tbwa\helsinki - the status of finnish brands in social media
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THE STATUS OF FINNISH BRANDS IN SOCIAL MEDIA At TBWA we monitor Finnish brands in social media in order to identify conventions, best practices and blind spots. We do this to find opportunities for growth for our clients as part of our Disruption® live service. This report looks at the data of 2015 together with some valuable insights.
2 250 0001 500 000750 0000
FOOD & DRINK
GAMES
TOURISM
RETAIL
MEDIA
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soCiAl plAtForMs
top 10 BrAnDs BY soCiAl reACH
Brands that operate internationally and
communicate in English obviously
dominate the top 10, however there are
some local names with a significant
following.
Among Finnish brands, nokia is in its own league in social reach.
On an industry level, Food & Drink
dominates with brands like Fazer and
Valio. The Media category is perhaps the
most diverse with a varied spread across
differing social platforms.
top 5 inDustries BY soCiAl reACH
Facebook is the leading platform in Finland by far, with a 68% coverage, or roughly 2,4 million Finns. Facebook’s sister instagram reaches 23% and twitter follows with 18%. Engagement on Twitter however is much lower than on the other platforms (1% of all registered brand engagements).
750 000
SUPERCELL
POLAR ELECTRO
FINNAIR
JOUNIN KAUPPA
ILTA-SANOMAT
GIGANTTI
MARIMEKKO
SUUNTO
FAZER
PRISMA
500 000250 0000
68%
13.3M
23%
36.4K
18%
2M
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top enGAGinG BrAnDs BY plAtForM
top 5 BrAnDs on FACeBooK
top 5 BrAnDs on FACeBooK (eXCluDinG MeDiA)
Media is clearly the predominant industry on
Facebook, with engagement levels far in excess of
the rest of the list. on Facebook ilta-sanomat and
iltalehti alone generate a whopping 35% of all
brand engagements. They know what makes their
audience tick.
suomen poliisi is actually number 2 after Jounin Kauppa, surely due to their highly engaging use of Facebook to provide a glimpse into their work.
Bayerncar achieved a respectable position based solely on 2 posts - but they did give away a new car!
The size of a brand does not dictate the level of engagement, a fact clearly demonstrated by looking at the registered brand engagements per platform.
20% Ilta-Sanomat
15% Iltalehti
13% Jounin Kauppa
4% HS.fi - Helsingin Sanomat
3% Yle Uutiset
13% Jounin Kauppa
2% Bayerncar Oy Seinäjoki
1% Lidl Suomi
1% Veikkaus
1% Gigantti
Suomen Poliisi
35%
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19% Radio Suomipop
14% NRJ Finland
7% Marimekko
6% Radio Aalto
6% Gigantti
4% Xbox Suomi
4% Moomin
3% Iittala
13% @hsfi
12% @yleuutiset
7% @moominfinland
7% @nokia
7% @finnair
3% @fiskars_hq
3% @xboxsuomi
top enGAGinG BrAnDs per
plAtForM
top 5 BrAnDs on instAGrAM
top 5 BrAnDs on tWitter
radio stations are doing particularly well on
instagram. Seemingly this is a perfect medium
to complement their entertainment with some
visuality. Including media, these 5 brands represent
more than half of all brand engagements.
Besides the current affairs media, gaming brands
Xbox and Playstation and IT brands Jolla and
F-Secure have a very engaged audience. Including
media, these 5 brands represent almost half of all
engagements.
MEDIA
52%
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WHAt WorKs
CoMpetitions
opportunitY!
Without doubt competitions are the best way to
increase engagement levels. Finns apparently love
to win stuff. It’s not uncommon to see competition
posts outperform other content 10x. The absolute
king of this is Jounin Kauppa. together with
Bayerncar they took it to another level, giving
away cash money and new cars. Other brands that
know exactly how to make the most of competitions
include Gigantti, Lidl, XXL and Intersport.
use Winning tacticsIf you are considering doing a competition, take a close look at the tactics of the winning brands.
Excluding media content, let’s have a look at which content generates
most engagement for brands.
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speCiAl oCCAsions
opportunitY!
engagement levels on days like valentines, vappu or
new Year have shown how simple it can be to engage
on Facebook. Add a picture of a cute animal and you
are in with a fighting chance of people liking your content.
Create a Content Calendar Not all brands seem to have a consistent and relevant posting calendar. Make a content calendar for the whole year and mark significant days in it to give you ample time to prepare content in advance. This way it will make it easier to engage with your audience on a continuous basis.
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BrAnD love
opportunitY!
the third element is obviously harder to replicate
or implement. Iconic Finnish iconic brands such
as Fazer, Marimekko and Iittala can all count
on getting a lot of response, whatever they do.
However there are other ways to stand out.
stand out some of the most successful social content includes simple posts like “what was
the weather like on the day you were born?”. There’s still a lot of room for brands to
stand out with entertaining content that people can easily share. We rarely see Finnish
brands engage in this manner. Let us not forget that social platforms represent a huge
opportunity to engage with a truly massive audience. With this in mind, always consider
using paid media to make your message hit home.
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tbwa.fi/disruption-trends
sourcesFinnish reach: https://harto.wordpress.com/2015/10/22/sosiaalisen-median-kaytto-suomessa-ruotsissa-norjassa-ja-tanskassa-whatsapp-ja-snapchat-kilpasilla/ The share of LinkedIn and their obvious focus on business related content is the reason we choose to focus our analysis on Facebook, Instagram and Twitter. Google+ is more of a functional login to Youtube. WhatsApp and Snapchat closed networks. Pinterest is interesting to follow, but the Finnish-specific data is very limited.
We collect and analyse public data using FanpageKarma. We follow 150+ Finnish brands and international brands with a Finnish social presence. Engagement on Facebook is defined as likes, comments and shares, on Twitter retweets & likes and on Instagram likes & comments. Counted brand engagements 2015: Facebook: 51.482.388 / Instagram: 18.735.399 / Twitter: 473.444
tBWA® and Disruption® are registered trademarks of tBWA Worldwide.
Jeroen van HoveChief Data [email protected]+358 50 598 8071
steve BrownContent [email protected]+358 40 042 9128
sami [email protected]+358 40 581 1124
1 Ilta-Sanomat2 Iltalehti3 Jounin Kauppa4 HS.fi - Helsingin Sanomat5 Yle Uutiset
6 MTV Uutiset7 Suomen poliisi8 Radio Nova9 Bayerncar Oy Seinäjoki10 Lidl Suomi
11 Veikkaus12 Gigantti13 XXL Sports & Outdoor14 Tjäreborg15 Radio Rock
1 Radio Suomipop2 NRJ Finland3 Marimekko4 Radio Aalto5 Gigantti
6 Xbox Suomi7 Moomin8 Iittala9 Fazer10 Aku Ankka -toimitus
11 Radio Rock12 Cosmopolitan Finland13 Suunto14 Sampo Kaulanen15 Radio Nova (Finland)
1 hsfi2 yleuutiset3 moominofficial4 nokia5 finnair
6 iltasanomat7 KauppalehtiFi 8 iltalehti_fi9 fiskars_hq10 xboxsuomi
11 fsecure12 op_ryhma13 polarglobal14 jollahq15 rovio
AppenDiX
top 15 BrAnDs on FACeBooK BY enGAGeMent
top 15 BrAnDs on instAGrAM BY enGAGeMent
top 15 BrAnDs on tWitter BY enGAGeMent