Karoliina Simoinen
Pernilla Böckerman did the right thing by handling her divorce publicly, writes Iltalehti editor Karoliina Simoinen.
Love is a valuable currency. Marketing professionals have used it for a long time, especially when the target group is women.
For example, in the United States, it is common for two public figures to create a false love relationship, i.e. a “PR relationship”. It is intended to attract attention to “lovers” both for their products and services.
PR relationships seem to be still rare in Finland, but the marketing value of love has been noticed, especially among social media influencers. Even hinting about a new lover causes speculation on discussion boards, which in turn brings more impressions to the profile.
Impressions, on the other hand, are direct currency for partners. When a social media influencer prices the prices of their advertisements for companies, the price bases are exactly the number of impressions and the visibility the company gets.
Pernilla Böckerman was known for a long time as a fitness influencer followed by more than 200,000 people. When Pernilla was preparing for fitness competitions in 2022, she realized that she didn’t want to continue anymore.
Pernilla’s following presumably consisted of people interested in her fitness career. When the competition stopped, he probably had to find a new following.
Pernilla brought her relationship, which had started a year earlier, to the public and this is how her new career began. The solution was apparently profitable, as Pernilla’s income increased by tens of thousands of euros from the previous year. He earned a whopping 174,527 euros in 2022.
Pernilla presented her new love to the media in 2022 at the Creator Awards gala. Antti Nikkanen
The social influencer’s job is practically to make their private life public. Publicity, however, is the kind of bun from which you can’t just nibble on raisins. When you make your private life public, its dark side also becomes public.
Pernilla shared her own relationship podcast Pernilla & Kytta in the last episode, that he became aware of this when he made his relationship public. However, Pernilla said that she regrets her choices. Talking about the breakup has felt awkward – who would have guessed?
However, Pernilla was extremely fair to her followers and the media that wrote her interviews when she dealt with the separation publicly.
It’s good that the people who followed the relationship get to follow the story until the end and get a reward for their dedication, with which Pernilla runs her entire business.
There are also those public figures who present their entire love life to their followers and the media, but when there are wrinkles in love, they suddenly announce that it is a private matter.
They should follow Pernilla’s example.