Influencers in Sweden
Sweden is a small market with a lot of creators, and this page sums it up: 1,869 Swedish creators with at least 10,000 followers on Instagram or TikTok. Fashion, lifestyle and travel are the most common topics, followed by family, beauty and interior design, and Stockholm has by far the most creators among those who list a city.
If you're planning a campaign in Sweden from abroad, use the page as a map before you pick partners. Do you need broad reach or a specific audience, the whole country or one city? Open a niche, a platform or a city to see what that part of the market looks like.
Filter these 1,869 creators by size, engagement and niche in Brandssynergy. 14 days free, no card needed.
Browse these creatorsSize and engagement
55% of the creators have fewer than 50,000 followers. Creators with 10–50k followers get 1.3 times the engagement of those with 100–500k.
Creators by account size
Instagram engagement by account size
| 10–50k followers | 1.5% |
| 50–100k followers | 1.3% |
| 100–500k followers | 1.1% |
| 500k+ followers | 0.8% |
Median of (likes + comments) / followers over recent posts, pinned posts excluded.
What they post about
The most common topics among the 1,869 creators. A creator can have several.
Where they are
Among the 426 creators whose city is shown on their profile.
Looking for local creators? See the creators in Stockholm, Gothenburg, Malmö and Skåne.
How to work with influencers in the Nordics
A good influencer partnership starts with the right creator, not the most followers. Look at who follows the account, how they react to posts and whether the tone fits your brand. The figures on this page show what's normal, so you can see who stands out.
Choose the audience before the size
Ask the creator for screenshots of their audience's age, country and city. A smaller account whose followers live where your customers are often beats a bigger one with an audience abroad.
Write a short brief and leave room
Describe the goal, the key message and what mustn't be said, but let the creator word the rest in their own language. Followers know the creator's voice, and posts that sound like an ad, or a translation, get a weaker response.
Label the advertising clearly
Paid posts and free products count as advertising in all four countries and must be labelled at the very start of the post, in the local language: “Reklam” in Sweden, “Annonse” in Norway, “Reklame” in Denmark and “Mainos” in Finland. A hashtag at the bottom isn't enough, and both you and the creator can be held responsible, so put it in the contract.
Find the right creators for your brand
Search every creator in Brandssynergy by niche, size, city and engagement, and contact them directly.
More lists
How we count
- The figures cover creators in the Brandssynergy database, not every account in Sweden.
- Included: Instagram and TikTok accounts with at least 10,000 followers based in Sweden, going by the location or language on their profile.
- Niche and city are set by Brandssynergy from the profile. Engagement = median of (likes + comments) / followers over recent posts, pinned posts excluded.
- Data from public profiles, updated daily. No individual creators are shown here. Brandssynergy has no partnership with Instagram or TikTok, and nobody can pay to be included.
Frequently asked questions
How many Swedish influencers are there?
The Brandssynergy database has 1,869 Swedish influencers with at least 10,000 followers. Counting smaller accounts, there are many more.
What engagement do Swedish influencers get?
The median on Instagram is 1.4%. For accounts with 10–50k followers it's 1.5%, so anything above that is strong for their size.
Do Swedish influencers post in English?
75% of them write their posts in Swedish. Audiences in Sweden generally understand English well, but posts in Swedish feel more personal to local followers. For a campaign aimed at customers in Sweden, let creators post in their own language and approve a translation of the script rather than the other way round.
How do I find the right creator for my brand?
Start with the goal: reach, engagement or content you can reuse. In Brandssynergy you can filter creators by niche, size, city and engagement and contact them directly.