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The expertise of financial influencers and strategies of calibration towards monetisation Cover

The expertise of financial influencers and strategies of calibration towards monetisation

Nordic Journal of Media Studies
Volume 7 (2025): Issue 1 (May 2025)
By: ANDREAS GREGERSENORCID and  JACOB ØRMENORCID  
Open Access
|May 2025

Figures & Tables

Figure 1

Promotion of financial platform using influencer classic strategy by hello_sofie Comments: Overlay text translation: “Get your pension in order in less than 90 seconds” Source: Lindquist, 2024
Promotion of financial platform using influencer classic strategy by hello_sofie Comments: Overlay text translation: “Get your pension in order in less than 90 seconds” Source: Lindquist, 2024

Figure 2

Female Invest’s strategy of emphasising financial learning and community Source: Female Invest (www.femaleinvest.com/)
Female Invest’s strategy of emphasising financial learning and community Source: Female Invest (www.femaleinvest.com/)

Figure 3

Presentation of Jeppe Kirk Bonde Comments: The presentations of Jeppe Kirk Bonde are emphasising market performance and credentials on his website (left) and Quarterly Investor Update on eToro (right). Source: Bonde Invest, 2019 (retrieved December 1, 2024, from eToro.com)
Presentation of Jeppe Kirk Bonde Comments: The presentations of Jeppe Kirk Bonde are emphasising market performance and credentials on his website (left) and Quarterly Investor Update on eToro (right). Source: Bonde Invest, 2019 (retrieved December 1, 2024, from eToro.com)

Figure 4

Examples of recruitment posts from an investment MLM operation
Examples of recruitment posts from an investment MLM operation

Summary of configurations

Influencer classicAcademy operatorPlatformised traderVeiled promoter
ExamplesHello_sofieFemale_investJeppe Kirk BondeMLMs (e.g., iGenius, IM Academy, Be.club)
UngeinvestorerDanielspengetipsSES Trading
PengemetteMoneymumCPH Trading Academy
Audience members as…FollowersCustomers and longer-term clientsCo-investors and copy-tradersResources / Investors
Primary monetisation mechanismInfluencer marketing (ads, sponsorships)Own products and services off platformPartnership with investment platformRecruiting into pyramid scheme or MLM organisation
Primary domain of expertiseEveryday lifeInvestment and everyday financeTrading with assetsMarketing and personal sales
DOI: https://doi.org/10.2478/njms-2025-0003 | Journal eISSN: 2003-184X
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Language: English
Page range: 37 - 56
Published on: May 19, 2025
Published by: University of Gothenburg Nordicom
In partnership with: Paradigm Publishing Services
Publication frequency: 1 issue per year
Keywords:
influencers,
expertise,
finance,
investing,
trading,
monetisation
Related subjects:
Social sciences,
Communication science,
Mass communication,
Public and political communication,
Visual communication

© 2025 ANDREAS GREGERSEN, JACOB ØRMEN, published by University of Gothenburg Nordicom
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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