Nearly 6 in 10 Polish pet owners use social media to research products before buying, but only 3 in 10 trust influencer content. That makes trust one of the biggest challenges for pet brands entering the Polish market. Here are 7 influencer marketing ideas worth borrowing.
1. Partner with an animal-care expert
If you’re planning a social media marketing influencer campaign for the Polish pet market, look beyond the biggest pet influencers.
In many countries, reach is the first thing brands look at. Here, it’s only part of the picture. Especially when it comes to pet health and wellbeing, Poles want advice from someone who knows what they’re talking about.
According to the Royal Canin Get off the Internet, Go to the Vet report, 97% of Polish veterinarians say pet owners arrive with their own diagnosis already in mind. 88% say that diagnosis is based on information found online. The Meaningful Influence study by Havas Play found that 59% of Poles use social media to research products before buying, but only 30% trust influencer content.
Many of the best campaigns here involve veterinarians, behaviourists, groomers or animal nutritionists alongside creators. Poles trust them more.
How to make it work in Poland
- Choose expertise over reach. A respected groomer or behaviourist can be more persuasive than a much bigger lifestyle creator.
- Give them one question to answer. Focus on one problem, one ingredient or one common myth.
- Think beyond one sponsored post. Long-term collaborations feel more genuine.
2. Focus on ONE specific problem
Instead of explaining the product, focus on one specific problem. A dog that runs off during walks. A cat that won’t eat. Expensive vet bills. Seasonal ticks. A puppy that’s constantly pulling on the lead.
Polish pet owners actively research products before buying. If they’re already looking for answers, content built around one problem is far more memorable than content trying to cover every product benefit.
How to make it work in Poland for different brands
- Pet insurance – Start with an unexpected vet bill, not the policy.
- GPS trackers – Show a dog disappearing during a walk, not the device.
- Pet food – Focus on a picky eater or a sensitive stomach, not premium ingredients.
- Supplements – Focus on itchy skin or stiff joints, not the formula.
- Harnesses and leads – Show a dog pulling on every walk or slipping out of a collar, not the design.
- Grooming products – Show matted fur or bath-time struggles, not the shampoo.
3. Run a multi-week product trial
Instead of asking for a quick review, ask creators to document the experience over time. The first reaction, the adjustment period, small setbacks, changes after two or three weeks, and the final verdict.
This works well for pet food, supplements, grooming products, training accessories, GPS trackers and subscription services – where trust builds over time rather than after a single use.
Unlike the fast-paced “unbox, recommend and move on” format common in the US, Poles are more likely to trust creators who show the whole process. A cat that ignores the food at first. Or a supplement that starts working after two weeks. People want evidence that the product works.
How to make it work in Poland
- Give creators enough time to form a genuine opinion.
- Encourage them to show the whole process, including doubts, setbacks and gradual improvements.
- Avoid exaggerated claims after one use, especially in health and nutrition categories.
- Let the recommendation come from documented experience.
4. Launch a micro-creator testing wave
Invite dozens of carefully selected nano- and micro-creators to test the same product.
Each creator should show it in a different situation, like:
- labrador puppy,
- senior cat,
- rescue dog.
- small flat,
- family home,
- first-time owners,
- experienced handlers.
Instead of one opinion, you get dozens of real-life examples that help potential customers recognise their own situation. This model is already widely used in Poland.
Unlike the large gifting campaigns seen in the US, don’t send products to random pet creators with attractive profiles. Choose creators because they genuinely match the product, audience and problem you’re trying to solve. Seeing the same product tested by different influencers in different situations is more convincing than one recommendation from a bigger celebrity.
How to make it work in Poland
- Don’t brief everyone the same way.
- Prioritise niche creators who match the problem over bigger ones.
- Build a library of buying proof.
5. Give creators a permanent code
Work with a group of Polish creators, each with their own permanent discount code. The code should stay the same even as the content changes. Creators use it in reviews, shopping hauls, FAQs and everyday posts. Over time, people stop remembering the campaign, but they remember which creator has which code.
This model lets brands track sales over months instead of weeks and helps clients connect a creator with the brand. It’s also one of the biggest differences between Polish and international campaigns. Global brands focus on product seeding or one-off collaborations. Polish pet brands are more likely to build long-term relationships with brand ambassadors.
