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01

The platform follows the audience

Social sits in the media plan and its execution: the plan sets the job social has to do, and NØRR3 buys and runs the campaigns. Each platform reaches different people. At least weekly, 67 %* of 18 to 74-year-olds, around 2 653 000 people, use Facebook, 63 % (2 478 000) Instagram, 31 % (1 211 000) TikTok, 26 % (1 041 000) Snapchat and 16 % (627 000) LinkedIn.

Age changes the order. Among 18 to 29-year-olds, 84 %** (around 665 000) use Instagram at least weekly, 78 % (613 000) Snapchat and 65 % (515 000) TikTok. Among 60 to 74-year-olds, 65 % (663 000) use Facebook. These figures describe platform use. Campaign reach is estimated separately in the media plan.

02

The campaign objective follows the business task

A platform optimises for whatever objective the campaign is given. We choose the objective by what the business needs: broad reach, video views, site visits, leads or purchases. The choice also depends on whether the platform gets enough signal from that objective. If purchases or leads are few, we agree an interim objective and track how it relates to the actual result.

Results are compared within the same objective, because campaigns optimised for different objectives produce different metrics. When the goal is a purchase or an enquiry, the campaign is judged on purchases or enquiries. The Performance Marketing page explains how tracking is built through to the result.

03

Assets for social

In social, the ad competes with the scroll, and most viewers stop before the video ends.*** The most important point, such as the offer or the location, belongs at the start of the video, and the campaign idea needs its own short version for social. The advertising agency creates the campaign idea and the main assets, and NØRR3 adapts them for social where needed. The Assets page explains how the work is shared.

When the client uses NØRR3 Marketing Engine, the DCO & Templates app produces versions for supported placements from an approved ad template. Locations can have their own campaign versions and local budgets. A location can run its own local campaign in the Campaign & Reporting app while NØRR3 runs the national one.

04

Audience and frequency

Narrow targeting, a small area or several parallel ad sets aimed at the same audience push frequency up fast. The same person then sees the ad too often, and the price rises. We track frequency throughout the campaign and widen the audience or refresh the assets when it climbs too high.

We also track how impressions and results are split across age groups and regions. Platform budget settings work differently, so we decide platform by platform whether the budget is steered by hand or left for the platform to allocate.

05

Results and the next step

We measure the campaign with the platform's own figures and with web analytics, and keep the two apart in the report because they are counted differently. The report shows what the campaign delivered on the agreed metric and what we change next: the audience, the assets, the budget split or the objective. How the figures are reconciled is described on the Data & Measurement page.

06

What our social campaigns have shown

The same ad produces a different result on the platform depending on what the campaign is optimised for. A campaign optimised for reach has delivered contacts at the lowest price. A campaign optimised for traffic or engagement has cost more per impression, but it has produced several times the clicks and completed video views.***

A concrete offer has earned more clicks on the same platform than a brand message.*** So the offer belongs in a campaign optimised for traffic or purchases.

In reach-optimised campaigns the platform has given most impressions to the youngest age groups, while people aged 65 and over clicked the most.*** That is why we look at impressions and results by age group throughout the campaign.

* NØRR3 Media Insights, Norstat panel, wave 9, August 2026, n = 2 022, aged 18 to 74. Question: how often people use social media services, at least weekly use. Margin of error ±1.6–2.1 percentage points. ** NØRR3 Media Insights, Norstat panel, wave 9, August 2026. Same question by age group: 18 to 29-year-olds n = 400 (±3.6–4.7 percentage points), 60 to 74-year-olds n = 559 (±4.0 percentage points). *** NØRR3's own campaign bank, campaign reports 2024–2026: each lesson recurs in campaigns across at least two industries and two advertisers.