There’s such a fine balance to be made on a pro-blog. It’s a constant juggle of providing good content but at the same time, ensuring that there a revenue stream. To be fair, I’m supported so well by some brands for which I am eternally grateful, but I always end up feeling a bit apologetic about it and not remembering that actually, they do get a lot back!
So, scenario today which is completely familiar.
“We’d like to be on your blog.”
“Okay, were you thinking ads or sponsored post?”
“Oh, neither. We just want you to feature us.”
So far, that’s okay.. because most of the content you see on BBB is obviously NOT paid for.. that would be ridiculous and not what my blog is about. I can hardly give really open reviews if everything’s paid for – nobody’s going to pay for a bad review! And anyway, I like being able to do just as I please and tell it exactly how it is. I don’t even take a sponsored post if I think the product is dreadful; I’m not lying for money. No way.
So, another conversation.
“We want you to feature our brand on a specific day in line with an advertising campaign we’re doing.”
“Um, okay so you have budget then?”
“No.”
“But, what about the ad campaign?”
“We would give you the exclusive on it instead.”
It’s a funny thing that blogs are largely regarded as totally free.. they’re expected to be completely free. Yet, as someone very wise said to me, why would they want to be on my blog so much if it’s worthless to them? If there is no value to be placed on it, then why start the conversation? I think, where there is budget, it would be nice if blogs were considered into the mix, especially as I know new magazine style sites that are asking for literally thousands for ads in exchange for less than half my traffic and getting it.
It’s my choice to try and make this a goer as a pro-blog, but actually, let’s not forget that the boom in beauty has to be put down in massive part to all beauty bloggers, pro or not – it’s all of us, collectively driving interest and sales, and not any one single person. As a force, we’re quite something.
Another conversation today.
“We’d like to place a video on your blog.”
“Okay, I only really feature video in my side bar which is a paid for position.”
“That’s fine, we’d be delighted to do that.”
I actually wanted to run all the way to Worthing and kiss them. And I am SO not a kisser ;-).
When someone does place a value on what I’m doing, it feels so much more worthwhile actually doing it. I think brands and agencies have to stop this blogs-are-free attitude.. we’ve moved on and it’s not the case anymore. I know so many fantastic blogs that still feel their worth is a tin of lip balm and that is just not the case.
Every blogger has value and it’s the nature of most blogs to give a really thorough critique with pros and cons of products; bloggers are conversation starters every single day about beauty – these were conversations not being had only a few years ago. Our swatches that are so easily ridiculed are the way that women look at make-up colours now – it’s how they decide whether they’re interested in that product or not – god knows on-line retail site colour charts are woeful. What we think and feel about beauty resonates with other thinking, feeling women in a way that a brand can’t really do on their own. We’re unbiased, trustworthy, current and quick and we talk ALL the time to consumers because we are consumers ourselves.
Think about the words we use – we LOVE a product, we WANT a product, we BUY a product and then we tell everyone all about it. Jesus.. it’s like Christmas came for the beauty industry all year round! Not every blogger wants to run a pro-blog – they do it because they absolutely love it – it’s a massive commitment that not everyone wants or has time for, so every blogger must judge their own worth and situation. But I get the impression with the daily bombardment of link requests, review requests and coverage without ever even trying or seeing the product, that it’s become quite overwhelming for some. And when you feel under pressure, you can start to wonder why you ever began a blog in the first place!
I think the point is that blogger value is obvious; never feel that you aren’t making a contribution somewhere, because we all are. But, should every brand expect that what you do should be for free? Please let me know what you think. It’s only by adding your opinions that we get an overall view of current thinking on the issue.
Transparency Disclosure
All products are sent to me as samples from brands and agencies unless otherwise stated. Affiliate links may be used. Posts are not affiliate driven.
18 comments
If only we had a pound for every time we all get offered product in exchange for editorial/promotion or “traffic driven to your site from our large Twitter and Facebook audience” – we’d be raking it in!
It’s a LDN Thing
This post couldn’t have come at a better time, Jane and for that I thank you (again). I’ve been considering taking ads on my blog for some time, at the minute I don’t even have adsense but I always felt it would be above my station to ask for money when the brands are overwhelmingly generous with samples and events – even though I’m lucky enough to have traffic that doubles and sometimes trebles the most popular print media in Ireland. I’ve always felt ‘second best’ as a blog and I think that’s a widespread feeling.
I’m beginning to think differently though: Following a recent post on iHerb where I posted about brushes I’d bought and shared my discount code (only on the blog, nowhere else), 127 people logged onto iherb and made an order. That’s 127 people parting with cold hard cash, not just looking at an ad and I think that’s phenomenal, especially since I didn’t push the link or rave about it, I’m not sure any magazine or paper could ever produce actual sales figures on foot of an advertisement or feature.
I couldn’t agree more about beauty blogs being a boon for the beauty industry, never before has information, quality information, been so readily available and with that comes consumer interest and that means sales. I know I’ve run out to buy products that I would quite easily have passed on a Boots shelf in the past, just because I’ve seen it on a blog or Youtube channel.
