Influencers in Sweden 2027: Who Swedes Follow and How Brands Should Work With Them

In Sweden, 43 percent of the population follows influencers, and the share is highest among the young: 79 percent of 15–24-year-olds, 69 percent of 25–39-year-olds, 42 percent of 40–54-year-olds and 15 percent of those over 55, according to figures in Mediemyndigheten’s latest report on influencers. The market consists of a small number of very large personalities and an estimated 30,000 influencers with at least 5,000 followers. For brands, the key in 2027 is to match the influencer to the audience’s age and interests, work with people the audience already trusts and label every collaboration clearly.

This article is about the people: who Swedes follow, what kinds of influencers exist, how they work commercially and how brands should collaborate with them. For platforms, rules and the market as a whole, see our guide to influencer marketing in Sweden.

How many Swedes follow influencers?

Mediemyndigheten (the Swedish Agency for the Media) describes influencers as an established part of the Swedish media market. Its report uses the European Parliament’s Flash Eurobarometer survey on social media from 2025: 43 percent of Swedes follow influencers, with a steep age gradient from 79 percent among 15–24-year-olds to 15 percent among those over 55.

Children are an important part of the audience too. According to Mediemyndigheten’s survey Ungar & medier 2025, 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 is one reason why the rules on ad labelling are applied so strictly in Sweden.

Do Swedes buy what influencers recommend?

Many do. Internetstiftelsen’s Svenskarna och internet 2020 found that 18 percent of Swedish internet users had bought something recommended by an influencer – 24 percent of women and 11 percent of men, and 55 percent of women aged 16–25. The figures are a few years old, but they show how strong the effect can be in certain groups.

Which platforms do Swedes use to follow influencers?

Platform choice follows age. According to Nordicom’s Mediebarometern 2025, cited by Mediemyndigheten, 84 percent of Swedes use social media on an average day. Instagram (59 percent) and Facebook (58 percent) reach the most people daily, followed by Snapchat (32 percent) and TikTok (20 percent). Among 15–24-year-olds, 85 percent use Snapchat, 79 percent Instagram and 70 percent TikTok on an average day, while Facebook is largest among those aged 65–85 (60 percent).

The platforms also suit different kinds of influencers. Mediemyndigheten describes YouTube as the channel where many of the biggest Swedish influencers built long careers, Instagram as a natural home for beauty, trends and lifestyle, and TikTok as an interest-based platform where smaller, niche creators can reach the right audience even without a large following.

What kinds of influencers are there in Sweden?

• The biggest influencers: a few profiles with very large audiences and their own companies. In Mediemyndigheten’s latest ranking, Kenza had 1.8 million followers on Instagram and Familjen Lundell 1.2 million subscribers on YouTube.

• Niche creators: a large number of smaller influencers focused on topics such as food, vehicles, beauty, books or crafts. Mediemyndigheten notes that advertisers increasingly seek them out to reach clearly defined communities.

• Celebrities with a social presence: well-known faces from TV, music, radio and podcasts who also have strong social channels. Their audiences often span generations.

• Personalities who move between social media and traditional media: Mediemyndigheten gives examples of influencers who have gone on to host TV shows, win awards and launch their own products.

How do Swedish influencers make money?

Sponsored collaborations are the most important source of income, especially on Instagram but also on TikTok and YouTube, according to Mediemyndigheten. The largest influencers also earn money from their own brands, products, production and media appearances, and the report notes that the business is often more professional than it looks from the outside: content is planned far in advance, and several of the biggest profiles have their own agents and production companies.

Common collaboration formats include unboxing videos, stories, tutorials, live events, discount codes, ambassador programs and competitions. Advertisers use the largest influencers for reach and smaller influencers for precise targeting – and often both in the same campaign.

How should brands work with influencers in Sweden?

1. Start with the audience, not the follower count

Choose influencers based on who follows them – age, interests and location – and how naturally your product fits their content. In the IAB’s 2025 creator economy report, creator reputation (58 percent) and audience alignment (56 percent) were buyers’ top selection criteria.

2. Match the format to the platform

A tutorial on YouTube, a series of stories on Instagram and a short, trend-driven video on TikTok do different jobs. Let the influencer choose the format that works for their audience.

