Freelancers 2025 in media and advertising. Useme report

illustration: DALL-E

Publishers and companies today seek specialists who can combine words with images and modern technology. Freelancing in 2025 is more often associated with peace of mind than uncertainty, as the number of assignments and income levels remain stable for the majority of respondents.

The latest data on this subject is presented in the report "Freelancing in Poland 2025: Between Stability and Adaptation," published by Useme.

The new face of creative and communication services

The most popular industries in which Polish freelancers operate focus on companies` online presence and visual content. The largest group consists of website specialists and video and animation creators. Meanwhile, there is a noticeable decline in interest in simple copywriting, which enjoyed much greater popularity just two years ago. Companies now expect support that translates realistically into visibility in search engines and social media.

Freelancers no longer limit themselves to a single task but offer comprehensive promotion strategies. The table below shows the popularity distribution of various specializations among independent communication and media experts:

Specialization	Market share
Photography, video, and animation	26%
2D and 3D graphics	22%
Copywriting	15%
Analytics and advertising campaigns	14%
Translations	14%
SEO	7%

In the age of algorithms and growing online competition, enterprises increasingly turn to independent experts for support. This allows companies to flexibly adjust their promotion strategy without the need to expand permanent teams. Freelancers thus become a natural extension of marketing and PR departments, providing specialized knowledge in a project-based model.

The transformation of the media market also forces creators to care for their own image. Professionalism in executing assignments is no longer enough to effectively compete for the best projects. Experts emphasize that building a recognizable personal brand is becoming an essential part of every freelancer`s work in the communication sector.

Financial stability in the shadow of large corporations

The economic situation of self-employed individuals in the media industry largely depends on the type of clients they serve. The greatest stability and highest incomes are guaranteed by cooperation with large companies and corporations. It is this market segment that most readily uses the services of external specialists to supplement competencies or scale activities without creating new full-time positions.


The freelancer is no longer a temporary solution but a permanent element of the business model for many enterprises. Companies consciously maintain relationships with selected experts, which translates into continuity of orders and regularity of payments. This strategy allows both parties to better plan budgets and communication activities.

Here are the most important reasons why the media and communication industry opts for cooperation with freelancers:

• Need for quick access to niche competencies that the permanent team does not possess.
• Flexibility in managing costs of marketing and image projects.
• Ability to scale activities during periods of increased market activity.
• A fresh external perspective on brand communication and its media presence.

This cooperation model fits perfectly into current realities, as it adapts more easily to economic changes than full-time employment. Freelancing functions as a market stabilizer, allowing resources to be moved smoothly to where they are most needed at any given moment. This is particularly important in the dynamic media industry, where trends change from month to month.

Building a personal brand as the foundation of success

In a world of information overload, a service offer often gets lost in a crowd of similar proposals. This is why an authentic story and the values behind a specific creator become so important. Today, clients look not just for an efficient contractor, but for a partner they can identify with and trust regarding image matters.



The process of building visibility requires independent experts to master several important skills:

• Precisely defining one`s market niche and unique value for the client.
• Regularly sharing expert knowledge on social media and industry platforms.
• Caring for consistent visual and substantive messaging across all communication channels.
• Actively establishing business relationships during events and conferences.

This is no longer just an addition to creative work, but the basis for securing valuable contracts. Those who can effectively manage their own image are much less likely to complain about a lack of assignments. In the media industry, a personal brand serves as a kind of quality certificate that opens doors to cooperation with the most prestigious brands.

The role of artificial intelligence in creative work

The emergence of advanced algorithms caused quite a stir in the media industry. Some specialists feared that technology would replace them in their daily duties. However, reality shows that modern tools function as an enhancement of creative potential rather than as competition. Most respondents perceive them as support that allows for increased efficiency and productivity.


Specialists who boldly implement solutions based on automation and algorithms achieve better financial results. This stems from the fact that they can complete projects faster or offer clients an entirely new quality of service.

Artificial intelligence finds application in many areas of a media professional`s work:

• Rapid analysis of large sets of market data and audience behavior.
• Generating content ideas and creating initial project drafts.
• Automation of repetitive tasks in administration and project management.
• Personalization of communication messaging on an unprecedented scale.

For many independent specialists, technology is becoming an opportunity for growth, provided they learn to derive real benefits from it. It is important for freelancers to go with the flow of change rather than fight it. The ability to learn quickly and the readiness to change the direction of one`s business are traits that distinguish the winners of the current transformation from those who stay behind.

The full report can be downloaded for free at
https://useme.com/pl/blog/raport-freelancing-w-polsce-2025/