Give every creator one code, a first-order benefit and the freedom to mention it naturally over time. For subscription services, a first-order discount also makes it easier for people to try something new. PsiBufet is a good example of this approach.
How to make it work in Poland
- Give every creator one permanent code.
- Offer a simple first-order discount.
- Let creators use the code naturally across different types of content.
- Measure long-term sales, not individual campaigns.
6. Turn one pet milestone into a campaign
Every stage of a dog’s life creates new routines, new questions and new product needs. Instead of building a campaign around your product, build it around one of those moments:
- Bringing a puppy home – show the first days together, the essentials every owner needs and how to make the transition easier.
- The first walks – talk about choosing the right harness, learning to walk on a lead or building confidence outside.
- Puppy school and first training sessions – turn treats, toys or accessories into part of a daily routine instead of a one-off purchase.
- The first visit to a groomer – show how to prepare a dog, reduce stress and build positive habits from the start.
- The first trip together – create content around travelling safely, packing the essentials and preparing a dog for a longer trip.
In Poland, these moments work best when they feel like real life, not social media content. A study commissioned by TU Europa found that 71% of Polish pet owners see their pet as part of the family, 37% sleep with them and 30% travel with them.
But don’t try to recreate highly styled American “pet parent” content if it doesn’t fit the creator. A first night at home or a chewed-up shoe will feel more relatable for Poles than a perfectly staged birthday party.
How to make it work in Poland
- Build a social media post around one stage of a dog’s life.
- Show how that moment changes everyday life.
- Make the product part of the new routine.
- Choose milestones that your audience has actually experienced.
7. Build a campaign around one question
Some products need an explanation first. So instead of asking creators to review them, ask them to answer one question their audience is asking.
For example:
- Do I really need a GPS tracker for my dog? – What happens if my dog runs away? Does it work outside cities? Is there a subscription?
- Is pet insurance worth it? – What does it actually cover? What won’t it pay for? How much could one emergency vet visit cost?
- Should I switch my dog to fresh food? – How do you make the change? What if my dog doesn’t like it?
- Do joint supplements actually work? – Which dogs need them? When does it make sense to start?
This format can be useful for:
- Pet insurance,
- GPS trackers,
- Veterinary services,
- Pet subscriptions,
- Supplements,
- Pet tech.
Choose Polish influencers who already explain things for a living. Dog trainers, behaviourists, vets and experienced owners are usually a much better fit than lifestyle creators. Why? Because your clients already trust them when they’re looking for advice.
Keep each piece of content focused on one question. One Reel or TikTok – one answer. Use Stories for follow-up questions or turn bigger topics into a YouTube video.
How to make it work in Poland
- Start with one question your customers ask.
- Match the creator to the product, not the size of their audience.
- Use social media to answer one question at a time.
- Solve the problem first and introduce the product naturally.
Frequently Asked Questions about the pet industry in Poland
How big is the pet market in Poland?
According to FEDIAF (The European Pet Food Industry Federation), Poland is home to around 18.4 million pets. Around 49% of households own at least one dog and 41% own at least one cat. It is a very attractive market for international pet brands.
Which social media platforms work best for pet influencer marketing in Poland?
The best strategy is usually a mix of platforms. TikTok and Instagram influencer marketing work well for product discovery and everyday content. YouTube influencer marketing is better suited to products that require more explanation. Facebook is an important platform for reaching older pet owners.
Are Polish pet owners willing to spend money on their pets?
Yes, but they spend carefully. According to research by the Warsaw School of Economics (SGH), almost half of Polish pet-owning households spend between PLN 101 and PLN 300 per month on their pets. Pet-related expenses account for around 4% of the average household budget. Poles are willing to invest in products and services, but they usually research their options before buying.
Which pet categories are growing fastest in Poland?
Pet food continues to dominate the market, but some of the fastest growth is happening in pet healthcare and specialised pet products. According to Euromonitor, the market is increasingly driven by premium products, preventive care and health-focused solutions.
What should brands know before launching an influencer campaign in Poland?
Poles are highly engaged, but they rarely buy on the first recommendation. They compare products, read reviews and often spend time researching before making a decision. We see campaigns that support this research process perform better than those built around immediate sales.
The best influencer campaigns don’t feel like campaigns at all. They answer questions, solve everyday problems and fit naturally into the lives of pet owners. If you’re planning an influencer campaign for the Polish market and want to make it feel local, contact us. We’d be happy to help.