Poland has a rapidly growing influencer marketing industry, with social media stars commanding millions of followers across platforms like Instagram, YouTube and TikTok. The Polish digital landscape is unique, characterized by high engagement rates, a strong community-driven culture, and a preference for authenticity. Brands looking to enter the Polish market increasingly leverage influencer partnerships to tap into highly engaged audiences.
According to a report by Influencer Marketing Hub 2025 report, Poland's influencer economy is projected to grow at a rate of 15-20% annually, driven by increasing mobile internet usage, e-commerce expansion and shifting consumer behaviors. Polish social media influencers span various niches, from fitness and fashion influencers to gaming and travel bloggers, making it a diverse and dynamic market.
In this blog post, we will take a closer look at five of the top influencers in Poland, their impact and how they shape Poland's media landscape.
Robert Lewandowski (@_rl9) - Football influencer
Barcelona’s Robert Lewandowski celebrates after scoring second goal in the win against Cadiz (Joan Monfort/AP) (AP)
Robert Lewandowski is Poland’s most famous athlete and a global football icon. As the captain of the Polish national football team and a star striker for FC Barcelona, his influence extends far beyond the sports industry. With over 36.9 million Instagram followers, he collaborates with international brands such as Nike, Huawei and Gilette.
Why brands work with Robert:
His global appeal makes him an excellent ambassador for sportswear and luxury brands.
High engagement rates with sports enthusiasts and general audiences.
Authentic storytelling and a mix of professional and personal content.
Iga Świątek (@iga.swiatek) - Tennis influencer
Iga Świątek is the highest-ranked Polish tennis player in history and a multiple-time Grand Slam winner. Her Instagram account has around 2 million followers, showcasing her journey through the WTA tour, training sessions, and personal insights. As a young female athlete, she resonates with younger demographics and sports enthusiasts alike.
Market influence:
Represents Poland’s growing interest in women’s sports.
Works with global sports brands like Asics and Red Bull.
Strong role model for aspiring athletes, increasing her credibility in health and fitness partnerships.
Iga Świątek during US Open 2025
Ewa Chodakowska (@chodakowskaewa) - Fitness & wellness influencer
Ewa Chodakowska is often called the "trainer of all Polish women" and has built an empire around fitness programs, diet plans and motivational content. With around 2 million Instagram followers, she influences lifestyle trends across Poland. Her fitness brand includes workout DVDs, books and collabs with wellness brands.
Industry insights:
The Polish fitness market has seen a boom, with wellness apps and online coaching gaining popularity.
Consumers in Poland prioritise authenticity, making Ewa’s transformation-focused content highly effective.
Strong engagement in the 25-45 age demographic, making her a valuable asset for health brands.
Joanna Jędrzejczyk (@joannajedrzejczyk) - MMA fighter & women’s empowerment
As a former UFC champion, Joanna Jędrzejczyk is one of Poland’s most prominent female sports figures. Her IG account, with 2 million followers, features a mix of sports updates, training videos and personal lifestyle posts. She has worked with brands in fitness, apparel and self-defense industries.
Why she stands out:
A strong advocate for women’s empowerment and self-defense.
Engages in motivational speaking and media appearances.
High international recognition, making her suitable for global influencer marketing campaigns.
Polish MMA fighter - Joanna Jędrzejczyk
Eva zu Beck (@evazubeck) - Travel & adventure
Eva zu Beck is a travel vlogger and blogger known for her immersive storytelling and off-the-beaten-path explorations. She gained popularity through YouTube and Instagram, where she shares unique travel experiences in remote destinations. Her brand is built around adventure, cultural exploration, and digital nomadism.
Market trends in travel influencing:
Post-pandemic travel has shifted towards personalised, experience-driven tourism.
Eva’s content appeals to younger, adventure-seeking audiences looking for authentic travel experiences.
Collaborates with travel brands, airlines and eco-tourism initiatives.
Influencer marketing in Poland - key trends & takeaways to consider:
= Authenticity matters: Poles value real, unfiltered content. Influencers who maintain a personal connection with their followers tend to have higher engagement rates.
= Cross-platform presence: top influencers operate across multiple platforms (Instagram, YouTube TikTok), allowing brands to execute omnichannel influencer marketing campaigns.
= E-commerce integration: influencers are increasingly launching their own brands, capitalising on Poland’s booming e-commerce sector.
= Sports & fitness dominate: With a strong focus on health, wellness and sports, many brands leverage fitness influencers for successful collabs. = Local vs. Global Influence: While some Polish influencers have international appeal, local micro-influencers also hold significant sway in niche markets.
For businesses looking to expand in Poland, working with the Polish influencers can be a game-changer in reaching and resonating with local audiences. If you're considering influencer marketing for your brand in Poland, now is an excellent time to get involved and contact us. Our past clients include big brands such as Reebok, among others.