Influencer Marketing in Sweden

Josh Wambugu

May 6
6 min read

Sweden isn’t just known for cinnamon buns and minimalist design—it’s fast becoming a hub for Europe’s most innovative influencer campaigns. It’s the influencer scene.

Influencer marketing in Sweden has evolved into one of Europe’s most dynamic ecosystems, making it essential for brands aiming to scale locally. With over 95% internet penetration and one of the highest smartphone adoption rates in the world, the country offers a perfect landscape for digital content to thrive. Gen Z and Millennials lead the charge, consuming content and shopping primarily on mobile.

But here’s what really sets Sweden apart: how effortlessly e-commerce aligns with social media. Brands are now integrating Instagram Shops and TikTok storefronts as part of their native Swedish campaigns. Influencers don’t just promote—they sell. It’s retail, but make it social.

AWISEE helps brands navigate the best platforms for influencer collaborations in Sweden. We deliver data-backed influencer campaigns in Sweden, aligning your message with creators who drive real engagement. Whether it’s Reels on Instagram, Shorts on YouTube, or livestreams on TikTok, we tailor every strategy for maximum impact.

State of the Creator Economy in Sweden (2025)

You might be surprised to learn just how mature Sweden’s creator economy has become in 2025.

Gone are the days when creators were side-hustling with hobby pages. Today, many are full-time professionals with registered businesses, creative teams, and commercial partnerships across sectors. Influencer incomes have risen steadily, especially in wellness, sustainable fashion, and tech review niches.

And brands? They’re investing more than ever. Swedish companies and international players alike are allocating significant portions of their digital ad budgets to influencer-led campaigns. Compared to other Nordic countries, Sweden has the most robust ecosystem, diverse creator tiers, engaged audiences, and an advanced regulatory framework.

It’s no longer experimental. It’s fundamental.

Top Platforms for Influencer Marketing in Sweden

Let’s talk platforms—because in Sweden, influencer reach is platform-specific.

Figure: Instagram and TikTok dominate Sweden’s influencer scene in 2025, with YouTube and Snapchat still relevant for niche audiences.

When it comes to influencer marketing in Sweden, Instagram remains the go-to for lifestyle, fashion, fitness, and parenting content.
TikTok? It’s exploding. Swedish TikTok creators are crafting viral content in seconds and dominating Gen Z’s attention spans.
YouTube continues to thrive, especially for product reviews, skincare routines, tech breakdowns, and vlogs with storytelling depth.
Surprisingly, Snapchat still holds relevance among Swedish teens and university students. Among teens and college-age users, it’s still relevant, especially for micro-vlogging and daily content streaks.

What’s interesting is how many creators are now operating cross-platform by design, maximizing reach while tailoring content per platform. Smart move.

For sustainability, wellness, and design-forward campaigns, an influencer marketing agency in Sweden can elevate your content strategy.

Swedish Influencer Campaigns In 2025: What’s Working Now?

If you’ve been wondering what’s clicking with audiences lately, let’s just say it’s not the old “flat lay product photo” anymore.

In 2025, the most successful Swedish influencer campaigns are interactive and localized. We’re seeing:

Giveaways bundled with value-led posts
Instagram Reels + Story combos that offer both context and real-time action
Affiliate partnerships where influencers share trackable product links in eco, fashion, or fitness categories

And the real secret? Localization. Today’s top influencers customize tone, visuals, and messaging to align with Swedish culture—bringing relevance and authenticity to every campaign.

Pie Chart: Market Share of Influencer Campaigns by Tier (Sweden 2025)

This pie chart illustrates the market share of influencer campaigns by tier in Sweden for 2025. The data shows that nano influencers (1K–10K followers) dominate the landscape, accounting for 35% of campaigns. This is followed closely by micro influencers (10K–50K) at 30%, reflecting brands’ preference for authentic, community-based outreach.

Mid-tier influencers (50K–500K) hold a 20% share, showing solid demand due to their wider reach while maintaining relatability. Macro influencers (500K–1M) account for 10%, and celebrity-level influencers (1M+ followers) make up the smallest share at 5%, likely due to higher costs and narrower applicability for localized Swedish campaigns.

The chart emphasizes Sweden’s strong reliance on smaller-tier influencers, suggesting that engagement and trust outweigh massive reach in this market.

