Swedish Influencers for Brands: How to Hire, Pay and Comply
Swedish influencers for brands fall into two groups: Swedish-language creators with domestic reach and English-language creators with a global audience. This guide shows which fits your brief, who carries the ad-label duty, and how payment works.
Table of Contents
Key takeaways
- Section 9 of the Marknadsföringslag (2008:486) requires marketing to be clearly identifiable, and Konsumentverket says the company that hired the influencer has main responsibility, with the influencer and intermediaries carrying a parallel one.
- English-language Swedish creators suit a global audience (Simone Giertz: 2.81 million YouTube subscribers in May 2025). PewDiePie has 109 million (30 August 2026), but MrBeast passed him as the most-subscribed individual YouTuber on 14 November 2022.
- Sweden has been in the EU since 1995 and keeps the krona (SEK). B2B services to another EU country are usually VAT reverse-charged, and a US brand asks the creator for IRS Form W-8BEN.
- On Collabios the creator has 72 hours to accept an order, and a delivery you do not review is approved automatically after 7 days.
- Swedish listings on Collabios may not cover every niche, so check the country filter before you plan a campaign around one Swedish creator.
European creators: profiles and prices
Yuretzy Dayana SanchezFrom €50Borriana, Spain
1k–10kVerginia PereiraFrom €50Porto, Portugal
10k–50kBursuculFrom €350Bucharest, Romania
1k–10kAlicia Rodríguez reyFrom €50Tomelloso, Spain
- Public prices per service
- Payment held until approval
- No subscription required
Search
Filter creators by niche, platform and location.
Book and pay
Creators set public prices. Your payment is held until you approve the delivery.
Receive the content
The content is delivered inside the platform and you review it before payment is released.
Which Swedish influencers fit a brand abroad: English-language or Swedish-language?
A brand abroad should pick English-language Swedish creators for a global audience and Swedish-language creators for Swedish customers, because the audience language decides reach.
Influencers in Sweden reach a domestic audience of about 10.6 million people (Wikipedia, 2026 estimate). Swedish creators with English-language reach, such as Simone Giertz, sell to viewers in many countries, so a brand with customers in several markets can brief them in English. Swedish-language creators reach Swedish customers, which suits a brand with a Swedish webshop or a campaign written in Swedish.
This short Swedish influencers list shows five public figures with dated audience figures, to help you calibrate a brief. If your deliverable is a YouTube sponsorship, the guide to Swedish YouTubers for brands covers it in more depth.
| Creator | Niche | Main language | Audience figure (Wikipedia, date) | Booking note |
|---|---|---|---|---|
| PewDiePie (Felix Kjellberg) | Gaming, vlogs, comedy | English | 109 million YouTube subscribers (30 August 2026) | Born in Gothenburg, lives in Japan since May 2022. A global audience, not a Sweden-specific one. He was the most-subscribed individual YouTuber until MrBeast passed him on 14 November 2022. |
| Simone Giertz | Invention, maker content, robotics | English | 2.81 million YouTube subscribers (10 May 2025) | Born in Stockholm, based in Los Angeles since 2020. English-language audience; she also sells her own products through the Yetch Store. |
| Therese Lindgren | Beauty, lifestyle, health | Swedish | About 1 million subscribers and 513 million views (22 October 2025) | Her YouTube channel was active from 2013 to 2023 and the last upload was in November 2023, so she is not an active YouTube booking. |
| Joakim Lundell | Vlogs, pranks, music | Swedish | 1.7 million combined subscribers (19 December 2020) | The figure is from 2020 and Wikipedia flags it as out of date, so ask for current numbers before you plan around it. |
| Clara Henry | Comedy, lifestyle, social commentary | Swedish | 367,000 subscribers and 79.2 million views (31 August 2024) | Channel name "tahultsbarn". A Swedish-language voice for a Swedish campaign. |
These five are public figures. None is represented by Collabios, and the figures are Wikipedia values with the dates shown; they calibrate a brief and are not a booking list.
To see which Swedish creators are listed on Collabios today, filter the marketplace by country Sweden. The Swedish pool may not cover every niche, so widen the filter to other European countries or to UGC creators if your category is missing.
Who is responsible for the ad label when a brand hires a Swedish influencer?
Konsumentverket says the company that hires an influencer has main responsibility for the posts it pays for, and section 9 of the Marknadsföringslag (2008:486) requires them to be clearly marked as marketing.
