Micro vs. Macro Influencers in Poland

When launching an influencer campaign in Poland, marketers face a key decision: should they partner with micro influencers or macro influencers? Both approaches can deliver results, but they serve different objectives. Over the past few years, Polish brands have increasingly leaned toward micro influencers, seeking authenticity, measurable ROI, and closer consumer connections.

The rise of micro influencers in Poland

Micro influencers, typically creators with 10,000 to 100,000 followers, are now at the center of the Polish influencer market. According to industry reports, more than 70% of Polish marketers worked with nano and micro influencers in 2023, and this share continues to grow in 2025. The report “Influencer Market in Poland“ also revealed that over 60% of brands increased their influencer marketing budgets despite inflation and economic uncertainty.

Why? Because these creators bring niche, loyal audiences, often within a specific geographic or interest-based community.

Niche, loyal audiences: They engage with specific, often local communities and interest-based groups.
Authenticity: Their content feels genuine, which resonates strongly with Polish consumers.
Affordability & scalability: Lower costs enable brands to work with multiple influencers for diversified impact.
Proven ROI: One Polish skincare brand achieved 42% higher sales through a collaboration with 10 micro-influencers versus one large creator.¹

Engagement & ROI: Micro beats macro

In terms of raw numbers, micro influencers often outperform macro-influencers when it comes to engagement and cost-effectiveness. A report by Troozer showed that in 2024:

Micro influencers delivered up to 5.7% engagement rates, compared to just 1.3% for celebrities.
The cost per engagement was significantly lower: $0.83 for micro influencers, versus $5.21 for macro influencers.
Conversion rates were nearly 4x higher when using smaller, trusted creators.

This data aligns with trends in the Polish market, where trust in local influencers is particularly strong. Micro-influencers remain the top choice for brands targeting Gen Z and Millennials in Poland.

But macro influencers still matter

That said, macro-influencers (100K+ followers) still have their place especially when your goal is brand awareness or prestige positioning. Their strengths include:

Wider reach across different demographics
Higher content quality, thanks to professional production teams
Association with recognizable faces that elevate your brand image

However, macro-influencers are also more expensive and less likely to deliver high engagement, particularly in the Polish market where audiences are increasingly skeptical of polished, celebrity-style endorsements.

When to choose which: Macro vs. micro influencers

Choose micro influencers If:

You want authentic engagement within a niche market.
Your budget requires cost-effective collaborations.
You’re focused on sales, leads, or community building.

Choose macro influencers If:

You need wide-scale brand awareness quickly.
Your campaign aims to position your brand as premium.
You’re launching a nationwide or high-profile product.

Strategy tip: Use a hybrid approach

You don’t always have to choose between micro or macro combining both can offer the best of both worlds.

Use a few macro-influencers for reach and visibility.
Pair them with 10–20 micro influencers for authentic engagement and performance tracking.

This mix helps you maximize both top-of-funnel awareness and bottom-of-funnel conversions.

Final thoughts

For brands entering or scaling in the Polish market in 2025, micro influencers offer the best balance of trust, engagement, and ROI. They speak directly to your audience in ways that feel both authentic and culturally relevant. Macro influencers still matter, but they work best as part of a broader mix rather than a standalone solution.

Want to stay ahead of the influencer marketing trends in Poland? Feel free to contact us or reach out via LinkedIn or Facebook!