瑞典影响力营销行业市场前景及投资研究报告-培训课件外文版2024.5

DIGITAL

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TRENDSInfluencermarketinginSwedenCHAPTER

01MarketoverviewInfluencermarketingmarketsizeworldwidefrom2016to2023(inbillionU.S.dollars)Globalinfluencermarketingvalue2016-202325201510521.116.413.89.76.54.631.7020162017201820192020202120222023*3Description:Theglobalinfluencermarketingmarketsizehasmorethandoubledsince2019.In2023,themarketwasestimatedatarecord21.1billionU.S.dollars.ReadmoreNote(s):Worldwide;2016to2022;*Forecast.ReadmoreSource(s):HypeAuditor;InfluencerMarketingHubNumberofcompaniesofferinginfluencermarketingservicesworldwidefrom2019to2021,byregionNumberofcompanieswithinfluencermarketingservicesworldwide2019-2021,byregionUnitedStatesMiddleEastandAfricaEuropeAsiaPacific8,0007,0006,0005,0004,0003,0002,0001,00007,3005,6005,4004,9004,5004,0004,0003,2502,7501,1009507502019202020214Description:In2021,therewere18,900companiesworldwideofferingservicesrelatedtoinfluencermarketing,representinga75percentgrowthcomparedto2019.Thegrowingimportanceofthistypeofmarketingbecomesevenclearerwhenthemarketisconsidered.TherevenueoftheglobalinfluencermarketingindustryincreasedfromundertwobillionU.S.dollarsin2016toover16billiondollarsin2022.ReadmoreNote(s):Worldwide;2019to2021Source(s):InfluencerMarketingHubNumberofdigitalcontentcreatorsworldwidein2021,byaudiencesize(inmillions)Globalonlinecontentcreators2021,bynumberoffollowers160139140120100806041402320220Recriationalcreatorswith0-1K

Semi-procreatorswith1K-10K

Prowith10K-100Kfollowers

Expertwith100K-1Mfollowers

Expert+with1M+followersfollowers

followers5Description:In2021,approximately139millionglobalcreatorshadanaudienceofbetween1,000and10,000followers.Bycomparison,therewereonlytwomilliondigitalcontentcreatorsworldwidewithanaudiencesizeofbetween100,000andonemillionfollowers.Additionally,therewerearoundtwomilliondigitalcontentcreatorswithmorethanonemillionfollowersduringtheexaminedyear.ReadmoreNote(s):Worldwide;2021Source(s):LinktreeMarketingchannelsusedbycompaniesaccordingtoheadsofmarketinginSwedenasofwinter2022/23MarketingchannelsusedatSwedishcompanies2023ShareofrespondentsBusiness-to-business(B2B)

