Pantamera Humour

The Swedish Internet Foundation’s annual survey, Swedes and the Internet, shows that the three social media that are used most by Swedes are YouTube, Facebook and Instagram. Both young and old people use social media, but the platforms they use differ to some extent. Among young people born in the 2000s, the most widely used are YouTube, Snapchat, TikTok and Roblox. TikTok has grown the most out of all the social media platforms. In 2023, 24 per cent are using TikTok, compared to 20 per cent in 2022. Almost one in four Swedes use TikTok, in other words.

Another initiative aimed at young people is Pantamera Humour, which can be found on TikTok and Instagram. Pantamera Humour shows how you can reach a discerning young target group who don’t like advertising. The platform has nurtured new, young comedians, been nominated for several awards, and in 2023 celebrated its fifth anniversary with a bang on social media.

“We are extremely proud of Pantamera Humour! It is something of a breeding ground for young comedians in Sweden, and the content and format have consistently evolved in line with trends and current events. For us, it has been important to constantly keep up with these shifts and to develop the little universe that Pantamera Humour has actually become,” says Lovisa Lannerstedt, Project Manager for Young Adults at Pantamera.