The lovely Clara and Krickelin are two social media and blogging veterans who have amassed large followings over the years, producing relevant and innovative content week after week. Together with Annakarin Nyberg, who has researched, written books and lectured in the field, they had the opportunity to discuss, exchange experiences and answer questions about digital entrepreneurship during a live event hosted by eXpression Umeå.
Clara Lidström and Kristin Lagerqvist, better known as Wonderful Clara and Krickelin, have long run their channels professionally, with similar reach and impact as the largest media houses in Sweden and with advertising partnerships with the country's largest companies. They belong to an industry that has been both patronised and pigeonholed as a hobby from the outset, but which now, ten years later, is turning over huge sums and influencing society on a broad front.
- Even though it's better today, I often get questions about what I'm actually doing. Depending on who asks, I try to adapt the answer and steer it towards business models, economics and strategies," says Kristin Lagerqvist
- Sometimes I get to raise some big players," says Clara Lidström.
To doing business in digital entrepreneurship is to live in a constantly changing world. New expressions and platforms take turns, professional roles that no one has heard of emerge, and user behaviors shift as quickly as the spring weather. Clara and Kristin are well aware of how important it is to relate to the rapid shifts while maintaining their authenticity and recognition factor.
- I try to surround myself with, and work with, people who are better than me," says Clara. It's not just about selling ads, but just as much about editorial work, administration and web development.
Kristin fill in.
- I try to be on my toes when it comes to new features and platforms. I like to try new things and am not afraid to fail.
Expressions such as "new business models" and "flexibility" often recur in some form during the conversation. Both Clara and Kristin try to spread their risks by building their business on several different legs.
- I am constantly building and developing relationships with my followers through social media and the blog. It's incredibly important to earn your relevance. In addition, I run advertising partnerships with clients, coach companies, take free-lance photos and am currently developing a new concept that will open its doors this summer, where both the digital and the physical will have a place," says Kristin.
- In addition to advertising collaborations, I run the clothing company Miss Clarity, lecture, write columns in Expressen, run a pod and write books, fill Clara i. It's about spreading your risks and making sure you have your centre of gravity on the right bone at the right time. This is particularly evident given the situation we're in right now, including declining advertising revenues.
In conclusion, the moderator of the day asked Annakarin Nyberg asked what they think they would talk about if they had the chance to meet again in the same way, in ten years' time.
- I'm the kind of blogger who wants to keep going as long as I can and can. It would be great to have the opportunity to write posts like "eight things you can do with the grandkids". On the side, I want to explore book writing even more and try more types of business," says Clara Lidström.
- I want to keep writing! Then I have the cautious goal of changing the world, by making it a little softer, I hope I continue to work towards that through text, images and various initiatives. I might be a little less personal in ten years' time," concludes Kristin Lagerqvist.
The text is an excerpt from "Digital Entrepreneurship", eXpression Live from 25 May 2020. The interest was high with almost 175 digital guests registered. Stay tuned for more events in cultural and creative fields.
