Brands are interested in blogs, this is not new. But do bloggers want to collaborate with brands? To what extent? Two recent studies on the practice of blogging and the relationship with brands allow us for the first time to confirm this trend with concrete statistical data. Explanations …

A recent structural change

Many voices predicted the end of blogging, due to the rise of social networks. The prediction is based on the assumption that content writing would take place directly on these 2.0 portals. This hypothesis does not seem to have been confirmed, it would rather seem that it rather led to a structural change instead of a decline.

Between 2006 and 2012 for example, traffic literally exploded at OverBlog. The top 6 blog hosts alone account for 35 million unique visits each month and 1.5 billion page views. Social networks like Facebook and Twitter have therefore not replaced blogging, but rather allowed these publishers to boost the dissemination of their content by bringing together communities of followers and allowing a viral effect.

In a post in April, I already told you about the reason for this interest in different advertisers, this time we will look at what the figures say using two recent surveys.

A mutual interest confirmed by the figures

The first was produced by the ODW agency and widely used in the blogosphere. Based on a sample of 150 bloggers, it provides quantitative answers to aspects of the relationship between blogs and brands. According to the results, publishers are mainly contacted by press relations agencies (more than half), digital agencies and brands directly (both a quarter of the responses). You can access the ODW slideshare presentation to find out all the published data: Blogger relationships in England in 2013.

70% of the bloggers questioned are confident about the future role of the blogosphere in the media mix.

This interest of brands for bloggers is confirmed by the high frequency with which they are contacted; almost a third of respondents are contacted between 6 and 20 times a week! But this interest is reciprocal since 9 bloggers on 10 indicated to have already written a post following a solicitation and that especially by interest for the product itself (82%). This survey having been carried out on a relatively small sample of which it is not known to what extent it is representative, it is interesting to be interested in a large-scale survey.

This is what the marketplace did for soliciting international rankseller bloggers by contacting nearly 50,000 publishers. The results of this large-scale survey tend to confirm this potential for collaboration. The figure of more than 90% of bloggers interested in collaborating with advertisers largely confirms this interest. On the other hand, we note that more than 70% of the bloggers questioned are confident about the future role of the blogosphere in the media mix.

A potential not yet fully exploited

These two surveys indicate certain elements that indicate the gap that still exists between the desire to collaborate and implementation. On the one hand, 1/3 of the bloggers questioned by ODW are dissatisfied with the approach adopted by these advertisers since the contacts are not sufficiently targeted or personalized. Clearly: these are mainly messages or comments that feel copy and paste. Rankseller, for his part, notes the gap between bloggers who are effectively canvassed (66%), the 29% who do not monetize their blog and the percentage of publishers who declare themselves interested in collaborations (91.4%).

Based on this collected data, we can ask ourselves the question: how to optimize this potential? Since brands have little time to personalize the approach of each potentially interesting blogger, these figures represent strong arguments for the intermediaries between the two parties. A major challenge for them will be to demonstrate the know-how and efficiency of their intermediary activity.

To be continued…