In the world, there are over 4.7 billion active users on social networks, which is approximately 60% of the global population, and the total budget is some 16 billion dollars. The dynamic development of new technologies and social networks has resulted in the appearance of influencer marketing on platforms such as Instagram, TikTok, and YouTube. At the same time, this represents one of the most important forms of promoting the products and services of numerous brands. Thus, at the very beginning of the panel, moderator Dominik Beber, editor-in-chief of JoomBoos, revealed that behind the name of the panel “the Economy of Desire” there is a story about influencers who turned their love for creativity and creating content for social networks into a serious business. Ana Radišić, journalist and podcaster; Marina Mamić, content creator and make-up artist; Nika Ilčić, content creator and make-up artist; Marko Arsa, influencer, and Kristijan Krištić, founder and owner of ROX Beauty, talked about influencers, success, authenticity, and mutual cooperation with other brands and also the media,
“It started spontaneously for me. I was interested in art from a young age and I knew that I would do something creative. Drawing on my face was purely a hobby and I didn’t know that it would turn into a career. There are many makeup artists, but I wanted to be different. That was a springboard for me, and the media played a big role as well,” said Marina Mamić. On the other hand, Ana Radišić explained that her idea came about during the pandemic and that she had a good number of thoughtful business decisions in order to create what she wanted despite all the potential risks.
Regarding the content itself, all panelists agreed that authenticity is the most important element that will lead to success and positive reactions from users on social networks. “It is basically a prerequisite for achieving something. For me, it’s passion and love for what I do, and without sincerity, authenticity and love, I wouldn’t be anywhere,” Radišić said.