What Does an Influencer Cost in Sweden? Prices in 2026
Short answer: There is no official price list, but smaller influencers in Sweden often work for products or a few thousand kronor per post. In Gigapay's data, mostly nano and micro influencers, the median was SEK 1,104 per post. Bigger accounts cost tens of thousands of kronor, and the top names much more. On top of that come products, usage rights, exclusivity and employer contributions if the influencer has no F-skatt.
What affects the price?
Reach: follower count and, more importantly, how many people actually see the posts.
Engagement: an audience that comments and saves is worth more than one that scrolls past.
Format: a reel or TikTok video takes longer to make than a photo or a story and usually costs more.
Number of deliverables: a post plus three stories costs more than one post, but often less per piece.
Usage rights: using the content in your own ads costs extra.
Exclusivity: if the creator can't work with competitors for a period.
Niche and demand: creators in niches where many brands want to be seen can charge more.
What do the numbers say?
There are few public prices, and those that exist come from different years and methods. Treat them as benchmarks, not a price list.
Gigapay (December 2022): the company that handles invoicing for influencers reported a median of SEK 1,104 and an average of SEK 3,613 per post. It works mainly with nano and micro influencers. This is the closest thing to real transaction data that is public.
Swivrr (2026 price guide): states SEK 1,000 to 5,000 per post for accounts with 1,000 to 10,000 followers, SEK 5,000 to 25,000 for 10,000 to 100,000 followers, SEK 25,000 to 100,000 for 100,000 to 500,000 followers and SEK 100,000 to 200,000 above that. Swivrr is a marketplace for agencies and publishes no method.
Influencer Marketing Hub (international, October 2026): USD 10 to 100 per Instagram post for nano influencers and USD 100 to 500 for accounts with 10,000 to 100,000 followers. Swedish prices are higher, according to the sources above.
Top names: SVT reported in 2021 that the biggest Swedish influencers can charge up to SEK 1 million per post.
What does UGC cost?
UGC, content a creator makes for you to use in your own channels, is priced per video. Influee states that a 30-second UGC video in Sweden costs EUR 111 on average on its platform. Agencies that deliver UGC usually charge considerably more than individual creators, as they handle planning and editing. How long and where you may use the video affects the price. Read more in UGC vs influencer marketing.
Extras that raise the price
Usage rights for ads: often 20 to 50 percent extra according to Influee, and 30 to 50 percent according to Swivrr.
Exclusivity: 25 to 50 percent extra for 30 days and roughly double for 90 days or more, according to Influee.
Agency: if you hire an agency, you pay for their time on top of the creator's fee. Ask for a quote that shows both.
Don't forget tax
If the influencer has no F-skatt (Swedish business tax registration) and receives money, products or services worth at least SEK 1,000 from you in a year, you as the brand pay employer contributions. The full rate is 31.42 percent in 2026. For people born 2003 to 2007 it is temporarily reduced to 20.81 percent on pay up to SEK 25,000 a month, from 1 April 2026 to 30 September 2027.
Example: you pay SEK 5,000 for a post to an influencer without F-skatt. You then pay SEK 1,571 in employer contributions on top, and withhold tax from the SEK 5,000. If the influencer has F-skatt, you just pay the invoice. Read the tax guide for brands.
Pay with products instead
For smaller brands, products are often the best way to start. Smaller creators more often accept a PR package without a fee, and you pay cost price instead of retail. On Unwrappa, the typical product in a campaign has so far been worth around SEK 800.
A PR package under SEK 1,000 to a creator without F-skatt triggers no employer contributions, as long as the same person doesn't receive more from you during the year. Read the PR package guide.
A third option is commission: the creator gets their own discount code and a share of sales. On Unwrappa, commission has so far been 10 to 20 percent, most often 10.
How to set the right price
Decide what you want: number of posts, format, timing and whether you want to use the content yourself.
Ask for a media kit and rate card: with stats on reach and audience.
Price per view, not per follower: divide the price by average views and multiply by 1,000. That lets you compare creators and channels.
Bundle: several deliverables or a longer collaboration often lowers the price per post.
Put it all in writing: deliverables, dates, usage rights, exclusivity, labelling and payment.
How it works on Unwrappa
Publishing a product campaign is free. With Plus or Pro you can add compensation, either per deliverable or itemised per post, and run UGC and commission campaigns. The creator sees the compensation before applying. Unwrappa takes no commission, because the money goes directly between you and the creator.
Frequently asked questions
What does an influencer with 10,000 followers cost?
Often a few thousand kronor per post, depending on format, engagement and niche. Many at that size also accept products.
What does a micro-influencer cost?
It varies a lot. Swedish price guides start at around SEK 5,000 per post for accounts above 10,000 followers, while many smaller creators work for products or lower fees.
Is TikTok cheaper?
It depends on the creator. Compare the price per thousand views rather than per follower, since reach on TikTok varies more between videos.
Do I have to pay employer contributions?
Yes, if the influencer has no F-skatt and the value of everything you give them during the year is at least SEK 1,000. That includes products.
Can I pay with products instead of money?
Yes, that is common, especially with nano and micro influencers. Agree on what you hope for and make sure the post is labelled as an ad.
What does UGC cost?
Individual creators usually charge less than agencies. Influee states an average of EUR 111 for a 30-second UGC video in Sweden on its platform.
The prices above come from different sources and years and are benchmarks. Always ask the creator for a price for your specific collaboration.
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