Most of the largest in Sweden in terms of reach and engagement on social media return year after year in the Power Barometer, published by the Media Academy.
Except for JLC and SD, Joakim and Jonna Lundell are number one and two on Instagram. On X, it's Hanif Bali who is the largest, but on Tiktok, it's Aftonbladet that reaches the most Swedish users.
The Media Academy notes in its summary of the Power Barometer several trends, including that engagement on X has decreased sharply after Elon Musk's transformation of Twitter. The platform's right-wing bias continues, and for the first time, more than half of the top 100 on X are right-wing political actors.
Engagement has also decreased on Facebook. SD was the largest on Facebook last year, but has this year been surpassed by the account Kattjouren. After TV4's revelation about the Sweden Democrats' troll accounts, their largest account on Tiktok has been shut down. However, their official account on the platform, which was started after the revelation, has gained many followers.
"It's interesting considering that SD cited their challenge with official accounts as an argument for using anonymous accounts," says the Media Academy's Hampus Brynolf in the press release.
The non-profit organization Media Academy has published the Power Barometer for the sixth year in a row, a measurement of which Swedes have the most reach and generate the most engagement on Facebook, Youtube, Instagram, X, and Tiktok.
This year's power holders 2024:
1. The Sweden Democrats
2. JLC
3. SVT
4. Aftonbladet
5. The Lundell Family
X:
1. Hanif Bali
2. Carl Bildt
3. Magnus Ranstorp
Instagram:
1. Joakim Lundell
2. Jonna Lundell
3. Klas Eriksson
Youtube:
1. JLC
2. I just want to be cool
3. Emil Hansius
Tiktok:
1. Aftonbladet
2. Wonderboi
3. Emelie Nilsson
Facebook:
1. Kattjouren
2. The Sweden Democrats
3. Frusna tassar
