Very Finnish Problems media pack
Very Finnish Problems is one of Finland's most loved social media brands. Four in ten of my audience live in Finland and the rest wish they did. I'm the Englishman who runs it and I make campaigns that people share because they're funny.
Companies I've worked with
Audience fit
A big number is no use if it's the wrong people. Here is who actually follows Very Finnish Problems, so you can tell in a minute whether they're your customers.
These are Finns who enjoy seeing their country through a foreigner's eyes, along with the internationals who have moved here and are still getting to grips with the bread.
These people chose to follow a page about Finnish problems without even living here. The biggest groups are in the USA, Sweden, the UK and Germany.
That's the age when people book the holidays, buy the houses and choose the brands. Half of my audience is between 35 and 54.
These are my own follower figures from Meta, YouTube, Threads and TikTok on 11 November 2026, combined and weighted by the size of each channel. Country covers Facebook, Instagram, YouTube and Threads. Age covers Instagram, YouTube and Threads. X doesn't share this data.
Duolingo's launch in Finland
Duolingo had just added Finnish and wanted a launch to match. I came up with The World's Happiest Word Challenge, because Finland is officially the world's happiest country and somebody had to find out which word was responsible. A thousand Finns sent in their favourites and 69 thousand people voted for the winner.
Read the Duolingo case →"We aimed for 10k downloads and got over 50K! The execution with VFP worked amazingly and the engagement was way way more than we ever expected."
Colin Watkins Director, Marketing, Communications and Partnerships at Duolingo
Recent campaigns
October to November 2025
The EU is putting €37.5 million into the Helsinki to Turku line. I turned that into four posts about why Finns love trains, including the 41 fewer minutes of pretending to text.
May and August 2025
First I went looking for the happiest places in Helsinki without smiling once. Then Albus and I tested the Doggy Route to Happiness, the world's first sightseeing route for dogs.
December 2025 to March 2026
Finland has eight seasons and Pomar boots have to survive all of them. I ran a zipper against no zipper vote, a giveaway and a carousel for the Finnish bootmaker.
May 2025 to October 2026
It started with Löylyvision, a Eurovision-style vote on five countries' sauna habits for the stove maker. Then I explained my favourite sauna in the world entirely in Finnish and made a three-part series on Finland's maddest saunas, ending 40 metres above Helsinki's Market Square.
February and April 2026
I asked my audience to pick Team Lapland or Team Alps for the ski holiday company. Then I listed five signs you belong at Pyhä, with a quiz to find out what kind of Lapland skier you are.
November 2026
I made a YouTube video for the language exchange app about Finns who actually want to talk to strangers. It went live on 9 November 2026.
Other recent campaigns include Finnlines, GlobalConnect, Break Tahko, Kotona and Barkibu. Instagram figures are from Meta on 10 November 2026.
Proof you can count
Reach is nice. Your boss will ask what it did.
Give me a tracked link or a promo code and I'll build the campaign around it, so you can see exactly what came from me.
Every package ends with one inside 14 days. Spark covers views, likes, comments, shares and saves. Boost adds link clicks and lead data. Supercharge adds audience data and recommendations.
Boost and Supercharge include a quiz or a comment-to-DM funnel, so you leave with people you can follow up with and not only views.
Packages and prices
Every package comes with a campaign concept made for your brand. You get a report within 14 days that shows views, likes, comments, shares, saves and link clicks. The views are guaranteed. If a campaign is short of its number I keep sharing it to Stories until it gets there. I'm happy to tailor a package if none of them fits.
For brands wanting a sharp, cost-effective entry with real creative behind it.
For brands who want views plus an audience they can capture and follow up with.
For brands wanting the most views and a full lead-gen system on top.
| Longer usage rights, so you can keep reusing the content on your own channels | +30% for 6 months +50% for 12 months |
| Paid amplification or whitelisting, so the content runs as ads | from €1,500 |
| Category exclusivity, with no competitors for an agreed window | from €1,500 |
| Extra interactive build, such as another quiz, landing page or list segment | from €800 |
The shop
They buy a wide range of uniquely designed products as well as my books from my shop at veryfinnishproblems.com. It's the same audience your campaign reaches.
See the shop →
I design merch for your campaign and sell it or give it away through my shop. It could be a limited edition design, a prize or a gift for your customers.
Ask about merch →Nearly 10,000 Finland fans get my newsletter. Boost and Supercharge include a feature in it and you can add one to any other campaign.
