Emotions surrounding influencers have been growing for years – from admiration to skepticism. However, the latest study prepared by Y&LOVERS for the Brandlift agency shows that the real attitude of Poles towards creators is more complex, and brands themselves can draw very specific conclusions from this data.
Influencers? Acceptance is growing, even if... not everyone likes them
Although 66% of Poles declare that they do not have a particular liking or trust for influencers, at the same time as many as 73% believe that there is nothing wrong with creators earning money from collaborations with brands.
This is an important signal: audiences are no longer viewing advertising collaborations as “selling out,” but rather as a natural part of a creator's profession.
Influencers as modern self-made people
More than half of respondents (54%) find the stories of some creators inspiring. What’s really interesting here is that this share is even higher among people aged 18-44.
Influencers are beginning to play the role of modern self-made men – people who have built a community and a business through their own creativity, consistency, and competence. This changes the way audiences view their recommendations - the creator's story increases their credibility.
A source of trends and shopping inspiration
The study also shows something that we have been observing at NanoBuzz for a long time – influencers are a real filter for trends.
Thanks to them, 54% of Poles learn about new products and trends.
In the 18-44 age group, this figure rises to 64%.
This confirms that influencer marketing plays an increasingly important role in discovery – discovering brands, products, lifestyles, and innovations.
What does this mean for brands?
1. Transparency pays off
If audiences accept creators' earnings, brands can confidently focus on transparent collaborations and behind-the-scenes storytelling.
2. Authenticity is still currency
Creators who have a real story and a built community strengthen the brand's message.
3. Nano and micro influencers gain even more
They are closest to their community and research clearly shows that it is relatability and authenticity that create value today.
4. Recommendations and discovery are key
Campaigns based on recommendations, product testing, or “living with the product” naturally fit into the way Poles consume content.
Conclusions for influencer marketing strategy
Brands that want to operate effectively should view influencers not only as a media channel, but as cultural partners - people who set trends, inspire action, and shape purchasing choices.
And as Poles are increasingly accepting their commercial role, now is a good time to focus on long-term, authentic collaborations, especially with nano and micro influencers.
