As the Nordic region is becoming a major player in Europe, more and more brands are looking to take advantage of the opportunities that come with influencer marketing in this area. With the varying cultures, languages, and trends of the different countries though, brands need to be aware of the nuances that can make or break their influencer marketing efforts in the region. We sat down with three of our campaign managers, who are experts within the different markets, to pick their brains on what differences and similarities there are, from an influencer marketing point of view.

Similarities between the Nordic countries

When comparing the Nordic countries with their European counterparts, one of the major distinctions is the size of their influencer pool. While there are a decent amount of influencers in each country, the total pool in each is much smaller than what you’d find in many other areas. Therefore, you need to have a good understanding of the local trends in order to pinpoint the most appropriate influencers for your brand.

Another factor to keep in mind when looking for influencers in the Nordics is the language barrier. Whilst most influencers in the area speak English, they may not pick up on the finer points of the language as well as native speakers. They may also communicate with their audience in their own local language, so brands need to be prepared to adapt. Also, the local following of influencers in the area tends to be more regional, while English speaking ones usually have a more global reach given the language’s prevalence. This localised focus is a real plus for brands looking to target people in that particular market.

Differences between the Nordic countries

If we take a look at how expansive the pool of influencers is, it’s clear that Sweden is a much bigger market than the other regions. This probably doesn’t come as a shock seeing as the population is almost twice as large. Additionally, Sweden is widely known for being a few steps ahead in terms of the latest trends.

TikTok

When it comes to TikTok, the fastest growing social media platform on the influencer marketing scene, this differs a bit between the different ma