Planning an influencer campaign in Poland? There are plenty of creators to choose from. The harder part is knowing who actually makes sense for your brand. Should you focus on Instagram, TikTok or YouTube? How much should you budget? And do you really need the biggest names? Here is what influencer marketing in Poland looks like in 2026 – and what to expect in 2027.
How big is influencer marketing in Poland in 2026?
Influencer marketing is already a sizeable business in Poland. In 2025 IAB estimated the market at PLN 280-320 million. Social media advertising is even much bigger. According to IAB Polska/PwC AdEx, brands spent PLN around 1.87 billion in one year. That was 17% of all online advertising spent.
Influencers have a large audience. IAB found that 43% of Polish social media users follow some creators. Among 18-24-year-olds, the figure rises to 72%, and among 25-34-year-olds to 61%.
But, following is one thing. Buying is another. 40% of social media users say they have bought a product because an influencer recommended it. Wavemaker also found that 72% of Polish influencer content consumers had discovered a new brand through a creator.
Only 30% of users say they trust influencer content. And they seem to be quite selective about who they listen to. According to Wavemaker Poles follow around 47 creators on average, but really care about and trust only 8.
We see this in campaigns too. The biggest creator on the shortlist is not always the best choice. It’s better to look at who their audience is, what they talk about and whether the product feels natural for them. Follower count comes later.
Which platforms do Polish influencer audiences use?
Instagram is the main platform for influencer content in Poland. According to IAB Poland, 65% of Poles who follow influencers use Instagram to see their content. YouTube reaches 57%, Facebook 46% and TikTok 41%.
The picture changes with age. Among 18-24-year-olds who follow influencers, 75% use Instagram and 58% use TikTok. Facebook is far behind at 22%.
Influencer marketing on TikTok is also growing quickly. According to DataReportal, its potential ad reach in Poland is now 12.4 million adults. It’s 11.5% more than a year ago.
YouTube influencer marketing is a different story. Its potential ad reach is much bigger, at 27.1 million people. It is also especially popular among men. 67% use YouTube for creator content (compared with 49% of women).
In campaigns for our clients, we start with the audience and the product, then choose the platform. Instagram works well for beauty, fashion and other visual categories. TikTok is usually a better place to reach younger people. YouTube works best when the product needs more time, for example for a review, a test or an explanation. Not everything works in a 15-second video.
What kind of influencer content is popular in Poland?
Of course, some topics are much more popular on social media than others. According to IAB Poland, 52% of Poles who follow influencers watch cooking creators, and 51% follow beauty content. Fashion and lifestyle are close behind at 46% each. Sport and fitness reaches 45%.
But it is not all beauty, food and fashion. 29% of Poles follow creators who talk about education. The same share follows politics or social issues. Technology reaches 25%, and business and finance – 24%.
Women and men also follow quite different types of content. Among Polish women, 71% are interested in beauty and 61% in fashion. Men are more likely to follow sport and fitness creators (52%) and technology influencers (42%).
Bigger is not always better. In finance, healthcare or tech, a smaller creator who already knows the subject can be a much better fit. The content feels more natural, and you don’t have to force the product into a profile where it clearly does not belong.
The same applies to the content itself. Some ideas that work well in other markets simply do not work for Polish audiences. It is worth knowing which types of brand content tend to fall flat in Poland.
Who are the top influencers in Poland in 2026?
Who is big in Poland right now? There is no perfect top 10. Some creators are huge on YouTube, others on Instagram or TikTok. But there are a few names you will see again and again in different campaigns for global brands:
Male Polish influencers: Friz, reZigiusz, Książulo, Tromba, Konopskyy, Patec, Bagi, Czajnik, OjWojtek.
Female Polish influencers: Wersow, Andziaks, Julia Żugaj, Jeleniewska, Julia Kostera, Lexy Chaplin, Natsu, Lila Janowska, Klaudia Sadownik.
Polish influencer groups: Genzie, Bungee, WK Dzik, Dresscode, NewGen, Friendz. Groups are quite a big part of the scene. Creators work together, appear in each other’s content and often grow their audiences together.
Think of this list as a quick introduction to some of the names that are big in Polish social media in 2026. In specific sectors, the picture can look very different. Gaming, fashion, beauty, tech or finance all have their own big names. In our campaigns, we build the shortlist around the client, the audience and the category rather than starting with the biggest accounts.
Working with micro-influencers in Poland
Are micro-influencers worth working with in Poland? In our opinion, yes. Especially when you want to reach a specific audience. We wrote more about this in our guide to micro-influencers in Poland.
But who counts as a micro-influencer in Poland? The numbers may be smaller than you expect. IAB defines nano-influencers as creators with up to 5,000 followers. Micro-influencers have between 5,000 and 50,000. On TikTok, the upper limit goes up to 70,000.
