Scrolling that ends in
24.2 %* of Finns, around 955 000 people, have visited a website or a store because of social media advertising in the past three months. That is the highest figure of any media channel.
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When social advertising works
Social advertising works when the audience is well defined and the message has to move fast. It bends both to building awareness and to the moment of purchase. The platform is unforgiving, though: weak advertising is not rescued by targeting. We plan, build and optimise the mix that fits the objective at hand, and we do it precisely.
02
A few lessons from the channel
A concrete price offer produces a clearly better click rate than a brand message on the same platform with the same audience. If a campaign carries both, they should not be averaged into one report. Split the budget between reach and engagement. The reach share buys coverage cheaply, the engagement share produces several times the click rate. A carousel bought on reach optimisation is the wrong combination for launching an unknown brand. The audience keeps widening and frequency stays too low. People remember seeing something, but not the brand. Narrow the audience and set a frequency target. If the message needs more than a couple of seconds to land, buy it as a skippable video ad alongside video content. Social is then a reach channel, not a message channel. Consumer response varies considerably between media, and the content of the message matters a great deal in relation to the objective. The mix that usually works divides the assets into three blocks: hero messages, consideration messages and tactical messages.
03
How we work
People do the work: a strategist, a planner, a specialist and an analyst. We build the campaigns in the platforms ourselves and follow them every day of the week, not at the pace of a monthly report. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: versioning the assets to every placement and keeping the audiences up to date. We give every client the most modern tools in the field for gathering insight, running the advertising and following the results.
04
Sources
* NØRR3 Media Insights, Norstat panel, August 2026, n = 2 022, aged 18 to 74.
Examples of what we do
- Media strategy and channel selection
- Campaign build and management in the platforms
- Audience design and definition
- Asset versioning to every placement
- Budget split between reach and engagement
- Measurement and reporting
- Marketing Engine
Related Cases
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