We looked at the YouTube presences of Finland’s 50 biggest companies to understand the current online video landscape among local advertisers. Our main findings were that majority of the companies are present on YouTube, however, nearly two thirds of the channels observed were relatively inactive.
Nokia leads the pack with an established presence. The Nokia channel was founded in 2005 and today there are over 700 videos, with new ones added nearly each week. What is also interesting is that Social Bakers actually ranks Finnish Rovio with 980 million views as the most popular non-entertainment brand channel in the world. For comparison, Nokia is in 15th place on the chart with 140 million views.
Fazer and Finnair’s YouTube success shows that there are large Finnish companies beyond Nokia that produce a fair amount of video content, pay attention to online distribution and essentially, use video fluently as a communication tool. It is likely competition for the top spots will get tougher with the recent arrival of YouTube in Finland.
Although there are no record labels among the 50 biggest companies in Finland, their YouTube channels are doing extremely well too. Warner Music Finland and Universal Music Finland both have around 50 million views each, while Rähinä Records is playing catch up with a respectable 36 million views.
Channel data were collected January 17-18, 2013. The 50 biggest companies were selected based on Talouselämä 500 ranking. In the absence of a company channel, a brand-specific channel was used for the comparison.
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