Perhaps it may be time to think outside the box. Or at least outside the United States.
It turns out that Facebook is the most widely used social network in Finland. The network has seen minimal growth because its usage is already so widespread across the country. According to eMarketer, Facebook and Facebook Messenger usage combined has only risen 3.4% from 2016 within the 15 and 74 age range across Finland internet users. This is largely due to the fact that Facebook and Messenger are the leading social network in Finland, with 60% of users accessing it daily.
What does this mean for advertisers? It means targeting Facebook users in Finland may be the next avenue to explore.
You may want to consider directing your next Facebook ad campaign to Finland users:
- When your current audience is no longer responding to your ads
- When you want to expand your current audience
So what is the best way to go about it? Here are a couple suggestions:
Create a Lookalike Audience
Facebook’s Lookalike Audience feature allows advertisers to reach users that look like an audience they want to attract. You can use this feature to target lookalikes in Finland, increasing the potential for reaching an audience similar to your current customers.
Create a Value-Based Lookalike Audience
Perhaps you have a particular demographic or type of audience on which your business places the highest value. If this is the case, find the audience in Finland that best matches your most valuable customers with a value-based Lookalike Audience. Upload a Custom Audience with a customer lifetime value or LTV, and you’re on your way.
Keep up with the latest trends and peaks of social network usage to propel your business forward. For more information on audience reach and Lookalike Audiences, see “Facebook Product Updates: Business Manager Redesign, Multi-Country Lookalike Audiences, and More.”
