Instagram in the Nordics - statistics & facts
Instagram has emerged as an unstoppable force in the Nordics. Its rise is reflected in the countries’ high social media penetration rate, which presents a fascinating snapshot of social media dynamics in one of the most-connected regions in the world. Yarn and knitting are among some of the most popular trends shared in the region. For example, the PetiteKnit brand received the third-highest number of mentions on Instagram in Norway and the second-most mentions in Denmark.
The Nordic social media scene is dynamic and ever-evolving, characterized by the high number of connected individuals actively engaged in digital connections, content, and trends. Instagram plays an ongoing role in shaping social media trends and how users share and interact with content.
Nordic social media landscape: Instagram vs. Facebook
While Facebook maintains its dominance, Instagram has carved out a significant niche, particularly among younger users. As of January 2024, Sweden counted an impressive 5.5 million Instagram users, consolidating its position at the forefront of the platform's Nordic user base. Norway followed with 2.6 million users, shadowed by Denmark and Finland. In Sweden, Facebook holds an impressive market share of over 85 percent, while Instagram ranks second. Despite Facebook's influence, Instagram has made important inroads in Denmark, possessing a reach of over 65 percent in 2023. It remains the most-used social media platform among Danes.Instagram user demographics
User age and gender distribution patterns define Instagram’s presence in the Nordic social media landscape. In Norway, Instagram's audience is primarily young, with users aged 18 to 34 comprising nearly half of the user base, and those aged 35 to 44 formed an additional 19 percent. Sweden's Instagram user base shows a slight gender imbalance, with women making up for around 57 percent. The 25-to-34 age group is also prominent in the country, representing over 24 percent of Instagram users. Across all Nordic countries, Instagram is the least popular among those aged 65 and older.Instagram influencer scene in the Nordics
Zlatan Ibrahimović stands out as a mega-influencer in Sweden, with over 64 million followers. The majority of Instagram influencers have a more modest following in the Nordic region. Most influencers in Sweden are nano-influencers and have between 1,000 and 10,000 followers, while only 0.1 percent reached mega-influencer status with more than one million followers. Finland, Norway, and Denmark all show similar patterns, with most content creators being nano-influencers. Interestingly, Norway’s most-followed Instagram account of the football player Erling Braut Haaland has almost 39 million followers, still a significant number but fewer than Ibrahimović's, highlighting Sweden's outsized presence on the platform.The Nordic social media scene is dynamic and ever-evolving, characterized by the high number of connected individuals actively engaged in digital connections, content, and trends. Instagram plays an ongoing role in shaping social media trends and how users share and interact with content.
