The moderates who are the most powerful in business on social media

For the third year in a row, the non-profit organization Media Academy has compiled the most influential financial profiles on social media.

The overall list, which includes all social media platforms, includes investment platforms such as Avanza and media outlets such as EFN and Dagens Industri. Last year’s number one, Christian “economic guru” Karlsson, comes in third.

At the top of the list are the Moderates – a combination of the accounts of Finance Minister Elisabeth Svantesson, Financial Markets Minister Niklas Wykman and MEP Jörgen Warborn.

“It is interesting that traditional rulers like the finance minister, who formally has the greatest power in economics, are also number one in social media,” says Jonas de Lange, project manager of the report at the Media Academy.

So-called “fine influencers”The number of private individuals who train, advise and sell courses in the areas of dropshipping, digital marketing and stock analysis, among others, is also on the rise. They are particularly prominent on Tiktok and YouTube – platforms with a younger audience.

In the education category, only one established educational institution, the School of Economics, occupies a place in the top ten list.

“Many of these profiles promote a lifestyle associated with luxury cars, expensive watches and apartments in Dubai and say that if you take these courses you will achieve this lifestyle,” says Jonas de Lange.

The phenomenon has been investigated several times in the media and the profiles have been accused of not doing serious business.

Jonas de Lange points out that the purpose of the report is not to assess the quality or credibility of the accounts they examined.

“Our job is to show which voices dominate and what those voices are talking about,” he says.

Which subjects work? The strength varies greatly between platforms. Stock trading and placement dominate on Tiktok and X, while companies and banks have the upper hand on Facebook.

“The platforms are of different nature and that is also reflected in this economy-specific report,” says Jonas de Lange.

He also highlights entrepreneurs as an emerging group, especially on Instagram.

– This year it has become so big in measurement that we want to highlight it as its own category. These are people who have either previously had a strong profile in business or are using their role as entrepreneurs to build a story about themselves, he says.

Last year’s report was about it Women’s profiles have risen sharply in the statistics, but have lost something this year. The gender difference is clearly visible between the subject areas – male actors concentrate more on mediation, while women focus much more on saving.

There are also large gender differences between platforms.

– X is a very special platform with a very strong position in the financial sector. We see an incredible dominance of men. The typical X-profile is an anonymous man in the Stockholm area who shares his stock deals, says Jonas de Lange and continues:

– Instagram is where the weight balance between men and women is most balanced, and because there are more women, there are also more accounts focused on saving.

The performance barometer is ready through data collection from the various social media platforms. The data is compiled based on variables relevant to the respective platform such as followers, shares, reactions or comments.

For the overall list, each platform’s influence was weighted based on statistics about the percentage of Swedes who use the platform each week.

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