SoMe Index, week 20

It’s a record-breaking week!

This week, Iltalehti and Ilta-Sanomat become the first Finnish publishers ever to break the elusive one million total engagement mark. We’ve only seen this a few times in Sweden, a country with almost twice the population of Finland. Broadcasters Yleisradio and MTV both generate well above 600,000 total engagement, which on any other week would most certainly place them at the top.

Much like week 17, ice hockey is the topic of the week, with the Finnish national team winning all of their games leading up to the Sunday final, where they lost to Canada. Had Finland won the championship, there is no doubt we would’ve seen even greater figures this week.

In Sweden, Expressen holds on to the crown while Newsner ascends to second place, surpassing tabloid Aftonbladet. We’re seeing a drop in total engagement for the top contenders coming off Eurovision week, with national team Tre Kronor’s quarter-final defeat unable to fill the void.

Verdens Gang returns to the Norwegian top three this week, pushing Dagbladet down to fourth. It’s a bit of a slow week for Norway, with even entertainment site Seoghø and top dog TV 2 generating considerably less engagement than the week before.

Let’s take a look at some of the best posts of week 20:


Iltalehti provides the best-performing Finnish post of the week with this native Facebook photo celebrating the national ice hockey team. With a massive 123,738 engagement it is also the most engaging Finnish post of 2016 so far. This post alone accounted for more than a quarter of Iltalehti’s weekly On-Post engagement, despite being just one of 325 posts made during the week!


In terms of Website Shares, this article by Ilta-Sanomat covering food waste is the clear winner, with 25,499 readers sharing the article on Facebook. Another 35,685 engagement on the Facebook post brings us to an impressive 61,180 total engagement. Well done!


Moving on to Sweden, Expressen’s opinion piece urging parents of underage vandals to pay for their children’s mess becomes the best-performing article of the week with 22,879 Website Shares and the third-best Facebook post with 22,233 On-Post engagement.


Aftenposten provides the best Norwegian post of the week with this heartfelt native Facebook video of physician Per Fugelli handing out life advice. The video has received more than 1.5 million views and generated 32,503 reader engagement.

That’s all for week 20 – see you here next week!

The data described in this blog post is available at SoMe Index.

SoMe Index is powered by EzyInsights, the leading content discovery tool used by publishers. EzyInsights tracks engagement on hundreds of thousands of stories daily, helping newsrooms use data to increase their traffic. SoMe Index uses EzyInsights data to give a clear, accurate view of publisher performance in Finland, Sweden and Norway. SoMe Index is planned to launch in Germany and France during 2016.