Obviously CEO Mae Karwowski featured in the Wall Street Journal


Today's an epic day at Obviously HQ. Our fearless leader, CEO and founder Mae Karwowski, was featured in today's Wall Street Journal discussing the ins and outs of influencer collaborations.

It's a topic that echoes throughout the halls of Obviously HQ. What is influence? How do brands leverage said influence? What happens when you reach the highly coveted 1 million followers? And does influence equate to stardom? 

You can read the original Wall Street Journal article here to answer those burning questions. Below, check out an excerpt from Mae's interview. 

Now, entrepreneurs, musicians, budding artists and regular people are aiming to win a capital M next to their follower count. While Instagram, owned by Facebook Inc., declined to say how many accounts have 1 million or more followers, the number is a benchmark that can change a new band’s trajectory, encourage household-name status and provide an entree into the world of branded partnerships, fashion and product marketing and more.

At that number, “you’re at celebrity level when it comes to brand partnerships,” said Mae Karwowski, founder and chief executive of Obviously, which connects popular social-media users, sometimes called “influencers,” with marketers. “You could have your own line with a beauty company. You can have your own line in a fashion store. You can be the celebrity face for campaigns.”

While influencers with as few as 10,000 followers can score marketing partnerships, the compensation is typically free products or up to $150. Once they reach 1 million followers, Ms. Karwowski said, the payments rise considerably, up to $15,000 per post and sometimes equity in the company.
— Wall Street Journal