A new phenomenon that can be observed worldwide is influencer marketing: a hybrid between old and new marketing tools, based on collaborations between people with social media influence, or simply put, influencers and brands. Influencers are often divided into micro, macro and icon influencers. An icon influencer on Instagram in Sweden was estimated to have an average minimum income of eight Swedish kronor per collaboration. The Swedish R&B musician Maher Zain topped the ranking of most-followed Nordic Instagram influencers, with nearly five million followers at the end of 2019. Other social media platforms, such as Twitter, TikTok, YouTube, and even blogs and podcasts, also make up powerful influencer marketing tools through their popular users.
As useful as it can be for brands and companies, different consumers have different opinions on website ads, but Scandinavians seemed to mostly have negative attitudes towards website ads. This was true for over 60 percent of interviewed Danes. Finns were slightly more positive towards ads on websites than other Nordic inhabitants, and fewer than half of the survey respondents had negative attitudes. Nevertheless, online advertising has been expanding not only in the Nordic regions, but in Europe and worldwide in general. Sweden and Norway were, in fact, among the largest markets in terms of online advertising spending in Europe in 2018 and 2019.