The market for influencers has grown considerably in recent years.
More and more companies are paying well-known profiles with large numbers of followers on social media to showcase their products and services in their channels.
In total, this is about a total of one billion that is invested annually in the industry.
- It can be from 10,000 to one million per post.
The big profiles can get really paid, says the influencer Anitha Clemence in Ekonomibyrån.
Sweden early with influencer marketing
For companies, it can be worth it and sometimes be more profitable than investing in, for example, sponsoring major television programs.
That is the opinion of Daniel Redgert, who runs his own PR agency.
He adds that the prices for collaborations with influencers, however, are very high in Sweden.
- Sweden is one of the countries that is absolutely most expensive because we were so early, he says and continues:
- Several companies such as Strong, Ideal Of Sweden, Daniel Wellington and RevolutionRace started with it many years ago and it has pushed up prices over time, says Daniel Redgert.
Advertisers can fund conspiracy theories
However, there are some risks for companies that choose to advertise and collaborate with influencers, says journalist Yasmine Winberg.
She has written a book in which she and her colleague Julia Lundin examined the influencer market.
- The risk is that advertisers indirectly finance misinformation.
We have seen a lot of that product during the corona pandemic, says Yasmine Winberg.
There are influencers with large following who have warned about the vaccine and spread conspiracy theories, something that Veckorevyn was the first to report on.
- Indirectly, companies also finance those messages.
You have to think about that as an advertiser, says Yasmine Winberg.
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