Danish companies that worked with influencers saw their revenues increase in recent years. Starting at million Danish kroner as of 2016, the revenue of influencer marketing agencies reached million Danish kroner between the third quarter of 2018 and the second quarter of 2019. The numbers do not mention with which influencers the companies specifically work. There are several Nordics-based influencers with many followers on Instagram. Examples are songwriter Maher Zain and twin brothers Josef and Jakob Elzein. Swedish musicians, such as Avicii and Zara Larsson, were also popular on the photo-sharing platform.
The role of influencer marketing worldwide
This development in Denmark follows a global trend. More than half of brand strategies and marketers from around the world expected in 2017 that influencer marketing would be integrated in all marketing activities within their organization in the following year. Around one third of the respondents even thought it would become a primary area of digital marketing investment in the next year.
Payment methods for influencer marketing
In the Nordics, influencer marketing seems to focus on increasing views on a company’s webpage. This shows, for example, when looking at how influencer marketing is paid for in Sweden. In 2019, the most popular payment method was forecast to be the Cost Per Mile method (or cost per thousand views). Second in the ranking was fixed price, followed by Cost Per Engagement. The least popular payment method for the evaluated period was expected to be Cost Per Click/Pay Per Click.