This year's big news for the Media Academy's Maktbarometer is that Tiktok got its own measurement.
- Tiktok is becoming increasingly important.
It was about time we started measuring there, says Emanuel Karlsten, chairman of the Media Academy.
According to Emanuel Karlsten, it is also noticeable that it has been an election year.
Politics is taking up more and more space.
All parties except the Left Party have grown in social media since the last survey.
SD is climbing the charts
The Sweden Democrats are the only party to crack one of the top five lists.
Now they are number one on Facebook, and second when it comes to total digital reach.
On most platforms, the right accounts take the most space.
Left-wing political accounts only take up the most space on Instagram.
On Tiktok, only 2 of the top 100 accounts are classified as political at all.
- There is a thesis regarding Tiktok that the Sweden Democrats are very successful there.
But we do not see any large Sweden Democratic accounts, among the largest 100 or 200 in any case.
We generally see very few political accounts on Tiktok in Sweden, Emanuel Karlsten.
The humor still hits home
But just like last year and the year before that, humor is at the top.
Jocke and Jonna Lundell have become this year's power holders, and also top Youtube's and Instagram's list.
Influencers and comedians such as the group JLC, Therése Lindgren, and IJustWantToBeCool are also on the top list of largest total reach.
- It is positive in a way, that the top looks about the same.
We have a kind of elite in Sweden who have been with us since the beginning.