Influencer Marketing in Sweden: What to Expect in 2027

Influencer marketing in Sweden reaches a broad and highly digital audience: 85 percent of Swedes use social media every day, and 43 percent follow influencers – 79 percent among young people. The market is shaped by a few very large personalities alongside many smaller creators, strict rules on ad labelling and an audience that values authenticity. Brands that succeed here choose platforms by age group, work with personalities the audience already trusts and are completely transparent about what is advertising.

Here is a practical guide to the Swedish influencer market – and what to expect in 2027 – based on Swedish data from Internetstiftelsen, Mediemyndigheten and Konsumentverket – and on what we see in our own work at Collabri.

What can brands expect from influencer marketing in Sweden in 2027?

Several changes that will shape the Swedish market in 2027 are already visible in decisions and reports published recently:

• Supervision stays in focus. Konsumentverket says it sees a continued need for supervision of influencer marketing, with marketing aimed at children and young people given a prominent place. Expect ad labelling to be checked closely in 2027 as well.

• Sensitive categories get more attention. Konsumentverket has proposed an inquiry into health-protective marketing legislation for cosmetic procedures – a sign that categories aimed at young audiences will face stricter scrutiny.

• EU rules on influencer marketing are being prepared. The European Commission plans to propose a Digital Fairness Act before 2027, and it is expected to regulate influencer marketing. Swedish brands should follow the negotiations during 2027.

• AI transparency becomes standard. The last deferred technical requirements under Article 50 of the EU AI Act apply from 2 February 2027 – relevant for any campaign that uses AI-generated or AI-altered images or voices.

For brands, the direction is clear: transparent, well-labelled collaborations with personalities the Swedish audience already knows will be an advantage in 2027.

How many Swedes follow influencers?

Mediemyndigheten (the Swedish Agency for the Media) describes influencers as an established part of the Swedish media market. In its report on influencers in the Swedish media market, 43 percent of the population follow influencers, and among young people the share is 79 percent. The report also notes that influencer marketing now competes directly with traditional media for both attention and advertising money.

Influencer recommendations also lead to purchases. Already in Svenskarna och internet 2020, Internetstiftelsen found that nearly two in ten Swedish internet users had bought something recommended by a well-known influencer – 24 percent of women and 11 percent of men. Among women aged 16–25 the share was 55 percent, and among women aged 26–35 it was 42 percent. The figures are a few years old, but they show how strong the effect is in certain groups.

Which social media platforms do Swedes use?

According to Internetstiftelsen’s report Svenskarna och internet 2025, 96 percent of Swedes have used social media in the past year and 85 percent use it daily. The most used platforms overall are YouTube (78 percent), Facebook (71 percent), Instagram (65 percent), Snapchat (37 percent) and LinkedIn (29 percent).

Daily use tells a slightly different story. Facebook (49 percent) and Instagram (47 percent) lead, followed by YouTube (31 percent), Snapchat (25 percent) and TikTok (14 percent).

How does platform use differ by age?

The generational differences are large. Among Swedes born 2000–2009, 79 percent use Snapchat daily, 65 percent Instagram, 53 percent TikTok and 48 percent YouTube. Among those born in the 1900s, Facebook (59 percent daily) and Instagram (48 percent daily) dominate. For a brand, this means the right channel depends entirely on who you want to reach: a campaign aimed at families and adults often works best on Instagram and Facebook, while one aimed at teenagers and young adults needs Snapchat, Instagram, TikTok and YouTube.

What does the Swedish influencer market look like?

Mediemyndigheten describes a market with a small number of very large, financially strong players and a large number of smaller creators. The largest personalities often operate far beyond social media – with their own brands, product sales, production companies and appearances in traditional mass media. Paid collaborations are the main source of income, especially on Instagram, but also on TikTok and YouTube.

This matches what we see. Many of Sweden’s most popular personalities are known from TV, music, radio and podcasts as well as social media. At Collabri we work with well-known Swedish personalities such as Pernilla Wahlgren, Carolina Gynning, Carina Berg, Laila Bagge, Marko “Markoolio” Lehtosalo, Sofia Wistam and Husmorstipset. Their reach spans generations, which makes them relevant for brands that want to reach a broad Swedish audience – not only the youngest.

What rules apply to influencer marketing in Sweden?

Influencer marketing in Sweden is covered by the Marketing Act (marknadsföringslagen). Hidden advertising is prohibited, and Konsumentverket states that the recipient must understand that a post is paid advertising at first glance. The company that hires an influencer has the main responsibility for the marketing, while influencers and agencies can share responsibility. Serious violations can lead to a market disruption fee of up to four percent of annual turnover.

The rules are being enforced. In 2025 the government asked Konsumentverket to report on and strengthen its supervision, and in its latest report the agency found that major shortcomings remain – the law is only partly followed, hidden marketing is still a problem and marketing aimed at children and young people needs particular attention. The industry organisations behind the Swedish recommendation on ad labelling in social media (including IAB Sverige) recommend a clear text such as “reklam” or “annons” that is visible immediately and shows who the advertiser is.

Why does trust matter so much in Sweden?

Swedish audiences are used to high-quality media and are quick to react when something feels fake. Trust is also under pressure: Svenskarna och internet 2025 shows that 60 percent of Swedes have seen a fraudulent ad on social media in the past year, and 34 percent say they have avoided buying something because they suspected fraud. Among those who had seen a scam ad, 40 percent said one of the signs was that it used celebrities.