Business-to-consumer(B2C)20%

30%

40%0%10%50%60%70%80%90%100%110%88%FacebookInstagram99.5%99.5%84.5%84.5%Seachenginemarketing(SEM)DisplayadvertisingOnlinevideo/YouTubePublicrelations(PR)PrintadvertisingCRM(email/sms)LinkedIn92.5%92.5%92.5%73%73%73%73%87%79.5%80.5%78%92%76%74.5%72.5%30.5%TV61.5%CampaignwebsiteRadio19%68.5%6Description:DuringasurveycarriedoutamongheadsofmarketingatlargestadvertisersinSwedeninwinter2022/23,itwasestablishedthatFacebookwasthemostpopularmarketingchannelinSwedishcompanies.Itwasusedbynearlyallbusiness-to-consumer(B2C)advertisersand88percentofbusiness-to-business(B2B)advertisers.ReadmoreNote(s):Sweden;winter2022/23;207respondents;amongheadofmarketingatcompanieswithrevenuesover500millionSEKSource(s):Kapero;Norstat;estimates;SverigesAnnonsörerInfluencermarketingspendinginSwedenfrom2016to2022(inmillionSEK)InfluencermarketingexpenditureinSweden2016-20221,6001,4001,2001,0008001,4641,21494892276561560046040020002016201720182019202020212022*7Description:In2021,influencermarketingattracted1.21billionSwedishkronorinspendinginSweden.Thesourceprojectedthattheexpenditurewouldincreasebyroughly20percentin2022toreach1.46billionkronor(approximately142millionU.S.dollarsatDecember2022exchangerates).The2022globalinfluencermarketingmarketwasestimatedat16.4billionU.S.dollars.ReadmoreNote(s):Sweden;2016to2021;*Forecast.ReadmoreSource(s):IABSverige;IRMChangeininfluencermarketingspendinginSwedenfrom2017to2022InfluencermarketingexpendituregrowthinSweden2017-202234%35%30%25%20%15%10%5%28.1%24.5%20.6%20.5%2.8%20200%20172018201920212022*8Description:In2021,influencermarketingspendinginSwedenincreasedbymorethan28percent.Thesourceprojectedthatthe2022growthratewouldamountto20.5percent.Globalinfluencermarketingspendingwasprojectedtoincreasebyroughly19percentyearonyearin2022.ReadmoreNote(s):Sweden;2016to2021;*Forecast.ReadmoreSource(s):IABSverige;IRMShareofvisitstoe-commercewebsitesfromsocialmediareferralsintheNordicsin2ndquarter2023,bydeviceSocialreferralstoe-commercesitesintheNordics2023,bydeviceNordicsWorldwide30%25%20%15%10%5%24%16%12%10%8%7%2%1%0%TabletSmartphoneTotalDesktop9Description:Inthefirstsecondof2023,sevenpercentofvisitstoe-commercewebsitesintheNordiccountriescamefromsocialmediareferrals,withaslightlylowerratethantheglobalaverage.Tabletscontributedthemost,as16percentoftheirtraffictoe-commercesiteswasgeneratedfromsocialmedialinks.Meanwhile,ofallvisitsmadeviadesktopcomputers,onlyonepercenthadsocialnetworksasasource.

ReadmoreNote(s):Denmark,Finland,Iceland,Norway,Sweden;Q22023Source(s):SalesforceResearchOpinionsofe-commerceprofessionalsaboutinfluencermarketingimpactonbusinessinSwedenin2023OnlinecompaniesstanceoninfluencercollaborationsinSweden2023Shareofe-commercecompanies0%

5%

10%15%20%25%30%35%40%IthascontributedstronglytooursalesItcostsmorethanit'sworth37%15%Ithashelpedbuildourbrand15%15%WehavegainedsignificantlymorenewcustomersWehavenotreachednewtargetgroupstotheextentwehadhopedOther3%15%10Description:In2023,mostSwedishe-commercecompaniesperceivedinfluencermarketingpositively.Accordingtothesurvey,nearlyoneinfoure-commercecompaniesreportedthattheirlatestinfluencercollaborationledtoincreasedsales.Similarly,around15percentofcompaniesdeemedthatworkingwithcontentcreatorshelpedbuildtheirbrandandledtomanynewcustomers.Nonetheless,roughly15percentofe-retailersfeltthatinfluencermarketingwasnotaworthwhileinvestment,and[...]

ReadmoreNote(s):Sweden;January2023;191e-commercecompanies;e-commercecompanies'imageoftheirlatestinfluencercollaborationSource(s):HUIResearch;PostNordCHAPTER

02PlatformsNumberofsocialmediausersinSwedenfrom2019to2028(inmillions)SocialmediausersinSweden2019-2028109.449.389.329.269.189.098.988.858.6898765432108.54201920202021202220232024202520262027202812Description:ThenumberofsocialmediausersinSwedenwasforecasttocontinuouslyincreasebetween2024and2028byintotal0.4millionusers(+4.4percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach9.44millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Sweden;2019to2028;allvaluesareestimatesSource(s):MostusedsocialmediaplatformsbytypeinSwedenasofJune2023MostusedsocialmediaplatformsbytypeinSweden2023Shareofrespondents0%10%20%30%40%50%60%70%71%71%Mediasharing(e.g.,Snapchat,Instagram,YouTube,Pinterest)Socialnetworks(e.g.,Facebook)Instantmessengers(e.g.,WhatsApp,FacebookMessenger,WeChat)Businessnetworks(e.g.,LinkedIn)67%25%(Micro-)blogging(e.g.,Twitter,Tumblr,WordPress)Discussionforums(e.g.,Reddit,Quora)Consumerreviewnetworks(e.g.,Yelp,TripAdvisor)Idonotusesocialmediaregularly19%15%12%5%3%Other13Description:71percentofSwedishrespondentsansweroursurveyon"Mostusedsocialmediaplatformsbytype"with"Mediasharing(e.g.,Snapchat,Instagram,YouTube,Pinterest)".Thesurveywasconductedin2023,among7,086consumers.

