Poland is one of Europe’s hidden gems for educational platforms. But entering this market takes more than a catchy ad. You need to understand what makes Polish customers tick. Here’s exactly how to do it!
Poland – an attractive market for educational platforms
SW Research shows that 49% of Poles have already used online courses or training, and 31% believe online learning is more effective than traditional education. They are especially hungry for practical skills that improve their careers or personal lives. 60% of adults see online courses as a good way to upskill professionally.
Yet despite the growing interest in digital education, Poland remains below EU averages in adult lifelong learning participation. Only 17% of adults took part in any course or training over the last year. We see huge untapped potential in this paradox. Millions of Poles could become your clients if you show them the practical benefits of online learning and make it easy to get started.
Understanding the Polish client
Before you spend a single euro on ads, you need to know who you’re talking to.
According to SW Research, Poles love online learning for its convenience. 53% choose it because they can study anytime, anywhere, and 51% because it saves time.
Language learning dominates the Polish e-learning market. According to Bankier.pl 56.5% of Polis online language learners choose English, 15.1% German, and 9.9% Spanish.
Polish learners show a strong preference for Polish-speaking tutors. LiveXP indicates they are three times more likely to choose a local teacher over a native speaker, especially at beginner levels.
When it comes to motivation, 76% of Poles attend webinars or online training to grow personally or professionally. 43% list aggressive product pushing as the top reason for dropping out of webinars.
Digital readiness is also high. Data from Eurostat shows that 84% of Poles use smartphones, and 88% have at least basic digital skills. It makes them eager adopters of mobile-first learning apps. They expect intuitive platforms with no clunky interfaces.
While 61% of adults see online learning as key for career growth, many still think education ends with formal schooling. Overcoming this cultural mindset is crucial for success. Position your platform as a tool for real-life benefits, like promotions or salary raises. It resonates much more than vague promises.
Set up a localised presence
Localisation is not optional in Poland. It’s the key to getting clients to stick around. While working with a language learning platform, we discovered that Poles prefer choosing a Polish-speaking tutor over a native speaker.
But this discovery was just the tip of the iceberg. Poles expect:
- Polish-language interfaces.
- Polish-speaking customer support.
- Local payment methods such as BLIK.
- Localised pricing.
- Time zone and schedule adaptation.
Also, don’t underestimate the power of local touches. Using Polish cultural references, holidays, or even memes in your marketing can make your platform feel more relevant. Some global giants like Duolingo perfectly adapt their social media content to Polish trends.
Creative social media plan
Social media is the perfect place to build awareness, trust, and community around your brand. From our experience, these are the most effective formats for educational platforms.
- Bite-sized tips – short, easy-to-share posts like quick facts, productivity hacks, or study techniques that keep your platform top-of-mind and make learning feel accessible.
- Video tutorials – 15–60 second Reels or TikToks explaining a single concept, method, or skill.
- Interactive Insta Stories – polls, quizzes, sliders, or question boxes that invite followers to engage actively.
- Live sessions – Q&As, trial lessons, behind-the-scenes streams, or webinars on YouTube, Instagram, or TikTok.Poles love real-time interaction.
- Carousel posts – step-by-step guides, top 5 lists, or visual summaries of educational topics.
- Cultural content – memes, references to Polish holidays, or relatable jokes adapted to local humour can massively boost shares and comments.
- Challenges – short-term challenges with a branded hashtag that encourage followers to complete tasks, post their progress, and spread your platform organically.
Remember: translated global posts won’t resonate. Campaigns adapted to Polish humour, culture, and language trends perform significantly better. And as an agency, we can help you plan, localise, and manage your social media presence across all key platforms. We create content calendars, produce creative content, and optimise paid campaigns.
Influencer marketing
Influencer marketing isn’t just a buzzword in Poland. Polish audiences crave authenticity and expertise, so collaborations with educational creators, polyglots, or parents sharing learning experiences can be effective.
Here are some fresh ideas that resonate with Polish users:
- Podcast and video mentions – influencers talk about their learning journey with your platform during their podcast episodes.
- Instagram takeovers – creators take control of your account for a day, posting behind-the-scenes content and study tips.
- Challenges with hashtags – launching a challenge like “7 days of intensive language learning” and encouraging followers to share daily learning progress.
- Live Q&As with experts – influencers invite your tutors or coaches to answer audience questions live on Instagram or TikTok.
- Micro-courses on social media – a short series of 3-5 educational videos created by influencers, with your platform as a learning partner.
- Exclusive bundles with influencer codes – limited-time packages offering bonus materials, like a downloadable study guide from the influencer.
Content marketing
If you want to build trust and authority, don’t just sell. Teach. Poles love practical, actionable knowledge. A blog with tips on effective studying, articles comparing different learning methods, or guides on career-boosting skills will attract organic traffic and position your platform as a credible expert.
High-quality content also boosts your SEO. Poles research extensively before purchasing any online services. Blog articles, downloadable resources, and video lessons help you show up in searches like “best English course online in Poland” or “online coding bootcamp for beginners.” And yes – we, as your local agency, can handle your entire content strategy: from planning blog topics and writing articles to repurposing your content into press releases.
Media relations
Platforms that make headlines in Poland’s top tech, business, or parenting portals gain instant credibility. Sharing unique research or insightful reports can earn you valuable PR exposure. These stories often get picked up by major outlets, building awareness among both parents and adult learners.
As your local agency, we don’t just write press materials. We help you identify the most relevant Polish media, pitch stories tailored to their audiences, and monitor coverage. We also provide you with detailed media reports so you can see where your brand is being talked about.
Here’s how we can help:
- Data-driven press releases– preparing press materials based on your research (e.g., number of active students, emerging learning trends).
- Expert interviews – interviews with founders, tutors, or educators who can talk about teaching methods or the latest innovations.
- Leadership articles – expert pieces offering a unique perspective on online education, such as how AI is changing language learning.
- Sponsored content – paid articles in top Polish portals (e.g., Onet, WP, Money.pl) or parenting magazines that let you reach a highly targeted audience.
- Webinars for journalists – short online sessions for the media to showcase your platform and give them an inside look.
- Influencer-media collaborations – inviting educational influencers to participate in joint content for media outlets (e.g., interviews in parenting portals).
- Local partnerships – collaborating with Polish language schools, universities, or educational foundations. These partnerships often attract media attention.
Poland is bursting with opportunities for educational platforms. You just need an authentic communication plan and a deep understanding of what motivates Poles. With the right strategy, your platform can stand out and win trust in one of Europe’s most promising markets. Let’s talk about how we can help you with this!