Terese

Respondent: Terese

Interviewers: Christoph and Simon Length: 00:53:05

Date: April 12, 2018

Christoph: Oh yeah sorry. First we have some general question about your Social Media behaviour. Could you describe us the last time you used Social Media?

Terese: Ehm ten minutes ago.[00:00:18.12]

Christoph: Okay.

Terese: Do you want me to explain what I did? [00:00:26.26]

Christoph: Yes.

Terese: Okay. Ehm I think I scrolled through all my Social Media apps. Facebook, Instagram, Snapchat, Linkedin. Just looking in the feeds. Someone wrote something finding out that I had a new friend on Skype. That was actually the last thing I did before. [00:00:28.15]

Christoph: When do you usually use Social Media? Like during the day?

Terese: I was ehh..The main time in the evening. But also throughout the day. Depending on the time available.

[00:00:56.06]

Simon: So what would you usually do while checking Social Media?

Terese: Like the activities besides that or on Social Media? [00:01:16.08]

Simon: I mean when in terms of kind of what else during the day.

Terese: Then I would assume mainly like when I’m watching TV in the evening for example or if I’m on the train or the bus on the way to work for example. Ehm sometimes when I need a break during work. Just to do something else. [00:01:25.05]

Christoph: So how often would you use Social Media?

Terese: Ehm. Several times a day. Ehm I don’t know exactly how many times. Maybe..I go through all of them ten to fifteen times a day. [00:01:48.10]

Christoph: You mentioned a lot of them. How would you rank them according to which are your most favorable or least favorable?

Terese: Ehm I would guess. I actually think it’s pretty similar. But I think I’m more into Facebook since it’s often a chat there as well. So I mean you use it more then just for the feeds. But pretty similar I would say. I usually go through all of them at once. So I guess, maybe not in time, but as if I like at the times I open every app I would say pretty similar. [00:02:11.28]

Christoph: And who do you follow on Social Media?

Terese: Ehm the ones I follow is only friends. But then I read some blogs. And then it’s Blondinebella, it’s Kinza and Mikkaela Furnier.[00:02:50.03]

Christoph: Nice.

Terese: So I’m not a big blog reader but those few I would say I guess.[00:03:05.00]

Simon: Why those three specifically?

Terese: I would assume I follow Kinza and Blondinebella because they have been there since the beginning and I mean I was maybe twelve when I started to read them or forteen when it started like from the beginning.

And then as I mentioned before Blondinebella for example I haven’t been a truthful follower throughout the years but more or less I usually know what’s happening in her life for some reason. Ehm so maybe it’s because I read them for more than ten years now. From time to time. And Mikkaela Fornier I actually don’t know. I like her as a person because she’s not as big as the other two and she hasn’t been around for as long I would say as Kinza and Blondinebella. But I think she has like, she’s the nice person kind of that you want to be friend with. [00:03:12.29]

Christoph: How would you describe an influencer?

Terese: An influencer is someone who people listens to. Obviously in the word influencer they have some kind of influence on the persons who listen to them. And I would also say they have the possibility to attract the attention to have people listen to them. If you understand what I mean. [00:04:13.25]

Christoph: And how would you describe the content that influencers post?

Terese: Well really really different from each other. I mean some are very specific and they what to influence for example with design and like how to style your home for example. And those are very specific. And then you have the other ones that might influence on a more lifestyle approach. Ehm who wants to influence their kind or their way of living. So I would say it’s very different depending on the approach.

[00:04:42.20]

Christoph: Okay. So now we would like to ask you more specific questions about Isabella Löwengrip. Ehm how did you find Isabella and when was that?

Terese: As I said it was from the beginning. It was more than ten years ago. So I actually don’t remember how I started or how I found her from the beginning but I think she was like one of the first big bloggers in Sweden. So I think she was pretty much everywhere I would assume, in that time. [00:05:31.01]

Simon: Would you say you were among the first who followed her or were there others before you? When did you jump on the train?

Terese: I would say maybe in the middle. Not like an early adopter but not a late adopter either. But somewhere in between I would say. [00:06:04.29]

Christoph: What was the first impression of Isabella? Do you remember that?

