What Does the Danish Influencer Marketing Market Look Like?

Short answer: what the Danish influencer marketing market looks like

Danish advertisers invested about DKK 266m in influencer marketing in 2023, per IRM, with an unconfirmed forecast of over DKK 300m for 2024. Roughly one in four Danes follows influencers, but only 8% of 18-30-year-olds find their recommendations credible — a market that rewards measurable results far more than reach alone.

This article gathers the best available figures on the market's size, who it actually reaches, how it's regulated, and what kinds of players operate in it — every claim sourced, dated and given a check date, so you can judge for yourself how fresh it is.

Market size and growth

IRM (Institutet för Reklam- och Mediestatistik) tracks investment in influencer marketing in Denmark separately from ads placed directly on influencers' own channels. IRM's own definition of influencer marketing: "content that influencers have produced for their own channels on behalf of advertisers" (translated from the original Danish).

The figures are IRM's own, as reported by Kreativitet & Kommunikation and Dansk Markedsføring in March 2025 (checked 23 August 2026). IRM's original publication could not be reached directly, but two independent Danish trade sources report the identical figures.

IRM keeps a smaller, separate category out of that total: ads placed directly on influencers' own channels were DKK 16m in 2023 (+1.4%), with a 2024 forecast of +7.2% — about DKK 17m. Kreakom's own framing of the split: "the market for ads placed directly on influencers' channels is growing, but not at the same pace as influencer marketing" (translated from the original Danish).

The 2024 figure is, and stays, a forecast — not a confirmed number. There is no verified 2024 actual and no 2025 figure yet. Do not round the forecast into a fact or state that the market is "over 300 million today."

Who does influencer marketing in Denmark actually reach?

90% of Danes aged 16–74 used social media within the last three months, according to Danmarks Statistik's ongoing It-anvendelse i befolkningen survey (fieldwork May–August 2025, roughly 3,400 completed interviews in the EU-comparable part and roughly 4,000 in the national part; the table was last updated 18 December 2025, with the next update due 31 August 2026).

Per Dansk Erhverv's own April 2025 e-commerce analysis (published 27 May 2025; the article does not disclose sample size or fieldwork dates), 45% of Danes follow webshops or brands on social media, and about 25% follow influencers — consistent with the figure below from a separate survey. Among those who follow influencers, 90% use Instagram to do it.

DI's Danskernes Social Commerce Tracker 2025 (fieldwork July–September 2025, n = 3,093, conducted by Epinion — as reported by Dansk Markedsføring on 8 December 2025, checked 23 August 2026, since DI's own page is member-gated) puts a number on what that attention converts to: 16% bought something on an influencer's recommendation in the past 6 months, 13% of recent online purchases started on social media (up from 12%), and 15% took part in live shopping in the past 6 months (down from 18% — women 24%, men 8%).

The credibility gap — the most valuable figure in this article

Only 8% of Danes aged 18–30 find influencer recommendations credible, against 1% among those 56+, per the same DI/Epinion survey. Set against roughly a quarter of Danes following influencers, that's a market where reach and trust are two very different things — even in the youngest, most influencer-exposed age group, real trust is a minority position.

Hypothetical worked example, for illustration only: imagine a post from an influencer is seen by 100,000 Danes aged 18–30 who already follow influencers. If only 8% of them find recommendations credible, at most about 8,000 of those 100,000 meet the post with genuine trust in the message alone. The other 92,000 need to be convinced by something other than the recommendation itself — a tracked, measurable result, for instance. The 8% figure comes directly from DI/Epinion; the calculation on top of it is ours, not data from a Make Influence customer.

How influencer marketing is regulated in Denmark

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" and "it was advertising that the influencers mentioned companies and/or their products, regardless of the influencers not having an agreement" (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. Requirements for clarity are stricter when the audience is children.

Østre Landsret (the Eastern High Court) fined an influencer DKK 30,000 on 21 February 2025 — reduced from the DKK 50,000 originally imposed by Retten i Glostrup — 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), which requires commercial intent to "be clearly disclosed." From the ruling's press release: "influencers who run a business must comply with the Marketing Practices Act on equal footing with any other business" (translated from the original Danish). See the full walkthrough of what triggers the disclosure duty and how to disclose correctly in influencer marketing disclosure rules in Denmark and the EU.

What kinds of players operate in the Danish market?

The market runs on a few distinct tracks, and brands typically choose between them based on how much control they want to keep:

• Self-serve influencer marketing platforms — the brand finds, briefs and manages collaborations itself through a platform. See how to choose an influencer marketing platform for what to look for.
• UGC platforms with a Danish landing page or Danish-market focus — distinct from an influencer marketing platform in that they deliver content for paid ads rather than organic posts from an influencer's own account. See how to choose a UGC platform.
• Nordic and Danish agencies that run influencer collaborations as a full service — strategy, selection and execution — on the brand's behalf.
• Affiliate networks active in Denmark: Partner-ads (Danish-owned), Adtraction (Nordic) and Awin (global, with a Danish platform since 2019). See affiliate influencer marketing in Denmark for each network's Danish presence, tax and VAT treatment in detail.

The list above is categories, not a ranking — which type fits best depends on how much control and curation the brand needs. See what is influencer marketing? for the broader introduction to the model, whichever type of player you end up working with.

Make Influence's perspective

In our experience, the credibility gap above is the single biggest reason measurable results matter more than reach alone in the Danish market — when only a small share of even the youngest, most influencer-exposed age group actually trusts a recommendation, a high follower count is not, by itself, evidence of anything. That's why Make Influence's own model is built around tracking the actual outcome of each collaboration, not just its reach: since 2020, over DKK 500,000,000+ (€65M+) in revenue has been generated through the platform, across over 930,000 tracked sales, with over DKK 60,000,000+ (€8M+) paid out in commission to creators, for over 1,500 companies. Those are figures about Make Influence's own platform — not a claim about being the largest or best in the Danish market as a whole.

FAQ

How big is the Danish influencer marketing market?

IRM puts the investment at DKK 266m in 2023, with an unconfirmed forecast of over DKK 300m for 2024. There is no confirmed 2024 actual or 2025 figure yet.

How many Danes follow influencers?

Roughly one in four (about 25%), per two independent surveys (Dansk Erhverv and DI/Epinion).

Can influencer recommendations be trusted in Denmark?

Only 8% of 18-30-year-olds find them credible, and among those 56+ it's 1%, per DI's Social Commerce Tracker 2025 — even in the most influencer-exposed age group, real trust is a minority position.

Which platforms do Danes use to follow influencers?

Instagram dominates (90% of those who follow influencers use Instagram), TikTok is strong among young people (43%), and Snapchat and Pinterest both sit around 12% and are declining, per Dansk Erhverv.

Does an influencer post need to be marked as advertising in Denmark even without a written agreement?

Yes. Forbrugerombudsmanden ruled in October 2024 that no actual agreement is required before something counts as advertising — what matters is whether the influencer received a benefit, not whether anything was put in writing.

What kinds of players exist in the Danish market?

Four main tracks: self-serve influencer marketing platforms, UGC platforms with a Danish focus, Nordic/Danish agencies, and affiliate networks (Partner-ads, Adtraction, Awin). Which fits best depends on how much curation and control the brand needs.