Content Marketing Digital Strategy

How do bloggers influence consumer behavior?

For years, we have been facing the emergence of social networks in our daily life. This is due to the constant development of new technologies such as tablets, smartphones and computers.

We live today in a connected society that likes to remain informed about the latest trends. Indeed, thanks to the news technology and digital communication platforms, the consumer can stay informed whenever he wishes, in real time and without moving from home. Each consumer can follow the brands and influencers of his choice in order to create his own opinion regarding a product or a service.

“The web has become the reference tool for searching information”.

Internet users love it because it’s a participative way to publish content, participate in conversations and speak easily. These are facts that bloggers have grasped. A blogger is a person who regularly publishes content on a digital platform. Most of the time, the bloggers not only post on their blogs, but also publish on social networks, and especially Instagram. This technique allows them to have a wider visibility of their communities. An influencer can be a famous person or a lambda person who loves writing, photography and has a feature that differentiates him from others and makes consumers want to follow him.

Many brands are seeing this concept grow, and they are more and more interested in it. An lot of brands are ready to spend less on advertising campaigns and invest more in partnerships with bloggers. They see in this concept the opportunity to promote their products through another person who has no basic relationship with the brand. Some consumers have more confidence in what is said by a blogger than what is said directly by the brand via an advertisement.

Indeed, an advertisement can be misleading while the words of a blogger are supposed to be sincere because he is supposed to have tested the product before publishing his article. A study conducted by Web Tools in June 2013 found that half of bloggers are approached between 6 to 20 times a week by brands. As we understand it, fashion bloggers have revolutionized the fashion industry on Internet. They democratized this universe that seemed only reserved for an elite, by sharing with their community their experiences, their looks, travels and purchases.

To better understand the job of bloggers, we interviewed Romane Borne, 23 years old, @ _romanebrn, 19.5K followers, fashion blogger:

Post of Romane Borne, Blogger, 19.5K Followers

Caption:

1. Why did you want to become a blogger?

I did not want to become a blogger and I do not qualify myself as a blogger. I have always loved photography and fashion. So, I combined the two on Instagram and started posting pictures and it worked…

2. What do you share with others?

A little of my everyday life, my shopping desires, my looks of the day, my opinions on products or brands ….

3. Do you live only thanks to this job?

No, I study as well. I understood recently that blogging could bring money, but I do not intend to live on it.

4. What do you like the most about this job?

Exchanges with people who follow me, meeting creators, building relationships with brands, …. And recently travel, thanks to the blog!

5. And what you like least?

The business side of it. Since Instagram was bought by Facebook. More and more people buy subscribers or likes to evolve faster and get noticed by brands. It’s not sincere anymore.

Post of Romane Borne promoting her trip in Marrakech

 

6. Is it for you a time-limited activity or something that will last?

I think like all networks, it’s time will end one day or the other. So, for me, it remains a passion and I take what there is to take.

7. What place does this activity have in your schedule, in your life?

This activity takes a lot of time (staging, photos, email exchange …), so I take care of it particularly early in the morning, in evening and during weekends.

8. What are your motivations for blogging?

My motivations are the positive feedback I recieve from people who follow me. It’s always nice to have compliments and positive vibes. That’s what motivates us.

9. What is your target ?

I do not have a particular target, except that I do not really accept men on my account. But usually women between 18-30 years old.

10. How do you position yourself in this area? As an expert, beginner, amateur, experimenter?

I think I’m amateur. It’s just a passion. I realized later the magnitude that it could have and the money that could be made from it. I’m doing it for fun, so I was not really interested before.

11. Do you think bloggers are the future for brand advertising? If yes, why?

I think so, because firstly the budget. It costs less to go through bloggers rather than TV, posters, … Then, bloggers are accessible, they give their opinion and it is easy to ask them questions. On TV, we see a product which being advertised, but without any feedback. With the bloggers, it’s just the opposite.

12. With how many brands do you work?

Uh … I do not count them because I get emails every day from anything and everything. But to give you an idea it’s over a hundred.

Post of Romane Borne promoting a bracelet and a pair of shoes for different brands

13. Personally, which blogger do you like the most?

I really like @JuneSixtyFive for her looks, because it’s the one that comes closest to my tastes in terms of fashion; @Thebabooshka for her luxury pieces and @GaelleVP for her contagious good mood.

14. What is the one advice that you would give to succeed in this business?

Stay yourself, do not fall into buying likes and subscribers to succeed. Always be sincere when giving your opinion on a product, a brand, and communicate a good mood!

Source: Interview By Julie Pellestor 22 years old, Junior Digital Marketing Manager at Amundi ETF.

Bloggers, as we have seen, have a special relationship with their readers. Using a familiar vocabulary, bloggers are revealing elements of their intimate life. They are directly asking the readers for their opinions, thanking them for their support, likes, comments etc… They succeed in inspiring confidence and thereby build a “friendship” with their readers. “They are the future for brand advertising.”

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