Terese: No I don’t. I think most people thought she was like. Because you won’t probably not know it but I guess you know Simon Elverket, Stockholm by night and all of those kind of events. [00:06:19.17]

Simon: It’ like a disco..

Terese: For people under eighteen kind of.[00:06:38.22]

Simon: So it’s a party but no alcohol.

Terese: Yeah. But people usually drink some before so it’s like really...and she was one of those glitter girls of Stockholm by night and she was really like living the teenager dream kind of. So I think I thought she had a really nice life I would guess at that time. Ehm and yeah.[00:06:42.23]

Christoph: And how would you describe her now?

Terese: Now she’s more serious. Not a glitter girl anymore. So now I would say that she’s very like..I’m very impressed of her because she’s really have managed to move away from just being a blogger and an influencer to actually doing something. Like taking advantage from it and do it what she wants to do from it which is to start her company and to grow within the beauty industry and to be able to invest in other start up companies. So I would say she’s a lot more serious. She has two kids now. And a company that is growing really really fast. And I would also say that she is perhaps a bit more private because before she was very open on everything she did and who she met and who her friends were and so on. But now for example everyone knows that she’s dating someone but she’s really like she doesn’t give any details. She is like yeah I’m going to Italy with someone but she doesn’t say his name or where he lives or so on. So I would say that she’s more private as before. [00:07:18.02]

Christoph: How do you keep up to date with what she’s doing?

Terese: I usually. I’m not in her blog everyday but maybe twice a week or something. And then usually through the computer. Mainly reading her blog. And then of course sometimes since she’s a big blogger in Sweden. You can sometimes see it at like Aftonbladet, which is a newspaper in Sweden. [00:08:37.13]

Christoph: So it’s just the blog where visit her?

Terese: Yeah. I think she posts too much on Instagram for example. It annoys me. I guess like thirty posts a day.

[00:09:02.05]

Christoph: How would you describe the communication between Isabella and her followers?

Terese: I would say that it is depending from time to time. Sometimes I think she’s really into answering maybe not answering comments because I think she’s too big to do that but sometimes when she’s getting like offended in public for example like people can be really mean to her from time to time. And then in periods sometimes I feel she’s like defending herself to that and sometimes she’s like no that’s not worth

my time. But I would say mainly on the big topics that she engage with the consumer or her followers.

But I would also say that for example with her company I think she reads a lot of comments, I think she doesn’t always answer them but I know for example when she were to change the name within one of the companies she asked for the followers’ opinions and what they thought she should name it. And also sometimes with her products she sometimes asking like should we go with the light blue color or should we go with the pink one. What do you think about the design? And she’s really trying to engage them in the company. Maybe then in her blog specifically.[00:09:32.24]

Simon: How important is it for you that the influencer shares personal information? Between the ones you follow for example.

Terese: Yeah if I look at the three influencers I follow I would say that it is important because most of them do.

Or all of them do a greater or less extend. So I would say to keep my interest yes that’s important. But maybe like for example if for example when I buy my apartment then I might want to go into some furniture blogs and design blogs and then I would say that it is not as important but I also think I that I won’t follow them over time. [00:11:22.01]

Simon: And how would you say that Isabella in this case is communicating in terms of personal of private?

Terese: I think she’s private but not maybe not into this details that I mentioned before. She’s always like updating on her life but not on the people around her so to say. So she can be that I met this friend and names the person but it can also be I had a lunch with a friend and just say it like that. So she’s showing what she’s doing and what her opinion is but maybe not as much about the people around her.

[00:12:12.19]

Simon: Is that something that you want to read about?

Terese: The people around her? [00:12:50.29]

Simon: Yes.

Terese: No I wouldn’t say that it is important. Of course maybe it would be weird if it was always like I had a lunch with X yesterday for example. Maybe it would be weird if there were never any names or pictures on anyone. Except for her for example. Maybe then it would be weird but not that it has to be to a great extend. [00:12:56.07]

Christoph: How would you describe Isabella in comparison to yourself?

