More than half of municipalities in Finland are utilizing social media influencers for marketing, with Riihimäki actively engaging local influencers to promote local life.
In Finland, a growing trend is emerging where municipalities are partnering with social media influencers to enhance their marketing efforts. According to a report by the Association of Finnish Municipalities, many municipalities have established collaborations with influencers, leading to more significant local engagement. An example of this is the city of Riihimäki, which recently initiated a marketing partnership by hiring three local influencers for a year, investing 22,500 euros in promoting the city's daily life, housing, and services.
The local influencers, Roosa Grönberg, Riikka Ruokolainen, and Iida Salonen, are residents of Riihimäki and responsible for creating content that showcases the city's everyday experiences. Their involvement aims to attract new residents by highlighting what the city has to offer. Communication and marketing manager Mia Miettinen describes this influencer collaboration as an exciting experiment, noting that competition for new residents is fierce and emphasizing the importance of authentic local experiences in drawing people to the area.
The trend of municipalities collaborating with influencers is becoming increasingly common, with nearly half of all towns in Finland reportedly entering into influencer agreements. This shift reflects a broader recognition of the power of social media in shaping public perception and attracting individuals to communities, ultimately influencing local economies and social dynamics in these municipalities.
