The global influencer marketing landscape continues to thrive, with around 90% of marketers worldwide investing in influencer collaborations planning to either maintain or increase their budgets. Influencer marketing in Poland is gradually gaining recognition, although it still faces some challenges. So, how does the influencer marketing scene look in Poland? And is it as effective for brands in Poland as it is in other countries?
The relationship between Poles and influencers
A 2024 survey, the "Ranking of Socially Respected Professions" by SW Research, revealed that influencers are one of the least respected professions in Poland, with only 12.2% of the population showing any respect for them. This statistic suggests that Poles may be skeptical about influencers. However, the reality paints a different picture.
Despite these perceptions, research shows that influencers have a positive impact on the mood of their followers, encouraging them to try new products, visit different locations, and even adopt new habits. Approximately 21 million people in Poland follow at least one influencer, with 75% of them stating that influencers have an impact on their purchasing decisions. Younger generations, particularly Millennials and Generation Z, are more inclined to trust and follow influencers on various social media platforms.
For instance, according to a BrandLift study, 43% of Poles have made a purchase through Instagram, with a significant portion of the population using the platform to explore new products. Similarly, TikTok is also emerging as an important platform in Poland, with 34% of users discovering new products and 32% finding new places through the app.
Do Polish brands collaborate with influencers?
The 2023 report "Influencer Market in Poland" by REAChaBLOGGER shows that over 60% of Polish marketers have increased their influencer marketing budgets this year, despite concerns over inflation. This demonstrates a growing confidence in the power of influencer marketing in Poland.
According to the report, almost 20% of marketers worked with at least three influencers in the past six months, and 13% even collaborated with as many as fifty influencers. Polish regulations concerning influencer marketing have also evolved. Influencers are now required to clearly label their sponsored content, which has led to greater transparency in the market. This increased regulation ensures that both influencers and brands comply with the law, ultimately fostering trust among Polish consumers.
Popular platforms and industries for influencer collaborations
When choosing a platform for influencer marketing in Poland, Instagram remains the dominant choice, with 87.2% of brands opting for it. Other popular platforms include Facebook (55.3%) and TikTok (which saw a nearly 20% increase). YouTube also remains an important platform, with 39.4% of brands using it for influencer collaborations. In addition, podcasts have started to gain traction, with 16% of Polish marketers partnering with audio content creators.
When it comes to industries, cosmetics brands lead the way in influencer collaborations (29%), followed by fashion brands (26.9%). Other sectors that benefit from influencer marketing include health, travel, parenting, and food. On the other hand, industries like architecture, interior design and construction have shown less interest in influencer marketing.
KPIs and ROI in influencer marketing
Polish brands are increasingly focusing on influencer campaigns with clear objectives. According to research, most influencer marketing campaigns in Poland aim to raise brand awareness (81.9%), while sales and website traffic are also key goals. Social media post reach (almost 70% of campaigns) and sales performance (55.3%) are the top metrics for evaluating campaign success.
Influencer campaigns in Poland tend to offer a return on investment (ROI) similar to other digital marketing methods, with about 30% of campaigns achieving a higher ROI than expected. The success of these campaigns depends on several factors, including the selection of influencers, the relevance of the message, and the timing of the campaign launch.
Emerging trends in Polish influencer marketing
To stay competitive in the ever-evolving world of influencer marketing, Polish brands need to be aware of the latest trends. Here are some of the key trends currently shaping influencer marketing in Poland:
Long-term collaborations: brands are increasingly favouring long-term partnerships with influencers, as opposed to one-off campaigns. Many brands are opting for ambassador programs or co-creating products with influencers.
Micro-influencers: while some big-name influencers continue to dominate the scene, micro-influencers are gaining popularity in Poland. In fact, 71% of campaigns last year involved micro-influencers and 19.4% collaborated with nano-influencers. Brands are finding that micro-influencers are often more relatable and can deliver more targeted results.
Short-form videos: platforms like TikTok, Instagram Reels and YouTube Shorts are experiencing explosive growth, and short-form content is becoming increasingly popular among Polish audiences. This shift towards short-form video content is leading to more collaborations focused on creating engaging, bite-sized videos.
Monitoring campaign results: Polish brands are placing more emphasis on monitoring the success of their campaigns. Key performance indicators (KPIs) such as views, interactions and conversions are commonly tracked to assess the effectiveness of influencer campaigns. Media monitoring tools are also frequently used to analyze audience reactions to influencer content.
Influencer marketing in Poland is growing rapidly and when executed strategically, it can be highly effective for brands. While Polish audiences may have some reservations about influencers, the data suggests that influencers have a strong impact on consumer behavior, especially among younger generations. With the right platform, influencers and strategy, brands can achieve significant success in the Polish market.
If you're considering influencer marketing for your brand in Poland, now is an excellent time to get involved and contact us. The market is dynamic and staying up to date with trends and best practices will help ensure your campaign's success! Our past clients include big brands such as Reebok, among others.