Blogging has become big business. Not only do agencies and brands liaise with established bloggers to create and amplify campaigns, but also the industry of brand publishing platforms and business blogs are increasing in value.
Major bloggers are now commonly represented by specialist agents and draw big crowds and dollars, successfully leveraging their audience share for conversion into social and economic capital. Leandra Medine’s curated blog on outrageous fashion trends adored by women and despised by men, Man Repeller, is estimated to be worth $8.1 million, with more than 1.5 million unique page views a month. Similarly, Australian blogs such as Gary Pepper Girl, Substance Blog and Fat Mum Slim all have powerhouse followings.
‘Ordinary’ individuals are well and truly cementing their place as authoritative voices in the competitive fashion, beauty, health and lifestyle industries, but why should businesses reach out to bloggers to engage with their brands?
1. Your audience is hanging out there
There are approximately 214 million blogs on Tumblr alone. The general popularity of blogging can be traced back to the ease and low cost associated to connect with like-minded individuals, share personal views and spark conversation. Humans are social beings, blogging and social media just expands the friendship circle.
2. Personality counts
Blogging is such a powerful tool for brands as the flexible linking of text, pictures and video content assists in engaging audiences with a powerful brand message, story or personality. We recently introduced Rentokil to a new audience and made the issue of pest control approachable with a sponsored post and giveaway on Retro Mummy.
3. Click this way
Blogs, and online in general, provide an important digital point-of-sale for customers that can drive traffic or influence purchase decisions. Today it is fair game to spot something on a blog, check Instagram and link to an online store to check price and availability all before buying. Bloggers are now realising the power of their influence and receiving up to $200,000 commission a year on sales driven by their sites, through platforms such as RewardStyle.
4. Community spirit
People look to blogs to document life experiences, express emotion, involve in community forums and present opinions or ideas in writing (hence the need for effective community management – the good, the bad, the ugly). Working with blogs, brands have an opportunity to speak with audiences through a trusted influencer in a familiar online community space. Helpfully, bloggers are your audience, “they are as much consumers as they are media to be consumed”, so they know how to tap into their audience (and yours).
5. Be like the cool kids
Successful bloggers engage with relevant brands in an exchange of their social following and cultural influence. The illusive idea of ‘coolness’ is forever being chased by marketers to add brand value, but it isn’t so easily attained. Coolness is most often attributed to cultural objects (people, brands, products, trends, etc.) inferred to be autonomous. AKA: zero cares given.
Bloggers are considered an independent and trendy alternative to the mainstream media. This concept is particularly prominent in the fashion blogging industry – there is a reason girls with messy hair and a nonchalant attitude have the biggest online followings.
To wrap things up, here are two of my favourite major blogger x brand collabs: