Advertising on Instagram in Sweden means reaching almost half the population every day. According to Internetstiftelsen’s Svenskarna och internet, 47 percent of Swedes use Instagram daily and 65 percent have used it in the past year – with especially high use among women and among people born from the 1970s to the 2000s. For brands heading into 2027, Instagram is the core of most Swedish social media plans, and the ads that work best are made with creators and well-known faces.

This article is about the paid side: placements, buying, creative and budget. For working with creators organically on Instagram, see our guide to Instagram influencer marketing.

Why advertise on Instagram instead of relying on organic posts?

Organic posts still matter – with big names, a post can reach far on its own and create the moment a campaign needs. But organic reach for brands keeps shrinking: Socialinsider’s analysis of brand posts shows that the average reach rate on Instagram fell by 14 percent in a year. Paid media is what takes the content further and deeper into the target group – the right age, region and interests, several times, and all the way to the product page.

Which Instagram ad placements are there?

• Reels: full-screen vertical video between Reels. Usually the strongest placement for creator content and reach.

• Stories: full-screen vertical ads between friends’ Stories, with a swipe or link to the next step.

• Feed: images, carousels and videos in the main feed – good for products, offers and several images in one ad.

• Explore and search results: ads where people are already discovering or looking for something.

Most campaigns use Advantage+ placements, where Meta distributes the budget across Instagram, Facebook and Messenger depending on results. That means one production should deliver both vertical (9:16) and feed formats.

Boost a post or use Ads Manager?

Boosting a post in the Instagram app is quick and works for simple goals such as more profile visits or reach. For real campaigns, Meta Ads Manager is the better tool: you choose the objective – awareness, traffic, leads or sales – set up audiences and retargeting, test several versions and measure conversions. It is also where partnership ads with creators are run.

How do partnership ads work on Instagram?

Partnership ads are Meta’s format for whitelisting. The ad is shown with both the creator’s and the brand’s names, either from an existing post or from content the creator shares with the brand, and the brand controls targeting and budget. The format is growing fast: Meta reported that the revenue run-rate of partnership ads more than doubled to 10 billion dollars. Meta has also merged its Creator Marketplace and Partnership Ads Hub into a Creator Marketing Hub, and live video can now be amplified as partnership ads.

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.

What makes an Instagram ad work in 2027?

• A face in the first second: people stop for people – and even more for faces they recognise.

• Made for Reels: vertical, sound on, natural tone and a clear hook; adapt to the feed afterwards.

• Several versions: test openings, lengths, creators and offers, and move budget to the winners.

• Creator plus brand: partnership ads combine the creator’s credibility with the brand’s targeting.

• A clear next step: a product page, a lead form or an offer that is easy to act on.

Which creators and talents work best in Instagram ads?

Those whose audience trusts them in the category. Well-known personalities are especially strong on Instagram, where people follow them for their lives as much as their content – Pernilla Wahlgren, for example, is among Sweden’s largest Instagram accounts according to Mediemyndigheten. Long-term partnerships make the ads stronger over time: Collabri has worked with Carolina Gynning on an ambassadorship with Bagliora and on the launch of her sofa collection with Chilli. Smaller creators work well too, especially for testing many versions.

What does Instagram advertising cost in Sweden?

Instagram ads are bought in an auction in Meta Ads Manager, so there is no fixed price. You set a budget and a goal, 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 and partnership ad permission, and the media budget. Strong creative lowers the cost per result, so plan for production and testing, not just media.

What rules apply to Instagram 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. Use Instagram’s paid partnership label, keep the disclosure in every edited ad version, and agree usage rights in writing – consent is required before a person’s name or image is used in advertising.

How does Collabri work with Instagram advertising?

We plan Instagram as the core of the Meta mix and as part of the wider media mix with Facebook, YouTube, TikTok and Snapchat. We choose talents and creators who fit the message, agree the rights for paid use and partnership ads, produce content made for Reels and Stories, 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

• 47 percent of Swedes use Instagram every day – it is the core platform for most Swedish campaigns.

• Organic posts with big names create moments; paid media takes the content further and deeper into the target group.

• Use Ads Manager for real campaigns, with Reels and Stories as the main placements.

• Partnership ads let brands run creator content with the creator’s credibility and the brand’s targeting.

• Budget for creator fee, rights and media, and label paid content clearly.

Frequently asked questions

What is the difference between boosting and Ads Manager?

Boosting promotes a single post with simple settings. Ads Manager gives full control over objectives, audiences, placements, testing and measurement, and is needed for partnership ads.

Should we advertise on Instagram or Facebook?

Usually both, since they are bought in the same tool. Instagram is stronger for visual products and younger audiences; Facebook reaches more adults.

Can we run a creator’s content as an ad without them posting it?

Yes. The creator can share content with the brand for partnership ads without publishing it on their own feed, as long as the agreement covers it.

How much budget do we need?

Start with enough to test a few creators and versions for one to two weeks, then scale what gives the lowest cost per result.

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

Read also

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

• Whitelisting and Paid Media: Why Creator Content Needs a Media Budget

• TikTok Advertising in Sweden: Spark Ads, Ad Formats and Creator Content in 2027

• What Is Influencer Marketing? A Complete Guide for 2027

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/

• Meta – First Quarter 2026 Results Conference Call (2026): https://s21.q4cdn.com/399680738/files/doc_financials/2026/q1/META-Q1-2026-Earnings-Call-Transcript.pdf

• Marketing Dive – Meta streamlines creator, brand tie-ups with new marketing hub (2026): https://www.marketingdive.com/news/meta-streamlines-creator-brand-tie-ups-with-new-marketing-hub/830593/

• 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/

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

• 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.