5. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
84%Blogging 3
years or more
Family/parenting
Food, recipes and/or cooking
Products and reviews
6. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
More than half
Have 10,000+ unique visitors per
month
18%Have 50,000+
7. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
93%
Have done
promotional
work with
brands
8. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
30 questions covered
four main topic areas:
Establishing brand
relationships
Types of work
Compensation
Overall experience
9. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
Lesson 1
Bloggers are business-
savvy, creative content
creators.
10. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
32%
41%
48%
49%
52%
78%
Record family memories
Make money/ get free products
Promote causes/social issues
My blog is my business
Be a thought leader
I love to write
“Why DoYou Blog?”
11. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
Lesson 2
Bloggers are
inundated with
pitches that don’t fit
their blog.
12. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
97%
Get email
pitches daily
40%
Say very few to
none of the pitches
are a good match
for their blog.
13. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
Lesson 3
Bloggers are looking for
long-term marketing
partnerships.
14. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
The best experiences are ones in which the brand/PR
person forms a relationship so we continue to work
together. I would go to the ends of the earth to help
Lands' End and Tide because of the on-going
relationship we've forged.
-Survey respondent
15. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
Lesson 4
Bloggers know what
content resonates with
their readers.
16. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
Work Bloggers Are Asked to Do
vs.WorkThey Feel is Most Successful in Engaging Readers
60%
41%
6%
64% 66%
70%
Product Reviews Giveaways Long term
marketing
partnerships
"Frequently" Asked to Do
"Always" or "Often"
Successful
17. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
Lesson 5
Bloggers want brands
and PR firms to look
beyond the numbers.
18. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
7%
18%
19%
22%
44%
66%
67%
68%
Community involvement
Klout score
YouTube subscribers
Instagram followers
Pinterest followers
Blog traffic stats
Facebook fans
Twitter followers
Blogger Influence Statistics Most Commonly
Requested By Brands
A blogger with a smaller but loyal and
trusting readership often has more
influence than one with tons of page
views. Some brands get this but many do
not.
-Survey respondent
19. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
Lesson 6
Compensation can
vary, but should match
the amount of work
required.
A review that involves money isn't
a review, it's a sponsored post.
-Survey respondent
20. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
What I see brands asking for is
ridiculous to expect: write a
post, include photos, run a
giveaway then mail the product
themselves, share on all social
channels multiple times--it
amounts to hours of the blogger's
time and also multiple "asks" of
their audiences.
-Survey respondent
34%
Say
compensation
“rarely” or
“never” matches
the amount of
work required.
