Facebook Advertising in Sweden: How Brands Reach Adults With Creators and Paid Media in 2027

Written by Jacob Boe with the help of AI

Advertising on Facebook in Sweden is still one of the most effective ways to reach adults. According to Internetstiftelsen’s Svenskarna och internet, Facebook is the social media Swedes use most every day: 49 percent use it daily and seven in ten have used it in the past year. Among Swedes over 25, Facebook is number one both overall and for daily use. For brands heading into 2027, that makes Facebook a core channel in the media mix – and creator content is what makes the ads stand out.

Here is how Facebook advertising works, who you reach, how creators fit in and what to think about in Sweden.

Who do you reach on Facebook in Sweden?

Mostly adults with buying power. Daily use is highest among Swedes born in the 1950s to the 1980s: 75 percent of women born in the 1980s and 68 percent of women born in the 1970s use Facebook every day, and among men born in the 1950s and 1960s the share is over 60 percent. Women use Facebook more than men overall – 54 percent daily compared with 45 percent. Among those born in the 2000s, daily use is much lower, so for younger audiences Snapchat, TikTok and Instagram are better choices.

Facebook Messenger reaches even further: 65 percent of Swedes have used it in the past year, and 55–61 percent of those born in the 1980s and 1990s use it daily. That makes the Meta family of apps – Facebook, Messenger and Instagram – the broadest social reach a Swedish brand can buy.

Why advertise on Facebook instead of relying on organic reach?

Because organic reach for brand pages on Facebook is very low. Socialinsider’s analysis of brand posts shows that Facebook pages on average reach less than two percent of their followers organically – lower than on Instagram. Well-known personalities with large, engaged audiences can still create real organic moments on Facebook, but for brands, paid media is what takes the content further and deeper into the target group: the right age, region and interests, several times, all the way to the product page.

Which Facebook ad placements are there?

Feed: the classic placement, good for images, carousels and short videos with a clear offer.
Stories and Reels: full-screen vertical video, where creator content usually performs best.
In-stream video: ads inside longer videos on Facebook, close to TV in format.
Marketplace and search results: ads where people are already looking for products – strong for e-commerce and local offers.
Messenger: ads and conversations in the inbox, useful for questions, bookings and follow-ups.

Most campaigns use Advantage+ placements, where Meta distributes the budget across Facebook, Instagram, Messenger and its partner network depending on where results are best. That means the same creative needs to work in several formats – square for the feed and vertical for Stories and Reels.

How do creators fit into Facebook advertising?

Through Meta’s partnership ads, which run on both Facebook and Instagram. The ad is shown with both the creator’s and the brand’s names, so it carries the creator’s credibility while the brand controls targeting and budget. In a recent Meta white paper based on 20 conversion lift studies in Europe, the Middle East and Africa, campaigns where at least 30 percent of the assets were partnership ads had a 45 percent lower median cost per incremental purchase than business-as-usual campaigns. These are Meta’s own figures, so test them against your own results.

For Facebook’s adult audience, well-known faces are especially strong. Swedes who have followed TV personalities and artists for years recognise them instantly in the feed – talents such as Pernilla Wahlgren, Carina Berg and Carolina Gynning create attention that an anonymous brand ad rarely gets. Creator content can also be produced only for ads, without being posted on the creator’s own account, and then used across the media mix.

What does Facebook advertising cost in Sweden?

Facebook ads are bought in Meta Ads Manager in an auction, so there is no fixed price. You set a budget and a goal – reach, traffic, leads or purchases – and the cost depends on the audience, the competition and how good the creative is. With creators, the budget has three parts: the creator fee, usage rights for paid use, and the media budget. Strong creative lowers the cost per result, which is why many brands now spend more on content and less on pure targeting.

What makes a Facebook ad work in 2027?

A face in the first second: people stop for people, especially ones they recognise.
Several versions: test different openings, lengths and offers, and let Meta’s delivery find the winners.
Vertical first: make the creator content for Reels and Stories, then adapt it for the feed.
A clear next step: a product page, a booking or a lead form – Facebook’s adult audience is ready to act.
Measurement beyond clicks: use conversion lift studies or brand lift to see what the ads really drive.

What rules apply to Facebook advertising in Sweden?

All advertising must be clearly recognisable as advertising. Konsumentverket stresses that the company has the main responsibility for marketing published on its behalf, also when a creator is involved. Partnership ads and creator posts should use Meta’s paid partnership label, and the disclosure must remain when content is edited into new ad versions. Consent is required before a person’s name or image is used in advertising, so usage rights must be agreed in writing.

How does Collabri work with Facebook advertising?

We plan Facebook as part of the Meta mix together with Instagram, and as part of the wider media mix with YouTube, TikTok and Snapchat. We choose talents and creators who fit the message and the adult audience, agree the rights for paid use and whitelisting, produce content in several formats and plan the media from day one – so that one production can run organically, as partnership ads and as ads from the brand’s own account.

Key takeaways

Facebook is the social media Swedes use most every day – 49 percent daily, and number one among Swedes over 25.
Organic reach for brand pages is very low; paid media takes creator content further and deeper into the target group.
Use Advantage+ placements, but make creative for both vertical and feed formats.
Partnership ads let brands run creator content on Facebook and Instagram with the creator’s credibility.
Label paid content clearly and agree usage rights in writing.

Frequently asked questions

Is Facebook still relevant for advertising in 2027?

Yes, especially for adults. Facebook is the most used social media in Sweden on a daily basis, and reach is highest among people born in the 1950s to the 1980s.

Should we advertise on Facebook or Instagram?

Usually both. Ads are bought in the same tool, and Meta can distribute the budget between the platforms. Facebook reaches more adults; Instagram is stronger among younger audiences and for visual products.

Can creator content be used in Facebook ads?

Yes, through partnership ads or by licensing the content to the brand’s own account – as long as the agreement covers paid use, period and markets.

How much budget do we need?

There is no minimum that fits everyone. Start with a budget that lets you test a few creators and versions for one to two weeks, then move money to what gives the lowest cost per result.

Want to reach Swedish adults on Facebook with the right talents and paid media? Contact Collabri at info@collabri.se. You can also browse our talents and client projects.

Sources

Internetstiftelsen – Svenskarna och internet 2025: Sociala medier (2025): https://svenskarnaochinternet.se/rapporter/svenskarna-och-internet-2025/sociala-medier/
Socialinsider – Social Media Reach Has a 14% YoY Decrease on Instagram (2026): https://www.socialinsider.io/blog/social-media-reach/
PPC Land – Meta says partnership ads cut incremental purchase costs 45% in EMEA tests (2026): https://ppc.land/meta-says-partnership-ads-cut-incremental-purchase-costs-45-in-emea-tests/
Jon Loomer – A Guide to Meta Ads Placements: https://www.jonloomer.com/a-guide-to-meta-ads-placements/
Konsumentverket – Influencers reklaminlägg – regler för företag: https://www.konsumentverket.se/marknadsratt-foretag/influencers-reklaminlagg-regler-for-foretag/
Riksdagen – Lag (1978:800) om namn och bild i reklam: https://www.riksdagen.se/sv/dokument-och-lagar/dokument/svensk-forfattningssamling/lag-1978800-om-namn-och-bild-i-reklam_sfs-1978-800/

This article was written with the help of AI and reviewed by Collabri.