These labels are useful, but we would not choose names based on them alone. A smaller influencer can be a very good fit for a niche product or a specific audience. Their content can also feel more natural (because they often have a closer relationship with their community). A bigger name may make more sense when your main goal is reach.
We usually mix different types of creators depending on what the client wants. So, instead of starting with “we need five micro-influencers”, start with what you need them to do.
How should influencers mark ads in Poland?
Poland has specific rules for influencer advertising. UOKiK says that paid collaborations must be clearly marked as advertising. And “paid” does not only mean money. Barter deals and affiliate links can also count as commercial content.
The label should be easy to spot. UOKiK recommends using the platform’s paid partnership tool and adding a clear label such as “reklama” or “materiał sponsorowany” to the content itself. Simply tagging the brand may not be enough.
UOKiK takes these rules seriously. In March 2025, three Polish celebrities were fined around PLN 500,000 in total for incorrectly marked advertising content. In 2026, UOKiK also brought charges against two gaming YouTubers over ads aimed at children.
If you are running a campaign in Poland, include disclosure rules in the brief from the start. Do not assume that labels used in the UK, US or another market will also work here. They won’t.
Influencer marketing trends in Poland for 2026 and 2027
The biggest social media trends in Poland are also changing influencer marketing. Here is what we are seeing in 2026 and expect to continue in 2027:
Better campaign measurement
Likes and views are no longer enough. New IAB Poland standards published in 2026 also cover clicks, UTM links, discount codes, sales and conversions. Brands want to know what happened after someone saw the content.
More focus on niche communities
A creator does not need a huge following to reach the right people. Smaller creators can be useful when the audience is built around a specific interest, profession or topic. This can work especially well for brands outside beauty, fashion and lifestyle.
A second life of a creator content
One sponsored Reel or TikTok does not have to disappear after one post. Brands start to use creator content in paid campaigns, e-commerce or their own social media. Just make sure the usage rights are agreed from the start.
More influencer content in paid media
Organic reach doesn’t do all the work. Brands can put advertising budget behind influencer content and reach more people through Meta or TikTok Ads. This also makes results easier to measure.
More focus on performance
Affiliate links, discount codes and UTM links make it easier to connect influencer activity with clicks, conversions and sales. Brands look beyond reach and engagement when they compare campaign results.
Short-form videos
Among Polish influencer followers aged 18-24, 58% use TikTok for influencer content. Video is also the preferred social media format for 73% of this age group. TikTok’s potential advertising is constantly growing.
More attention to authenticity
Wavemaker found that 55% of Polish influencer content consumers had unfollowed a creator because of unethical behaviour. Among Gen Z and Millennials, the figure was 63%. A creator’s history can tell you as much as their numbers.
More AI transparency
Poles are cautious about AI in advertising. According to IAB, 32% of social media users say AI makes them react more negatively to social media ads.
More professional market
Polish industry organisations introduced new quality standards for influencer marketing in 2026. They cover areas such as legal issues, ethics, brand safety and campaign reporting. Influencer marketing is becoming a more structured part of the media mix.
Frequently asked questions about influencer marketing in Poland
How much does influencer marketing cost in Poland?
There is no reliable public price list for influencer marketing in Poland. The cost depends on the creator, platform, format, number of posts, production, usage rights, paid promotion and exclusivity. Two creators with a similar follower count can therefore quote very different prices.
Is gifting considered influencer advertising in Poland?
It can be. According to UOKiK, receiving a free product can make the content commercial, even if no money changes hands. The exact rules depend on the type of cooperation and what happens to the product afterwards.
Do influencers in Poland have to disclose affiliate links?
Yes. If a creator earns money or receives another benefit through an affiliate link or discount code, the commercial nature of the content should be clearly disclosed. UOKiK recommends visible labels.
How can a foreign brand find influencers in Poland?
You can work with a local agency, use influencer marketing platforms or research creators directly. Do not choose them by follower count alone. Check their audience, previous collaborations, content, engagement and whether your product fits with what they usually talk about.
Should you work with an influencer marketing agency in Poland?
Of course, not every campaign needs an agency. An agency can be useful when you need local creator research, campaign management, contracts, reporting or support with Polish advertising rules.
What should an influencer brief in Poland include?
Include the campaign goal, target audience, deliverables, platforms, deadlines and KPIs. The brief should also cover advertising disclosure, usage rights, paid promotion, exclusivity and reporting. Agreeing these details before the campaign starts can save a lot of emails later. Trust us.
Planning an influencer campaign in Poland? Get in touch with our team and let’s find the right brand ambassador for your audience, category and goals.