Swish has been growing rapidly since its launch in 2012. Charlotta Lindblad, Communications Specialist at Swish, explains how the company works with All Ears and why rapid growth requires solutions that scale alongside the business.

“Can you Swish me?”

How did we manage before Swish? Since its launch, more than 2.3 billion payments have been made through the app, and the word “swish” has even been added to the Swedish Academy Dictionary.

The payment solution is approaching 8 million users, and commerce through Swish has grown by 77%, a number expected to keep rising at a similar pace.

“There is a shift toward spoken media”

Swish is growing as a payment method across all age groups, but it is still younger generations who use it the most. The same group also represents the most active podcast listeners and spends the most time on social media.

This shift places new demands on how Swish monitors its media presence. To understand and reach its core audience, the company needs to follow the platforms where consumers actually interact.

According to Charlotta, we are only at the beginning of the rise of spoken media—and monitoring it has never been more important.

“The risk of not monitoring spoken media is that you don’t get the full picture of how your brand is being discussed. There is a clear shift toward audio-driven media. Podcasts and social platforms have been popular for years, but as communication moves more toward spoken formats, we also need to monitor them.”

Media monitoring as a driver of growth

Today, Swish monitors the entire spoken media landscape through All Ears. The team knows exactly when they are mentioned, in what context, and what is being said.

This also gives them data on which messages reach consumers, enabling more informed decision-making.

All Ears compiles every mention into detailed reports covering tone, reach, and PR value. Charlotta explains that the insights support multiple teams across the company.

“Media monitoring is important for several functions within the company. For some, it supports business development. Our analytics and customer teams use it to track statistics and understand trends in our industry. My team works more continuously with daily insights to support communication initiatives and to follow up on the reception of new launches.”

One report showed that over a six-month period, Swish reached 109 million people, with an estimated PR value of 126 million SEK.

The data also revealed that while podcasts and social media generate significant visibility, radio still accounts for the largest share of overall reach.

Filtering out the “digital gold”

Over the past year, Swish has been mentioned nearly 7,000 times in spoken media, almost twice as many mentions as IKEA during the same period.

With that volume, filtering the data becomes the biggest challenge.

“Swish is used so frequently that we are mentioned constantly in media. It can be extremely time-consuming and difficult to filter through everything that’s said and find the real gems.”

Charlotta refers to these “gems” as valuable pieces of coverage—anything from positive mentions to charitable fundraising initiatives or important user feedback that would previously have been lost in the noise.

Now, Swish can easily access those insights through All Ears. Thanks to automatic transcription, Charlotta no longer needs to listen through hours of audio. Instead, she can jump directly to the relevant moment and quickly share clips internally or on social media.

“We see a future where we use All Ears data more and more. It’s extremely important for us to monitor how Swish is discussed across all types of media.”

Staying ahead during product launches

Swish continuously develops new features to improve the service. One recent addition is Swish Payouts, a solution that allows businesses to send real-time payments directly to customers.

“We use the reports to track feedback when we launch new features or services. If something spikes in our statistics, we want to understand why and what was said. With All Ears data we can go back into the archive and compare results over time.”

All Ears powers Sweden’s largest searchable archive of spoken media—essentially a Google for audio. For Swish, this archive acts as a valuable reference point for evaluating past communication efforts and their impact.

The future is audio-driven

For Charlotta, the question is not whether audio platforms will dominate the media landscape—but when.

With platforms like Clubhouse and Houseparty demonstrating how quickly audio-based communities can grow, she believes similar formats will continue to expand.

Companies must adapt to this shift and recognize the importance of monitoring podcasts, social media, and other spoken media channels.

“If you’re not monitoring spoken media, you risk falling behind. We see a future where we rely on All Ears data more and more. It’s essential for us to understand how Swish is discussed across all media types—social media, broadcast media, and podcasts. There will only be more spoken media in the future, and companies need to keep up.”

About All Ears

All Ears was founded to help organizations monitor, understand, and measure the new spoken media landscape.

We are the first media monitoring platform with complete coverage of spoken media, analyzing TV, radio, podcasts, YouTube, and social platforms across multiple countries.