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
. 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
, 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.
A global star with Swedish roots
Sweden is home not only to IKEA or Spotify but also to one of the world’s most successful YouTubers, Felix Kjellberg, better known as PewDiePie. He is a tech creator whose career started with videos showing him playing video games. He has also published various vlog content and ventured into news commentary with a satirical show Pew News. @PewDiePie ranked among the 10
most popular YouTube channels in early 2023. The creator himself is a controversial figure. India banned some of his content because the creator repeatedly published what Indian audience and courts deemed offensive, whereas in China, his some of his videos and forum post about him where deleted by Baidu after he commented on the Hong Kong protests of 2019. This has not stopped numerous brands from seeking his endorsement and paying good money for it. He has worked with the energy drink brand Gfuel, the browser Opera, the multiplayer game World of Tanks, and NordVPN, to name just a few. As he has set up companies in various countries, it is not easy to track his total earnings. Still, his Swedish business
Pewdie Holdings AB generated roughly 6.1 million U.S. dollars in revenue in 2022.
A household name
Therése Lindgren addresses a completely different audience. Unlike Felix Kjellberg, she creates her content in Swedish, which limits her reach. However, she has amassed over a million followers both on YouTube and Pinterest, as well as over 300 thousand on TikTok as of summer 2023.
Sweden’s population stood at approximately 10 million in 2022, allowing the presumption that one in 10 people living in the Nordic country is a YouTube or Pinterest follower of Ms. Lindgren. Her content revolves mainly around beauty and fashion, but she is also an animal rights and mental health activist. Aside from her social media efforts, she is also a book author, a marketing consultant, and an entrepreneur.
Indy Beauty – a vegan cosmetics brand she founded in 2017 – is a popular sight in pharmacies across Sweden and generated annual sales of approximately three million U.S. dollars in 2021. As an influencer, she has worked with numerous brands, such as Zara or Gina Tricot from the apparel industry or BOOM Watches, generating a
revenue of roughly 1.6 million U.S. dollars in 2022.
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