In Poland, influencer marketing is still one of the most common forms of brand communication. Importantly, however, brands are no longer limited to the largest Instagram players, but understand the concept of engaging creators more broadly. Hence, the popularity of cooperation, among others, with thematic YouTubers, as well as podcasters and bloggers who are still active on the market.
Creators specialising in educational content willingly cooperate with brands dealing with ecology, energy, finance, as well as the medical and legal industry (although this is not a rule). Most often, the profile of a brand’s activity should very clearly correspond to the content of a given influencer, because the recipients of edu YouTubers pay great attention to the authenticity of the message. They range from school-age teenagers to college students to working millennials.
In order to communicate, for example, renewable energy sources, the most contextually coherent influencer would be Kasia Gandor, who has already dealt with renewable energy issues. Brands dealing in turn with the promotion of self-learning materials should focus on cooperation with Radek Kotarski from the Polimaty channel, specialising e.g. in teaching psychology. Products related to the British or American market will naturally correspond with Arlena Witt, philologist and author of the Po Cudzemu series, and campaigns related to Polishness and the Polish language should include the involvement of Paulina Mikuła, a Polish teacher and originator of the Mówiąc Inaczej channel.
Bloggers are still very popular in Poland. Influencers who create written content, in theory pushed out by YouTube or Instagram, often gather a committed group of recipients who have been following a given platform for a long time, and even – from the beginning of the creator’s activity. Among the target group of the largest bloggers, there are, among others, women from 20 to 40 who are interested in lifestyle, health, medicine, as well as cuisine and interior design.
By working with Polish bloggers, brands are aware that sponsored content will be less “fleeting” than content on Instagram or YouTube. The specificity of both media is the dispersion and high variability of content, when blogs seem more sedate and regularly visited by the engaged community. Such recipients can be proud of, among others, Malwina Bakalarz-Trzcińska (bakusiowo.pl), whose interest, among others, are parenting brands and interior design, and also Kamil Nowak from blogojciec.pl, who communicates similar content to the male part of Internet users. Health segment brands can be found cooperating with Katarzyna Woźniak (mamaistetoskop.pl), Anna Makowska (Dokania.pl), and Kasia Koczułap (coztymseksem.pl).
Podcasts are a relatively fresh trend that has become a permanent feature of the Polish Internet landscape. Influencers in this category engage their recipients primarily with valuable content and closeness, which additionally inspires the trust of a given community. The universal target group for podcasters is both women and men, aged 16-35. Most often, publishers, streaming platforms and thematic brands collaborate with the creators of this type of material.
One of the leading representatives of influencers creating podcasts is Joanna Okuniewska, author of lifestyle TuOkuniewska which covers relationship issues, and relationships ‘between me and my idiot friends’. Both formats have already attracted the interest of parenting, ecology, health, food brands, as well as Netflix, with which the author collaborated on the basis of placement in one of the series. Brands that want to communicate their product to millennials should pay attention to the satirical Dwóch Typów Podcast and Imponderabilia, and gaming companies would profit from cooperation, among others, with the Rock i Borys format. Luxury and premium products, in turn, would also benefit a lot from placement with influencers well-known from the world of television and mainstream media who decide to host a podcast together, for example, Rozmowy: Wojewódzki & Kędzierski.
Despite the coronavirus pandemic and restrictions that have clearly hit the tourism and transport industry, travel influencers continue to engage their regular audience. In this segment, the creators enjoy the interest of e.g. professionally active and mobile millennials, and the most common benefits of cooperation are sports, clothing, technology and motor brands.
One of the leading influencers in the travel segment are the creators of the YouTube channel and the Busem Przez Świat blog. Karol and Ola Lewandowski have already cooperated with clothing and outdoor brands, as well as thematic publishers (including National Geographic). It is also worth paying attention to Dawid Fazowski from the channel Przez Świat Na Fazie, who is mostly followed by men aged 16 to 35, as well as Michał Pater with Autostopem Na Koniec Świata with a very similar target group. Kaja Kraska, the creator of the Globstory channel, would be of interest to the cosmetics, clothing, lifestyle, and education industries.
The dominant recipients in this category are men aged 18 to 35. Finance segment influencers do not limit their activities only to the subject of personal finance or investing. These creators are also interested in real estate, the banking sector and broadly understood coaching and business consulting services.
One of the most authentic and committed to building his community is Marcin Iwuć, creator of the blog and podcast Finanse Bardzo Osobiste, and in the past – an expert in the credit industry. Brands targeting young entrepreneurs, freelancers and start-ups should consider cooperation with Michał Szafrański, originator of the blog, podcast, and the Jak oszczędzać pieniądze channel. An interesting example of influencers from the financial industry are also the creators of the Prosta Ekonomia channel and Damian Olszewski from Damian Olszewski – Praktycznie o pieniądzach, combining the educational aspect with the promotion of banking services or self-development.
Influencer marketing in Polish realities does not have to be limited to cooperation with creators on Instagram. Still alive are blogs, as well as highly specialised experts operating on multiple platforms simultaneously. Lifestyle podcasts are becoming more and more popular, although the Polish audience is also not indifferent to the content related to broadly understood education. Brands that want to cooperate with influencers should carefully examine the context of a given activity, as well as adapt their message to the often demanding and vigilant audience.
The above entry addresses one of the most important elements of Polish influencer marketing, but does not cover all the news of the industry. For more details, follow our blog, or contact us and start implementing your strategy under the guidance of experts!