It’s only through pro-blog pioneers like your lovely self sharing these empowering insights that a lot of us will gain the confidence to put a value on our time and our worth, both figuratively and literally – so again Thank you xx
Surely the issue is that the internet is still developing, it certainly hasn’t matured. It is still in it’s infancy. One historical issue has to be the word “blogger,” as a veteran internet user that can go back to a 1200bps modem the word “blog” stands for a web log that eventually became what we know today as blogs.
Historically from the late 1990’s blogs evolved as the writings of one person logged to the internet as a stream of thoughts/notes. By it’s very nature the history suggests amateur and free, merely a collection of thoughts. Obviously as technology evolved and tools were created for normal people to publish blogs things accelerated to an amazing degree. In 2011 there were 156 million public blogs (ref Wikipedia/blog) The original culture of the internet and the geeks (like me) lauded the free, anti-social possibilities of this free-speech, so commercialism took no part, in fact it was frowned upon. So the “power” of the early bloggers was the independence free from the commercial pressures or influences of big business. Almost an antidote to the “professional” media outlets. The power of the endorsement from the most successful bloggers has of course in turn brought big business, and as you write therein lies the dilemma.
My humble opinion is that you should not be in quandary over this because as you have so eloquently put it, “why would they want to be on my blog so much if it’s worthless to them?” I think the “problem” is in the history of the word “blog.” Going forward “pro-bloggers” ie: people making a business out of “blogging” probably need a new title or description or domain name extension to clearly delineate the pro from the “simple” blog. By “simple” I merely mean the non-regular blogger who is not trying to earn a living thus far. Their quality may be immense.
“Pro-bloggers” are investing their time which is itself a commodity when they have a demand for the results of that time.
The real shift in the internet is only just beginning, facebook et al is looking forward to another 600 million mobile users joining soon, when this next shift happens more people will access the internet by smartphone than any other method. General print media won’t compete, they’ll become the niche. So clearly delineated pro-bloggers will become the new media in whatever subject they apply themselves in. It is why the print media are scrambling to stake their claims in cyberspace.
The next few years will be very interesting as anyone generating content on the internet will have the benefit of the level playing field to compete for an audience, high street real estate and physical distribution systems of printed media will be no advantage.
The nice thing is that you are having these various conversations means that you have created something that people want. Lol, in terms that I am taking time or in fact if anyone else takes time to make a reply must surely mean that I perceive a value to this site. The trick of course is to hold true to the spirit of your creation but be able to monetise it.
Good luck xxx
Thanks so much Colin… I think you’ve hit the nail on the head.. these are the formative years and I guess its sink or swim like anything new. x
Surely the gross sales of beauty and skincare products has to have increased hugely in recent times because of online retailers, blogging and YouTube etc. the wide range of products, choice and information is, as never before. As a consumer you get so much more than a brief review in a magazine, by reading blogs. You get to know and trust particular bloggers (like yourself!) and use these to make purchasing decisions. The main point for me is openness about whether products have been given or purchased – it doesn’t mean I don’t trust the review, but there is a difference. Surely the beauty industry as a whole has benefitted from all the different ways of accessing information about products and all forms of communication and publicity should be valued.
As always, I absolutely agree with your point of view here. You are offering a high quality brand, lots of credibility and significant traffic, so why should brands expect advertising for free? It’s your choice and everyone else’s to review a product, but if you are being approached to promote a campaign, you deserve to be valued. Your blog is so successful because you have maintained a level of control and selectivity – people trust your opinion. Vouchers and a retweet won’t cut it! Keep on swimming x
A very timely post. I don’t think people realise how many emails we (bloggers) get asking for free coverage. I know there is a balancing act. But when a big brand wants something for free and doesn’t offer anything in return (as there are no budgets for bloggers) in the current blogging climate there is something wrong.
If I chose to write about a company or brand then that is my personal choice. I don’t expect others to ask for free coverage. I guess this is where a good editorial policy comes into play.
Life as a blogger is not as easy as people think!
Yours is one of a handful of beauty blogs that I read religiously every day, and I can honestly say – hand-on-heart – that I’ve purchased more beauty products through reading about them on blogs, than I ever have after having seen them advertised in a magazine….so why shouldn’t you be paid for your hard work and the business you drum up? You absolutely should! If I’m shopping online, the first thing I do is look for ‘proper’ colour swatches and see if there’s any reviews knocking around for whatever it is I’m looking for; there’s so many different kinds of mascara out there (for example), that how am I supposed to differentiate between them when their blurbs can often sound as if they’re making the same claims? I like to do my research before investing in a product, and that’s where blogs like yours become invaluable to me. It’s cheeky, and a little bit arrogant, of these companies to expect something for nothing!
A veteran journalist told me (when a large company was trying to get me to put a favourable spin on their products): “The most powerful word in the English language is NO.”