ReadmoreNote(s):Sweden;July2022toJune2023;7086respondents;18-64yearsSource(s):ConsumerInsightsSocialnetworkusagebybrandinSwedenasofJune2023SocialnetworkusagebybrandinSweden2023Shareofrespondents0%10%20%30%40%50%60%70%80%FacebookInstagramYouTubeSnapchatTikTok78%69%66%41%34%LinkedInTwitterPinterestFlashbackReddit25%21%20%19%12%FamiljelivJodel7%3%3%Tumblr14Description:WeaskedSwedishconsumersabout"Socialnetworkusagebybrand"andfoundthat"Facebook"takesthetopspot,while"Clubhouse"isattheotherendoftheranking.ReadmoreNote(s):Sweden;July2022toJune2023;6573respondents;18-64years;respondentswhouseanykindofsocialmedia(exceptinstantmessengers)regularlySource(s):ConsumerInsightsNumberofFacebookusersinSwedenfrom2018to2027(inmillions)FacebookusersinSweden2018-202798.428.278.158.057.977.927.888765432107.436.356.29201820192020202120222023202420252026202715Description:ThenumberofFacebookusersinSwedenwasforecasttocontinuouslydecreasebetween2024and2027byintotal0.3million.Accordingtothisforecastin2027,theFacebookuserbasewillhavedecreasedforthesixthconsecutiveyearto7.88millionusers.ReadmoreNote(s):Sweden;2018to2027;allvaluesareestimatesSource(s):NumberofInstagramusersinSwedenfrom2018to2027(inmillions)InstagramusersinSweden2018-202775.865432105.715.645.575.525.475.445.424.964.21201820192020202120222023202420252026202716Description:ThenumberofInstagramusersinSwedenwasforecasttocontinuouslydecreasebetween2024and2027byintotal0.2million.Accordingtothisforecastin2027,theInstagramuserbasewillhavedecreasedfortheseventhconsecutiveyearto5.42millionusers.ReadmoreNote(s):Sweden;2018to2027;allvaluesareestimatesSource(s):NumberofSnapchatusersinSwedenfrom2018to2027(inmillions)SnapchatusersinSweden2018-20274.03.453.53.02.52.01.51.00.50.03.083.083.022.972.932.892.862.842.44201820192020202120222023202420252026202717Description:ThenumberofsnapchatusersinSwedenwasforecasttocontinuouslydecreasebetween2024and2027byintotal0.1million.Accordingtothisforecastin2027,thesnapchatuserbasewillhavedecreasedforthesixthconsecutiveyearto2.84millionusers.ReadmoreNote(s):Sweden;2018to2027;allvaluesareestimatesSource(s):ForecastofthenumberofYoutubeusersinSwedenfrom2017to2025(inmillions)YoutubeusersinSweden2017-2025766.456.336.156.085.845.845.555.45432104.7220172018201920202021202220232024202518Description:In2021,YouTube'suserbaseinSwedenamountstoapproximately5.84millionusers.ThenumberofYouTubeusersinSwedenisprojectedtoreach6.45millionusersby2025.Userfigureshavebeenestimatedbytakingintoaccountcompanyfilingsorpressmaterial,secondaryresearch,appdownloadsandtrafficdata.Theyrefertotheaveragemonthlyactiveusersovertheperiod.

ReadmoreNote(s):Sweden;2017-2019;Allvaluesareestimates.Source(s):ShareofinternetusersinSwedenwhouseTikTokasofFebruary2022,bygenerationSwedenTikTokusers2022,bygeneration70%60%50%40%30%20%10%66%42%28%10%10%80s8%2%0%0%0%20s/30s40s50s60s70s90s00s10sDecadeofbirth19Description:TikTokusageamongSwedesincreasedinpopularityoverthecourseof2022.TheshareofSwedishinternetuserswhowereborninthe2000swhousedTikTokamountedto66percent.OutofSwedishonlineaudiencesborninthe2010s,about42percentusedthesocialvideoapp.ReadmoreNote(s):Sweden;January28toFebruary17,2022;8yearsandolder;internetuserswhousedTikTokinthelastyearSource(s):InternetstiftelsenCHAPTER

