Influencers Without Blogs Are Not Bloggers
Can “Influencers” be considered bloggers without having an actual blog? Funny enough, there was a topic on Twitter that was posted by Brett Robson that sparked this very conversation about Influencers and considering Instagram as a blog.
Firstly, we need to get two things straight and define these two terms that seem to be forever changing every day. We all have an idea of what a blog is, and we all have an idea of what Instagram is. These two concepts are similar but the dynamics are still very far apart.
To quickly define these two terms:
Instagram is an online mobile photo-sharing site that enables its users to take pictures and share them either publicly or privately on the app, as well as through a variety of other social networking platforms, such as Facebook, Twitter, Tumblr, and Flickr.
A blog is a regularly updated website or web page, typically one run by an individual or small group, that is written in an informal or conversational style. Many argue that Instagram is a microblogging site because, a) it’s a site, and b) you’re sharing content.
Then everyone and their cousin’s cousin would be considered bloggers. No.
“Influencers” without an actual URL link outside Instagram are not bloggers. Twitter and Facebook don’t count. Please do not get it twisted. This is the misconception that needs to be dealt with. But to be fair, from a marketing perspective, if a marketer seeks to find/partner with someone with a high following, a pleasing Instagram account and great engagement, then a blog is almost obsolete in this case.
A question to further pose with ourselves is, “would you say a good Instagrammer who doesn’t have a blog better than an Instagrammer with fewer followers but with a blog?”
Personally, it also comes down to branding. How good is your brand? Is it sustainable? Is your brand relevant, and does it resonate with your followers/readership? This argument can be very subjective at the end of the day and we can agree to disagree.
Where Influencer Marketing is considered, context is key. If a brand manager is willing to cough up R5000 for a single Instagram post about their product, that’s awesome. Then why would the influencer need a blog to work for them in that case? But another thing to consider is the KPI (Key Performance Indicator). Is the marketer just looking for likes? Sales/Leads? Brand awareness? Or comments/engagement?
It’s a complex but really simple concept. And anyway, these days – doesn’t Instagram serve a similar purpose (or just as good) as a personal style blog did 5 years ago?
Please share your thoughts in the comment section below, we would love to discuss this further 🙂
Guest Posts by @LeloMeslani