Influencer marketing in Sweden runs under that act, and the regulator's guidance for companies is on the Konsumentverket influencer page. The table below sums up the points a brand needs for a brief. It describes the Swedish rules. Whether they reach a campaign run by a brand abroad is a question for a lawyer.
| Question | Answer | Source |
|---|---|---|
| What does the law require? | Marketing must be clearly presented as marketing, and it must be clear who is responsible for it (section 9). | Marknadsföringslag (2008:486) |
| Who carries main responsibility? | The company that hired the influencer. Influencers and intermediaries can carry a parallel responsibility next to the company. | Konsumentverket |
| What counts as payment? | Money or other benefits, for example free goods. | Konsumentverket |
| How clear must the label be? | The audience must understand at a brief glance that the post is paid. A label that needs scrolling to find is not clear enough. | Konsumentverket |
| Who enforces it? | The Consumer Ombudsman (KO) can bring cases under sections 47 to 49. Reklamombudsmannen is industry self-regulation, not a government authority: it takes complaints and publishes written decisions. | Marknadsföringslag, Reklamombudsmannen |
| Extra step if the campaign also reaches US consumers | The FTC Endorsement Guides ask you to disclose a connection such as payment or free products. FTC guidance says the disclosure should be hard to miss, next to the endorsement, and in the same language as the endorsement. | 16 CFR 255.5, FTC Disclosures 101 |
The free Sweden disclosure rules page sets out the same topic country by country. When you send a booking request on Collabios, write the exact label you require, in a language the audience understands, into the order brief. Collabios does not apply labels for you, so compare the live post with the brief before you approve the delivery.
Brands hire creators. Creators get paid.
How do brands pay Swedish influencers: SEK, EUR, VAT and the US tax form?
Sweden joined the EU in 1995 and keeps the Swedish krona (SEK), so agree the invoice currency in writing before you brief the creator.
The table below covers the three cases brands ask about most. It describes business-to-business invoices; a creator selling as a private person may be treated differently, so check with an accountant. The free influencer invoice generator and EU VAT calculator help both sides prepare the paperwork.
| Brand location | Currency to agree | VAT on the creator invoice | Tax form |
|---|---|---|---|
| EU brand outside Sweden | SEK or EUR, written down before the brief | For business-to-business services to another EU country the supplier usually does not charge VAT, and the customer pays it in its own country (reverse charge), per Your Europe. | None for the rules covered here. |
| Brand outside the EU, for example the UK | SEK, EUR or your own currency, written down before the brief | Your Europe says suppliers usually do not charge VAT to non-EU customers, and that the country where the service is used can decide to charge it. | Depends on your country; ask your accountant. |
| US brand | SEK, EUR or USD, written down before the brief | As for any non-EU customer. | The IRS says a foreign person gives Form W-8BEN to the withholding agent or payer when requested. Which rate applies is a question for a US tax adviser. Collabios does not collect this form. |
Booking through Collabios keeps the money side in one currency: browse creators and their per-service rates, and your card is charged in euros at checkout.
Brands hire creators. Creators get paid.
Agency, database, marketplace or direct: how can a brand hire Swedish influencers?
A brand can hire Swedish influencers through a Swedish influencer marketing agency, a discovery database, a marketplace or direct outreach, and the routes differ in who selects the creator and who carries the admin.
| Route | Example | How it works | Fits when | Watch for |
|---|---|---|---|---|
| Agency | Influencer Sweden (influencersweden.com) | You send an inquiry and a branding questionnaire, and the agency matches you with micro-influencers (per its site, 28 October 2026). | You want someone else to select creators for a long-term ambassador programme. | Ambassador terms of 6 months to 5 years and exclusivity within your industry, per its site. |
| Discovery database | Modash (modash.io) | A searchable creator database. It publishes a Sweden page titled "Top 20 Swedish Influencers: Find Influencers in Sweden (Jul 2026)". | You want to research and shortlist creators yourself. | A database gives you names and audience data. The brief, the label wording and the payment are still yours to arrange. |
| Direct outreach | A creator you already know | You agree scope and price by message or email and pay by invoice. | One known creator and one deliverable. | You handle the label brief, VAT and payment risk yourself. |
| Marketplace | Collabios | You filter creators by country, platform and price, buy a package or send a custom offer, and pay by card in euros at checkout. | You want to choose the creator and book it yourself. | Swedish listings may not cover your niche, so check the country filter first. |
Choose by how much of the work you want to keep. An agency fits a long-term programme where you hand over selection. A database fits a team that wants to research and negotiate alone. Direct outreach fits one creator you already trust. A marketplace fits a brand that wants to compare creators and prices itself.
If you would rather pick the creator and set the price yourself, compare creators on Collabios and send a custom offer to the ones that fit.
Brands hire creators. Creators get paid.
