Therése Lindgren most powerful on social media - Greta Thunberg climbs

For the third year in a row, the organization Media Academy has mapped out which ones have the greatest reach on social media such as Facebook, Instagram, Twitter and Youtube. Among the digital rulers who reach hundreds of thousands of Swedes are politicians, but especially influencers, media and artists.

For the past two years the list has been topped by influencer couple Joakim and Jonna Lundell, but now they have slipped to a second place, when youtubber Therése Lindgren passed them. In third place is humortrion JLC.

"The fact that Tehrése alone reaches more than Joakim and Jonna Lundell together shows what a profound influence she has," says Emanuel Karlsten, president of the Media Academy.

Thérese Lindgren herself, who has a million followers on Instagram and a million on Youtube, believes that her success is because she is perceived as a "girl next door".

- I talk about personal things like love problems, anxiety and panic attacks, the feeling of not having enough friends and not fitting in. This is what most people go through at some point in their lives, but may feel lonely in it, she tells the Media Academy.

But now the Power Barometer shows that she is one of Sweden's most influential power holders. In addition to talking about the personal, Therése Lindgren was also one of several influencers who interviewed party leaders in their channels prior to the 2018 election.

- Therese Lindgren is the type of influencer that the followers perceive as a close friend, because she feels so close, her influence also becomes so much stronger, says Emanuel Karlsten, adding:

- For example, she has had a whole generation change her diet and become vegetarian because she has talked about animal rights issues. It shows how profound its impact on her followers.

This year's newcomer to the list is Greta Thunberg, who in one year has gone from being completely unknown to becoming Sweden's twelfth most influential on social media.

- The unique thing about Greta Thunberg is that it is not the person really, but the symbolic issues she represents, that drives commitment. Partly the climate, but also that she symbolizes the future, our children, says Emanuel Karlsten.

The list also includes the news media Expressen and Aftonbladet as well as the organization Animal Rights. Of the political parties, the Sweden Democrats are the party that has had the greatest reach on social media.