A. Guttmann
Research Lead covering media
Influencer marketing in Sweden - statistics & facts
Sweden offers a fertile ground for influencers to work with. In 2023, the country had nearly perfect internet penetration, and 88 percent of the population used social media. A third of internet users followed various types of celebrities on online platforms, and roughly half of that number bought products because famous people or influencers advertised them. That number alone is a testament to the effectiveness of this type of marketing. Swedish companies are eagerly seizing the opportunity. A 2022/23 survey found that 70 percent of business-to-consumer (B2C) and 20 percent of business-to-business (B2B) enterprises were using the channel, investing some 1.5 billion Swedish kronor or 162 million U.S. dollars in influencer marketing. The sector reported annual growth rates north of 20 percent every year since 2017, besides 2020, when the pandemic slowed the development of the otherwise thriving digital marketing industry.
