Social Media Advertising - Finland

  • Finland
  • Ad spending in the Social Media Advertising market is projected to reach €291.40m in 2024.
  • Ad spending is expected to show an annual growth rate (CAGR 2024-2029) of 8.92%, resulting in a projected market volume of €446.70m by 2029.
  • In global comparison, most ad spending will be generated in China (€75,450.00m in 2024).
  • In the Social Media Advertising market, the number of users is expected to amount to 4,983.0k users by 2029.

Key regions: United States, France, Japan, Europe, Germany

Region comparison

Analyst Opinion

The Social Media Advertising market in Finland is experiencing significant growth and development.

Customer preferences:
Finland has one of the highest internet penetration rates in the world, with a large percentage of the population actively using social media platforms. This has created a favorable environment for social media advertising, as businesses can reach a wide audience through these platforms. Additionally, Finnish consumers are known for their high digital literacy and engagement with online content, making them receptive to social media advertisements.

Trends in the market:
One of the key trends in the Social Media Advertising market in Finland is the increasing use of influencer marketing. Influencers have gained significant popularity in recent years, and businesses are leveraging their reach and influence to promote their products and services. This trend is driven by the trust and authenticity that influencers bring to their content, as well as their ability to connect with specific target audiences. Another trend in the market is the growing focus on video content. Videos have become a preferred format for social media advertising, as they are engaging and can effectively convey messages. Businesses are investing in creating high-quality video content to capture the attention of users and drive conversions. Additionally, live streaming has gained traction in Finland, with businesses using platforms like Facebook Live and Instagram Live to connect with their audience in real-time.

Local special circumstances:
Finland has a unique social media landscape, with platforms like Facebook, Instagram, and YouTube being the most popular among Finnish users. These platforms offer a range of advertising options, including display ads, sponsored posts, and video ads. Finnish businesses are leveraging these platforms to target their local audience and drive brand awareness. Furthermore, Finland has a strong culture of trust and transparency, which influences the way social media advertising is perceived. Finnish consumers value authenticity and honesty in advertisements, and businesses need to ensure that their messaging aligns with these values. This has led to the rise of native advertising, where advertisements are seamlessly integrated into the user's feed and appear more like organic content.

Underlying macroeconomic factors:
The growth of the Social Media Advertising market in Finland can be attributed to several macroeconomic factors. Finland has a stable and developed economy, with a high standard of living. This enables businesses to invest in advertising and marketing activities, including social media advertising. Additionally, Finland has a highly educated workforce and a strong digital infrastructure, which further supports the growth of the market. In conclusion, the Social Media Advertising market in Finland is experiencing significant growth and development, driven by factors such as high internet penetration, customer preferences for influencer marketing and video content, local special circumstances like the preference for authentic and transparent advertising, and underlying macroeconomic factors such as a stable economy and strong digital infrastructure.


Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.


We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.


  • Ad Spending
  • Key Players
  • Analyst Opinion
  • Reach
  • Demographics
  • Global Comparison
  • Methodology
  • Key Market Indicators
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