2025

Data Bites: LinkedIn series

Example of a Data Bites inforgraphics series on LinkedIn.

PROJECT CONTEXT

Good News from Finland is Finland’s commercial country brand channel, focused on strengthening Finland’s international reputation among business decision-makers, investors and global professionals. On Meta platforms, the channel had a successful format called Finnfacts – surprising facts paired with images or videos. They performed strongly on Facebook and Instagram. However, the same approach did not resonate on LinkedIn.

CHALLENGE

By early 2025, existing LinkedIn posts showed stagnating organic performance:

  • Image posts had on average 6% engagement rate and 3% CTR.
  • Video posts had an engagement rate 6–9%.

A new solution was required to grow the channel organically and raise engagement while reinforcing messaging in key sectors such as energy, tourism and startups.

MY ROLE

As Digital Marketing Manager, I led the development of the Data Bites concept from idea and strategy to implementation:

    • Identified gaps in content performance and defined the need for an insight-driven format specific for LinkedIn.
    • Designed the concept, publishing structure and visual identity.
    • Developed monthly thematic editions aligned with priority topic areas.
    • Selected, validated and structured core statistics into coherent storylines.
    • Independently designed all visual assets and data visualisations.
    • Collaborated with the managing editor and sub-editor for storyline refinement.
    • Tested formats through multiple iterations and analysed performance.
    • Analysed results and optimised following editions.

APPROACH AND SOLUTION

Data Bites was designed as a data-driven carousel series for LinkedIn delivering clear and credible insights. Here are key components of the concept:

1. Story-first carousel design

Each edition opened with an introductory slide, followed by a sequence of data-led insights forming a storyline and concluded with a call-to-action slide. 

2. Topic-focused themes

Each edition centred on one domain critical to Finland’s brand building:

  • Clean energy & green transition
  • Travel & Tourism
  • Funding & Startups

3. Data visualisation for clarity

4. Consistent but adaptive visual identity

The layout remained unified across all editions to build recognition. At the same time, colour palettes changed with each new theme to reinforce subject-matter associations.

5. LinkedIn-optimised format

The series was tailored for professional LinkedIn audiences: concise, analytical and insightful.

RESULTS & IMPACT

The fully developed Data Bites format became one of the channel’s strongest-performing organic content series:

  • ~30% CTR — a 10× increase from the channel’s previous 3% average.
  • ~33% engagement rate — compared to the typical 6% for images and 9% for videos.
  • Consistent positive feedback from professionals and business founders.
  • Extended interest within the team to evolve Data Bites into short-form editorial articles on the website.

Audience comments highlighted the clarity and usefulness of Data Bites in breaking down complex topics such as clean energy transition, tourism and Finland’s clean energy leadership. The project demonstrated the impact of platform-specific design, effective data storytelling and creating credible voice.

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