Terese: Oh that’s a tough question. I’m not an influencer. A big difference. Maybe she’s or not maybe, she’s a lot more entrepreneurial than I am. So really into this startup thinking. Ehm she’s a lot more networking kind of. I would say I’m also a networking person but not by far as close as she is to the same extend. Ehm she lives a totally different live. She has two kids. She has a completely different life in that sense. Ehm yeah, some big differences. I mean she lives in a house with two kids and so on. [00:13:29.13]

Christoph: Do you think Isabella has any values or ideas similar that you have?

Terese: Yeah. I would say one is hard working. I really work to get where I want to. Then she has damp..is it ADHD in English also. Is it the same?[00:14:41.09]

Christoph: Aha. Yeah yeah.

Terese: Is it the same? [00:15:07.08]

Simon: I think it is the same.

Terese: To a greater extend. I mean she benefits from it as well in her case. You don’t have to include damp into to the transcription. But ehm I would also say that we share an interest in food to have like good food when you travel a lot, to explore the world kind of. So yes I would say that there are common values as well. [00:15:14.22]

Christoph: And how important is it for you that the influencers you follow that they have like common values or similarities?

Terese: I would say that maybe not directly but indirectly because I assume if I wouldn’t have any similar values I would perhaps be annoyed by reading their text if we had different opinions for example all the time. I think that would be really annoying to read. Then you would be one of those really angry readers who always comment negative things. So I think indirectly it is important because otherwise I don’t think I would find an interest in it. [00:16:04.11]

Christoph: How would others describe Isabella?

Terese: I think they would describe her pretty similar but I think there are two views as well. Like some that is really inspired by her that she challenged the status quo and that she when she has the kids at home for example she has people who prepare the food, who cleans the house. She has a person who does the make up every day. And so on. So she is also for one group of people she is really testing them and it’s too far away from the Swedish norm So I think there’s really different opinions about her. Some people are you go girl, you do the right thing to buy as many services as you can for example and really pushing herself and many are really positive. And some are more like this is not lagom. So people can also be pretty annoyed by it I think. [00:16:45.26]

Simon: Which person, which team would you be on?

Terese: I would say I’m more impressed by her. Of course I can agree to some extend. For example me and Olivia have spoken about it. She’s mentioning in one post that she has a goal that once in a life, once during her lifetime she will be able to buy a private jet because she travels so much. And that was kind of okay maybe that was too far. I mean who needs a private jet? So I can understand that people doesn’t like that kind of thing but at the same time with her kids for example I can agree that it is good. Like why not hire someone to clean the house or whatever. Or to prepare the food when she has the kids if this makes it possible for her to spend more time with them and at the same time spending time with her company.

[00:17:52.07]

Christoph: How important is it for you that other people like her?

Terese: That other people like her? [00:18:50.10]

Christoph: Yeah kind of that you would follow her.

Terese: I don’t think that’s important but maybe of course if everyone were negative then maybe of course I assume I would be influenced as well. Ehm but as long as people are split I mean I see it positiv. I have my own view so indirectly influenced by others. [00:18:53.26]

Christoph: And how would say does Isabella fits in your circle of friends? Let’s assume she would be a friend of you.

Terese: Can you repeat?[00:19:22.09]

Christoph: Let’s assume Isabella would be a friend of you. How would she fit in your circle of friends?

Terese: I think she wouldn’t fit too good. I think she’s way to focused all the time and not having the capability of just like leaving things as it is and just enjoy life. I know she has written sometimes for example that for her energy management for example she had a post maybe two months ago or something and she wrote during for work for example her colleagues could perhaps talk about Britney Spears did this and I read it in a newspaper and this is waste of energy for her. So she usually walks aways at that point. An I don’t think that will suit with my friends because we can also spend a lot of time on those kind of things that is really not important but still funny to talk about. [00:19:35.03]

Christoph: If you had her as a friend what do you think would others think of you?

Terese: Do you mean my friends or other people in general?[00:20:50.03]

Christoph: Yeah like your friends or other people.

Terese: Yeah. Ehm I would assume that it would be two groups there as well. And especially if I would become friend with her right now then people would be like oh you want to be in the spotlight maye some people would be like. And ehm yeah but I think there would be both positive and negative. [00:20:59.01]

Simon: Let’s imagine. Take people that wouldn’t know who she was. What would they think about you if you had her as a friend?

