Mateusz Madejski, Business Insider Polska: You started your adventure with YouTube years ago. Are you wondering if it was easier to start your channel then?
Karol Wiśniewski: Certainly, when I started, the content gathered around a specific person, the “subscriptions” tab was crucial then. There was no way to create big viral videos. However, this was a bit worse for the platform. Now, most often, a user simply searches for videos on the YouTube home page. You could say it's good for YouTube, and in some ways it's good for users, but creators need to be more creative. You have to think more “virally”, you have to constantly think about gaining new viewers.
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When was it easier – now or a dozen or so years ago?
It seems to me that it is necessarily more difficult now. Simply, more people want to be influencers and act on YouTube than 15 years ago, when I started. So I think it's necessarily harder now.
Do you have any advice for those who want to start now?
If you want to be an influencer, it's best to find your niche first and then try to reach a wider audience. Needless to say, I also came out this way. That doesn't mean there's no room for growth, absolutely. However, all this would not be possible without the most important thing.
That is?
For me, all this would not have been possible without one thing – without enthusiasm, hard work or determination, it is impossible to build a well-functioning company. I think that if someone wants to be an influencer today, they must be prepared that no one will want to see them even for a few years. But if someone is able to do it despite all these years, in my opinion they have a great chance of success. But if not, in my opinion it won't work. In short – you have to do it for a long time, with passion, and then success will come. At Ekipa Management, we are looking for such people – with passion, who can't get through. So this way we can shorten the years it takes to set sail.
See also: 30 thousand PLN per month at the age of 45. This is how you will build a pension from the stock market [DOCHÓD PASYWNY]
Is an influencer a full-time job?
Not always. It is a very pleasant job, very creative, and sometimes very forgiving. However, I must admit that we in the team are looking for people who are willing to sacrifice themselves. Then, of course, you can achieve the most. I believe that I even worked three jobs over the years to build my brand and achieve success (laughter).
There's been a lot of talk about virtual influencers lately. Do you at Ekipa Management see this as a growing trend?
Honestly, I think these are just experiments for now. I think real people will always be the most defensive. For now, I think we just have to observe. Is it possible that AI tools will use the creator's image to create videos? Possible. But for now I don't see any great space for this. I won't say it won't work – but it's not an issue for us yet. Of course, we are testing various solutions, we have to keep our finger on the pulse. Certainly AI and new tools help in many situations. Let me give you an example. Just a few years ago, to make thumbnails on YouTube, you had to know Photoshop. Now you don't have to – AI does it perfectly and very quickly. New creators can benefit greatly from this. The situation is similar with assembly, probably soon bots will be able to assemble materials very effectively and well.
Do you want to always make videos?
I love doing it and I still do it. However, I also want to help other creators. That's what I want to focus on now. However, I believe that an influencer should constantly do new things, constantly surprise – YouTube gives space for this. This is the key to influencer longevity. Because let's be honest, it's considered a profession with an expiration date. If you want to get away from it, you have to constantly try new things.
Wersow and Friz, a married couple of famous influencers
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Artur Zawadzki/REPORTER / East News
For example?
We made influencer music, I think we even broke the spell a bit. Because before it was like that you were either an influencer or a rapper. We have shown that this does not necessarily have to be the case. Now we entered the cinema. We have two premieres behind us and we see that it is something fresh, something new – it is something that is being talked about. So I think that “100 days to the final exam” is also leading the way. Previously, influencers had rather secondary roles. And this is a feature-length film with influencers in the main roles. Further cinema productions are also planned.
See also: How to make a career on YouTube? [WYWIAD]
“We are close to reset”
You don't hide the fact that you invest a lot. What should he invest in now?
Honestly, this is the moment where I'm a little concerned about the enthusiasm in the market. I rather sell investments now, and if I were to invest, it would be in bonds or companies that are relatively crisis-resistant. I feel we are close to some sort of market reset. So I wouldn't recommend investing on a large scale now. I realize profits rather than invest. I focus on my company, on my activities at Ekipia Holding, and on working with influencers. This takes me the most time.
Do you want to go beyond Poland?
This has been our long-term goal and it does not change. First of all, my business is supposed to be the best place for influencers in Poland. A platform thanks to which they will be able to develop as best as possible. But when we are ready, we also want to go wider into the world.
