Photo credit: Explorer Bob
After exploring the prevalence of influencer marketing outside of Europe in our Gone Global series, our follow-up Gone Europe series aims to study the role of influencer marketing in more local geographical and cultural regions. By doing so, we hope to gauge the current state of the industry in its most developed markets and discover a greater understanding of where influencer marketing may be heading next.
With a collective population of 27.36 million people, the Nordics consist of Sweden, Norway, Denmark, Finland, Iceland, Greenland, and the Faroe Islands. The region is highly known to be modern and technologically savvy, with 95% of Northern Europeans online and 22.4 billion EUR spent on e-commerce between 2017 and 2018 in the Nordics. In addition to this, smartphone e-commerce is sky-rocketing, with 68% of those surveyed in the region answering that they had bought products on mobile devices in the past 12 months, up from 34% in 2014.
It is figures such as these, coupled with the Nordic countries’ cultural attitude to pursue avenues of progress over blind traditionalism, that has made them the perfect subject to kick-off our new series on the state of influencer marketing in Europe.
Population: 10.02 million people
Internet Users: 96% of population
Social Media Users: 72% of population
Mobile Social Media Users: 64% of population
Photo credit: Sanna Jörnvik
Sanna Jörnvik is a 21-year-old influencer based in Gothenburg who has amassed a fanbase of 74.8k followers on Instagram and 24.7k followers on her YouTube channel. Sanna is beloved by her fans for her how-to fashion and beauty tutorials, lifestyle and travel-related content, and her generally positive, likable attitude that permeates through her content. It is no wonder that she currently inspires an average engagement rate of 9.3% – over three times the national average!
Sanna has worked with a number of international brands including Sony and Victoria’s Secret, though it is her continual collaborations with local brands and designers that are particularly noteworthy. She is a frequent collaborator of fashion label Gina Tricot, interior design, and furniture brand Jotex, body care brand estrid and the activewear label Stronger – all of which are Swedish brands.
It makes sense for Sanna to be so proactive with her ambassador work on Instagram, with 48.3% of Sweden’s population using the app. In addition to this, the focus on connecting with local brands is also true to national buying habits. Like most of the other Nordic countries, Swedes tend to prefer national products, with 8 of 10 of the nation’s favorite brands Swedish.
Population: 5.76 million people
Internet Users: 98% of population
Social Media Users: 71% of population
Mobile Social Media Users: 64% of population
Photo credit: Gittemary Johansen
Gittemary Johansen is a 26-year-old lifestyle influencer, blogger, activist, and writer from Aalborg, Denmark. With a following of 43.4k followers on Instagram and 58.6k subscribers on YouTube, Gittemary inspires her followers daily by sharing tips for sustainable living and is masterful at engaging her followers to discuss zero-waste living through her multi-platform content.
While she frequently shares her package free shopping hauls along with recipes and YouTube testimonials, she is often the ambassador for eco-conscious brands such as Global WAKEcup reusable cups, Rawbite organic fruit and nut bars, and Ruby Cup reusable menstrual care products. It is clear that Gittemary is a staunch proponent of every product she advertises and her environmentalist message is woven through everything she does.
It makes sense why Gittemary is so popular at home and abroad. Danes are the most sustainability-conscious consumers in the Nordics, with 82% of surveyed consumers responding that they at least sometimes make environmentally conscientious purchases online. As a nation, Denmark ranks third in the world in terms of environmental policies and is often hailed as being a leader in other progressive areas such as ranking first in gender equality.
Population: 5.38 million people
Internet Users: 99% of population
Social Media Users: 71% of population
Mobile Social Media Users: 65% of population
Photo credit: Kaja-Marie Christensen
Kaja-Marie Christensen is a 29-year-old blogger based in Oslo, Norway, who has built a following of 15.1k followers on Instagram. Her Instagram posts employ bright, high contrast and colorful imagery to beautifully present her travels, fashion and styling tips. She is also very active on YouTube, with her channel currently attracting over 6k subscribers who tune in to her product testimonials, helpful lifestyle advice or simple yet entertaining slice of life videos.
Kaja-Marie frequently collaborates with a number of local and international brands, though like our influencers she tends to work with Nordic companies. This is also likely due to the fact that roughly 57% of her followers are based in the Nordics. Recent partners include fashion retailers Lindex and Floyd, Norwegian shopping mall Ski Storsenter and designer Jean Paul.
As revealed above, most of Norway’s population is online, with a sizable portion of residents also using social media. Of all the Nordics, Norway also has the highest percentage of mobile social media users. Additionally, out of all the Nordics, Norwegians did the most online shopping on their phones, with 53% of Norwegians surveyed revealing that they shopped on their phones in the last month.
As 51% of Norwegian influencers are in the micro-influencer tier – Kaja-Marie included – these users are incredibly useful to companies trying to drive sales in the country, especially on mobile.
Population: 5.5 million people
Internet Users: 95% of population
Social Media Users: 59% of population
Mobile Social Media Users: 49% of population
Photo credit: Tuomas Kukkonen
Tuomas Kukkonen is a 20-year-old influencer based in Helsinki, Finland that rose to prominence through his popular YouTube channel. His Instagram account has earned him a following of 148k followers while his YouTube account has 208k subscribers, and with 88% of his audience based in his native Finland, it is clear that Tuomas’ content has hit a nerve with his fellow Finns.
Tuomas’ content varies in style and subject matter, though fashion and product testimonials tend to be a staple topic. Recently, Tuomas has acted as an ambassador for a local music festival Ruisrock, smartphone and smartwatch manufacturer Honor and FAST nutritional products.
On the topic of e-commerce, a 2019 study found that 37% of surveyed Finnish people say they had bought a fashion item online in the past 30 days, higher than the Nordic average of 32%. These figures reveal that Finnish users are highly engaged with influencer marketing and are extremely comfortable with making online purchases, proving the continuing value of utilizing an influencer marketing strategy in the country – especially for fashion brands.
By taking note of influencer marketing trends in the Nordics, brands can ensure that their methods of marketing in the region are culturally relevant and effective. To summarize:
• The Nordics countries are highly modern and technologically savvy. Between 2017 and 2018, 22.4 billion EUR was spent online. Smartphone e-commerce is also sky-rocketing, with 68% of those surveyed answering that they had bought products on mobile devices in the past 12 months.
• Nordic residents tend to value national products, with 8 out of 10 of Sweden’s favorite brands being local.
• Swedish marketers are highly experienced in influencer marketing, with half of those surveyed admitting to up to 6 years of experience in the industry.
• Sustainability is important in Denmark. Danes are the most sustainability-conscious consumers in the Nordics, as the nation ranks third in the world in terms of environmental policies.
• Denmark’s population spends on average 7 hours and 16 minutes using media a day, and with 34.6% of its population on Instagram.
• Most of Norway’s population is online, with a sizable portion of residents also using Social Media. Norway also has the highest percentage of mobile social media users.
• 51% of Norwegian influencers are in the micro-influencer tier.
• 37% of surveyed Finnish people bought a fashion item online in the past 30 days, higher than the Nordic average of 32%.
Keen to learn more about the power of such amazing content created by influencers like the ones we mentioned above? Visit the Collabary booth at CMCX 2020 – Europe’s biggest Content Marketing Event – in Munich from 10th to 11th of March. Book a demo with our partner consultants via firstname.lastname@example.org now.