How to target a Swedish audience

 

HistoricalBoat_Fire_Viking

The digital Vikings are here!

Being a swede I like to think that we are a wonderful country with great people. Having worked in the communication industry for over 15 years both locally in Sweden and internationally, I have noticed that most people know very little about Swedes. So I thought that I would write a short blog post about Swedish culture and what I have learnt about how to reach Swedish citizens in a cost efficient way.

You might wonder why you would want to reach Swedish people at all. My opinion is that you should reach us because we are early adaptors. This means that swedes are quick to test new services and products. As a matter of fact, a number of companies use Sweden as a test market for their services. Swedes are online and innovative. You might think of Sweden as the country that gave the world ABBA and IKEA. But then you need to remember that in the last couple of years we have produced companies and services such as; Skype, Spotify, Mine Craft, Candy Crush not to mention Swedish House Mafia!

So how do you reach Swedish people?

  1. If you are looking to reach the broad public. You should aim for Sweden’s largest broadsheet as well as their online news site www.aftonbladet.se. Aftonbladet is quickly also becoming one of the major online news video sites. Nearly every week Aftonbladet reaches over 5 million of Sweden’s 9.5 million citizens.
  2. If you want to reach people with financial influence and political klout. Your best aim is to try to get in to Dagens Industri or even better their online edition www.di.se. Basically everybody who is somebody within the Swedish commercial sector reads this daily newspaper and online site.
  3. If you are aiming for a broad reach in the country-side you should aim for the local daily’s. The most efficient way is to aim for Swedens largest news agency TT to write about your news. The decline of printed media has meant that most daily newspapers have increased the amount of articles they buy from TT.
  4. When it comes to broadcast, Sweden is dominated by two public service organizations, SVT (television) and SR (radio). To get a commercial message into these two channels is quite difficult to my experience, but you never know until you try!

Of course, Social media is huge in Sweden as well but that will have to wait for another blog post.

I wanted to conduct some research in preparation for writing this blog post and checked my assumptions about Swedish people by using Google. Check the results below; it’s not the same conclusion as I have but it feels pretty good to be Swedish!

why are swedish people

 By the way, if you are interested to get your story visible on di.se or into TT:s news flow, we can guarantee that your content is published through these two news services. Want to know more about our di.se and TT channels? Follow this link.