SoMe – SO Many Enigmas | Scandinavian Communications

Theme: Scandinavians – similar, but not the same

By Eva Helene Kabelmann, Digital & SoMe content Director

Social media cannot be avoided when talking PR and communication. And numbers show that it is practically impossible to succeed if one does not use SoMe in campaigns – those being local, regional, national or international. And thus also Scandinavian.

The Scandinavian markets have some of the highest numbers in the use of SoMe and one could be seduced into thinking that marketing here would be a pure cake walk.
But.
It’s worth having in mind that there are differences, when it comes to which of the SoMe platforms, the four Scandinavian populations are operating on.

Let’s have a look at the four most used social media: Facebook, Youtube, Instagram and Linkedin. The four Scandinavian populations all – and to a great extent– use these SoMe platforms, but there are differences in degree:

The Norwegians top the use of Facebook. They also have the highest frequency when looking at the number of SoMe platforms used

The Swedes take first place when it comes to Youtube and Instagram. Despite this, they are in third place when it comes to the number of SoMe platforms used

The Danes top the use of Linkedin. And occupy a second place in the number of SoMe platforms used

As for the Finns the most striking is that they almost do not appear when it comes to the use of Youtube. And the Finns also takes a fourth place in number of SoMe platforms used. Despite this ranking, keep in mind that the Scandinavians – overall – have some of the highest frequencies in use of SoMe.

Small differences, but all relevant to consider when choosing a marketing and / or PR strategy for your next SoMe campaign.