What social media marketing means for companies now

Companies' social media marketing is no longer just about sharing images or having fun. It is a whole that combines:

• brand awareness and visibility

• social media marketing across multiple channels

• video production and short form content

• social media advertising and remarketing

• data-driven optimization and conversion thinking

Social media is your business's digital front page.
Its purpose is to create the right impression and generate demand.

Why companies' social media marketing often fails

Typical issues I see in companies' social media marketing:

• content is created without a clear strategy

• target audience is vague or too broad

• posts are disconnected, not part of a sales funnel

• results are not measured as leads and sales, only views and likes

• videos are not utilized in a multi-channel way

• social media advertising is done without a proper structure and retargeting

When these are corrected, social media marketing for companies transforms from an expense into an investment.

Social media marketing for companies = sales funnel, not just having fun

Well-structured social media marketing supports the entire sales funnel.

1. Grabbing attention

Goal: get the right person to stop.

• short, engaging videos (Reels, TikTok, Shorts)

• thumb stop moments during the first few seconds

• content that directly addresses the target audience's pain point

2. Increasing interest

Goal: clarify what your company does and why it is relevant.

• process videos: “this is how the service works in practice”

• case content from real customers

• before-and-after examples where the change is concrete

3. Building trust

Goal: the customer dares to take the next step.

• expert content and Q&A videos

• behind-the-scenes content and team introductions

• references and success story videos

4. Conversion

Goal: get the person to take the desired action.

• clear CTA: book a time, leave a contact, buy

• social media advertising that directs to a landing page

• remarketing to those who have already been in contact

Paid social media advertising – the most effective way to test what works

Organic social media marketing lays the foundation, but paid social media advertising shows what actually delivers results.

VSCY builds social media advertising for companies layer by layer:

• Cold audience
  Awareness and first contact with the brand.

• Warm audience
  Those who have watched videos, visited pages, or reacted to content.

• Hot audience
  Those who are close to making a purchasing decision – they are targeted with more direct CTA ads.

• Remarketing
  Advertising based on behavior: videos watched, clicks made, visits to specific pages.

The goal is not just views or likes. The goal is leads, meetings, and sales.

The best performing content types for companies

Social media marketing for companies works best when the content is concrete and customer-centric.

Well-performing formats:

• customer cases and stories

• short Q&A or FAQ videos

• product or service demos in the right environment

• “a day with the customer” or “a day at the office” content

• before-and-after videos and images

• employees in front of the camera, not just a logo

Rule of thumb: every piece of content answers a customer's question – either conscious or subconscious.

National social media marketing: VSCY implements productions anywhere

VSCY's practical strength is that we implement social media marketing and video production nationally.

We have a wide network of freelancers across Finland. This means:

• shootings in Helsinki, Tampere, Turku, Oulu, Jyväskylä, and smaller towns

• cost-effective production without excessive travel costs

• the same strategic thinking and quality regardless of location

• the possibility to shoot multiple locations within the same project

For your company, this translates into ease: one partner who handles strategy, content, video production, and social media advertising.

This is how VSCY builds a functioning social media machine for your company

You can think of our model as a six-step process.

1. Strategy

• goal: leads, meetings, recruitment, sales

• defining target groups and buyer personas

• prioritizing key products and services

2. Concept and content framework

• repeating content formats (series, themes, standard videos)

• publishing rhythm and channel-specific role distribution

• brand tone of voice and visual line

3. Video production and shoot days

• scheduled shoot days in Helsinki, Tampere, or other locations

• multiple videos and still images from one day

• material ready for social media formats (vertical video, subtitles, short versions)

4. Publication and copywriting

• publication calendar

• texts written for each channel

• CTAs that support sales and lead generation

5. Social media advertising

• campaign structure for awareness, leads, and conversions

• A/B tests, different messages, and different creatives

• remarketing based on behavior

6. Reporting and optimization

• monthly or weekly tracking

• clearly reported leads, bookings, and sales

• continuous improvement: increase what works, reduce what doesn’t work

Who is social media marketing for companies a wise investment for?

Social media marketing is a sensible investment for a company that:

• wants a steadier flow of leads and meetings

• wants to stand out from competitors on social media

• needs high-quality video production as part of marketing

• wants to combine content production and social media advertising into one whole

• wants a partner that understands the entire sales funnel, not just one channel

If your goal is to grow, social media cannot be just a side product. It must be made part of the sales machine.