How to Find Danish Influencers

Four ways to source Danish influencers

There are four basic routes to finding influencers who genuinely reach a Danish audience: an influencer marketing platform with Danish filtering, an agency with local market knowledge, an affiliate network where creators sign themselves up to your program, or direct outreach via hashtags, geotags and existing relationships. The four routes differ in who does the work, and how much control you keep over who ends up representing your brand.

See how to choose an influencer marketing platform for the criteria if you're considering that route, and agency vs platform vs in-house for the broader comparison between the three operating models. The affiliate route is covered specifically in affiliate influencer marketing in Denmark — which networks actually operate here, and how tax and VAT work for the creator who signs up.

Where is the Danish audience actually?

Per Dansk Erhverv's April 2025 e-commerce analysis, 90% of Danes who follow influencers do it on Instagram. TikTok is strongest among the young — 43% of young people who follow companies use TikTok — while roughly one in four Danes also uses YouTube to follow both shops and influencers. Snapchat and Pinterest both sit around 12% and are declining. (Checked 23 August 2026; the analysis doesn't disclose sample size or fieldwork dates, so treat these as a directional read rather than a survey with the methodological standing of a disclosed sample.)

The practical takeaway: search and filter primarily on Instagram, use TikTok as a secondary channel specifically for a younger audience, and treat Snapchat and Pinterest as niche channels rather than a broad sourcing route in Denmark. For the full picture of the market's size, who actually converts, and how enforcement works, see what does the Danish influencer marketing market look like?

How to vet a profile once you've found it

Finding a Danish-language profile is not the same as finding a profile with a Danish audience. The most overlooked filter is geography: a creator can post entirely in Danish and still have most of their followers in countries you don't ship to — a pattern that's particularly common with purchased followers. Always ask for audience location data before agreeing anything; see how to spot fake followers for the concrete signals.

Once geography is confirmed, the ordinary selection process applies unchanged: audience fit, content quality, engagement authenticity and commercial track record. The full method — including a scoring model you can reuse for every candidate — is in how to choose the right influencers.

What you're liable for the moment a creator posts — agreement or not

This is a genuine sourcing criterion, not just a legal footnote. Forbrugerombudsmanden ruled on 8 October 2024 (cases 24/05922 and 24/06344) that mentioning a company or its products is advertising — even with no agreement in place. Verbatim from the decision: "there is no requirement for an actual agreement to exist before something counts as advertising" (translated from the original Danish). A commercial purpose exists as soon as the influencer has received any benefit — payment, free or discounted products, event invitations, or borrowed items — whether or not a signed agreement exists.

The consequence is real: Østre Landsret fined an influencer DKK 30,000 in February 2025 — reduced from the DKK 50,000 originally imposed by the lower court — for 23 undisclosed advertising posts on Instagram and Facebook for companies the influencer had collaboration agreements with and received free goods from; the posts carried only a company tag. The legal basis was markedsføringsloven § 6(4).

That makes it worth asking of each of the four sourcing routes: who actually ensures the creator discloses correctly — you, the agency, the platform, or no one? An affiliate network, where the creator signs themselves up and chooses how to talk about the product, structurally gives you less control over this than a curated relationship where you or the agency brief the creator directly. See the full walkthrough in influencer marketing disclosure rules in Denmark and the EU.

Decision framework: which route fits you

• Small budget, first test of the channel: direct outreach or a platform with low or no fixed setup cost — avoid paying for capacity you're not yet using.
• Growing volume, want to own the strategy yourselves: a platform with a Danish database gives you the structure without handing over the strategy.
• Low internal capacity, but still want to see performance data directly: an agency or a managed platform.
• Very limited administration, and willing to accept pay-only-for-results: an affiliate network — in exchange for less control over who signs up.
• Niche product or a very specific audience: direct outreach, often combined with a platform's search function rather than instead of it.

Hypothetical worked example: time spent finding 10 Danish micro-influencers

The figures below are hypothetical and for illustration only, showing roughly where the time typically goes — they are not measured data from a Make Influence campaign.

• Direct outreach: search, geography check and content review per profile, roughly 45 minutes per profile = 7.5 hours for 10 profiles.
• Platform with Danish filtering: filtering narrows the field upfront; reviewing the remaining candidates takes roughly 15 minutes per profile = 2.5 hours for 10 profiles.
• Affiliate network: minimal sourcing time, because creators sign themselves up — but without the curation that ensures the 10 actually fit the brand.
• Agency: sourcing time moves largely off your own team, in exchange for a fee or retainer whose actual size depends on the specific agreement.

Time spent is only one variable. The quality of what you end up with still depends on whether the geography and audience-fit checks above are actually done — a fast process that skips them isn't a win.

Common mistakes

• Assuming Danish language equals a Danish audience. Always check location data on the followers, not just the language of the posts.
• Treating affiliate network sign-up as vetting. The network confirms a payment method, not whether the creator's audience fits your brand.
• Assuming disclosure obligations wait for a signed agreement. They apply the moment the creator has received a benefit.
• Choosing a sourcing route purely on speed, without considering who actually ensures disclosure compliance.

Make Influence's perspective

It's our experience — not an objective truth — that the sourcing route and the vetting responsibility are more closely linked than most brands account for when choosing. Make Influence's own model is curated: the brand, or Make Influence on the brand's behalf, selects and briefs each creator, rather than letting creators sign themselves up through an open program. Every creator gets their own tracking link and discount code, with a 30-day tracking cookie and 3-month IP retention. That's our model and our experience — not a claim that it's the only right way to source influencers.

FAQ

Does a Danish influencer need to live in Denmark, or is Danish-language content enough?

Neither residence nor language guarantees anything on its own. What matters is where the followers actually are — always check audience location data, not just the language of the content.

Is an affiliate network the fastest way to get started?

Getting a program running can be quick, because creators sign themselves up. In exchange, you keep less control over who ends up representing the brand, compared with a curated relationship.

Does the disclosure duty apply even if we don't have a written agreement with the creator yet?

Yes. Per Forbrugerombudsmanden's October 2024 decision, no actual agreement is required before something counts as advertising — it's enough that the creator has received a benefit.

Is there an official list of Danish influencers?

No, there's no public, authoritative list. That's exactly why the four sourcing routes in this article — platform, agency, affiliate network and direct outreach — each solve part of the discovery problem differently.

Should we use more than one sourcing route at once?

Often, yes. Many brands combine, for example, a platform's database with direct outreach in a niche the platform doesn't cover well. The four routes aren't mutually exclusive.