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Are Social Networks Killing Independent Bloggers?
Submitted by Macala Wright on 04/28/2010 – 6:39 AM8 Comments | 716 views
Do social networks, retailer affiliate marketing programs and vertical ad networks negatively affect online revenue for independent bloggers.
Video killed the radio star and Wal-Mart killed the mom and pop shop – are popular social networking sites such as Facebook and Twitter killing the independent blog?
It seems that social networking is the double-edged sword in the life of the average blogger. While bloggers use social networking to promote their blogs, they are also experiencing competition when it comes to advertisement sales.
Krista Peck of Style Epiphany, a women’s style and shopping niche blog created in November of 2007 believes social networking sites are causing independent blogging to suffer. Peck has a theory that Facebook and Twitter may be the biggest culprits in her declining ad sales. She still does all the right things: networks, posts unique content at least 5 times per week, utilizes SEO, hosts giveaways, sends out a weekly newsletter, etc. However, Peck has seen a 94% decline in ad sales in the last 12 to 18 months, which happens to coincide with surges in the popularity of Facebook and Twitter.
With celebrities like Oprah Winfrey and department stores like Nordstrom campaigning on these popular social networking sites, it didn’t take long for their fans to follow suit. People like Peck are finding it increasingly challenging to entice people away from Facebook and Twitter to read her blog. Snappy headlines, affiliate coupon codes and giveaways just aren’t enough—because readers are already receiving these things on Facebook and Twitter.
Independent bloggers like Peck worry that they may be dropped from affiliate programs due to poor performance. Almost weekly, Krista receives an email from an affiliate partner who has noticed that she hasn’t generated a sale in the past six months and would love for her to get active in the program.
All Peck can do is cross her fingers and assure these companies that she continues to use their text links, rotates their ad banners and promotes their companies on Facebook, Twitter and in her newsletters. A blog is usually not entirely free to run and a blogger’s time is worth something, so bloggers like Peck rely on ad sales to keep their blogs afloat. Only time will tell if the average blogger who hopes to make a profit from their blog can survive being smothered by the big names in social networking. With patience and hard work on the part of the blogger and some understanding on the part of companies with affiliate programs and ad dollars, independent bloggers may survive.
The Value and Necessity of Independent Bloggers
When Peck came to us with her observations, we realized it was story that crossed multiple talking points in our industry. It spanned everything from building blogger-brand relationships that foster positive brand sentiment for large retailers to how to ethically work with bloggers and support them. As marketers, we’re shifting our efforts to incorporate location based marketing, digital content delivery and online-to-offline tactics. How are we shifting the way we value and work with bloggers?
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Thank you for sharing this story. I hope other fashion bloggers who run ads will chime in.
I used to look forward to displaying the coveted sales and coupon codes from Sephora, Nordstrom, etc. But now, whenever I log into Facebook, the same promotions are running there. Since more people visit large social networks such as Twitter and Facebook, they seem to be using these networks to meet a variety of needs (some that bloggers within our niche catered to exclusively).
I was just dropped from Nordstrom last week after 2 years in the program. While some companies are understanding after an explanation, others don't bother to reply.
Sales are sales to some, but I hope to see more support of independent bloggers in the future.
I have been following your site for about 2 months now. And though as a fellow I do not know fashion at all, part of a new project I am doing touches upon fashion and so I have attempted to educate myself. Another aspect I believe in what independents are experiencing is that the blogging neighborhood is getting full. When everybody has a blog, how much time does one have to read everyone else's blog? There are blogs on everything. So what differentiates? I have not followed Krista's blog but did look at it today. A blog I have followed for 6 months is StyleSeekingZurich. There is an element of authentic with the StyleSeekingZurich ladies. They put themselves in the blog. And notice they are getting a lot of comments and Krista very few.
I believe an independent blogging can grow, but the tactics have to change. Independents can relate to people in ways companies cannot. Find those ways and I think you have a very successful blog as you are doing things that companies cannot. That is being authentic. A company as opposed to an independent can only be authentic to a certain point.
