TOP 10 - INSTAGRAM - How much do Polish influencers earn? Record average value exceeds £100,000 [REPORT]

Instagram is one of the most popular social media platforms in the world, with as many as one billion active users every month! No wonder it has also become popular among stars and celebrities, who in addition to connecting with fans can earn good money on Instagram.

When can you earn money on Instagram?

The earnings of Instagram influencers are influenced by several factors. The first criterion is the number of followers, but equally important is community engagement (i.e. interactions under posts - likes and comments) and content sharing with other network participants.

Below we present the current ranking of the most popular profiles on Polish Instagram! We created the ranking based on the number of followers and supplemented it with the estimated average cost that a brand should pay for a post to appear on an influencer's "board".

Number of followers and reach

In our analysis we took into account several factors such as: the average number of likes on a profile, the average number of comments, and post reach. This is how the EMV (Earned Media Value) indicator was created, which was used to calculate the average value that a sponsored post by an influencer should have*.

1. Robert Lewandowski / 20.4 million followers

Average post value: £100,420*

• Follower gender: 18% women / 82% men
• Number of followers from Poland: 12.5%
• Growth in followers over the year: 3.8 million
• Profile link: www.instagram.com/_rl9

Robert Lewandowski leads the ranking

The most popular Polish footballer, playing as a striker for the German club Bayern Munich, is the undisputed leader of the ranking! Lewandowski's Instagram profile is followed by over 20 million people from around the world, with the largest group of followers (12.5%) being residents of Poland.

On his Instagram profile, Lewandowski publishes photos from the pitch or training sessions, and there is also information about the footballer's personal life and posts indicating cooperation with brands. Robert Lewandowski is an ambassador for brands such as: Huawei, 4F, and T-Mobile.

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Source: Instagram[/caption]

 

2. Anna Lewandowska / 3.09 million followers

Average post value: £10,680*

• Follower gender: 67% women / 33% men
• Number of followers from Poland: 65.3%
• Growth in followers over the year: 526 thousand
• Profile link: www.instagram.com/annalewandowskahpba

Anna Lewandowska and Veronica Bielik

The wife of the best Polish footballer earned her celebrity status primarily as a personal trainer, but the spectrum of her activities is much broader: dietitian, coach, efficient businesswoman, media personality, and also a representative of Poland in traditional karate, in which she achieved success in the country and in Europe.

The content presented on Lewandowska's Instagram account reaches primarily women (63% of followers). The celebrity owns several brands, including the diet catering company HPBA and the cosmetics brand Phlov. So far she has cooperated with brands such as: Apart, Gatta, and 4F.

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Source: Instagram[/caption]

3. Veronica Bielik / 3.09 million followers

Average post value: £14,780*

• Follower gender: 18% women / 82% men
• Number of followers from Poland: 12.7%
• Growth in followers over the year: 471 thousand
• Profile link: www.instagram.com/veronicabielik

Veronica Bielik seems to be the "Queen of Polish Instagram", but for Polish brands, cooperation with this influencer would probably not be effective - first of all, only 12.7% of followers come from Poland and as many as 82% of all followers are men!

Although her name is not among the most famous in the domestic show business, she found herself in the ranking right behind the Lewandowski couple. The influencer admits that the success she achieved on the platform surprised her. She built her profile based on lifestyle content, but her greatest popularity came from publishing photos of her body (which for many followers has ideal proportions).

Bielik's profile is followed by audiences from around the world, and the largest group consists of residents of the United States, whose number makes up over 15% of the influencer's audience.

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Source: Instagram[/caption]

4. Anna Maria Sieklucka / 2.83 million followers

Average post value: £20,370*

• Follower gender: 98% women / 2% men
• Number of followers from Poland: 83.3%
• Growth in followers over the year: n/a
• Profile link: www.instagram.com/anna_maria.sieklucka

Anna Maria Sieklucka and Wojciech Szczęsny

Anna Maria Sieklucka is an actress whose popularity came from her role in the film "365 Days" based on Blanka Lipińska's novel of the same title. Previously she was known to a smaller audience, appearing mainly in theatre. Sieklucka avoids show business.

