Viktor Frisk's big project for the future – wants to build his own press house

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Ten years ago, there were a handful of influential bloggers. Today, there are countless profiles with hundreds of thousands of followers with whom companies line up to work.

– The younger generation will have more and more power, says Viktor Frisk, a flu doctor.

That was when Viktor Frisk23 Past 60,000 followers on the Instagram social network as it became clear that his name had become a brand.

– At that time, I ran into Eskilstuna's stores and asked if I could borrow their clothes if I identified them, he said when TT met him at the agency Tourn in Stockholm.

When Frisk then moved to Stockholm, he started working with digital marketing for the aloe vera drink, and his career took a decisive turn.

Like many other influences, the list can be long. In addition to working with music, the 23-year-old also works as a consultant and speaker. In parallel, he has also published two books.

– It was probably a form of marketing influence, I suppose, but that's not what you said.

"Drops of traditional media"

Marketing influence still constitutes a marginal part of the total amount of advertising, according to the interest defense organization, Swedish advertisers.

But the industry is growing and that's the end.

In 2014, according to the Institute of Advertising and Media Statistics (IRM), the turnover amounted to SEK 200 million about three years later, representing more than than the triple.

Forecasts for 2018 are SEK 800 million – and 2019 for nearly one billion.

TT: What does it depend on?

– The traditional media are losing and everything is now in the mobile, explains Viktor Frisk.

– But even with people interested in the lives of others, he continues and thinks.

– Although I do not really understand why this is the case – and I usually wonder if my life is really so exciting to follow.

Not too commercial

With now several years of experience at the back, Frisk is, meanwhile, more secure on what distinguishes successful marketing via social media. A subject that is among other things the subject of his upcoming lectures.

The feed should not be too much advertising and, for him, it should preferably be longer collaborations, says Frisk and mentions the campaign for shoe manufacturer Feet First, which he has participated in several times and to which profiles Sofi Fahrman and Bianca Ingrosso were also associated.

– Then they buy a total solution in one year. And I think it's also the future of some influencers, that is, companies are involved and sponsoring whatever they do – just like skiers are sponsored by , for example, Kexchoklad.

More recently, the question of the salary of influencers has appeared more and more often. The most important business figure ever recorded by Sweden is millions of Swedish kroner, according to a study by Dagens Industri.

Turn millions

The profiles Joakim and Jonna Lundell achieved sales of 8.7 million SEK in 2017, the blogger Margaux Dietz of 2.5 million SEK the same year and Bianca Ingrosso – who, in an interview with DI, revealed that She could accept up to SEK 200,000 for a post on Instagram – SEK 6, 7 million.

Rosanna Thun, vice president of Tourn, admits that the entrance fees are too cost-oriented.

– No one doubts the fact that the major media houses have already served infinitely money. Now that power is being distributed to the youngest – all of a sudden, everyone thinks it's so interesting, she says.

Viktor Frisk AB has achieved a turnover of just over 2 million in 2017. But Tourn, with its 18 employees, has also experienced good development. The company's annual report indicates that revenues increased by more than 300% from 15.5 to 49.5 million euros in the same year.

TT: So you also take a fee?

– Absolutely, when we work with Viktor, for example, we agree on a certain percentage per campaign, says Thun.

You want to build your own press house

Despite this success, Viktor Frisk has just started.

The plan is now to continue the music with the company Samir Badran. Two new songs arrive in summer and preparations for the summer tour are going well.

– But then, I want to build my own house of press, continues Frisk with as much confidence as humility.

The book "My super power", which deals with how to live with an adhd diagnosis, has had a considerable impact. And over time, it became apparent that the overall goal is to help others.

– It takes a long time to get there, but I am a very horrible person and I have come to the conclusion that it gives me more joy to give to others than myself.