Influencer 2018

Outfit,personal,Work,9 January 2018

As this year just started and I’m thinking over my personal goals, dreams and plans in life, I’m also reassessing my work field and what I wish for myself in the near future. I’ve gotten some questions about the work I do, therefore I thought I’d scrap up some of my thoughts while lying in bed being ill. When it comes to what I do I don’t really know what I want or should call myself. An Influencer maybe, but that term is in my opinion a little bit hard to understand and define. Right now, my main occupations are modeling and creating online content. Mostly for my own blog and Instagram, but also for companies to use on their own platforms.

The influencer market is changing rapidly. More channels are available and there is more and more competition. Luckily, companies here in Finland are realizing the importance of social media today. I have chosen not to take on more channels than I can handle and focus on what I like and what works for me. My main focus is to inspire with pictures within the fashion and beauty area. I love Instagram, but put most lot of love and work into this blog which still is my main channel.

Trends I see coming this year are longer collaborations where a company and influencer takes the risk to invests in a longer collaboration or ambassadorship for a longer period of time. I really wish and hope that this way of working would become more popular because I honestly think that’s the most beneficial and fruitful form. At least in the long run. It’s a risk both for the company and the influencer to commit to each other for so long, but active engagement and sincere interest in the partner makes the collaboration more trustworthy and believable. Personally, I like to really get to know the company/product and invest my time, effort and emotions into it. I want to go over the company’s main goals for the collaboration and together work out a plan to work towards and achieve them.

I choose my collaboration partners extremely carefully! I say no more than I say yes and want every collaboration to feel accurate to the rest of my content and most of all you, my dear readers. Every collaboration is for you! Everything I do here is for you to take part off for free.

I hope collaborations would become more selective and exclusive. Buying the same visibility and content from many influencers all at once gets in my opinion a little too uninteresting and less personal and not trustworthy. I prefer collaborations that have selected only very few influencers they strongly believe in and want to identify themselves with. Branding is important for me, but also for the companies.

In case you’ve ever thought of becoming an influencer yourself my advice is that you should definitely give it a fair chance. Don’t give up, but be ready to work for free for some time and it’s important to understand it’s not all fun and games. Think about what interest you and how you would like to communicate your love and passion towards that to others. What’s your way to inspire? It can be anything from knitting, cooking, cats, gardening, décor you name it! Having a niche is good. Then choose what form you want to communicate in. Do you prefer YouTube, podcasts, Instagram, blog, snapchat, Pinterest, Facebook etc. Dream big and work harder and don’t care if you aren’t the biggest on the market. I strongly believe that smaller influencers are getting more and more important and valuable. Companies are realizing that smaller influencers might have the most loyal followers and targeted audience. That is worth gold.

If you have any wishes, thoughts or criticism about my collaborations or the work I create here in general, don’t hesitate to write either here or email:

Hoping for a great year also business- wise, both for myself and all of you!

tee, jeans and shoes zara// tweed jacket Indiana (on sale here)// bag louis vuitton

Pictures by Juuli Rönkä


  • Minna

    I definitely agree with you, exclusivity is a good thing in collaborations. In a small country like Finland, where people follow many influencers, it is weird to suddenly see everybody collaborating with same brands, at the same time and and with very similar campaigns. For me it does more harm than good, shows that the brand has just bought these influencers to advertise for them without further commitment. It makes the influencer look bad too as you are not sure if they really recommend the brand or is it just something they get paid for. But when there’s more exclusive and long term collaborations that fit the influencers brands, those are much more interesting to follow.

    • Sofia Ruutu

      Yes, exactly. Well said! Personally and honestly, I don’t mind collaborations at all (when reading other blogs)! I actually like them if they contain good information and are well made- which they usually are. I spend much more time when I work on a collaboration, because I want to get the most out of it for YOU. I try to create and provide you with the information I find interesting in that partner/ product/ service. And, exclusivity is always good. Although, it’s a little bit more tricky here in Finland. <3

  • Vm

    Täysin samaa mieltä ja juuri sen takia blogisi on pysynyt yhtenä suosikkilukemisistani. Olet aito myös yhteistyöpostauksissa ja se näkyy. Kuvat ovat jälleen upeita! Aina niin “kekseliäitä” (oisko oikea sana kuvaamaan). Saan paljon inspiraatiota omaan pukeutumiseen. Kiitos siitä sinulle!

    • Sofia Ruutu

      Hei kiitos! Ihana kuulla, että oma ajatusmaailmani liittyen yhteisöihin välittyy myös teille.Se on minulle todella tärkeää.

  • Outi

    Hei Sofia!
    Nykyään tulee kommentoitua blogeihin ihan liian harvoin, mutta nyt täytyy vihdoin antaa sinulle kiitokset, joita usein blogiasi lukiessa ajattelen. Pidän blogistasi ja ihailen sinua erityisesti siksi, että sinulla tuntuu olevan yhteistyökumppaneiden suhteen todella tarkka seula. Monissa blogeissa tuntuu tosiaan olevan samat kampanjat käynnissä samaan aikaan, mikä väistämättä laskee niiden tehoa, tai yhteistyöpostaukset on toteutettu niin kevyesti, että ne tuntuvat pelkiltä merkityksettömiltä mainoksilta. Sinun blogisi taas erottuu joukosta siinä, että yhteistyöpostauksissakin on oikeasti merkityksellistä sisältöä ja yhteistyökumppanit on tarkkaan valittuja, arvoillesi sopivia ja oikeasti kiinnostavia. Mieleen on jäänyt erityisesti upeasti ja viimeisen päälle laadukkaasti toteutettu kampanja Omegan kanssa – en olisi voinut kuvitella Suomesta ketään sopivampaa mainoskasvoa/brändilähettilästä heille! Arvostan myös suuresti, kuinka olet tuonut turkiksia esille blogissasi ja nimenomaan vastuullisuuden ja ekologisuuden näkökulmasta: vanhan turkin muodistaminen on varmasti ympäristölle parempi vaihtoehto kuin tekoturkis.
    Kiitos siis laadukkaasta blogistasi ja että käytät vaikuttajan rooliasi viisaasti ja harkiten! Ihanaa kevään odotusta! 😊

    • Sofia Ruutu

      Kiitos Outi ihanasta kommentista ja palautteesta! Ihanaa kun tuntuu siltä, että arvostatte tarkkuuteni kun valitsen yhteistyökumppaneita blogiin. Haluan, että yhteistyöpostaukset tuovat mielenkiintoista ja teille relevanttia sisältöä.

      Ihanaa kevättä myös sinulle ja kiitos vielä siitä, että kirjoitit. Se on minulle todella arvokasta.

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