At first, it doesn’t sound like a good match. On one hand, we have serious institutions and legal regulations. On the other – Instagram carousels and funny TikToks. And yet, many brands from the financial sector are successfully investing in collaborations with Polish content creators. So how do you build an influencer marketing campaign for a financial brand in Poland? Here’s what you need to know.
Influencer marketing in finance sector – does it actually work?
The influencer marketing industry has reshaped the entire landscape of marketing. In recent years, influencer marketing in Poland has grown into a fully-fledged communication channel, sometimes even into the central pillar of strategy. In 2025, its value is expected to reach up to 1 billion PLN annually.
Today, trust in finance is no longer built through experts in suits. Younger generations want someone to explain complex topics in their own language. At the same time, older Poles are searching for financial information, banking, or investment advice on YouTube or via online guides. They are more likely to learn about finance on TikTok than from the KNF’s official guidelines.
Generation Z sometimes trusts YouTube educators more than TV stock market analysts. They don’t read bank brochures – but they will happily watch an Instagram Reel on how to plan a holiday budget. General trust in influencers in Poland is low (around 16%), but increases when it comes to specific creators who educate rather than just promote.
The financial sector in Poland – legal regulations
Influencer marketing in the financial industry requires a different approach than sectors like beauty, FMCG or fashion. A good story alone isn’t enough. Compliance with regulations, precise language, and awareness of reputational risk are all essential. Any investment in influencer campaigns in finance must be preceded by a thorough audit of both the messaging and potential creators.
In Poland, promotional activities in finance must be align with:
- The Consumer Credit Act – which requires clear communication of total loan cost and APR (RRSO),
- KNF recommendations – especially on how information about investment products is communicated,
- UOKiK guidelines for influencers and advertisers – including rules on labelling paid partnerships and prohibiting hidden advertising.
UOKiK regularly publishes decisions on fines for creators and brands who fail to properly label sponsored content.
Importantly, the responsibility lies not only with the influencer but also with the brand and agency. This kind of collaboration should always be covered by a contract and include a regulatory briefing. Our agency’s experts support you at every stage of the process.
Influencer marketing rules for the financial industry
Through experience, we’ve developed a set of principles that prove particularly effective when working with influencers in the financial sector.
Tone of communication
In finance, precision matters. You cannot promise returns or use clickbait phrases like “quick money.” The content should be factual, but not overly complex. In our opinion, the best results come from combining everyday language (but not overly simplified) with a clear structure – such as a guide format.
Choosing the right influencer
In finance, an influencer must be authentic – or at least truly understand what they are communicating. In practice, this means choosing creators who have previously covered financial topics or have a clear reason to be interested in them. We avoid “everything influencers.” The message must also match the creator’s personality. For example, someone known for a frugal lifestyle shouldn’t advertise expensive personal loans. Poor creator-brand matching leads to a loss of trust. Polish audiences rarely forgive such mistakes.
Values, not just discounts
In finance, giving influencers’ followers a discount isn’t enough. The audience must understand why they should care about the brand’s offer. Effective campaigns in this sector:
- Educate (e.g., “Is a 2025 deposit still worth it?”),
- Show how the product fits into the influencer’s real life,
- Address common concerns (e.g., “Can I cancel this?”),
- Build a long-term narrative.
Long-term cooperation with content creators
In the financial sector, ambassador models or cyclical cooperation (e.g., several months of content creation with the brand) work best. Polish customers rarely act on impulse when it comes to finances.
Transparency is key
In finance, failure to label a collaboration isn’t just a slip-up – it’s a potential fine from UOKiK. A study by LifeTube and IQS found that over half of Poles see labelled posts as more trustworthy than unlabelled ones – as long as the content is valuable and aligns with the influencer’s style. The influencer’s content should also include real data or links to verified sources.
What types of influencers are a good match in finance?
In Poland, the general public trust in influencers is low. According to CBOS, only 16% of people consider them credible. The situation looks different, however, when it comes to educational creators who have built their expert image over time.
A study by CreditCards.com (cited by the Polish Economic Institute) shows that Gen Z is five times more likely than those over 40 to get financial knowledge from social media. What’s more, they often treat influencers as advisors and make decisions based on their opinions. For financial brands, the key is not just choosing the right platform – but the right communication partner.