Terese: And they just met her together with me kind of? [00:21:34.03]

Simon: Yeah exactly.

Terese: Then I would guess their image would be different. I think they would be more positive because maybe they haven’t seen her side where she tests people kind of and maybe going too far. I don’t know how she really is in person of course. But I would guess that she’s maybe a bit more calm than she express herself in her blog. So I would guess it depends on how much you would express the things that she has on the private side.[00:21:44.14]

Christoph: So when you are looking at her blog, at her content, how does that make you feel?

Terese: I don’t know if it makes me feel something special at all. I actually think I like her like home pictures best because she has a really really nice house which was totally fixed within a year maybe. So there it can be like I would like that chair or I would like that for example. But otherwise I don’t know if I have anything specific. It’s nice when she posts pictures from travelling. [00:22:37.14]

Christoph: What does Isabella mean to you?

Terese: What she means to me? Ehm not much really. It’s fun to follow but I mean I wouldn’t be crying if she stopped blogging either. [00:23:22.27]

Simon: In terms of the other blogs that you read, what does she mean to you in comparison to those?

Terese: I would say similar. I mean it’s fun to read but I don’t think that they are like as I said I wouldn’t cry if they stopped blogging. [00:23:45.15]

Christoph: Do you care what happens to Isabella? It could be bad things or good things.

Terese: Yeah I would guess so. Even though I don’t know her it’s kind of, I mean it feels like I know her in some sense. So yes of course. I mean even though you read about someone who had a stroke or whatever of course you care. [00:24:04.12]

Christoph: And how do you feel when she’s revealing her emotions of feelings about something?

Terese: I would consider I feel support because usually when they have open feelings in that sense maybe it’s often responding to negative critic and I can understand that it is really though to be in a spotlight in that sense. And for example Blondinebella has been in it for almost ten years or more then ten years. So yeah.[00:24:34.10]

Christoph: Would you like to meet Isabella in person.

Terese: Yes I would actually. I think it would be fun. I have seen her once or twice in reality. But never met her. I think it could be fun. [00:25:05.16]

Simon: Why do you think it would be fun?

Terese: I think because she is an interesting person and I think she has done a, I mean her, she has done an exciting journey with her company for example. And personally it’s for like going from fourteen years and becoming the biggest blog in Sweden and then continue for many many years. I think it’s a nice journey that she has done which would be fun to hear about. [00:25:20.23]

Christoph: Could you describe the content that you are interested in on the blog?

Terese: Yeah I would say I like the mix. Now she even has that function where you can choose different themes.

You can choose for example work or you can choose travel or you can choose food for example if you are only interested in one topic. But I would say I like the mix. But if I would choose something then I would say, I would assume work and travelling. [00:26:03.21]

Christoph: And what would be the least favorite topic you would say yeah she could skip that?

Terese: Ehm the everyday life with her kids. Like we went to the playground and we did this. [00:26:41.24]

Simon: Why would you like to skip that?

Terese: Because I don’t recognize it myself at all. And yeah nothing to relate to in that sense. [00:26:52.03]

Simon: What is it about the work and travel content that you like the most?

Terese: I think the travel part because it’s always nice to get someone elses recommendations what to do and it’s always usually very nice pictures as well to look at and you get some inspiration. If she’s in London and I see her at the nice restaurants then I maybe I would safe that one for the next time I will go to London. So it’s kind of inspiration. And for the work part I think it’s because I really like her in that sense because she has done a big journey. And she has come very far although she’s only two years older then me. So in that sense it’s inspiring as well. [00:27:06.23]

Christoph: How would you describe the information you find on her blog?

Terese: How do you mean information?[00:28:03.09]

Christoph: Like information in terms of like.

Terese: Have you had problems with that question before?[00:28:13.02]

Simon: No. Not at all.

Terese: Okay it looks like it on her faces.[00:28:16.25]

In document BEYOND PICTURE-PERFECT BRUNCH PLATES (Sider 179-189)