Influencer Marketing in Sweden 2026: Statistics and Facts

Short answer: 43 percent of Swedes follow influencers, rising to 79 percent among 15 to 24 year olds. There are about 30,000 influencers in Sweden with at least 5,000 followers. The market turned over SEK 1.1 billion in 2022, and 61 percent of sponsorship revenue came from Instagram. Here are the key numbers, with source and year for each.

We update this page when new figures come out. Last updated October 2026.

The audience

• 43 percent of Swedes follow influencers on social media. Among 15 to 24 year olds it is 79 percent, and among people over 55 it is 15 percent. (Eurobarometer 2025)

• 84 percent of Swedes aged 9 to 85 use social media on an average day. Among 15 to 24 year olds it is 97 percent. (Mediebarometern 2025)

• 59 percent use Instagram on an average day, 58 percent Facebook, 32 percent Snapchat and 20 percent TikTok. (Mediebarometern 2025)

• Among 15 to 24 year olds, 85 percent use Snapchat, 79 percent Instagram and 70 percent TikTok on an average day. (Mediebarometern 2025)

Influencers

• About 30,000 influencers in Sweden have at least 5,000 followers, according to a search of Kolsquare's database in February 2026. The real number is higher. (Mediemyndigheten 2026)

• Engagement: the median on Instagram is 4.3 percent. Accounts with 1,000 to 5,000 followers average 4.6 percent and accounts with 100,000 to 500,000 followers 3.5 percent. (Buffer 2025, international data)

The market

• SEK 1.1 billion was the turnover of the Swedish influencer market in 2022. Sponsorship made up 72 percent, SEK 769 million, and advertising 28 percent. (IRM for IAB Sverige, reported by Mediemyndigheten)

• 61 percent of sponsorship revenue came from Instagram, 21 percent from TikTok, 14 percent from YouTube and 4 percent from other channels. Video made up 70 percent of total revenue. (IRM, 2022)

• 8 percent of sponsorship revenue went to influencers with under 10,000 followers, 48 percent to those with 10,000 to 100,000 and 44 percent to those with more than 100,000. (IRM, 2022)

• SEK 1,104 was the median pay per post and SEK 3,613 the average, in Gigapay's data for mostly nano and micro influencers. (Gigapay via Ehandel.se, December 2022)

Rules and enforcement

• About 50 cases against influencers and advertisers were opened by the Swedish Consumer Agency (Konsumentverket) in 2025. 8 were referred to the Consumer Ombudsman (KO) and about 40 received supervisory letters. (Konsumentverket, April 2026)

• SEK 1.5 million was the conditional fine when KO in September 2025 banned Beauty Icons AB and Bianca Ingrosso AB from continuing unlabelled advertising. (Konsumentverket)

• Up to 4 percent of annual turnover is the maximum market disruption fee for serious breaches. (Konsumentverket)

• SEK 1,000 a year is the threshold above which a brand pays employer contributions on compensation, including products, to an influencer without F-skatt. The full rate is 31.42 percent in 2026. (Skatteverket)

• SEK 25,041 is the threshold above which you must declare your total income for 2026. (Skatteverket)

From Unwrappa (October 2026)

• Over 650 manually verified creators.

• 81 percent of them have under 10,000 followers, 16 percent 10,000 to 50,000 and 3 percent more than 50,000.

• Around 2,400 followers for the typical creator, and the creators brands have approved so far have a median of just over 7,000.

• Around SEK 800 is the typical product value in a campaign, and commission in commission campaigns is 10 to 20 percent.

What the numbers mean for your brand

The audience is on Instagram and, among younger people, on TikTok and Snapchat. The money in the industry goes to accounts above 10,000 followers, which makes smaller creators an affordable way to start, often with products instead of a fee. At the same time, Konsumentverket is scrutinising more collaborations, so labelling and tax need to be right from the start. Read on:

• What does an influencer cost?

• Why smaller accounts often give you more for your money

• How to label influencer ads in Sweden

• Tax on PR packages for brands

Frequently asked questions

How many Swedes follow influencers?

43 percent according to Eurobarometer 2025. Among 15 to 24 year olds it is 79 percent.

How big is the influencer market in Sweden?

SEK 1.1 billion in 2022 according to IRM's estimate for IAB Sverige. Sponsorship made up 72 percent.

How many influencers are there in Sweden?

About 30,000 have at least 5,000 followers, according to Kolsquare's database in February 2026. Including smaller accounts, the number is considerably higher.

Which platform is biggest for influencer marketing in Sweden?

Instagram. It accounted for 61 percent of sponsorship revenue in 2022 and is used by 59 percent of Swedes on an average day.

What is a good engagement rate?

The median on Instagram is 4.3 percent according to Buffer 2025. Smaller accounts are often slightly higher than big ones.

Sources

• Mediemyndigheten: Influencers on the Swedish media market (2026, in Swedish), citing Eurobarometer 2025, Mediebarometern 2025, Kolsquare and IRM

• Buffer: Instagram engagement rate (September 2025)

• Ehandel.se: What Swedish influencers earn per post (December 2022, in Swedish)

• Konsumentverket: Influencers and advertisers keep breaking the law (April 2026, in Swedish)

• Konsumentverket: KO bans hidden advertising (September 2025, in Swedish)

• Konsumentverket: Hidden marketing on social media (in Swedish)

• Skatteverket: Payments to influencers (in Swedish)

• Skatteverket: Influencers and advertising collaborations (in Swedish)