This has two consequences for brands. First, it is more important than ever that collaborations are clearly labelled and obviously genuine. Second, real partnerships with well-known Swedish personalities can stand out positively – because the audience can see that the person actually stands behind the brand. The Edelman Trust Barometer special report on brand trust (2025) also found that people trust domestic brands more than foreign ones (75 versus 60 percent globally), which supports a local approach with local faces.

How do you succeed with influencer marketing in Sweden?

• Choose channels by age: Instagram and Facebook for adults, Snapchat, Instagram, TikTok and YouTube for the youngest.

• Work with personalities your audience already knows and likes – and make sure the fit is natural.

• Label every post clearly as advertising, in Swedish, at first glance.

• Let the personality’s own tone carry the message instead of reading a script.

• Plan organic and paid distribution together to extend reach.

• Measure more than views: engagement, traffic, sales and brand effect.

What does this look like in practice?

When Coca-Cola wanted to connect its brand with the Swedish taco tradition, the “Coca-Cola Loves Tacos” activation reached over 4.5 million views and 6,300 interactions. When Ellos teamed up with Carolina Gynning and Carina Berg at the Tough Viking obstacle race, the humorous concept reached more than 756,000 views. Both examples build on the same idea: a recognisable Swedish context and personalities the audience already has a relationship with.

Key takeaways

• 43 percent of Swedes follow influencers, and 79 percent of young people do.

• 85 percent use social media daily – but platform choice varies greatly by age.

• The market has a few very large personalities, many of whom are also known from TV, radio and music.

• The Marketing Act requires clear ad labelling, and Konsumentverket is increasing its supervision.

• Trust and local relevance are decisive for Swedish audiences.

Frequently asked questions

Which platform is best for influencer marketing in Sweden?

It depends on the target group. Instagram is strong among adults, Facebook is used daily by many older Swedes, while Snapchat dominates among those born 2000–2009, followed by Instagram, TikTok and YouTube.

Do influencer posts have to be labelled in Sweden?

Yes. Under the Marketing Act, it must be clear at first glance that a post is advertising. This applies whenever the influencer receives payment or other benefits, such as free products.

Is influencer marketing only for young audiences in Sweden?

No. Many Swedish personalities have audiences across generations, and Instagram and Facebook are used daily by a large share of adults. Influencer marketing can reach families, parents and older consumers as well.

How much does influencer marketing cost in Sweden?

Costs vary widely depending on the personality, the number of posts, usage rights and production. A good agency can propose a plan that matches your budget and goals.

Collabri is a Stockholm-based influencer and talent agency working with some of Sweden’s best-known personalities. Want to reach Swedish audiences through people they already trust? Contact us at info@collabri.se.

Sources

• Mediemyndigheten – Influencers på den svenska mediemarknaden (2026): https://mediemyndigheten.se/rapporter-och-analyser/influencers-pa-den-svenska-mediemarknaden/

• Internetstiftelsen – Svenskarna och internet 2025: Sociala medier (2025): https://svenskarnaochinternet.se/rapporter/svenskarna-och-internet-2025/sociala-medier/

• Internetstiftelsen – Svenskarna och internet 2025: Annonsbedrägerier (2025): https://svenskarnaochinternet.se/rapporter/svenskarna-och-internet-2025/annonsbedragerier/

• Internetstiftelsen – Svenskarna och internet 2020: Nära 2 av 10 köper varor på rekommendation av känd influencer (2020): https://svenskarnaochinternet.se/rapporter/svenskarna-och-internet-2020/mediekonsumtion-titta-lyssna-och-lasa/nara-2-av-10-koper-varor-pa-rekommendation-av-kand-influencer/

• Konsumentverket – Influencers reklaminlägg – regler för företag: https://www.konsumentverket.se/marknadsratt-foretag/influencers-reklaminlagg-regler-for-foretag/

• Konsumentverket – Fortsatt stora brister i marknadsföring som sker genom influencers (2026): https://www.konsumentverket.se/nyhet/fortsatt-stora-brister-i-marknadsforing-som-sker-genom-influencers/

• Regeringen – Uppdrag till Konsumentverket att redovisa och förstärka sitt arbete när det gäller marknadsföring via influencers (2025): https://www.regeringen.se/regeringsuppdrag/2025/06/uppdrag-till-konsumentverket-att-redovisa-och-forstarka-sitt-arbete-nar-det-galler-marknadsforing-via-influencers/

• IAB Sverige – Annonsmärkning: https://iabsverige.se/arbetsomraden/influencer-marketing/annonsmarkning/

• Edelman – 2025 Edelman Trust Barometer Special Report: Brand Trust, From We to Me (2025): https://www.edelman.com/sites/g/files/aatuss191/files/2025-06/2025%20Edelman%20Trust%20Barometer%20Special%20Report%20Brand%20Trust,%20From%20We%20to%20Me_FINAL_0.pdf

• Regeringen – Konsumentverket föreslår åtgärder mot marknadsföring av skönhetsingrepp (2026): https://www.regeringen.se/pressmeddelanden/2026/06/konsumentverket-foreslar-atgarder-mot-marknadsforing-av-skonhetsingrepp/

• Covington & Burling (Global Policy Watch) – What to Watch in 2026: Key Developments in EMEA Consumer Protection (2026): https://www.globalpolicywatch.com/2026/02/what-to-watch-in-2026-key-developments-in-emea-consumer-protection/

• Paul, Weiss – EU Finalises Transparency Rules for AI-Generated Content (2026): https://www.paulweiss.com/insights/client-memos/eu-finalises-transparency-rules-for-ai-generated-content

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