03InfluencerinsightsInfluencer/contentcreatorsfollowedbytypeinSwedenin2023Influencer/contentcreatorsfollowedbytypeinSwedenin2023Shareofrespondents0%5%10%15%20%25%30%35%40%Film&TVMusicComedy40%32%32%Health&fitnessAnimal&natureNews&politics30%27%26%Food(e.g.,mukbangs)Advice&self-helpGaming&e-sportsShopping/productreviewsBusiness&economyAdultcontent24%23%21%20%20%20%20%Truecrime&law21Description:InSweden,40percentoftheresidentialonlinepopulationstatetheyliketowatch,listen,orreadaboutfilm&TVcontentfrominfluencers/contentcreators,makingitthemostfollowedtypeofcontent.TherunnerupsinthiscontenttyperankingamongSwedesaremusicandcomedyat32percent.Thisisaccordingtothe

ConsumerInsightsGlobalsurvey2023.ReadmoreNote(s):Sweden;April5,2022toMarch21,2023;509respondents;18-64years;residentialonlinepopulationSource(s):

ConsumerInsightsMostpopularYouTubechannelsinSwedenasofMarch2023,bynumberofsubscribers(inmillions)LeadingYouTubechannelsinSweden2023,bynumberofsubscribersNumberofsubscribersinmillions1005152025AviciiNarinsBeautyPanda20.413.812.111.6RobTopGamesLevinho1110.810.7MinecraftAviciiOfficialVEVOPandaShortsZaraLarssonSevou6.716.686.2522Description:TimBergling,whowasbetterknownasAvicii,hadthemostsubscribedYouTubechannelinSwedenasofMarch2023,withover20millionpeoplesubscribedtotheelectronicmusician`schannel.SecondintherankingwastheDIY/beautychannelNarinsBeautywasthirdwith13.8millionsubscribers.ThePandachannelrankedthird,with12.1millionsubscribers.ReadmoreNote(s):Sweden;March2023Source(s):SocialBladeRankingofthemostpopularblogsinSwedenasofJanuary2023,bynumberofvisitorsRankingofthemostpopularblogsinSweden2023Numberofvisitors60,000

80,000020,00040,000100,000120,000140,000160,000180,000200,000185,995UNDERBARACLARAElsaBillgren134,203129,757SandraBeijer-NiotillfemMediariket108,602107,965SaraBäckmo-SkillnadensTrädgårdSwedishNomad84,065Paulas.me53,22146,650EgoniasGabriellaJoss45,20344,638HOUSEofPHILIA23Description:AsofJanuary2023,themostpopularbloginSwedenwasUNDERBARACLARA,describedasSweden'slargestblogforthosewholikefeminismandcrookedcountryroads.UNDERBARACLARAhadover185thousandvisitorsinthepastsevendays,followedbyElsaBillgren,withover134thousandviewsinthepastweek.ReadmoreNote(s):Sweden;January2023;ThenumbersindicatevisitsperIPaddressandhourinthelast7daysSource(s):BloggportalenMostpopularpodcastsinSwedenasofJune2023,byweeklylistens(in1,000s)MostpopularpodcastsinSwedenasofJune2023,bylistensListensperweekinthousands600,000

800,000

1,000,0000200,000400,0001,200,0001,400,0001,600,0001,800,0001,629,984P3Dokumentärursakta410,328P3Krim407,383389,332379,253Alex&SiggespodcastP1DokumentärSpöktimmen343,132328,996286,560258,988200,375FallenjagaldrigglommerFrågaAgnesWoldAftonbladetDailyVadFanHände?24Description:P3DokumentärwasthepodcastwhichhadmostweeklylistensinSwedenasofOctober2023,byaround1.6millionSwedes.TheshowinterviewspeoplewhotookpartinvariouseventsanditishostedbyKristoferHansson.Secondintherankingcameursäktawithover400thousandlistensperweek.P3Dokumentärwasalsothepodcastwiththehighestweeklyreachthatyearwithover597weeklyreaches.

