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    Bloggers Versus Influencers in the Beauty Industry

    April 13, 2018 in Beauty, Launches

    Firstly, let me clearly state that there is in fact no “versus”. It’s not black and white because there are so many factors and no true defined lines but at the end of the day it’s about who is actually looking at an influencer/blogger and going out and purchasing the products. Who is creating actual influence.

    Not all bloggers are influencers and not all influencers influence. Just because you have a blog doesn’t automatically mean featuring a product is going to have any influence. That’s where trust comes into play. With millions of blogs out there what makes a reader actually take the time to read what you have to say and trust your opinion? There are countless reasons for instance being authentic, honest, transparent and many, many other factors.

    Blogs are definitely not dying but the way in which readers connect has certainly changed. Some PR companies look at a blog and think “oh she only has a few comments, it’s not popular”.

    Firstly, look at the stats and you’ll see many are and those stats keep growing. Secondly, the whole comment section has slowly disintegrated. When blogs first started people would get 100s of comments and it created a community aspect. The comments were insightful and questions. Then as more and more blogs appeared popular blogs were drowned in generic comments like “Great Dress, follow my blog xyz” (on a post with no dress featured). The true readers stopped commenting and starting emailing and direct messaging.

    In my case I might get one comment on a blog post but over my social media platforms I’ll get 50 messages and emails. That trust is still there but it’s personalised. Readers are encouraged to ask perhaps more personal questions about a product than in a public space like the comment section. No one wants to admit to hair loss or struggling financially and wanting to purchase a foundation in their price range etc. Countless readers are standing in Clicks/Dischem with images of the product they’ve wanted and researched on a blog or several blogs and are now ready to purchase it. That’s influence.

    Millennials especially crave information. A flashy advert on TV is not going to work anymore and endorsements by celebrities are also sliding away. Just like a model with 50k followers doesn’t translate into sales of a new face cream.

    Lets get to the term “influencers”. What PR’s often consider as influencers tend to have high followings on social media, Instagram in particular. With such high numbers surely they must have great reach? Well, with Instagram’s lovely new algorithm most have decreased as have we all but that’s not the point of this.

    With beauty products in particular one needs to make sure that the influencers chosen have a readership that’s actually interested in the products and what the influencer has to say. If there is a pretty picture of them in a bikini holding the product, I can guarantee you most people viewing aren’t even seeing the product. There are definitely great beauty influencers out there who do engage with their audience especially through Instastories and direct messages. If they don’t have a blog with plenty of information on the product then hopefully when featuring the product they will give information. Knowledge is key, especially with skincare.

    I had a reader contact me saying she used some silver mask that she’d seen an influencer used and purchased it but it was completely wrong for her skin type and damaged the skin barrier.

    She’s now sworn off the entire brand because of mis-information. Now again I’m not saying there aren’t excellent social media influencers out there but taking a selfie with a product and a caption that’s totally unrelated or “This is great” isn’t going to influence anyone and if it does it can have major repercussions for the brand.

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    Tags : Beauty

    12 Comments
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    Comments

    1. Dhanusha Dhoorgalu says

      April 13, 2018 at 10:19 am

      This post is actually one that brands and PR need to read. Not forgetting the fact that many people bought their followers. Thanks for sharing

      Reply
    2. Lizna Erkelens says

      April 13, 2018 at 11:05 am

      This is so true! Not getting comments doesn’t mean that no one read your post. I used to feel like I’m not reaching anyone because I get 1 or 2 comments on a post (except obviously when it’s a giveaway post) But then people slowly started giving me feedback on twitter, instagram, my inbox and even some I became friends with so we discuss products on WhatsApp even. I’ve stopped worrying about comments and instead I’m working on increasing my Domain Authority and google ranking.

      Reply
    3. Kerry says

      April 13, 2018 at 11:28 am

      What a brilliant post Abby. I honestly hope everyone reads this and understands it.

      Reply
    4. Prettiful Blog says

      April 13, 2018 at 12:25 pm

      This is a really great post Abby, I think real influence is way more important than number of followers. That is why micro blogging has really become popular, because of the loyal following and trust of the readers.

      Reply
    5. Candice says

      April 13, 2018 at 12:58 pm

      This is amazing and definitely sheds light with the while influencer and blogger aspect. I feel like creation a community with people who loves what you do is more important.

      Reply
    6. Siobhan Yeatman says

      April 13, 2018 at 1:20 pm

      You’re so right about the more personal interaction. I chat to so many people on my DM’s, far more than comment on public social media or blog posts!
      More PR’s need to read this.

