Challenge

The TikTok account of Visit Finland has primarily relied on User-Generated Content (UGC), which, while authentic, has not encouraged viewers to participate. The content used has been created by individuals for their own purposes and then re-shared on the Visit Finland profiles. This approach has meant less storytelling and purposeful video creation, making the channel feel disconnected from its potential narrative.

Visit Finland’s award-winning campaigns have set a high bar, but the always-on channels have lacked dedicated resources to maintain that standard. TikTok, a platform ideally suited to showcasing Finland’s fun and human side, has not been optimised for its unique audience. Instead, content from other platforms has been repurposed, missing the opportunity to adapt to TikTok’s format and audience expectations. Furthermore, recent algorithm changes now favour original content over reposted UGC, limiting the visibility of such content on the channel.

Insight

There is a clear need to adapt the TikTok strategy to the platform’s specific requirements, all while working within limited resources. Content needs to be trendy, original, and engaging, while remaining aligned with the brand and resonating with the audience. It’s also essential to reflect TikTok’s interactive nature and create opportunities for viewers to feel included.

Idea

To transform the channel, we positioned TikTok as a more dynamic and personal space, focused on interaction and community. The approach centred on including travelers—locals and visitors alike—directly in the content. By shifting the focus to real people and their stories, the goal was to make the audience feel part of the journey. This sense of connection and inclusion became the foundation of the revamped strategy.

Creative strategy

The updated TikTok content plan introduced a low-resource approach that prioritised original, engaging content tailored to the platform. A mix of creator-led videos and team-created content focused on current trends and quirky Finland-themed topics.

A key pillar of the strategy was a new content series: street interviews with locals and tourists about their thoughts on travel and Finland. These videos captured unscripted, authentic perspectives and encouraged the audience to see themselves in the content. By focusing on relatable, real-life interactions, the series brought a fresh and inclusive angle to the channel.

Creators also worked hand-in-hand with Visit Finland to produce curated content that aligned with the brand’s playful and human tone. This collaborative approach ensured the channel felt vibrant and engaging while remaining resource-efficient. Together, these efforts transformed TikTok into an interactive, community-driven channel that resonates with its audience.