What does the influencer marketing market look like in Poland?

In Poland, the influencer marketing market has been developing very dynamically for several years. To understand this world and keep up with it, you need to analyze it from three perspectives: the consumer, the influencer and the brand.

The way we consume content is changing. Every year, video content is growing, and with the needs of consumers, thematic categories are expanding. Audiences reach out to YouTube for more than just entertainment and music. They look for how-to videos, courses in selected areas, tests, and product reviews. We spend more and more time on YouTube and we are an increasingly demanding audience.

Influencer Collaboration — Channel Categories

From year to year, the thematic categories of channels are also expanding, and with them the formats of videos. Influencers are happy to go beyond templates and use their talents to make content more attractive, such as creating cartoon series presenting scientific facts or making lookbooks resembling action movies.

The number of campaigns carried out with influencers is also increasing, and with them the quality of the services offered increases. Influencers become more professional by improving their competence in different areas — production, social media, etc. Creators educate themselves and develop in specific areas not only to improve their channel, but also because of the desire to meet the expectations of customers. Their awareness of what effective collaboration with brands should look like is constantly increasing.

Pros of working with an influencer

More and more brands are aware of the value of cooperation in the field of influencer marketing. A few years ago, the topic Influencer Campaigns were limited to one-off activities, and small budgets were allocated for such activities. Today, more and more brands are betting on the long term and are thinking strategically about collaborating with creators. Brands are also increasingly opting for influencer campaigns that go beyond the world of social media. Creators are invited to events, appear in television commercials, and their image is used on products.