Finnish media usage is one of a kind
Here’s how to gain the Finns’ trust with your brand
Finland might look like your average Nordic country, but there are tricks to the way we use media and react to new brands. A little extra effort into marketing in Finland might just turn good results into excellent ones.
It’s easy to assume one advertising strategy is enough to cover the Nordics as a whole, but Olavi Kajantie will stop you right there with one question: are you getting the best possible results by tackling big areas at once?
“If your goal is 5% of growth in the Nordics, a little extra focus on Finland could give you 5,2%. The difference between good and excellent lies in that tiny extra push,” says Kajantie, Key Account Manager at Sanoma.
He believes taking a closer look at Finland as a market of its own is a decision that will pay off.
“Our clients’ numbers reveal that the same tactics that work in Sweden or Norway might not work here. I’ll give you an example: there was a big international online store that saw good conversion in other Nordic countries, but for some reason, with the same actions, Finland was lagging.”
Amplify your reach with offline media
Why is this, then? Kajantie sees a slight conservatism to the way Finns approach media and buying. Research shows that offline media holds its ground in Finland. Going all digital in Finland might not do the trick, while print media or TV will give your brand and message a nice reach and a more attentive audience.
“In younger generations, the differences compared to other Nordic countries are smaller, but our population pyramid is very top-heavy and traditions sit tight. Of course, this also means we will see big changes in the coming years.”
Learn more – download our free, research-based guide to Finnish media usage
The biggest factor that makes Finns different from their Nordic counterparts is suspiciousness, Kajantie claims; we generally take a little longer to trust new things and offers. One theory is that history plays a part in the way we make decisions to this day.
“Any time our neighbors have had a dispute, they’ve come on Finnish ground to settle it. Change, for us, has often meant war, and this may be something that has stayed in our collective memory.”
Build trust with localization
When speaking to the Finnish audience, building trust is the key component. This can be done by first getting to know the Finnish market and consumers, then translating and localizing your brand and message to fit the surroundings.
Finnish is a small language but all the more meaningful to its speakers. Domestic media is exceptionally strong in Finland, and even international TV formats see a surge in popularity when they are done in Finnish, with Finnish participants. Finnish music is highly popular compared to domestic music in other parts of the world.
“Locality, of course, is a global megatrend but I’d say it’s especially apt in the case of Finland”, says Kajantie and gives a powerful piece of advice:
“Be a boldly international brand that speaks Finnish to your Finnish customers. Apply localization to all other aspects of your brand, too – it’s a big factor for a brand to look like it belongs. Go the extra mile for Finns, and we will reward you with our loyalty. This is what we in Finland call being customer centric!”
Nordic, but different
– download our guide to Finnish media usage and make the most of your media presence in Finland!
Want to talk? Give Olavi a call!
Olavi Kajantie - Key Account Manager
+358 50 590 7828
olavi.kajantie@sanoma.com
Further Reading
Subscribe to our Newsletter
By submitting your email you agree that we may send you promotional emails and information about our services. You can unsubscribe any time. Check out our Privacy Policy.
Sanoma Media Finland
We are the international sales unit for Sanoma Media Finland - the leading media house in Finland.
©2025 All Rights Reserved. Privacy policy | About Cookies | Responsible Disclosure Statement