Ask about the newsletter →Stories and search
I also publish on inktank.fi, my site of stories about Finland, and on whizzpast.com, my history site. A story about your brand there is written to be found on Google long after the campaign ends.
Ask about a story →YouTube
They're animated films of ten minutes or more that pit Finland against the rest of the world, on everything from being born to being fired. The count goes up by thousands every day. Your brand can sit inside one or have a whole film to itself.
202K viewsBorn in Finland vs Born in America. Who Ends Up Richer?
95K viewsCrash in Finland vs Crash in America. Who Pays More?
84K viewsFired in Finland vs Fired in America. Who Lands on Their Feet?
Your brand gets its own animated segment of 60 to 90 seconds inside one of my explainers, narrated by me. Your link and code go in the description and the pinned comment.
I make a whole explainer around your story, written, animated and narrated the way I make my own. It is the best fit for a launch, a destination or anything that needs explaining properly.
Views are public YouTube figures from 11 November 2026. The eight explainers were published between 26 September and 8 November 2026. Watch time is from YouTube analytics and covers the first seven.
Keynotes
I give keynotes about Finland, the Finns and how the rest of us survive both. They run for 30 to 45 minutes and I've given them for cities, universities and conferences.
Your keynote has been every year a success so they would love to have you once again.
The numbers
That's an average of 17.8 million views a month. People don't only watch either. They liked, commented, shared and clicked 2.45 million times.
| Channel | Followers | Views in 90 days |
|---|---|---|
| Facebook page | 540K | 41.0M |
| 333K | 5.5M | |
| Facebook groups Hangout, Food and Travel | 106K | 3.9M |
| X | 117K | 1.4M |
| YouTube | 44.5K | 1.1M |
| TikTok | 105K | 339K |
| Threads | 67.5K | 39K |
| Total | 1.31M | 53.3M |
Influencer marketing platform Klear gives me an influence score of 97. It rates both my engagement and my audience quality as "outstanding".
Views cover 13 August to 10 November 2026 and come from Meta, Facebook group insights, X, YouTube and TikTok. Follower counts are from 11 November 2026.
How it works
A few lines on your brand, what you want to happen and your budget will do.
You get a campaign concept made for your brand, not a slot in a schedule.
Nothing goes live until you've seen it and said yes. Paid partnerships are labelled as paid.
The campaign runs and your report follows.
What people say
"Very Finnish Problems caught my eye last year because it generates huge engagement beating practically any Finnish rivals."
"Great report with some truly valuable insights. It's amazing to see how well our brand fits into the VFP world and how engaged your followers are!"
Jeanina Cooper Content and Marketing at Pomar, April 2026
"It was really nice (and easy) to work with you and we hope to repeat this soon."
Tatiana Chiaia Social Media and Influencer Marketing Officer at ICF Next, on the European Commission campaign, November 2025
"Thank you so much for your hard work on this project. I am very happy with the final result."
Michele Paroli Marketing Manager at Tandem, November 2026
"Very Finnish Problems was the perfect brand match with Oddlygood. We carried out a fun collaboration on 'Finland's oddest coffee habits' to promote our new Ice Ice Coffees. Working with Joel was very smooth and enjoyable, and the final posts had a great engagement rate!"
Rosa Soisalo Social Media Manager at Oddlygood
"The content engaged huge numbers of people. Joel's relaxed attitude and attention to our needs made him very easy to work with."
Olga Javits Marketing and Communications at Visit Tampere
"What a stellar video you made. The collaboration for "Working Wonders" campaign was very well received inside Nordea and received SUPER feedback."
Jan Bonnevier Head of Marketing, Finland at Nordea
More case studies
Porvoo wanted to show its heritage to the world. My campaign reached over a million people and involved eating lots of cake.
See the case →
Tampere wanted to celebrate its new public saunas. I ended up branding the whole city as the Sauna Capital of the World.
See the case →
Finland's national broadcaster wanted to show off the best of Finnish sauna culture for a nationwide Sauna Day.
See the case →In the press
I'm a regular guest on All Points North, the English podcast from Yle News. My work has also been featured in these publications.
The man behind it
I've lived here for 22 years and I run Ink Tank Media. I'm a creative director and copywriter with over 25 years in sales and marketing. In the last 20 years I've made digital campaigns and content strategies for organisations as different as Nokia, Microsoft, Moomin, Fiskars, Yle, Rovio, Reima, Business Finland, Duolingo, L'Oréal, Amazon Prime and the European Parliament.
I've also written two best-selling Very Finnish Problems books.
Send me a few lines about your brand, your goal and your budget. I'll reply with a campaign idea made for you.