3. Combine reach and closeness

A well-known personality creates attention; niche creators create depth. When Collabri launched Fazer Domino in Sweden, a mix of creators on TikTok and Instagram was combined with paid media and reached over 3.5 million views and 14,000 interactions. In the “Coca-Cola Loves Tacos” activation, well-known duos such as Pernilla Wahlgren & Sofia Wistam and Carolina Gynning & Carina Berg reached over 4.5 million views and 6,300 interactions.

4. Choose the right kind of partner

Mediemyndigheten describes three main types of intermediaries in Sweden: talent agencies, which represent influencers and usually handle their collaborations exclusively; influencer networks, which connect advertisers and influencers with less exclusive relationships; and affiliate networks, which provide technology for tracking clicks and sales. Many influencers also handle their deals themselves.

5. Label every collaboration

Under the Marketing Act, it must be clear immediately that a sponsored post is advertising. Mediemyndigheten’s report gives examples of clear labels such as “reklam”, “annons” and “betalt samarbete med [company]”. Konsumentverket states that the company has the main responsibility, including for content the influencer creates on their own initiative during a collaboration.

What will change for influencers in Sweden in 2027?

Several developments that affect Swedish influencer collaborations are already decided or under way:

• Supervision continues. Konsumentverket has concluded that influencer marketing is still highly problematic as a business method and sees a continued need for supervision, with marketing aimed at children and young people given a prominent place.

• Sensitive categories are under review. Konsumentverket has proposed an inquiry into health-protective marketing legislation for cosmetic procedures, a category that reaches many young followers.

• AI transparency becomes standard. The last deferred technical requirements of Article 50 of the EU AI Act apply from 2 February 2027 – relevant whenever AI is used to create or alter an influencer’s image or voice.

• EU rules for influencer marketing are being prepared. The European Commission plans to propose a Digital Fairness Act before 2027, and influencer marketing is one of the areas it is expected to regulate.

For brands, this means that professional, transparent collaborations with influencers whose audiences are the right age for the product will be the safest – and most effective – choice in 2027.

Key takeaways

• 43 percent of Swedes follow influencers, from 79 percent of 15–24-year-olds to 15 percent of those over 55.

• There are an estimated 30,000 Swedish influencers with at least 5,000 followers – a few very large and many niche profiles.

• Sponsored collaborations are influencers’ main source of income, especially on Instagram.

• Choose influencers by audience and fit, and combine reach with closeness.

• Label clearly and expect continued supervision and new EU rules in 2027.

Frequently asked questions

How many influencers are there in Sweden?

There is no official register, but Mediemyndigheten’s report estimates around 30,000 influencers in Sweden with at least 5,000 followers, based on a search in an influencer database. The total is higher, since not all influencers are listed.

Who are the biggest influencers in Sweden?

According to Mediemyndigheten’s latest ranking, Kenza had the most followers on Instagram (1.8 million) and Familjen Lundell the most subscribers on YouTube (1.2 million) among influencers mainly aimed at a Swedish audience.

Which age groups follow influencers in Sweden?

Mainly younger people: 79 percent of 15–24-year-olds and 69 percent of 25–39-year-olds follow influencers, compared with 42 percent of 40–54-year-olds and 15 percent of those over 55.

Should a brand work with a big influencer or several small ones?

It depends on the goal. Big influencers and celebrities give reach and recognition; smaller creators give depth and precise targeting. Many successful campaigns combine both.

Collabri works with some of Sweden’s best-known personalities, including Pernilla Wahlgren, Carolina Gynning, Carina Berg, Laila Bagge, Marko “Markoolio” Lehtosalo, Sofia Wistam and Husmorstipset. Want to reach Swedish audiences through people they already follow and 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 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/

• IAB – Creator Economy Ad Spend to Reach $37 Billion in 2025, Growing 4x Faster than Total Media Industry (2025): https://www.iab.com/news/creator-economy-ad-spend-to-reach-37-billion-in-2025-growing-4x-faster-than-total-media-industry-according-to-iab/

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

• 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

• 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/

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