Family and Parent Influencers: How Brands Should Work With Them in 2027

Cover: Family Influencers: How Brands Work With Them

Family and parent influencers – creators who share everyday life as parents – are among the biggest accounts in Sweden. In Mediemyndigheten’s latest ranking, several of the country’s ten largest influencers on Instagram and YouTube build their content around family life and parenting. For brands in food, home, retail and travel they offer something rare: trust built in everyday situations. But when children appear in the content, the bar for responsibility is higher, and brands heading into 2027 need to plan for that from the start.

What is a family influencer?

A family influencer is a creator whose content revolves around family life: parenting, everyday routines, food, home, holidays and the ups and downs of life with children. Some are families who publish together, others are parents who talk about family life alongside fashion, lifestyle or health. What they have in common is an audience that follows them for real, recognisable everyday moments.

How big are family influencers in Sweden?

Very big. In Mediemyndigheten’s ranking of the ten largest influencers who mainly address a Swedish audience, Familjen Lundell had the most followers on YouTube (1.2 million), and The Swedish Family and Familjen Mitkus were also in the top ten. On Instagram, the list includes Kenza (fashion and family life), Joakim Lundell (parenting, lifestyle and wellbeing), Jannid (beauty, lifestyle and parenting), Pernilla Wahlgren (lifestyle, family life and fashion) and Jonna Lundell (family life, lifestyle and health).

The audiences differ. According to the same report, Kenza’s main audience is women aged 30 and over, while several other large family and lifestyle accounts mainly reach young women or young adults. That is why the choice of profile should start with who the brand wants to reach, not with the follower count.

Why do brands work with family influencers?

Because many products are used at home and in everyday life – and that is exactly where family influencers create their content. A recommendation in the middle of a weekday dinner, a morning routine or a family trip feels more natural than an ad. Influencer marketing also reaches broadly in Sweden: 43 percent of Swedes follow influencers, including 79 percent of 15–24-year-olds and 69 percent of 25–39-year-olds, according to Mediemyndigheten.

Family profiles also tend to reach several generations at once. Parents, grandparents and older children often follow the same account, which makes it possible to build recognition across age groups in one collaboration.

Which brands are a good fit?

Food and drink – everyday meals, weekend traditions and holiday food.
Home and household – cleaning, organising, interiors and smart everyday solutions.
Fashion and retail – clothes for the whole family, back-to-school and seasonal shopping.
Travel and experiences – family holidays, weekend trips and activities.
Services for everyday life – for example banking, insurance or streaming, presented in a real family context.

What rules apply when children appear in the content?

Influencer collaborations in Sweden are covered by the Marketing Act: every sponsored post must be clearly labelled as advertising, and the company that hires the influencer has the main responsibility. When children are involved, the industry’s own rules go further. ICC’s Advertising and Marketing Communications Code says that marketing aimed at or showing children requires special care, and that it must not exploit children’s natural credulity or young people’s lack of experience.

The ICC code also has a specific section on minor influencers: the collaboration must be based on an agreement explicitly approved by the child’s guardian that protects the minor from exploitation, and content where minors appear must be age-appropriate. Authorities are paying attention too – in 2025 the Swedish government gave Konsumentverket (the Swedish Consumer Agency) an assignment to strengthen its work on influencer marketing, with a particular focus on children and young people.

Children are also a large part of the audience. Mediemyndigheten notes that more than half of children aged 9–12 and three quarters of teenagers follow channels, users or influencers on YouTube, Twitch or similar platforms. That makes clear labelling and age-appropriate content even more important.

How do you plan a collaboration with a family influencer?

Start with the audience: who follows the profile, and does that match your target group?
Let the parent be the face of the collaboration – children should only appear when it is natural, with the guardians’ consent and in age-appropriate content.
Never use direct purchase prompts aimed at children, and label every post clearly as advertising.
Agree on usage rights carefully, especially for images and video where children appear.
Think long-term: recurring collaborations fit the everyday format better than one-off posts.

How does Collabri work with family profiles?

Several of our talents are well known for content about everyday and family life. Pernilla Wahlgren, one of Sweden’s largest Instagram profiles according to Mediemyndigheten, shares lifestyle, family life and fashion, and Husmorstipset creates content about home, cleaning and lifestyle. When Coca-Cola wanted to connect its brand with the Swedish taco tradition, the “Coca-Cola Loves Tacos” activation with Pernilla Wahlgren & Sofia Wistam and Carolina Gynning & Carina Berg reached over 4.5 million views and 6,300 interactions.

Key takeaways

Several of Sweden’s largest influencers on Instagram and YouTube build their content around family life and parenting.
Family profiles create trust in everyday contexts and often reach several generations at once.
When children appear, follow ICC’s rules on special care, guardian-approved agreements and age-appropriate content – and label every post.

Frequently asked questions

Who are the biggest family influencers in Sweden?

In Mediemyndigheten’s latest ranking, Familjen Lundell had the most YouTube followers of all Swedish influencers. On Instagram, the top ten includes Kenza, Joakim Lundell, Jannid, Pernilla Wahlgren and Jonna Lundell, who all share content about family life or parenting.

Can children appear in sponsored posts?

They can, but with extra care. The ICC code requires special care in marketing that shows children, and minor influencers need an agreement approved by their guardian. Content should be age-appropriate and clearly labelled as advertising.

Which products work best with family influencers?

Products used in everyday life – food, home and household, clothes, travel and services for the family. The best collaborations show the product in a real family situation rather than as a separate ad.

Want to reach Swedish families through profiles they already trust? Contact us at info@collabri.se. You can also browse our talents and client projects.

Sources

Mediemyndigheten – Influencers på den svenska mediemarknaden (2026): https://mediemyndigheten.se/rapporter-och-analyser/influencers-pa-den-svenska-mediemarknaden/
ICC Sverige – ICC:s regler för reklam och marknadskommunikation (2024): https://iccwbo.org/wp-content/uploads/sites/3/2024/11/ICC_2024_MarketingCode_Swedish.pdf
Regeringen – Särskilt fokus på barn och ungas påverkan vid marknadsföring genom influencers i regeringsuppdrag (2025): https://regeringen.se/pressmeddelanden/2025/06/sarskilt-fokus-pa-barn-och-ungas-paverkan-vid-marknadsforing-genom-influencers-i-regeringsuppdrag/
Konsumentverket – Influencers reklaminlägg – regler för företag: https://www.konsumentverket.se/marknadsratt-foretag/influencers-reklaminlagg-regler-for-foretag/

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