The Trouble with Blogging | Blogging Stuff

The trouble with writing a post like this is that it can be misinterpreted as a 'moaning/woe is me' kind of post. I hope you don't think so after you've read it. To be honest, it's been going around my head for AGES so for selfish reasons, I want to get it out of there to make room for more important stuff.

This post originated because within this world of blogging in the past year, I have experienced a couple of things that I'm uncomfortable with and I know I'm not alone. I don't see other bloggers referring to it openly but I've seen a few instances where it's been alluded to. Bloggers work alone and in competition with others so there's not always open discussion amongst us. I'm hoping my post helps other bloggers to open up and share their experiences.

Payment on Time

I get very little paid work from the blog - mostly because I've opted out of many of the organised schemes that you can sign up to. I'm not a fan of the blanket PR approach that these schemes encourage - you know when you go onto Instagram and everyone's going on about the same product? I'm amazed that brands think this is a good approach - all I ever hear is readers complaining about being tortured at every turn by the same #ad content.

The paid work I do take on is well researched and there tends to be a considerable amount of time spent preparing/discussing/agreeing content prior to actually agreeing to do the work. I always ask whom else is doing the project which can often result in me turning down the opportunity. It doesn't appeal if 10 other bloggers are also involved with content scheduled to hit the same week/month and it's one of the reasons I've actively sought an alternative source of income.  But at times of the year that my other work is lighter and in the lead up to Christmas or holidays, I'll often take on a couple of extra projects.

Payment is a massive issue though. We are obliged to declare the work as being paid with a #ad but there are more and more businesses that aren't actually paying or delaying payment to such an extent that you end up wishing you never did the job in the first place. My genuine endorsement of a product soon becomes a regret as I realise the business hasn't enough respect to pay me within a generous 30 day window.

It's a tricky one because if I call it out, I might never get paid...so I can't name names in this blog post but I will say that I'm working with a brand where I've created a considerable amount of content that's currently being approved by them. They've had it now for about 6 weeks. Apparently there's a backlog that they're trying to get through and I won't be paid until they approve mine. However, the work is done from my perspective.

It's not a massive amount of money to them. In fact, I know that the other bloggers involved got paid more than I did - there's that lack of discussion again! But it is a lot of money for me and I agreed to the project in August because I knew I would be glad of the income for Christmas.
I'm still waiting to be paid in January and the worst thing is that I feel the content I created will look like it's out of date by the time I do get approval. I've had my hair cut since for one thing. So I feel uncomfortable publishing it so long after it was created. But if I go creating it again, it's extra work for me and an even longer wait for further approval and payment.

You saw a #ad and maybe were disappointed that I sold out to a brand. Well, I've not got paid yet so I feel like a right mug! Which leads me nicely to my other issue with blogging....

Approval of Content

In 2018, this was my biggest bugbear. It goes against everything that blogging and social media has helped deliver in terms of transparency in the consumer space. I've been blogging for 8 years and for the first 6 or so years, when working with brands, I published whatever content and images I wanted to and the first time you saw the content was the first time the brand saw the content. That's the whole point of working with bloggers - it's the real person on the street's opinion delivered in their own style and you will have done enough research on the blogger in advance to know they've got enough integrity to create the right sort of content.

Over the past 18 months or so however, the paid content I've been invited to do has in 90% of cases, involved the brand approving the content before it goes live. I've pulled out of many many collaborations because this stipulation has been in the contract (yes...there are contracts now!). In fact, the brand I'm awaiting payment from above was a real 'will I/won't I' situation as I felt so uncomfortable about the pre-recorded stories and pre-written instagram posts. But Christmas was looming....I wish I'd not bothered.

Pre-approved content gets me on a few fronts. At a fundamental level, it's dictating what the blogger says. It's all going to be true and factual of course, but blogger opinion is definitely constrained. I know that there things I can't say or things I need to craft carefully if I want to get the content approved. For instance, you can't ever refer to another brand in your content.

But a bigger issue is that it devalues the blogger. It demonstrates a complete lack of trust in the person you're asking to work with you. The brand is overlooking the honest, quality content which that blogger has been creating for years. I should say here that with these collaborations, we are given a brief to explain what things we can and can't say. Even with this clear guidance, the brand STILL can't leave it up to the blogger. It's insulting and I'm actually disappointed that so many bloggers agree to this. As long as bloggers keep agreeing to submit content for pre-approval, brands will keep asking for it. If you are a blogger, I urge you to push back - I have done every time I'm asked and in about half the approaches, the brand has agreed to new terms. There are enough influential bloggers out there who can change this carry on - for the benefit of our readers and our integrity.

Because what's worse about approved content is that it's so easy to spot as a consumer and it makes me want to switch right off. I don't mind my fellow bloggers mixing paid content with organic content but if I see the telltale signs of fuzzy instagram stories (quality degrades when you save stories down and re-publish them) or bloggers in the sunshine when it's raining outside...or bloggers who are sitting in the daylight saying 'good morning' on a story that gets published that evening, I'm going to swipe onto the next story. That's a lot of wasted marketing spend. A blogger might tell you X thousand people saw their story but how many people swiped away during or after that first story? I'm never asked for that statistic interestingly enough but it's supplied to the blogger by Instagram for every story.


What's next?

Many people are lamenting the future of blogging. Both from the point of view of bloggers maintaining a site like this one - quite time consuming when there's so much demand for content on social media too - and from the point of view of it actually being a viable marketing channel.

In terms of maintaining a site like this, I urge all bloggers reading to not neglect your URL in favour of Instagram. This website space is precious - it gives you a voice without competition, it's google gold and it will still be here long after Instagram falls out of favour.

In terms of influencer marketing, I can't see it existing in its current form 12 months from now. In fact, it's changing already. Consumers are switching off from the #ads and bloggers and brands need to be more creative going forward. I think partnerships and collaborations are the more effective way to work together in 2019. For example, instead of a blogger having a facial at a different place every month, that blogger becomes an ambassador for one place - going on a journey with this business and showing loyalty to it. Consumers want to trust the content and the people behind it and this trust will need to be earned over a longer period of time. Equally the brand needs to stop rushing to get as many bloggers as possible on board. Be picky and work closely with a few credible ones who are a good fit for your business.

2019 will also see a continuation in the push back on consumerism generally with a bigger focus on buying less and buying well. Bloggers who embrace this will protect their integrity. Working with fewer brands on a more loyal basis - brands that are themselves making an effort in the sustainability space - will be the sort of content readers will respond to.


Over to you...

This has been a cathartic post to write...I'm simultaneously exhausted and relieved I've finally got it down on paper and out of my head. And now I'm looking forward to your views and opinions. Especially if you're a consumer...a blog reader. I know lots of other bloggers will read this and I want them to understand the view from the other side. To know how readers of blogs feel about the industry...and to help us all to determine what content will be appreciated by you in 2019.

If you can't comment below for techy reasons (one downside of my site is that it can be tricky to leave comments), please drop me an email to avril@alifetostyle.com and with your permission, I will cut and paste the comments here (anon if requested) to add to the debate.

Thank you for reading,

Ax