Youth Is Drama

As a public broadcaster of a small country – Finland – YLE cannot hold the field with massive budgets or marketing. Therefore, the strategy of YLE Drama is to get to know the audience, their needs, fears, and desires so they can develop the content their viewers want to engage in. YLE Drama is using Instagram drama to explore and discover bold formats, fresh talents, and innovative visuals. In addition, we are also able to reach the demographic not using YLE’s own platforms.