5 years ago, if you classed yourself as a ‘blogger’ chances are you’d have a full time job, whilst dedicating your spare time to trying out the latest products and sharing your thoughts on your page. Now for some lucky few, blogging is a career. A rewarding and influential lifestyle; if you make it in the blogging world, brands can be prepared to pay thousands of pounds for your endorsements.
Over the past years, blogging has become more and more visual. The digital industry has now shifted to valuing stylish, attention-grabbing photos and snappy reviews, as opposed to pages of written content. As social media becomes increasingly faster paced, users would rather see a post and act upon it quickly through liking or sharing, than click on a link and read a lengthy review.
In the UK, bloggers are not in short supply, and although the Internet is rich in honest, well-constructed pages, the real crème of the crop bloggers come with a hefty price tag. It’s important that brands narrow down exactly where they want to be and whom they want their products to be seen by.
We’ve highlighted the key things PRs should consider when choosing the right bloggers to collaborate with their brands:
Will this person help the brand connect with the right people?
Check the figures. Admittedly, follower numbers aren’t everything. A page could have 100K following, but how many of these are genuine people who will take action on the post? Social sites are cracking down on ‘ghost followers’ for a reason… Instead of becoming distracted by the idea of a potential 100k exposure, ask the blogger for their insider stats or check their domain authority to see how their page ranks. What are their engagement rates like? Do their endorsements generate web clicks? Also have a look at past examples of similar content they’ve shared, this should give you a solid idea of what to expect from their photography and writing style.
Is this blogger the right kind of person we want to be representing the brand?
If the brand is high end, you’re probably not going to want to go for a mainstream blogger – no matter what their following is. Mainstream blog followers want mainstream products. If you want to position the brand as edgy, it might be worth opting for someone a little more niche, whose followers will actually be interested in such products.
Is their photography share-able?
For good money, you should expect good photos in return. Think carefully when considering a blogger if their photos are a bit hit-and-miss. It might be worth ironing out in communication that you want to share photos digitally and that they should be shot to a good standard. As already mentioned, photos do the talking in 2017 – not so much the words.