Nordic influencer benchmarks 2026
What counts as a good engagement rate depends on where you are, how big you are and what you post about, and global averages get the Nordics wrong. These benchmarks come from 3,502 Nordic creators with at least 10,000 followers: 3,399 Instagram accounts and 524 TikTok accounts.
Use them to judge a creator before you book them, or to see where your own account stands.
What is a good Instagram engagement rate?
Engagement rate here is a typical post's likes plus comments divided by followers. Bigger accounts get less per follower, so compare within a size band.
| Followers | Accounts | Bottom 25% below | Median | Good: top 25% | Great: top 10% |
|---|---|---|---|---|---|
| 10–50k | 1,874 | 0.7% | 1.4% | 2.8% | 5.6% |
| 50–100k | 648 | 0.6% | 1.3% | 2.6% | 4.9% |
| 100–500k | 536 | 0.5% | 1.1% | 2.3% | 5.1% |
| 500k+ | 88 | 0.6% | 1.3% | 3.1% | 7.1% |
| All | 3,146 | 0.7% | 1.3% | 2.7% | 5.4% |
Read it like this: a creator with 30,000 followers and 3% engagement is in the top 25% of their size band. Check any account against these numbers →
Sweden, Norway, Denmark and Finland
Instagram engagement by country. Finland's numbers rest on fewer creators, so read them with care.
| Country | Median | Top 25% from | Posts per week | Post in the local language |
|---|---|---|---|---|
| Sweden1,756 creators | 1.4% | 2.7% | 1.3 | 75% |
| Norway846 creators | 1.4% | 3.2% | 0.9 | 75% |
| Denmark632 creators | 1.1% | 2.2% | 1.5 | 85% |
| Finland165 creators | 1.9% | 3.0% | 1.7 | 87% |
Engagement rate by niche
Median Instagram engagement per niche across the Nordics. At the same size, the gap between niches is bigger than the gap between countries.
TikTok benchmarks
On TikTok we measure likes and comments per view, because views, not followers, decide who sees a video. Unlike Instagram, bigger TikTok accounts get more engagement per view.
| Followers | Accounts | Bottom 25% below | Median | Good: top 25% | Great: top 10% |
|---|---|---|---|---|---|
| 10–50k | 221 | 2.8% | 4.1% | 5.3% | 6.5% |
| 50–100k | 95 | 3.6% | 4.9% | 6.0% | 6.9% |
| 100–500k | 166 | 4.3% | 5.9% | 7.2% | 9.2% |
| 500k+ | 41 | 5.8% | 7.4% | 9.3% | 11% |
| All | 523 | 3.5% | 4.9% | 6.5% | 8.6% |
Most Nordic TikTok creators in our data are Swedish; the other countries have too few accounts for their own numbers.
Reels and feed posts are measured differently
Reels are judged by engagement per view, feed posts by engagement per follower. The two numbers can't be compared with each other, but each is a useful benchmark on its own.
A Reel shown to many non-followers can get a modest per-view rate and still reach far more people than a feed post.
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How we counted
- 3,502 creators from public Nordic profiles in our database with at least 10,000 followers on Instagram or TikTok. Creators guessed to be under 18, political and news accounts, demo profiles and accounts that couldn't be read were left out.
- Instagram engagement: the median of recent posts' likes plus comments, divided by followers. Pinned posts are left out so one old hit doesn't count. TikTok engagement: likes plus comments per view on recent videos.
- Percentiles are across creators: “top 25%” means a quarter of creators in that group have a higher rate. A group needs at least 30 creators before we show it.
- Country is where the creator lives or, if that's unknown, their nationality. Niche is each creator's main topic.
Questions
What is a good engagement rate on Instagram?
In the Nordics the median is 1.3% and the top 25% start at 2.7%. For accounts with 10–50k followers, the top 25% start at 2.8%. Bigger accounts get less engagement per follower, so always compare within a size band.
What is a good engagement rate on TikTok?
Measured as likes and comments per view, the Nordic median is 4.9%. Bigger TikTok accounts tend to get more engagement per view, the opposite of Instagram.
Which country has the highest engagement?
Finland has the highest median Instagram engagement at 1.9%. The differences between countries are smaller than the differences between niches and sizes.
Which niche has the highest engagement?
Sports creators have the highest median Instagram engagement, 5.1%. Health & wellness creators have the lowest, 0.6%.