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Tumi Adeyoju, 20, is a public health expert at the University of Houston. But in class or when you’re not studying, fashion, lifestyle and beauty blog – a venture that he hopes will turn into a business.
Like many of her generation, Ms. Adeyoju dreams of becoming an influencer: an opportunity for anyone who makes money by posting about products on social media. Still, there are some obstacles. First: Miss Adeyoju has more than 700 followers on Instagram. Many influencer marketing platforms where creators connect with brands require thousands of followers for entry.
Back in November, he heard from a mutual friend about 28 Row, a new app that doesn’t have such a requirement. All he needed was a .edu email address.
The app was designed as a place for college women to connect through shared interests, and for many, influencing social media is a big deal. In a phone interview, Ms. Adeyoju said that 28 Row “really introduced me to a lot of new faces, providing a lot of variety when it comes to influencers and creators.”
These days, there are all kinds of resources devoted to the business of influencing, not just sites for creators and brands to do. broker relations but also life coaching services and focusing on networks payment equity in industry. What sets 28 Row apart is its user base: The network is specifically for college women.
Cindy Krupp and Janie Karas, the founders of 28 Row, knew from the very beginning that they wanted to focus on students. In 2018, they recruited 20 college influencers and associated them with several brands popular with young women: Elf Cosmetics, H&M, and Monday Haircare. The company’s influencer marketing platform goes live one year later.
“Brands are itching to reach this demographic,” Ms. Krupp, a public relations specialist, said in a Zoom interview. (Ms. Karas started as an assistant at the communication agency Krupp Group, which she founded in 2005.) “Exploring, finding and networking them takes a lot of work. And I think a lot of brands want access but don’t have the infrastructure to put together a team to find that network.”
Ms. Krupp, 48, and Ms. Karas, 28, were inspired to create a social app after members of her influencer network wanted to connect in a group chat.
“They talked about everything from ‘The Bachelor’ to the picture ‘What are you wearing’,” said Ms. Krupp. “We really ‘aha!’ moment, this was built to be something different from where we were at that point. ”
The app, which became widely available in September, has around 1,500 members. While there are many, not all of them are budding influencers. “social butterflies” to members who are part of 28 Row’s influencer network; in the app, each has a star next to their username.
Megan Parmelee, 25, who joins 28 Row’s influencer network, said what sets it apart from other platforms for influencers is the opportunity to meet like-minded people.
“So many people come together for a common cause and a common cause and it’s just to bask in this social media space, which is the world of content creation,” said Ms. Parmelee, a graduate student. Physician assistant program at Clarkson University in Potsdam, NY
“I joined because I want to grow my network,” he added, “and it’s nice to be able to share what I’ve learned along the way.”
Christian Hughes, a marketing professor focusing on digital media at the University of Notre Dame, said new apps like 28 Row can help users deal with the “trials and tribulations” of online life.
“The influencers are really under constant speculation and observation, there are trolls and a lot of negativity,” he said. “And there’s a lot to suggest that social media can be vulgar on mental health.” Dr. Hughes was referring to the documents Published in The Wall Street Journal This revealed the extent to which Facebook knew about the negative effects of Instagram on teenage girls. “I think it will give these women a little more support,” she said. “I hope you can at least give him more support.”
Ms. Karas and Ms. Krupp said they are working to make sure 28 Row promotes an inclusive, positive society.
Ms. Karas said college women as a whole need a safe space away from dominant social platforms. “They need a safe place to support each other and raise each other,” he said.
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