting the Influencers
Follower count is only a starting point. You also need to check:
- Engagement rate – ideally 2–5% for Instagram, higher for TikTok.
- Audience location – at least 70% in Poland if that’s your target. Keep in mind that a small percentage of the Polish diaspora in other countries could also be a desirable secondary audience.
- Comment quality – real conversations vs. bot-like emojis. Look for red flags like a sudden spike in followers or a significant mismatch between likes and comments, which can indicate fake engagement.
- Content balance – is it authentic, or overloaded with ads?
- Partnership history – too many brand deals can dilute trust.
Vetting influencers takes more than a glance at follower counts. Numbers can look good on paper, but without deeper checks, you risk wasted budget and weak results. To make it easier, here’s a simple checklist of what to review before saying “yes” to a collaboration:
Step Four – Negotiation and Collaboration Formats
Collaboration in Poland doesn’t have to mean just a sponsored post. Smart formats include:
- Unboxing videos – especially strong in e-commerce.
- Affiliate partnerships – commission-based, measurable ROI.
- Event appearances – building visibility offline.
- Profile takeovers – influencer runs your brand’s account for a day.
- Content licensing – allowing you to repurpose influencer videos in ads.
Many Polish influencers prefer long-term partnerships; they cost less per deliverable and feel more authentic to audiences.
Step Five – Legal and Compliance Essentials
Poland follows EU rules; sponsored content must be clearly labelled. Both the influencer and the brand can be held responsible if this is not done correctly.
The basics to know:
- Use clear tags like #reklama (advertisement) or #współpraca (collaboration).
- Put the disclosure at the start of a post or story – not hidden among other hashtags.
- #reklama is standard for paid ads, while #współpraca often covers product gifting or collaborations.
Contracts should make things crystal clear:
- Deliverables and deadlines,
- Disclosure requirements,
- Payment terms (bank transfer and invoice are standard),
- Content usage rights if you plan to reuse materials in ads.
Step Six – Measuring ROI
Influencer marketing only works if you can measure it. In Poland, the most common KPIs include:
- Awareness: reach, impressions, brand mentions.
- Engagement: comments, saves, shares.
- Traffic: tracked via UTM links or swipe-ups.
- Sales: discount codes and affiliate links.
Polish audiences respond well to discount codes; they’re seen as practical, not gimmicky.
And the numbers prove the impact: 43% of Poles have made a purchase via Instagram, with 34% discovering new products on TikTok and 32% finding new places to visit (source: Digital 2025: Poland — DataReportal – Global Digital Insights).
This shows how directly influencer activity can translate into consumer behaviour.
Step Seven – Sector Insights
Influencers don’t perform the same way across industries:
- Fashion & beauty → Instagram reels and TikTok tutorials.
- Tech & gaming → YouTube and Twitch are dominant.
- Food & drink → TikTok recipes and YouTube reviews.
- Tourism & lifestyle → Instagram stories and city-break vlogs.
- B2B → LinkedIn thought leadership and webinars. This is a growing, but often overlooked, area where brands can collaborate with industry experts and journalists to create white papers, host webinars, or establish thought leadership.
Influencer marketing is often seen as chaotic, but in reality, it works best when treated like a structured process.
Let’s sum it up. Working with influencers in Poland doesn’t have to be complicated – it’s a clear 7-step process. From setting goals to choosing formats and tracking results, here’s the roadmap that keeps campaigns on track.
The Polish Influencer Persona: Key Traits
To truly succeed, you must understand the key traits that define a successful Polish influencer. These are the characteristics that resonate with the local audience.
- Authenticity and Realism: Polish audiences favor creators who are less “aspirational” and more “relatable.” They appreciate behind-the-scenes content that shows the real, unedited moments of a creator’s life, not just a highlight reel.
- Community Builders: Many Polish influencers are highly active in their comment sections and DMs, creating a genuine dialogue with their followers. This transforms a follower into a community member, deepening trust.
- Multi-Platform Presence: It’s common for a creator to have a strong primary presence on one platform (e.g., YouTube) while also having a significant and active audience on others (e.g., Instagram or TikTok). This multi-platform approach allows them to reach different audience segments and share various content formats.
Case Study: cozycozy x SoBirds – From Micro Activations to Millions of Views
The Challenge
Cozycozy, a modern accommodation search engine active across Europe, wanted to break into Poland with influencer marketing. The goal was to reach a relevant audience in a crowded travel market, test different content formats, and generate measurable results on a limited budget.
The Solution
Since March 2025, SoBirds has managed the end-to-end influencer marketing process for cozycozy in Poland:
- influencer research and selection
- negotiation of cooperation terms
- development of a consistent creative brief
- campaign coordination and influencer communication
- performance analysis and optimization
We ran 2–3 influencer activations per month on Instagram and TikTok, mixing micro-creators with larger accounts. The focus was authenticity: natural travel content, city breaks, pet-friendly getaways, boat trips, and budget travel tips – all aligned with cozycozy’s user scenarios. Cozycozy also purchased ad rights for top-performing influencer content; this allowed them to amplify results with paid campaigns, multiplying reach.
The Results
- Millions of views on Instagram and TikTok
- Engagement rates above industry benchmarks
- Dozens of comments, saves, and bio link clicks
- High-quality UGC reused in paid ads
- A network of loyal creators open to ongoing collaborations
What’s Next?
Following success in Poland, cozycozy extended the partnership with SoBirds to Hungary, with influencer campaigns adapted to local culture and consumer behavior.
Why It Matters?
The cozycozy collaboration proves that:
- you don’t need huge budgets for success
- precision and optimization beat quantity
- working with the right agency builds both community and measurable results
🎥 See the campaign in action:
Instagram Reel
Instagram Post
TikTok Video
Future Trends to Watch
Poland’s influencer market is still growing. Here’s what to expect next:
- TikTok dominance – especially for Gen Z and Gen Alpha.
- AI-driven analytics – spotting fake engagement faster.
- Niche voices – influencers in health, eco-living, and finance are gaining traction.
- Live shopping – interactive e-commerce formats will arrive through TikTok and Instagram.
Common Mistakes to Avoid
International brands often trip up by:
- choosing influencers on follower size alone
- recycling briefs from other markets
- demanding scripted content instead of trusting local creativity
- ignoring humor, slang, and cultural trends that drive Polish engagement
The Shortcut – Partnering with a Local Agency
If this feels like a lot to manage, it’s because it is. Finding, vetting, and negotiating with influencers takes time and local knowledge. A specialized agency like SoBirds helps international brands avoid costly missteps, from strategy design to influencer selection and campaign reporting.
Final Thoughts – Take the Time to Do It Right
Influencer marketing in Poland is full of potential, but only if you approach it with the right strategy, local understanding, and clear goals. The “right” influencer is relevant, authentic, and aligned with your brand.
If you’re ready to explore the Polish market and want expert guidance, contact SoBirds. We’ll help you find influencers who don’t just look good on screen, but actually move the needle for your business.
You may also be interested in other articles:
Influencer Marketing in Poland 2025 – Trends & Costs
Business in Poland? Start With a Training, Not an Ad Campaign
Influencer Marketing Agency vs. Direct Collaboration
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