Initially, Monochrome focused on Instagram only but today, they cover all major social media channels excluding Facebook. They also work with a large number of influencers and are always on the lookout for more. “We don’t have a fixed list of influencers, but instead always find the best fit for the customer’s specific needs. That helps us stay neutral and flexible,” Matilde says. For an influencer to collaborate with Monochrome, they must — besides having enough followers — produce engaging content and align with the company’s values. If it’s a good fit for the customer, even the follower number doesn’t need to be that high. “For a Finnish customer, someone with good, relevant content and 2000 followers in Finland is always a better option than somebody random with 100 000 followers abroad,” Matilde explains.
For Monochrome, the future is looking good. They are not a startup in the sense that they’re not looking for explosive growth — also, they’re profitable — but the whole field is growing and Monochrome with it. “We were quite lucky with the timing, growth comes almost for free. We have to be careful it doesn’t make us lazy,” Matilde says. Lazy is not a word anyone would use to describe Matilde, though. Having helped Monochrome grow to what it is today, she’s already looking for new challenges. “We have this new business idea with Emma, and I’m also writing a children’s book,” Matilde says. In addition to work-related projects, she’s also finishing up a bachelor’s degree in educational psychology at the University of Helsinki, learning to sail and studying how to become a social media influencer herself. “I guess I get excited about new things easily,” she says laughing.
We should focus on doing things that make us happy.
Getting excited about things definitely helps in becoming an entrepreneur, but it’s not enough. “I think everyone gets good ideas, but what matters is making them a reality,” Matilde says. She believes her time at Aalto University made her more solution-oriented, and a better entrepreneur. “Aalto in general and especially AVP and Kiuas helped me to see the world differently and understand the value of diversity in problem-solving,” she says. While she agrees that anyone can become an entrepreneur, she emphasizes it is hard work that might not suit everyone. “Try it out and see if it’s for you, but don’t force it if it doesn’t come naturally. After all, we should focus on doing things that make us happy.”
Banner image: Original photo by Sanni Siira, edited by author (who is not a designer)