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THE SUCCESS OF FINNISH PUBLISHERS 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.
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WEBSITES BEAT SOCIAL AUDIENCE
TOP 15 RANKED BY AUDIENCE
As the vast majority of media content is consumed on the websites of publishers; we focus on the social engagement of the published articles, not their social media posts.
10.989ARTICLES
62.231.965SOCIAL INTERACTIONS
In our previous report we found Finnish publishers dominate the Finnish social media space. They manage to excite people most with their content. There are some valuable lessons to be learned here for brands.
In this report we look at a full year of data – the top 10.989 articles, generating 62.231.965 social interactions – and share some of the insights.
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500 000
1 000 000
1 500 000
2 000 000
3 000 000
2 500 000
YLE UUTISET + AREENA + URHEILU
ILTA-SANOMAT
ILTALEHTI
HS.FI – H
ELSINGIN
SANOMAT
MTV UUTISET
VIIHDELEHTI S
TARA
TALOUSSANOMAT
KAUPPALEHTI
UUSI SUOMI
NYT
AAMULEHTI
THEVOICE
SEISKA
RADIO N
RJ FINLAND
RADIO SUOMIP
OP
WEBSITE FACEBOOK TWITTER
Finnish traditional news brands have a strong position; there are no aggressivedigital natives here like Newsner in Sweden or Buzzfeed in the U.S.
Twitter is the biggest social platform for business publishers Kauppalehti and Taloussanomat, for all others it’s Facebook.
Radio stations have built a bigger social audience than they see on their web sites.
FACEBOOK BLOWS AWAY ALL OThER PLATFORmSWITh 99% OF ALL SOCIAL INTERACTIONS INFINLAND hAPPENINg RIghT ThERE.
IT ALL hAPPENS ON
Some publishers do better on certain platforms; Yle dominates on Twitter, hS is big on LinkedIn and blogs prevail on Pinterest.
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The top 3 clearly dominate what Finns share on Facebook. Iltalehti has triple the number of the #5 MTV3.
Even though radio stations and business publishers have a big social reach, they are not able to get their fans to engage as much as other publishers.
TOP 10 PUBLIShERS RANKED BY TOP ENgAgINg ARTICLES
ILTALEHTI
ILTASANOMAT
YLE
HELSINGIN SANOMAT
MTV.FI
STARA.FI
UUSI SUOMI
NYT.FI
IMAGE BLOGIT
AAMULEHTI
1 500 2 5002 0001 0005000
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mOST ENgAgINg hEADLINES ON FACEBOOK
testaa tutkija tutkimus työntekijästä työpaikalla
unitutkija vaikein vuotiaani yömaisemasta ystäviä
supersankari syndrooma syytä talouden tervosuomi
päivän pelastivat pitäisi rauhallisenapunkeille
seiskan suomeen suomen suomessasuomalaista
finland haavoittunut hs huoritella ihmisen ihmiset jari
kuvatkarkottamisesta kesänä koske liikkeellä maahanmuuttajat
mullistavan näkökulma ollutkaan oulussamuistatko
man mieheni mies mikä millainenmainos
WhAT gETS PEOPLE mOVINg
We analyzed the headlines of the most engaging articles and the character of the different platforms becomes very clear. Due to the size and activity, Facebook best represents Finland’s spirit, but Twitter is consulted for opinions and news, Pinterest for hobbies and interior design and LinkedIn for work related content.
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WhAT WORKSAside from domestic news, what
patterns can we observe in the most engaging content
tests are a lightweight way to get people
involved in a subject. Done right, it can
lead to a viral phenomenon.
TESTS
Take out for brandsFinns apparently love doing tests, so include
a few simple questions about a cultural
phenomenon in your next sweepstake.
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RESEARCh
remarkable research around general interest
themes are a classic way to get people talking
around the water cooler... and on Facebook.
Take out for brandsdo a specifi c survey with a subject bound to spark
interest. If you’re not able to do one, consider
incorporating a thought provoking additional
question in your ongoing brand tracking or send a
questionnaire to your own customer or fan base.
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NOSTALgIA
Remember the days when...is a great way to get
people emotionally involved and share with friends.
Take out for brandsconnect the heritage of your brand
to relevant popular cultural history.
The recent example by Veikkaus
illustrates the power of using
research and nostalgia.
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WANT TO KNOW mORE? gIVE US A ShOUT
tbwa.fi/disruption-trends
SourcesWe collected and analysed public data using Buzzsumo. We analyzed 10.989 articles from March 2015 - March 2016 of the below 40 Finnish media brands and ranked them by engagement. Publications are chosen based on the top 100 TNS Metrix and having published articles with over 5.000 engagements.
Engagement on Facebook is defined as likes, comments and shares, on Twitter retweets & likes, on Linkedin likes, shares and comments and Pinterest shares. Instagram is not included as sharing is not possible.
Ilta-Sanomat, Iltalehti, Radio NRJ Finland, HS.fi - Helsingin Sanomat, Thevoice, Yle Uutiset, Nyt, Yle Urheilu, MTV ,Uutiset, Viihdelehti Stara, Kinuskikissa, Kauppalehti, Yle Areena, Seiska, Taloussanomat, Radio Nova, Aamulehti, Top Gear Suomi, Uusi Suomi, Urheilulehti, KSML.fi - Keskisuomalainen, Herkkusuu.fi, Riemurasia, Savon Sanomat, Tiede, Kaleva, Image, Kodin Kuvalehti, NelonenPro, Lapin Kansa, Me Naiset, Nelonen, Vauva, ESS.fi - Etlari verkossa, Ruutu, Hevosurheilu, Lily, Verkkouutiset, Ilkka.fi, ET-lehti, Helsingin Uutiset.
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
