A Growth Engine for Europe

Media house Splay works with digital content creators and major brands who want to use YouTube in a strategic, professional way. Splay currently manages around 500 of the biggest YouTube and Instagram stars in the Nordic region, helping them to reach a wider audience and earn money. They also work with brands that want to use films to reach out organically, rather than buying advertising airtime. CEO Vigor Sörman, the company’s founder, explains: “We’re more than happy to hook up our creators with brands so that they can develop content and engagement around a product or a brand. Working with big profiles generates a superb ROI. One of our customers recently did a campaign for a specific product and got results that were 300% better than expected. Their total sales increased by 20%.

“YouTube is a really effective tool for reaching a younger audience – the ones that are difficult to reach elsewhere. But it’s not only the young audience – on YouTube you also have the opportunity to reach out to other target groups too. You can show your ads, target with excellent precision, create your own branded channel and communicate with the audience.” Vigor goes on to explain that there’s huge potential in all the statistics companies can get about customers with their channels: “You can get an enormous amount of data out of YouTube Analytics.”