ReadmoreNote(s):Sweden;2023Source(s):PoddindexAveragepriceperpostofInstagraminfluencersinSwedenasofJune2022,bynumberoffollowers(in1,000SEK)PriceperpostofInstagraminfluencersinSweden2022,byfollowersNumber

offollowers2k-10kfollowersAverage

minimum

price

in

1,000

SEKAverage

maximum

price

in

1,000

SEK2441510k-50kfollowers50k-100kfollowers100k-500kfollowerescription:TheaverageminimumpriceperpostofInstagraminfluencerswithmorethanonethousandfollowersinSwedenstoodat25thousandSwedishkronorasofJune2022.Theaverageminimumpriceperpostofinfluencerswithtwoto10thousandfollowerswastwothousandkronor,whiletheaveragemaximumpricewasfourthousandkronor.ReadmoreNote(s):Sweden;asofJune2022Source(s):BeatlyAveragepricepervideoofYouTubeinfluencersinSwedenasofJune2022(in1,000SEK)PricepervideoofYouTubeinfluencersinSweden2022,byfollowersPricing

modelCostin

thousand

SEK200Priceper1,000subscribersPriceper1,000views500-1,00026Description:TheaverageminimumpriceperpostofInstagraminfluencerswithmorethanonethousandfollowersinSwedenstoodat25thousandSwedishkronorasofJune2022.Theaverageminimumpriceperpostofinfluencerswithtwoto10thousandfollowerswastwothousandkronor,whiletheaveragemaximumpricewasfourthousandkronor.ReadmoreNote(s):Sweden;asofJune2022Source(s):BeatlyAveragepriceperpostofTikTokinfluencersinSwedenasofJune2022,bynumberoffollowers(in1,000SEK)PriceperpostofTikTokinfluencersinSweden2022,byfollowersNumber

offollowers2k-10kfollowersAverage

minimum

price

in

1,000

SEKAverage

maximum

price

in

1,000

SEK2441510k-50kfollowers50k-100kfollowers100k-500kfollowerescription:TheaverageminimumpriceperpostofTikTokinfluencerswithmorethanonethousandfollowersinSwedenstoodat25thousandSwedishkronorasofJune2022.Theaverageminimumpriceperpostofinfluencerswithtwoto10thousandfollowerswastwothousandkronor,whiletheaveragemaximumpricewasfourthousandkronor.ReadmoreNote(s):Sweden;asofJune2022Source(s):BeatlyCHAPTER

04AudienceinsightsDigitaladvertisingtouchpointsinSwedenasofJune2023DigitaladvertisingtouchpointsinSweden2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%Videoportals(e.g.,YouTube)Socialmediawebsitesandapps43%41%Searchengines38%Onlinestores31%Newsletters24%24%WebsitesandappsofbrandsandproductsOtherapps(smartphone/tablet/console/PC/SmartTV)Editorialwebsitesandapps(e.g.,newssitesandmagazines)Podcasts22%21%20%Musicportalsandstreamingservices(e.g.,Spotify)Video-streamingservices(e.g.,Netflix,AmazonPrime)Videogames(smartphone/tablet/console/PC/SmartTV)Blogs/forums19%19%18%14%29Description:"Videoportals(e.g.,YouTube)"and"Socialmediawebsitesandapps"arethetoptwoanswersamongSwedishconsumersinoursurveyonthesubjectof"Digitaladvertisingtouchpoints".

