Poland’s creator economy is big, fast, and increasingly exportable. If you’re scouting talent for EMEA campaigns—or you just want to understand who actually moves culture—start here. I’ve prioritized cross-platform reach, content quality, brand fit, and 2025 momentum across Instagram, YouTube and TikTok. For context on the market itself, see the newest Gemius “Social Media 2025” snapshot and IAB Poland’s guidance on disclosure and ethics—both useful primers for U.S. teams entering Poland.
1) Robert Lewandowski — the global sports tent-pole
Audience: mass-market, family-safe; IG cornerstone
Why he matters: Poland’s most famous athlete remains a top-tier awareness driver; brands get world-class name recognition plus regular football storylines.
What the numbers say: ~38.3M Instagram followers in Oct 2025, among the world’s top sports influencers.
2025 storyline to know: a highly publicized rift with the national team coach earlier this year kept him off Poland duty—useful context if you’re planning real-time creative.
2) Anna Lewandowska — fitness + CPG founder at scale
Audience: wellness, young families, women 18–34
Why she matters: a powerhouse fitness entrepreneur (training app, foods, beauty) who converts well on wellness and household categories.
What the numbers say: ~5.75M Instagram followers with steady reach through 2025.
3) Friz (Karol Wiśniewski) — Poland’s format machine on YouTube
Audience: Gen Z/Gen Alpha, entertainment
Why he matters: long-form “reality” series and tent-pole collabs that reliably crack Polish trending; high watch-time = high brand lift.
What the numbers say: ~5.3M YouTube subscribers; recent series like Mafia IRL and talent shows regularly clear 1–2M views per episode.
4) Wersow (Weronika Sowa) — lifestyle star with durable community
Audience: beauty, fashion, young families
Why she matters: clean brand profile, strong IG engagement, frequent crossovers with Friz ecosystem.
What the numbers say: ~3.7M Instagram followers as of late 2025.
5) Ewa Chodakowska — the original Polish fitness influencer
Audience: wellness, healthy snacks, athleisure
Why she matters: decade-long authority; still drives measurable action (challenges, programs, retail tie-ins).
What the numbers say: ~2.0M Instagram followers and consistent activity in 2025.
6) Martyna Wojciechowska — journalist-adventurer with trust equity
Audience: travel, purpose-driven brands, NGOs
Why she matters: one of Poland’s most trusted public figures; long-running TV series and active IG build credibility beyond influencer norms.
What the numbers say: ~2.27M Instagram followers; TVN continues to spotlight her flagship travel series.
7) Blowek — mainstream YouTube entertainment that still delivers
Audience: teens/young adults; broad family-safe reach
Why he matters: a perennial top Polish YouTuber; predictable viral arcs and brand-safe production.
What the numbers say: ~5.39M YouTube subscribers with sustained monthly view volumes in 2025.
8) Krzysztof Gonciarz — filmmaker-creator with premium brand fit
Audience: urban Millennials; travel/tech/creative
Why he matters: high production values and thoughtful storytelling; strong fit for premium and international campaigns.
What the numbers say: long-running YouTube channel with stable reach; see public analytics for current counts.
9) Maffashion (Julia Kuczyńska) — fashion veteran with runway-to-retail chops
Audience: fashion/beauty; female 18–34
Why she matters: one of Poland’s earliest IG fashion leaders; frequent editorial/brand crossovers.
What the numbers say: ~1.45M Instagram followers reported in 2025 local rankings.
10) Ksiazulo the breakout food & street-culture reviewer
Audience: Gen Z/young professionals; dining, QSR, delivery, travel
Why he matters: fast, candid food reviews and “hidden-gem” spots; videos routinely spark real-world foot traffic (and debate).
What the numbers say: ~2.1M YouTube subscribers and surging 2025 view counts; consistent uploads and strong Shorts performance.
