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

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  • Loving your Blog!!!

    My two cents: One cannot be an true Influencer on a Social Media Platform that they do not own. It is so risky for all parties involved purely due to the fact that (1) a Platform can shut down at any given time and (2) Content on Instagram doesn’t have a long shelf life – it disappears very quickly from the eye of the Consumer.

    I am seeing more and more Brand Managers shying away from paying Instagrammers due to follow-for-a-follow tactics and like-for-a-like games.

    Very interesting debate indeed 🙂

    • Awesome comment!!

      I think most of these people don’t even understand how brands want to work and the returns they need. Otherwise they would see the importance of having a blogging platform

    • Dont entirely agree, but also not saying you wrong. Seth Godin is a prime example of a proper influencer that doesnt need or have a blog, his content can be found on many social platforms and in the form of books. If medium shuts down tomorrow Seth still has influence – he is his brand not a url or platform that he has control over.

      A blog doesnt make you an influencer its just another channel to connect with your audience. Your brand and the strength of your connection with your audience is your influence. There is massive risk in not owning your medium for sharing information but that does not dictate influence or the longevity of your influence. Any metric can be manipulated including visits to your blog and even comments. True influence is not measured by likes, shares, comments or even traffic its measured by your ability to effect change or an action you pose to your audience.

  • Like you said, it simply boils down to context and what your brand aims to achieve: exposure vs. engagement. Instagram (and other social platforms) serves a certain purpose and so does a blog though the two are inextricably linked. Just don’t get it mixed up, an Instagram page is not a blog site.

  • I get what you are saying but let us keep in mind every social media platform can be used in different ways and whether its use of Instagram or Blog depends on how you want to get to your main target audience. Hence Instagram killing personal style blogs is more debatable because I cannot follow David Beckham on Instagram and think that one post can influence my purchase decisions at an H&M store “its possible but it is not possible”.
    I believe the use of social media platforms like Instagram can be used to push the right content at the right time but keep in mind on your target audience’s perceptions that’s where things get tricky.

    OVERALL I LIKE YOUR BLOG POST, ITS INTERESTING 🙂