As for Facebook and Twitter, in their current forms I believe they too are fads. I have a Facebook account but have tired of it long ago. That may tell you a lot about me. Companies use it as a second website that in reality has drastically reduced capabilities to present information. And much of what they do is just list products there. And as a vehicle for communication Facebook and Twitter are out of context. It is hard to have an authentic conversation on Facebook….and Twitter it is just hard. I am out taking down a tree in the woods and I get a Twitter 60 character message on the phone about php computer code for building a website with a link. After I have taken off my gloves and dug through my overhalls to find the vibrating phone that is about the time I check out. To me an authentic Tweet is, “There is a Bear heading your way, RUN! “
So Be be Authentic, and I think you will get peoples attention and loyalty.
Thank you, Thomas. You brought up some great points. There are certainly more blogs cropping up every day, which should be a fantastic thing.
Fashion bloggers who share their own style definitely have a distinct place within the niche. Susie Bubble, Jennine of The Coveted and Bryanboy are just a few people that really rock their own style on the web and inspire others. The blog you follow is also an excellent example.
I think that if affiliate advertisers in particular are not supportive of independents, we may end up with a very vanilla, skewed take on each subject. Some small bloggers proudly display Saks, Bloomingdales, Macys, etc. banners out of loyalty. When large companies sweep through and cut small blogs out due to lack of sales, they are showing little understanding of the beauty of social networking, in my opinion. They are also missing out on excellent branding opportunities, sales or no sales.
I hope that affiliate advertisers will adopt a more supportive role in their relationships with small blogs to ensure a diverse look at the topics people are passionate about.
Krista, you are right. Affiliate advertisers need to be supportive of independents. But I would also say that affiliate advertisers need to know that they need independents too.
What I would like to see for Style Epiphany, I would like a picture of Krista right up on the top right of your page. Now I am dealing with a person and not a company. On your pencil skirts entry I would like to see something like, “these are all great pencil skirts but this is my favorite. And then why. This is what I really want to know…what Krista thinks. Now she is transformed from conveying information to being a part of that information.
I see two parts here. One, is bringing brands to peoples attention. But the second part is more important because it is distinctive and that is the “Brand Krista.” No company has the “Brand Krista” and therefore it is unique. The “Brand” in my mind is the interaction of Krista with brands. That is authentic. Certainly there needs to be a balance between Krista and the brands, but what is more important is Krista. Coming to your site visitors develop a bond with the “guide” that transcends the brands. Brands come and go but Krista is the brand strength. Affiliates want to be a part of that. That is the value and that is what affiliates need and need to know they need.
Thank you, Thomas. You have given me wonderful food for thought. This is something I've thought about since starting the blog: how much “me”-focused I'd like it to be. My observation has been that most of the personal style blogs feature people in their early 20s, so I decided to opt for an angle which I felt was a bit more timeless and maybe removed. Will people want to read my blog in 5 years if I splash pics of myself at 40 all over? Maybe if I were a celebrity or celeb stylist. You are right, though, there needs to be an intimate aspect to a blog, or it feels sterile.
I still hope to see better relations between bloggers and affiliate programs. With more blogs, I am sure they needed to set strict guidelines. As Macala mentioned, brand sentiment is an issue, and when affiliates cut some of the most loyal customers (who happen to be bloggers) from their programs, it can leave a sour taste the mouths of the customers/bloggers.
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Going offline for a big move. Thank you for your input!
Hi Krista, first off 40 is the sweet spot on age and secondly that is the right demographic too! That also is were the ladies and men have enough money to buy things.
I just like to associate a picture of a person with the product. There are thousands of sites out there, all trying to have the nicest look etc, etc. After looking at 20 sites can you remember them? I have a hard time picking those apart 20 minutes later. But I have gone to sites where there is a picture of the person who has the site and I can remember that site for a long long time, even years. That person has in a way become a “celebrity” to me.
This has been a good exchange for me too. I am building a textile site and it has been cause to reevaluate what should be priorities.
Hope your move has gone well!
Thomas – sorry it's taken me a bit to chime in on this. Been a little busy over here. I appreciate your comments for Krista's article. The comment about sites really hits home for me. I see 1000s of sites, it's grueling. But when I find a site that inspires me – I bookmark it and I personally start to develop a relationship with that blogger or publisher. If they're content kills and original, I throw their stats to the wind and fall in love with them and just continue to let them inspire me. Do you know about BurdaStyle.com? If you're in textiles, that may be a good source for you.
I appreciate your spin on the subject, Thomas. Thanks again! Good luck with your textile site!