Daniel Slotta
Research expert covering Greater China
Social media usage in Sweden - statistics & facts
The majority of internet users in Sweden are active on social media platforms, connecting with others, sharing their own content, sending instant messages, and occasionally engaging in business - they are also keen to consume very particular types of influencer content. Although Facebook is still the leading social network in the country, Instagram and TikTok could soon change this. As younger audiences become the dominant force, could Sweden be the first European country to see Facebook lose its top spot?
With 3.39 million users in Sweden, it may seem that TikTok is lagging far behind Facebook and Instagram in terms of status. Still, due to its young audience base the video-sharing app is something that Facebook may soon struggle to compete with. The future of TikTok’s success – and Facebook’s for that matter - lies in the hands of Generation Z, as 66 percent of TikTok users in Sweden were born in the 2000s.
An overview of Sweden’s social media audience
As of January 2023, there were 10.28 million people online in Sweden, and 8.7 million of them were using social networks. By 2028 it is estimated that there will be 9.44 million social media users in the country. In addition, women accounted for more than half of the social media audience in Sweden as of early 2023. Social networks, such as Facebook, are the preferred type of platform amongst Sweden’s internet users, followed closely by media sharing services, such as Instagram, Snapchat, Pinterest, and YouTube.Facebook faces fierce competition
Predictably, Facebook reigns supreme as the social media platform of choice around the world and in 2023 the social media giant found 5.8 million of its users in Sweden. As of September 2023, the platform held an impressive social media visit market share of 66.85 percent – still the dominant platform, yet a far cry from its peak of 88.59 percent two years prior. In Sweden, Facebook has some serious competition from its sister platform, Instagram, with the influencer heavy platform being hot on Facebook’s heels with 5.7 million users as of early 2023.With 3.39 million users in Sweden, it may seem that TikTok is lagging far behind Facebook and Instagram in terms of status. Still, due to its young audience base the video-sharing app is something that Facebook may soon struggle to compete with. The future of TikTok’s success – and Facebook’s for that matter - lies in the hands of Generation Z, as 66 percent of TikTok users in Sweden were born in the 2000s.
Influencer marketing is taking center stage in Sweden
Influencer marketing holds a great deal of potential for brands in Sweden, and marketers should take heed of this. As of February 2022, one third of internet users in Sweden were following influencers, YouTubers, or streamers. Moreover, three quarters of women who were born in the 2000s were following content creators. Internet users in Sweden were most enthusiastic about consuming content centered around film and TV, music, comedy, and health and fitness. Overall, with TikTok and Instagram being the best platforms for influencer content, Facebook could soon lose its position as the most used platform in Sweden.