[caption id="attachment_194406" align="alignnone" width="815"]

Source: Instagram[/caption]

5. Wojciech Szczęsny / 2.8 million followers

Average post value: £12,750*

• Follower gender: 20% women / 80% men
• Number of followers from Poland: 18.9%
• Growth in followers over the year: 96 thousand
• Profile link: www.instagram.com/wojciech.szczesny1

Polish footballer playing as a goalkeeper for the Italian club Juventus and for the Poland national team. On his Instagram, in addition to photos from the pitch, he shares his private life, publishing photos from travels or with family. The largest group of Szczęsny's Instagram fans are Italians (26.7%).

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How much do Polish influencers earn on Instagram? Ranking leaders

Source: Instagram[/caption]

6. Frizoluszek / 2.67 million followers

Average post value: £27,880*

• Follower gender: 51% women / 49% men
• Number of followers from Poland: 91.2%
• Growth in followers over the year: 906 thousand
• Profile link: www.instagram.com/frizoluszek

The popular Friz, i.e. Karol Wiśniewski, is the founder and one of the members of the EKIPA group. Frizoluszek gained popularity by publishing videos about computer games (including Minecraft), and over time expanded the content published on his vlog to include entertainment and lifestyle.

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Source: Instagram[/caption]

7. Wer Sow / 2.43 million followers

Average post value: £30,960*

• Follower gender: 58% women / 42% men
• Number of followers from Poland: 90.9%
• Growth in followers over the year: 862 thousand
• Profile link: www.instagram.com/wersow

Weronika Sowa, i.e. Wersow, has been enjoying popularity on social media for several years. Her YouTube channel is one of the most popular in Poland, and videos about fashion, makeup, or current events reach primarily young people. Weronika belongs to the popular online group Ekipa.

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Source: Instagram[/caption]

8. Stuuburton / 2.25 million followers

Average post value: £3,530

• Follower gender: 62% women / 38% men
• Number of followers from Poland: 88.9%
• Growth in followers over the year: 192 thousand
• Profile link: www.instagram.com/stuuburton

Stuart Alexander Kluz-Burton is known as Stuu, formerly Polish Pingwin. His YouTube channel gathers 4.31 million subscribers. Stuu started recording in English, but he gained popularity by running the channel in Polish. Initially his recordings concerned the popular game - Minecraft, at the moment among the presented content you can also find content related to entertainment or lifestyle.

[caption id="attachment_194413" align="alignnone" width="814"]

Source: Instagram[/caption]

9. Tromba Bomba / 2.1 million followers

Average post value: £19,450

• Follower gender: 51% women / 49% men
• Number of followers from Poland: 92.3%
• Growth in followers over the year: 781 thousand
• Profile link: www.instagram.com/trombabomba

Tromba Bomba, i.e. Mateusz Trąbka, is a YouTuber appearing in Ekipa alongside Friz. He started his online career with the game PokemonGo, but the topics of his channel are very diverse. His message reaches primarily teenagers and young people.

[caption id="attachment_194414" align="alignnone" width="887"]

Source: Instagram[/caption]

10. Marcin Dubiel / 2.06 million followers

Average post value: £35,790

• Follower gender: 68% women / 32% men
• Number of followers from Poland: 89.5%
• Growth in followers over the year: 672 thousand
• Profile link: www.instagram.com/marcindubiel

Marcin's YouTube account is followed by as many as 1.61 million subscribers! Marcin's channel covers primarily entertainment and lifestyle topics. The channel's viewers are mainly young people, whom the popular YouTuber attracted with naturalness, a friendly disposition, and so-called "pranks", i.e. playing jokes on other YouTubers.

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Source: Instagram[/caption]

 

 

* Our analyses were based on the value of the EMV (Earned Media Value) indicator, whose task is to reflect the impact that posts have on social media. For Instagram, EMV is calculated based on values such as: average number of likes on a profile, average number of comments, post reach. EMV is estimated based on the average number of posts from the last 3 months.

Data sources: Instagram, Facebook, YouTube, TikTok, Sotrender, Brand 24, MondyaMarketing, Kolsquare, Nuvi, Twitter, Google

 

Summary

The ranking of the most popular Polish profiles on Instagram shows that a single sponsored post by Robert Lewandowski can cost over £100,000. Influencer earnings largely depend on the number of followers, but community engagement and post reach are also key.

The ranking includes as many as four creators associated with Friz's Ekipa, which confirms the strength of this group in reaching young audiences. The EMV indicator, which estimates the media value of content based on user activity, was used for the calculations.