Nearly 90% of marketers worldwide investing in collaborations with influencers plan to increase or maintain their current budgets. 50% of millennials admit to trusting product recommendations published by influencers. The influencer marketing market is vast, and an increasing number of companies from various industries appreciate it. How does it look in Poland? Are influencers equally profitable for brands?

Table of Contents

  • Poles and influencers – The truth about their relationship
  • Do Polish brands collaborate with influencers?
  • Most popular platforms and industries
  • Influencer marketing in Poland – KPI and ROI
  • Current trends in Polish influencer arketing

Poles and influencers – The truth about their relationship

According to the “Ranking of Socially Respected Professions 2022” survey conducted by SW Research, influencers in Poland are one of the least respected professions among the forty professions included in the survey, with only 17% of the Polish population showing respect for them. Only political party activists and YouTubers, whose activities often overlap with influencing, scored lower. The conclusion is clear – Poles do not trust influencers. However, reality is somewhat different.

Research shows that influencers in Poland have a positive impact on the mood of their followers, influencing them to change habits, visit new places, and purchase specific products. Approximately 21 million Poles follow at least one influencer, and 75% are influenced by them. Millennials (born between 1981 and 1995) and Generation Z representatives (born after 1995) significantly contribute to these results, as they are the ones who most willingly inspire people known from the Internet.

According to a BrandLift study, 43% of Poles admit to having bought something on Instagram at least once. Nearly one-third of people use the platform to learn about new offerings from brands, and 40% visit Instagram to find inspiration on influencer profiles. Similar trends are observed on TikTok, with 34% of Polish users turning to the app to discover new products and 32% seeking information about new places. Both platforms play a crucial role in Polish marketing, especially in the fashion, beauty, and electronics sectors, where most influencer campaigns are found.

Do Polish brands collaborate with influencers?

The “Influencer Market in Poland – 2023” report prepared by the REAChaBLOGGER platform clearly shows that Polish marketers (almost 60% of them) increased their budgets for influencer marketing this year, despite 72% expressing concerns about inflation’s impact on the market. Almost one-fifth of marketing experts participating in the survey stated that in the last 6 months, they collaborated with at least three influencers, 17% with one or two, and 13% with as many as fifty!

Both brands and their collaborating marketing experts have been encouraged by regulations introduced by the Polish Office of Competition and Consumer Protection (UOKiK) regarding influencer marketing. Collaboration processes with creators in Poland are now more controlled, and violating the law carries high penalties. Influencers are obligated to clearly label ads and are prohibited from misleading their audience. This legal change has made brands more transparent in the eyes of customers.

Most popular platforms and industries

If one were to collaborate with Polish influencers, which platform should be chosen? Undoubtedly, Instagram is the king in Poland, with 87.2% of brands selecting it for influencer campaigns. Facebook and TikTok follow closely at 55.3%. However, these are 2022 year-end data, and Facebook was already experiencing a significant decline, while TikTok recorded nearly a 20% increase. Everything indicates that TikTok aspires to be the new, dynamically developing leader. YouTube is right behind, with 39.4% of brands in Poland opting for this form of promotion. Podcasts are also gaining interest, with 16% of REAChaBLOGGER survey respondents collaborating with audio content creators.

Most popular platforms for collaboration with influencers in Poland

In which industries is collaboration with Polish influencers most profitable? Cosmetic brands are the most eager users of this tool (29%), followed by fashion brands (26.9%). Culinary, health, parenting, and travel brands are next in line. Recently, there has been a decline in interest in this type of marketing among brands associated with architecture, interior design, and construction.

Influencer marketing in Poland – KPI and ROI

Influencer marketing in Poland can yield fantastic results if used skillfully with specific goals. According to analyses, the majority of campaigns with online creators in the Polish market aim to increase product or brand recognition (81.9%). Sales rank second among objectives (58.5%), followed by generating traffic for an external site (e.g., an offer or online store) at 38.3%.

Regarding KPI, the primary metrics measured are social media post reach (almost 70% of campaigns), sales results (55.3%), the number of reactions to influencer-published creations (53.2%), and traffic (47.9%). On average, influencer campaigns in Poland achieve ROI similar to other digital marketing tools. In almost 30% of campaigns, the ROI from influencer marketing is even higher. However, campaign success depends on various factors, from choosing influencers and the attractiveness of communication and brand offerings to nuances like the timing of the campaign launch.

Current trends in Polish influencer marketing

How can we increase the chances of our influencer campaign’s success in Poland? It’s essential to analyse current trends to be aware of the Polish market, which often differs from the American or British markets. Some of the key trends in Polish influencer marketing include:

Long-term collaborations

Instead of one-time campaigns, the focus is on long-term (months or even years) contracts with influencers. Brands increasingly invite creators to ambassador programs. Creating products with influencers’ names attached is also a popular trend.

Micro-influencers

According to a REAChaBLOGGER analysis, 40.9% of Polish marketers choose to collaborate with stars, while only 15.1% opt for superstars. Brands in Poland prefer smaller creators, with 71% of last year’s campaigns involving micro-influencers and 19.4% involving nano-influencers. Interest in collaboration with the biggest names in the Polish media world is gradually decreasing.

Short-form videos

Polish audiences, especially the younger demographic, appreciate short-form content. The popularity of TikTok, as well as competing platforms like Instagram Reels and YouTube Shorts, indicates an increasing presence of short videos created by influencers in collaboration with brands.

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Emphasis on result monitoring

Brands operating in the Polish market are increasingly aware of the importance of monitoring campaign results. Without analysing the effects, there can be no effective actions. Metrics such as the number of views and interactions, as well as conversion (e.g., the number of products sold), are commonly measured. Using media monitoring tools is also popular to better understand how target audiences react to influencer messages.

Influencer marketing in Poland continues to gain popularity, although the trends in this promotional method change dynamically. If you are looking for a tailored strategy for your brand in the Polish market, contact us. We have extensive experience in influencer marketing for brands in various industries.

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