ReadmoreNote(s):Sweden;July2022toJune2023;12167respondents;18-64yearsSource(s):ConsumerInsightsAttitudestowardsonlineadvertisinginSwedenasofJune2023AttitudestowardsonlineadvertisinginSweden2023Shareofrespondents0%10%20%30%40%50%48%IamoftenannoyedbyadvertisingontheinternetItannoysmewhenIreceiveonlineadsbasedonmysearchhistoryIdon'tmindadvertisingifIgetfreecontentinreturn40%38%Iuseadblockerswhenbrowsingtheinternet25%IhaveboughtproductsbecausecelebritiesorinfluencersadvertisedthemIdon'tmindwhencompaniesusemypersonaldataforadvertisingIoftenhavedifficultydistinguishingadvertisingfromcontentIamexcitedaboutusingthemetaverse(immersivevirtualworld)Noneoftheabove18%15%15%13%6%30Description:Whenaskedabout"Attitudestowardsonlineadvertising",mostSwedishrespondentspick"Iamoftenannoyedbyadvertisingontheinternet"asananswer.48percentdidsoinouronlinesurveyin2023.ReadmoreNote(s):Sweden;July2022toJune2023;2032respondents;18-64yearsSource(s):ConsumerInsightsMostcommonsocialmediaactivitiesinSwedenasofJune2023MostcommonsocialmediaactivitiesinSweden2023Shareofrespondents0%10%20%30%40%50%60%70%66%64%LikedpostsbyotherusersSentprivatemessagesCommentedonposts51%Followedpeople46%Postedpictures/videosLikedcompanyposts39%31%29%28%Postedtexts/statusupdatesSharedpostsbyotherusersFollowedcompanies23%Sharedcompanyposts14%IhaveonlyusedsocialmediapassivelyIhaven'tusedsocialmedia7%6%31Description:"Likedpostsbyotherusers"and"Sentprivatemessages"arethetoptwoanswersamongSwedishconsumersinoursurveyonthesubjectof"Mostcommonsocialmediaactivities".

ReadmoreNote(s):Sweden;July2022toJune2023;12167respondents;18-64yearsSource(s):ConsumerInsightsMosttalkedaboutproducts/topicsonlineinSwedenasofJune2023Mosttalkedaboutproducts/topicsonlineinSweden2023Shareofrespondents0%5%10%15%20%25%30%35%FoodanddrinksMusicMoviesandseriesVacationandtravelSocietaltopics36%32%31%26%25%GamesPolitics22%22%Computer,smartphoneandtechnologyFamilyandkids21%21%20%20%19%19%FashionSportsBeautyandpersonalcareHealthandmedicine32Description:Whenaskedabout"Mosttalkedaboutproducts/topicsonline",mostSwedishrespondentspick"Foodanddrinks"asananswer.36percentdidsoinouronlinesurveyin2023.ReadmoreNote(s):Sweden;July2022toJune2023;2032respondents;18-64yearsSource(s):ConsumerInsightsShareofinternetuserswhofollowedinfluencers,YouTubers,orstreamersinSwedenasofFebruary2022ShareofconsumerswhofollowinfluencersinSweden202280%70%60%50%67%40%33%30%20%10%0%YesNo*33Description:Duringanearly2022surveycarriedoutamongconsumersagedeightorolderinSweden,33percentofrespondentsstatedtheyfollowedinfluencers,YouTubers,orstreamers.Influencermarketingspendingstoodat1.46billionSwedishkronorinthecountryin2022.ReadmoreNote(s):Sweden;JanuaryandFebruary2022;3,786respondents;8yearsandolder;*FigurecalculatedbySource(s):Internetstiftelsen;Novus;basedondataprovidedbythesource.

ReadmoreShareofinternetuserswhofollowedinfluencers,YouTubers,orstreamersinSwedenasofFebruary2022,byageandgenderShareofconsumerswhofollowinfluencersinSweden2022,byageMenWomen80%70%60%50%40%30%20%10%0%76%71%61%58%58%43%36%31%25%21%21%8%6%4%3%1%Borninthe1920s,

Borninthe1950s

Borninthe1960s

Borninthe1970s

Borninthe1980s

Borninthe1990s

Borninthe2000s

Borninthe2010s1930s,1940s34Description:Duringanearly2022surveycarriedoutamongconsumersinSweden,71percentofrespondingmenand76percentofrespondingwomenborninthe2000sstatedtheyfollowedinfluencers,YouTubers,orstreamers.Influencermarketingspendingstoodat1.46billionSwedishkronorinthecountryin2022.ReadmoreNote(s):Sweden;JanuaryandFebruary2022;3,786respondents;8yearsandolderSource(s):Internetstiftelsen;NovusShareofchildreninternetuserswhofollowedinfluencers,YouTubers,orstreamersinSwedenin2021and2022ShareofchildrenwhofollowinfluencersinSweden2021-202280%72%70%60%50%40%30%20%10%65%0%2021202235Description:Duringan2022surveycarriedoutamongconsumersagedeightto19inSweden,65percentofrespondentsstatedtheyfollowedinfluenc