Completely agree, I write a food blog and the number of times I am expected to provide some advertorial for free on a site that I have built up in my own time, and self funded is amazing. If there was no value in my blog why are using paid for PR’s trying to secure space on it, and if there is value why do they think I should provide it for free?. I write my blog for fun and carry no advertising. I have learned to be very wary of PR’s which is a shame.
Suggest partnering with your media agency and getting a think piece (inc conversion rates, comparative stats etc) written up in industry titles such as Media Week/Campaign… to get the brand managers and media buyers really thinking about and more importantly understanding what a powerful and valuable MEDIA HOLDING you posses. Take this to the heart of the industry and create the step change. The budgeting happens early 2014 so now would be the time to seed it.
thanks so much for the suggestion! xx
What you do has immense value (as you know)… the industry are actually missing a trick not capitalizing on that properly. The credibility and trust you garner must be equal to if not in advance of ‘mainstream’ titles. To get exposure on your platform is a dream come true for brands… ergo a dream worth budgeting and paying for (obvs I speak above and beyond your features). Of course there is a model in place right now for featuring advertising on blogs but it’s undervalued, massively so and needs changing (for the big ones that hit numbers). Hate to be partisan but the recent decrease in circ figures only go to strengthen the case for other media channels to be sought out and invested in. Bottom line, brands care about marketing ROI and blogs like yours can deliver that. Demonstrably. Now is your moment to strike! FabTips is adland btw hence wanging on! x
I think your blog is absolutely amazing. I live in India and am still a regular follower. I’ve learned of brands that I would never have – and have actually purchased stuff online after seeing your posts. Case in point, I learned of BeautyBay thru your post and have ordered a number of products from them.
I think the PR firms and beauty companies just don’t get how useful blogs are.
P.S. Did I tell u my wallet hates u?? 😉
Always food for thought. I see lots of comments about PRs that I thought I would add my two cents! (I work in PR as well as blog)
I would hazard a guess that most bloggers have contact with PR or social media agencies rather than advertising/marketing so just wanted to explain why bloggers shouldn’t be offended if they are offered products rather than cash by a PR.
PR is not advertising and we don’t hold the purse strings for advertising and marketing budget. As PR we don’t operate by paying the media to write about something – we develop relationships, pitch, invite, persuade etc to “earn” rather than buy coverage. If I began a conversation with a journalist I had pitched to by offering them money to write about my client – they would be horrified. Hence we treat bloggers the same way.
If a PR gets in touch with a blogger then we already see their value – PRs do not have a limitless supply of products and need to justify everything sent out to a client. It is an entirely different matter if I want you to write something specifically to a brief then that is in effect copy-writing/advertorial which of course should be paid.
Fabtips suggestion about talking to Campaign/Media Week (trade advertising publications) is excellent. For generating revenue bloggers really need to be having this conversation with media buyers.
Bloggers are publisher/journalist/sales team combined and it’s all so relatively new everyone is still figuring things out. Social media agencies are another new development and a whole nother conversation….
Well said Jane. I have lots of brands approach me for both exposure on my website, and also to discuss how they should ‘sell’ to the over 50s. Always for free of course! It’s amazing how powerful the word ‘no’ can be. I also lose track of the number of times in a day I say ‘no’ to brands which are a totally inappropriate fit, but insist my readers would love to know about whatever their product is – and get quite aggressive when I turn them away! It’s one thing if I choose to write about a product (free of charge) which I like and believe in – but I refuse to have companies dictate what I should like and write about.
I think one of the problems we have is that while some of us are happy to remain strong and say ‘no’, others will say yes just to receive free products. I recently had a national brand want me to spend a week assessing their range and helping to put together a strategy to target women over 50 and promote on my site – in exchange for free clothes! When I declined they asked if swapping the clothes for shoes would help to change my mind! Unfortunately free clothes or shoes does not help pay the bills – or cover the cost of maintaining a growing site!
naughty! how do they think we eat!
Just wanted to say that I love that you always post about your honest thoughts about the beauty blogging industry (can we call it an industry? industry-in-the-making?), these posts really do spark much-needed debate!
Personally, I think it’s always up to the individual beauty bloggers choice as to the price they charge and whether they’re happy promoting something in exchange for free product or not. From the PR’s point of view, obviously they would want to get the best coverage for their product for the lowest price possible (I guess they are ‘consumers’ in that sense just like the rest of us). Put that all together and I’m not surprised that PR’s push their luck and try to get something for nothing, they’re probably successful half of the times they try!
That’s not the say that it isn’t a little sneaky and probably downright disrespectful as well. What PR’s risk when they push their luck is losing their reputation/developing a bad name for their brand and also potentially souring their relationship with the blogging community. Which is where the leverage for the bloggers as a whole comes into play I think! When it comes to the point where them asking for something will potentially cost them more than getting the something for free would have been, then they’ll begin to truly think twice.
I’m sure there’s much more to be said on this but this is one way of seeing it when it’s all just reduced down cost and effect.
Xx
Penny