      Reply
    7. Hazel Whitehead says

      April 13, 2018 at 5:17 pm

      Thank goodness someone has finally written about this. The age group I appeal to don’t really like to post a comment, so I get many e.mails asking me questions about products and general beauty advice and I know for a fact that they go and buy my recommendations as they can relate to me age wise & trust my 35years experience in the business of beauty, yet I get overlooked by brands because of my seemingly ordinary blog n low followers, what they fail to understand is my following is totally organic , they feel comfortable reading my blog, loyal and have a high spending power… I see it as the “The Brands Loss” not mine.

      Reply
    8. Simone Cameron says

      April 13, 2018 at 6:46 pm

      Great post. Follow me on XYZ.

      Just kidding though…really a great post! I do feel some PRs do have that trust and insight….but they are far and few between I reckon.

      Reply
      • Abby says

        April 13, 2018 at 7:47 pm

        Hahaha I already follow you on xyz! But yes there definitely are some excellent ones but as a whole we need for them to differentiate in order to see the value

        Reply
    9. Wεทchy ¸.¸. ҉¨ says

      April 15, 2018 at 1:59 pm

      This is my 21st year blogging. I miss the sense of community the most!
      ♡

      Reply
    10. Ms Via says

      May 8, 2018 at 2:54 am

      Such a great read. You are absolutely right there are so many people who DM and talk to me personally. Besides number of followers should not decide the popularity of the blog. I spend so much time on social media interacting with so many and I have real followers not the ones I bought 🙂 Great post thanks for being so genuine and true.

      Reply
      • Abby says

        May 9, 2018 at 9:48 am

        Thank you!! xx

        Reply

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    I've posted about us introducing Candi & Rocco to I've posted about us introducing Candi & Rocco to the new #BossMightyChunks range from @bossdogfood over the past month. This particular post is about health. 

About just how important your animal's health is as your own.
These furry little souls keep me going. They kept my spirits up throughout the medical challenges I faced last year. Seeing them was bliss.

The first two are from last week when I re-purchased their new favourite tasty meals. They actually recognised the cans! Queen Candi wanted to make sure "her" food was protected. You can see poor Rocco pleading. It wasn't even supper time yet. 
Our dogs mean so much to us. They are our children. They are on a par with a human toddler in terms of neediness. We admittedly do spoil them a bit too much. However, their well-being is something we have always made sure as all dog parents is a priority. 

They never miss their annual health checkups with any potential issues treated immediately. You may know that last year was a challenging time for me health-wise. It was such a difficult period for my partner & beloved fur-babies. 

Some of the more serious ones included being diagnosed with a second rare chronic illness, 3rd person in South Africa. Also cardiac issues & complications (another rare disease) and then a mini-stroke & more. On top of that, just two days after my final life-saving surgery. 

Richard and the dogs came close to losing their lives when our entire house burnt down. It was a huge turning point for us. We focused more on taking better care of ourselves, valuing every aspect of our lives and are beyond grateful that both dogs managed to make it out. 

I jumped at the opportunity when Boss reached out to me to try their new Mighty Chunks range. That is the dogs trying the range! Not me🤣. I will admit that for someone who doesn't eat meat, the rosemary scent is rather pleasant! 

Seeing how adding some healthy wet food like Boss Mighty Chunks that is nutrient-filled to their diet made an actual difference to their health. Agility and digestive, respectively, have again made us reevaluate the importance of health and well-being. For all of us! 

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Boss Mighty Chunks into their diet. I thought the thicker gravy for extra taste as a topper is the best and meatier chunks might be a bit much for Candi but she gobbles them down with delight. It’s also helped give her more energy and fewer digestive issues it seems. As an Irish Setter, Rocco is more prone to joint and flexibility issues so seeing him extra agile since including these has been a noticeable health benefit too. 

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Well, I've discovered this was especially true tonight. I was just trying to get some snaps of Rocco & Candi testing out some of the new Boss Mighty Chunks. They are available in 3 flavours- Chicken Casserole, Grilled Steak & Lamb Stew. I've honestly never seen them this excited over a specific food before, and they already go crazy for food. 

Candi was incredibly naughty. She's usually so well-behaved. She had the audacity to climb onto the table and stuck her face into the Grilled Steak can! Just as I was setting up my camera.

As a pescatarian, dog food in general typically doesn't have the most appetising smell to me. So I was surprised that all of the Boss Mighty Chunks has a pleasant & extremely unique aromatic rosemary scent. Something both Furbabies seem to love as you can clearly see from all of the fantastic blurry tongues out & mouth-watering impatient background photos of them. 

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And precisely the reason as to why I have decided to announce my new business. Today on this page, on my 32nd birthday. So I'd like to formally introduce @buchanandigitalmarketing .

One Stiletto At A Time. The blog and social media influencer side of things will remain the same. With extra growth in this department to! One Stiletto At A Time will always be a part of my journey. For many years it was and sometimes still is considered my primary Portfolio.

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