Disclosure Rules and Advertising Laws for Influencers in Sweden

Let’s talk legal stuff—because yep, there are rules, and in Sweden, they actually matter.

For influencer marketing in Sweden, the Konsumentverket (Swedish Consumer Agency) is the primary watchdog ensuring transparency and compliance. And they’re crystal clear about one thing: audiences deserve transparency. If a post is sponsored, gifted, or paid for in any way, the influencer has to label it. Period.

What does that look like?

Sponsored content must be clearly labeled using terms like “Reklam” (Ad) or “Betalt samarbete” (Paid collaboration), and the disclosure must be placed prominently—not hidden in hashtags or buried in captions.
Vague language like “In collaboration with…” won’t cut it anymore. The fact that it’s an ad must be obvious.

And if someone messes up? The fines are real. Both influencers and brands can be held responsible, and Sweden takes consumer trust very seriously. That’s why transparency in influencer marketing in Sweden isn’t just best practice—it’s a legal necessity.

How to Ensure Legal Compliance in Influencer Contracts in Sweden

Let’s be honest—running influencer campaigns without contracts? That’s risky business.

In Sweden, influencer agreements need to be solid, clear, and legally compliant. Smart brands ensure their contracts include:

Deliverables and timelines – What gets posted, when, and for how long?
Usage rights – Can the brand repost the content? Use it in ads?
Transparency clauses – Both sides must follow Swedish disclosure laws.
GDPR compliance – Especially for email lists, giveaways, and personal data usage.

These aren’t just checkboxes—they’re part of what makes Swedish influencer campaigns in 2025 more professional, ethical, and durable in a maturing creator economy.

How Swedish Brands Use Influencer Marketing in 2025

Here’s what’s exciting: Swedish brands are treating influencer marketing as a core marketing function, not an add-on.

In-house influencer teams are on the rise. They manage creator relationships, performance tracking, and campaign execution.
Agency support is still valuable—especially when scaling into other Nordic or EU markets.
More brands are adopting performance-based payment models. That means creators get paid based on sales, signups, or reach, not just flat fees.

So, this is how Swedish brands use influencer marketing in 2025. This shift has created more trust-based, long-term collaborations instead of one-off posts. In short, influencer marketing in Sweden is getting smarter—and more results-driven.

Work with the Top Influencers in Sweden via AWISEE

We connect global brands with top-performing Swedish creators. From fashion to fitness, our influencer roster is tailored to your niche and goals.

Ready to create a campaign that connects and converts? Speak with our Swedish influencer strategists today.

How Global Brands Localize Influencer Campaigns for the Swedish Market

When international brands enter Sweden, they don’t just translate their content—they adapt it entirely.

Tone matters: Swedes prefer minimalist, authentic communication. Pushy sales pitches? Not effective.
Language counts: Even if most Swedes speak English, Swedish captions and hashtags improve relatability.
Product messaging gets refined. A skincare ad in Sweden might focus on cold-weather hydration, not just “glowing skin.”

Major brands using influencers in the Swedish market—from beauty labels to tech giants—have succeeded by prioritizing cultural nuance and creator authenticity.

Social Media Trends in Sweden That Are Shaping Influencer Strategy

If you want to succeed in this market, you’ve got to keep up with social media trends in Sweden—and they’re evolving fast.

TikTok Shop and Instagram Broadcast Channels are being used for live product drops and behind-the-scenes content.
Livestream shopping is becoming the new norm, especially in fashion and electronics.
Creator monetization tools on platforms like Patreon and Substack are enabling micro-influencers to thrive independently.

And although Threads hasn’t fully exploded in Sweden yet, creators are starting to explore it for a more niche audience building.

What’s Next for Influencer Marketing in Sweden (2025–2027)

So, where is influencer marketing in Sweden headed next? The answer: toward even more innovation.

AI-generated influencers are already gaining followers—and they don’t sleep.
Sustainability-first messaging is becoming a baseline expectation, not a bonus.
Affiliate ecosystems are growing, with more creators using trackable links as part of long-term brand partnerships.
And regional partnerships are expanding—think Swedish influencers collaborating with Danish or Norwegian creators on multi-country campaigns.

From legal rigor to cultural precision, influencer marketing in Sweden is setting a high bar for what influencer marketing should look like in a digitally mature society.