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If you planned an influencer campaign in Poland a few years ago, it probably meant one glossy Instagram post and a couple of Stories. Today, Polish teams treat influencer marketing like a performance channel. The creative default is short video; rosters are built around the micro influencer. The best programs move Polish influencers from one-off posts to ongoing, revenue-linked partnerships.
Below is a practical take on how the market really works right now.
How big is the influencer marketing industry in Poland?
In 2024, the Polish online advertising market surpassed 9.5 billion PLN. Assuming influencer marketing accounts for roughly 2% of total ad budgets, this translates to around 240–250 million PLN invested in influencer-generated content.. Polish marketers increasingly view influencer marketing as a performance channel, not just a tool for brand awareness.1
Why are brands investing more? Because influencer marketing is maturing
Globally, the influencer marketing industry hit about $24 billion in 2024, with forecasts aiming for $32.5 billion in 2025. What’s fueling this explosive growth? Short video formats, social commerce, and much better measurement tools.
Polish marketers are no exception. Instead of just pushing “brand image,” influencer marketing is shifting toward performance and ROI, proving itself as an indispensable channel for modern marketing.2
Popular platforms for influencer campaigns in Poland
Poland remains a Facebook + YouTube country for raw reach, with Instagram and TikTok quickly gaining ground:
- Facebook leads with a monthly reach of 83.7%
- YouTube closely follows at 82.3%
- Instagram maintains 49.9%
- TikTok is catching up fast with 46.5%
What sets TikTok apart is the average daily usage time of around 1 hour and 20 minutes, making it ideal for short, engaging video content.3
Platform insights
- Facebook: overlooked workhorse for reach in Poland; great for creator whitelisting and retargeting broader demos (including 45+).
- YouTube: best for durable search-adjacent content (tutorials, reviews), long-tail discovery, affiliates. Pair creators with mid-form (3–8 min) videos and cutdowns for Shorts & paid.
- TikTok: fastest learning loop and the comment-thread goldmine. Expect 2–4 hooks per product, constant iteration, and retargeting with creator whitelisting.
- Instagram: still the UGC showroom: Reels for reach, Stories for conversion (stickers, codes, links), carousels for comparisons and before/after.
Key trends in influencer marketing 2025
Micro influencer > mass reach
Forget massive celebrity accounts. The trend in Poland is all about micro influencers: creators with smaller, tigh communities. Why? Because those audiences are highly engaged and responsive to content that speaks to their specific needs and pain points.
Plus, working with micro influencers helps brands keep cost per acquisition (CPA) in check while driving quality traffic. On platforms like TikTok and Instagram Reels, comment sections turn into little FAQ hubs, extending the life and impact of a single post for weeks through organic search and retargeting.
➡️ Learn more about how to choose an influencer for your brand.
From branding to performance: Influencer marketing is a sales engine
More and more, brands are connecting influencer content directly to sales. They use trackable links, discount codes, product catalogs, and shoppable videos to measure exactly how influencer marketing affects purchase behavior and customer lifetime value.
AI and virtual creators
Another fascinating development is the rise of AI and virtual influencers in Poland. What used to be a novelty is now becoming a planned, strategic part of media mixes. Brands are experimenting with digital creators, showing that this trend is moving from curiosity to mainstream marketing.
For example, Douglas ran Poland’s first campaign with an AI-supported virtual influencer, showing that synthetic creators are becoming a strategic tool, especially where brand control is key.4
Brand safety & standards
With this rapid growth comes the need for clear standards. Polish organizations like IAA Polska, IAB Polska, and SAR have teamed up to create guidelines that ensure transparency, proper disclosure, and safer collaborations.
FAQs Polish marketers often ask
Digital advertising in Poland is around PLN 9.5 billion, with influencer marketing holding a low-single-digit share (~PLN 240 million). Use this as planning context, not gospel.
Mega-influencers make sense for large-scale, nationwide awareness campaigns. For performance-driven goals and cost control, micro influencers deliver higher engagement and lower CPA.
Polish industry bodies (IAA Polska, IAB Polska, SAR) have established guidelines for transparency and proper disclosure, helping reduce risks and ensure legal compliance.
Treat it as a test. It works best with strong promo mechanics and creators who can actually host, not just “be present.
