In 2026, Finnish influencers predominantly favor Instagram, with 65% actively creating content on the platform. Engagement rates have increased slightly, averaging 4.8%, reflecting higher audience involvement. The total influencer marketing spend in Finland has reached €210 million, indicating a maturing digital advertising landscape. Lifestyle and travel content continue to dominate, appealing to both local and international audiences.
Finnish audiences are increasingly responsive to influencer campaigns, with a cumulative follower base of approximately 3.2 million. Brands are investing more in influencer collaborations, leveraging platforms like TikTok and YouTube alongside Instagram. This shift highlights Finland's growing digital consumption and the strategic importance of influencer marketing for local businesses aiming for broader reach and engagement.