Financial experts and educators
This is the most obvious – and safest – choice. These may be bloggers, YouTubers, podcasters or TikTok creators who have been producing educational content about personal finance, investing, saving or the economy for years. It’s important to note that in Poland, such experts usually don’t engage in one-off campaigns – they expect a long-term relationship.
Best suited for campaigns on:
- Investment products
- Mortgage loans
- Long-term financial solutions
- Educational apps and budgeting tools
Examples of Polish finance influencers:
- Marcin Iwuć (Finanse Bardzo Osobiste)
- Tomasz Jaroszek (Doradca TV)
- Michał Szafrański (Jak Oszczędzać Pieniądze)
- Finanse Niki
Micro- and nano-influencers in niche communities
These are creators with smaller audiences (e.g., 2,000–50,000 followers) focused on narrow topics like family budgeting, household finance, and tips for young parents, freelancers or students. Campaign costs are lower than with macro-influencers – and ROI is often higher.
Best suited for campaigns on:
- Personal, savings and currency accounts
- Mobile banking apps
- Financial education for children and teens
- “Starter” products – e.g., student accounts
Lifestyle influencers with finance elements
These are influencers with broad reach who run accounts focused on lifestyle, travel, personal growth or tech, but who also touch on finance-related topics. In this case, content moderation is essential to avoid factual slip-ups.
Best suited for campaigns on:
- Credit and debit cards
- Installment plans, bundled offers
- Mobile banking and payment apps for travel
Entertainment creators
These might be TikToker, YouTubers, or celebrities who don’t focus on finance but know how to grab the attention of hundreds of thousands of (mostly young) viewers. Their content acts as a gateway to more difficult topics.
Best suited for campaigns on:
- Brand awareness
- Education with humour
- Using the product as part of storytelling (e.g., a YouTube challenge)
- Competitions
Most effective tools and formats
Choosing the right influencer is only half the job. The other half? Creating content that works. Here are the formats that we find most effective:
Short videos (Reels, Shorts, TikToks)
Currently the most common format in campaigns aimed at Gen Z and young adults.
Their main goal: quickly build awareness and anchor one key piece of information.
Works best for:
- Simple benefits (e.g., zero-fee account, cashback on sign-up)
- Explaining one concept (e.g., “What is APR?”)
- Debunking myths (e.g., “You don’t need 10k to start investing”)
Educational series (carousels, videos, eBooks)
A great choice for building trust, going deeper into a topic, or educating over time. Perfect when the product or subject is more complex (e.g., investments, insurance, taxes). This format can include a series of themed posts (e.g., “Finance June”), checklists, or “myths vs facts” formats.
Live sessions and webinars with internet experts
Excellent for direct engagement, explaining complex ideas and building trust. Lives are especially effective for educational campaigns.
Storytelling and entertaining content
The best format for young audiences. Helps place the product in a realistic context and builds an emotional connection with the brand. Ideal when the goal is to integrate the product naturally into the influencer’s lifestyle.
What can ruin your influencer marketing campaign?
Influencer marketing in the financial sector is unforgiving. Even the best strategy can fall apart due to one poorly chosen quote, an unlabelled post or a PR crisis involving the influencer. In this industry, trust is hard-won and quickly lost.
Regulatory issues
Failure to comply with the Consumer Credit Act, KNF recommendations or UOKiK guidelines can mean more than reputational damage – it can result in actual fines. Every content piece should be not only labelled but also preceded by a legal briefing and compliance checklist.
Choosing the wrong influencer
Sometimes brands partner with a creator who ends up in a controversy shortly after. Proper research is essential: reviewing past content, verifying previous brand partnerships and including a moral clause in the contract that allows immediate termination if a crisis arises. We can help with this.
Unclear messaging
If the customer doesn’t understand what’s being promoted, how to access it or what makes it different from competitors – they won’t act. The message must be clear, accessible, and suited to the audience’s level of financial knowledge.
If you’re a financial brand operating in Poland or planning to enter the market – let’s talk. We’ll help you build influencer campaigns that are compliant with Polish law and effective for your target audience.