Girlfluence To Harness Women Power Online Using Video
Digital marketing agencies that make a business out of harnessing the power of online social influencers are a dime to a dozen, and those that cover niche spaces – mommy bloggers, for example – are also common. But how about one that’s totally about women? Just check out Girlfluence, touted as the first influencer marketing agency founded by women exclusively for women.
Founded within Manhattan’s Silicon Alley – which is seeing an explosion of entrepreneurship in the digital space – New York City-based Girlfluence aims to gather the support of and speak to the new generation of female entrepreneurs, influencers and consumers and thereby harnessing and nurturing female empowerment. The agency is headed by Dara Kaplan and Gwen Wunderlich (both of whom are part of full service PR and branding agency Wunderlich Inc). Kaplan will lead the company as CEO, while Gwen Wunderlich will act as CMO. Ivana Robles, also part of Wunderlich Inc, was most recently announced as Director of Strategy and Brand Relations and will round out the team as a founding team member.
The company is focusing on campaign content creation in video and photo, digital brand consulting and strategy, brand alignment and event production and activation in its work with brands. “Girlfluence differs from any other talent agency is that we are leveraging our influencer’s social power and audiences for a greater good (specifically requiring) and encouraging them to spread that same message,” shares Director of Strategy and Brand Relations of Girlfluence, Ivana Robles. “Essentially, we are creating a force of women with large followings to mentor, donate time and push that message out, creating a women’s empowerment movement. Not only that, we too are mentoring and coaching our influencers to grow larger, successfully brand themselves, learn how to speak to the media, create a communications strategy for their own brands and expand into larger brand partnerships.”
Robles adds that video will be a key element in their work. “Video content will be the future, disrupting the cable industry. According to Cisco, by 2017 video will account for 69% of all consumer internet traffic,” she shares. As such, Girlfluence is currently looking to signing over 50 women to join their talent management roster by focusing on the YouTube market in the startup’s initial phases.
One of the first women to sign on is YouTube Vlogger, Nur Alaqili (@NurberXO), who can be currently be found on YouTube and hosting the Beauty Report live on HSN nationwide.
Daniel Goh is the founder and chief editor of Young | Upstarts, as well as an F&B entrepreneur. Daniel has a background in public relations, and is interested in issues in entrepreneurship, small business, marketing, public relations and the online space. He can be reached at daniel [at] youngupstarts [dot] com.