How do Swedish creators get booked by brands outside Sweden?
Swedish creators who want requests from brands abroad need four things in place:
- Payout setup. On Collabios, connect a Stripe account and complete Stripe's identity check, which is needed for payouts.
- Services at your own rates. List each service per platform with your own price, so a brand can see what it costs before it writes to you.
- A fast answer. A brand's order waits 72 hours for your reply; if you decline or let it lapse, the brand is refunded.
- Your audience language, stated. Put the split between Swedish and English audience on your media kit, because brands choose between the two reach profiles.
Invoice currency and any US tax form are agreed with the brand directly, because Collabios does not collect US tax forms. For the Swedish-language creator guides, see bli influencer and ugc kreatör, both written for the Swedish market.
Brands hire creators. Creators get paid.
How do you go from brief to booking with a Swedish creator?
Five steps take a brand from the first decision to a reviewed delivery, and the right-hand column shows what each step looks like on Collabios.
| Step | What the brand decides | What it looks like on Collabios |
|---|---|---|
| 1. Choose the reach profile | English-language for a global audience, Swedish-language for Swedish customers; platform and budget. | Filter by country, platform (including UGC), follower count and price. Public per-service rates are on each profile. |
| 2. Write the brief | Deliverable, deadline, usage rights and the exact ad-label wording in the audience's language. The free contract generator can help you structure it; it is not legal advice. | Buy a package or send a custom offer with the brief attached. Labels are not applied automatically. |
| 3. Pay | Agree the invoice currency before booking and check VAT with the free EU VAT calculator. US brands ask the creator about Form W-8BEN directly. | Your card is charged in euros at checkout. The creator has 72 hours to accept; otherwise you are refunded in full. |
| 4. Review the delivery | Check the live post against the brief, label included. | Approve, ask for a revision or open a dispute. No response means approval after 7 days. |
| 5. Keep the record | Save the brief, the delivery and the agreed usage terms. | Messages and deliveries stay on the order as dispute evidence. |
Next step for a brand: decide the reach profile first (English-language or Swedish-language), then search creators on Collabios by country, platform and price and send your first booking request with the label wording, usage rights and deadline in the brief. Swedish creators who want these requests can create a free creator profile.
Brands hire creators. Creators get paid.
FAQ
How do I find a Swedish influencer for my brand?
You can find a Swedish influencer through an agency such as Influencer Sweden, a discovery database such as Modash, direct outreach, or a marketplace such as Collabios. An agency suits managed, long-term ambassador deals, and a database suits teams that research and negotiate themselves. A marketplace suits a brand that wants to choose the creator, book a package and pay by card in euros on its own. Swedish listings on Collabios may not cover every niche, so check the country filter first.
Who is responsible for the ad label when I hire a Swedish influencer?
According to Konsumentverket, the company that hired the influencer has main responsibility for the marketing the influencer publishes, and the influencer or an intermediary can have a parallel responsibility next to it. Payment can be money or other benefits such as free goods, and the audience must understand at a brief glance that a post is paid. Put the label wording you require into the brief and check the live post before you approve the delivery.
Should I pay a Swedish influencer in SEK, EUR or USD?
Sweden is in the EU but keeps the krona (SEK), so agree the invoice currency with the creator in writing before the brief. When you book on Collabios, your card is charged in euros at checkout. For VAT on the invoice, the free EU VAT calculator shows the cross-border treatment, and an accountant should confirm your case.
Does a US brand need a W-8BEN from a Swedish influencer?
The IRS says a foreign person gives Form W-8BEN to the withholding agent or payer when requested, so a US brand that pays a Swedish creator directly may ask for it. Which withholding rate applies is a question for a US tax adviser. Collabios does not collect US tax forms, so the brand and the creator exchange the form directly.
Is PewDiePie Swedish, and can a brand book him?
PewDiePie (Felix Kjellberg) was born in Gothenburg and has 109 million YouTube subscribers as of 30 August 2026, according to Wikipedia. His content is in English and he has lived in Japan since May 2022, so a campaign with him targets a global audience. He was the most-subscribed individual YouTuber until MrBeast passed him on 14 November 2022. He is a public figure not represented by Collabios, and a brand would approach his management directly.
Can I hire a Swedish UGC creator instead of an influencer?
Yes. A UGC creator makes branded video on commission without needing an audience of their own, which suits brands that want ad creative rather than reach. UGC is one of the platform filters on Collabios, so you can search for UGC creators by country and price. The Swedish-language guide ugc kreatör covers the format for the Swedish market.
Whichever side you're on, Collabios connects you: brands hire creators, creators get paid per collaboration.
