Which digital channels you should focus on in 2025

There are so many digital channels to choose from when it comes to visibility, but which ones are actually most relevant? It's easy to think that you should be everywhere, but that's almost impossible unless you have an endless marketing budget to spend every month...

So where should you focus your visibility efforts? The simple answer is: where your target audience is.

The basis of all marketing is about the target audience you want to reach, formulating a message that speaks to them and getting it out there in places where they spend their time. We have summarized some of the digital platforms that are out there, and how you can think when choosing where your company should be visible. To suit and find your target audience.

Social media channels

94% of Swedes have used social media in the past year, and 8 out of 10 use social media on a daily basis (Svenskarna och internet 2024). So, there's a pretty good chance your target audience will be on some social media platform.

LinkedIn

LinkedIn is the most obvious platform for B2B, and your go-to for reaching decision-makers and industry colleagues. Perhaps the greatest opportunity here is for employees to build their personal brands, which in turn benefits the company brand. But companies can also create interesting content here. Keep in mind that it is better to create value for your target audience than to talk about yourself.

Facebook

Facebook continues to be a broad platform, the second most used by Swedes after YouTube. Here, much is based on community thinking, and posts in niche groups account for a large part of the activity. In other words, it's not super easy to work with organic content as a company, but creating targeted and audience-tailored ads is that much easier.

Instagram

Instagram, also owned by Meta just like Facebook, continues to account for a large part of Swedes' daily social media use. It's like TikTok but for millennials, and not quite as trend-sensitive, even though things can change quickly here too. It's well suited for more personal content, behind-the-scenes material (if you do interesting things), and the opportunity to get a little creative.

TikTok

This relatively new platform, which emerged during the pandemic, offers a place for short and entertaining video content, with a target audience that is primarily younger. Very trend-sensitive! There are brands that do well here, but it requires some outside-the-box thinking and adaptation to the platform's format.

X

Perhaps not the first platform that comes to mind when it comes to corporate content, but X continues to be a strong platform for news and political content. It can work well for those who are involved in some kind of advocacy work, but interest is strongly personality-driven, so here it's more about building a personal brand.

Challengers to X include Meta-owned Threads and newcomer Bluesky, which may be interesting to follow for those who want to stay ahead of the curve.

Own digital channels

Social media channels are all well and good, but don't forget your own digital channels. Here, you own your own voice and your contacts in a whole new way!

Newsletters

Let's face it, newsletters are the new black! In an inbox where the majority of emails are about selling something, a well-curated newsletter with interesting and targeted content is like a handwritten letter among all the bills in your mailbox. Maybe not quite, but almost. Here you can really reach your recipient (provided you have the right email address!) and not get lost in the noise.

Blog and website

Believe it or not, your website can be used for more than just talking about yourself and your offering. You can also use it to educate your target audience, share experiences, and showcase your expertise, while improving your SEO. When you write about things that are relevant to your target audience, you are perceived as knowledgeable in the field. Feel free to share your knowledge and show what you do on several levels, it builds credibility and in the end your potential customer will not have the time to do it themselves, and then you will shine.

Webinars

Yes, we love webinars. They ARE a superior interactive channel where you get direct contact with your target audience and offer valuable knowledge and experience. You can also invite other knowledgeable people and in this way expand both your network and your knowledge. If you give your presentation and leave some time for questions and answers at the end, you will also come into direct contact with your potential customers. Based on the questions asked, you will also know what your target audience is wondering about and can address it directly to them, perhaps in your next newsletter?

There are, of course, many more digital channels and platforms that may be perfect for your company to be on, but hopefully you now have a little idea of where you should be seen and heard. Do you find it difficult to understand where your target audience is and how you can communicate with them? We have a blog post on the subject.

Do you have questions or want to know more? Contact us and we will help you!