Susana Molina took advantage of the screening after winning Big Brother and, far from being a broken TV toy, she knew how to establish herself on social networks as a content creator. Ten years after her time in reality, the Murcian woman tells us about the relaunch of an interesting application of which she is co-founder, called Womo (formerly Viveapp), which is dedicated to connecting influencers with experiences who want to promote themselves on social networks.
“That contact process that was so cumbersome before, can now be done with just a few clicks,” she and her fiancé, Guillermo Valle, co-founder of the application, tell us. The couple celebrated the rebranding of their project on Wednesday night in Madrid with a party attended by television faces and a number of influencers, their friends. The television station also clarifies what she did with the 300,000 euro prize that she won on Big Brother 14.
How did the idea for Womo come about?
Susana Molina: I am dedicated to social networks and Guillermo had many contacts in the hospitality world, so we thought we could make an application to unite the two worlds. It is not an idea that we invented but the other applications were poorly planned from our point of view.
Guillermo Valle: The platform is a meeting point between the best experiences and the best influencers. That contact process that was previously so cumbersome can now be done with just a few clicks. The platform professionalizes these exchanges, sets conditions and the profile and the restaurant accept them.
What does the application do?
Guillermo Valle: Find a solution to that friction that is generated in collaborations between influential people and plans such as restaurants, hotels or experiences in general. The app facilitates these collaborations.
Susana Molina: We have a community of the best profiles in Spain. We have everything from lifestyle influencers, actors, athletes, foodies, journalists… The app started to carry out fleeting collaborations between influencers and businesses, but over time we have realized that the demands of the community were more demanding and the idea has also evolved into larger events, trips or actions.
Does this app cause influencers to eat for free at restaurants?
Guillermo Valle: With this we have to be very careful. It must be made clear that nothing is free. It would be free if our mother went to eat and then walked out the door. Here there is a trade-off between advertising and outreach to potential customers. This advertising generates more than the experience, therefore it is not that influencers eat for free, but rather that they offer visibility to brands in exchange for a ridiculous price, such as in this case it may be one or two place settings.
What is the reason for the rebranding of the brand?
Guillermo Valle: We have been forced to align the visual brand and name with the product we now have. It has evolved into a community with the best influential profiles and also the best experiences. From day one we have worked with the Dani García Group and five-star hotels. We saw that the essence of the brand went much further, especially in the face of imminent global expansion.
Can micro-influencers also participate or is there a minimum number of followers to enter the application?
Susana Molina: Until now we had a minimum of 25,000 followers, but the idea behind the rebranding is also to give importance to micro-influencers, who also have a fundamental weight on social networks.
When did you start this project?
We have been working on it since November 2021.
What do you think has been more fundamental in your career, television or social media?
Both have been fundamental but social networks have given me the opportunity to develop more in the professional field.
You became known for your participation in Big Brother, how do you define your profession now?
A stint on a television show does not define anyone, nor does it define their career. But, over time, I think I have dedicated myself more to social networks. There are people who now don’t even know that I was on a television show. I’m not ashamed, far from it, but in the end I think I’m more comfortable on social media.
How was that change from reality character to influencer?
I have done two reality shows, but I think that the reality world is like a world apart from television on sets. After Big Brother and Temptation Island I have dedicated myself mainly to social networks. There were people who told me before the second reality show that I was going to lose my job in networks, but in the end it was something very positive for me. The same thing happened to me with Womo, I could have continued just doing work on social networks, but why not join other projects that excite me?
What did you do before Big Brother?
He was a student of Business Administration and Management. She also worked as a hostess at events.
Did you have any life plan before dedicating yourself to social networks?
I got into business management because I wasn’t sure what I wanted to do. I was envious of people who had a vocation for something, but I realized that my vocation was networks. Since I was very little I consumed YouTube, I was a fan of Marta Rimbau, who is now my friend. I dreamed of one day being able to have a blog but then I saw it as a hobby.
Did you invest the prize you won in Big Brother or what did you do with it?
I was quite far-sighted and saved a lot, almost everything. At that time I was 22 years old and I didn’t have very clear ideas so I decided to save it. And there it is saved.
You are getting married soon… can you tell us something about the wedding?
I haven’t said anything yet because this Womo event has taken up all my time. I have the wedding planner very angry with me. I have already promised you that I will wear it starting Thursday. Everything is completely stopped. We don’t have a date yet.