I used to look up to travel bloggers. How can they amass such a large following, given that all that they do is travel, eat, drink coffee, and take photos of their adventures? I would scour page after page of travel blogs, drooling over the places that these lucky few get to visit. How I wish I were like them, I thought to myself. Who wouldn’t want to travel the world for work, right?
Where it went downhill
But as time went by, I noticed the trend of brand hashtagging, wherein as the blogger is soaking under the sun (with sandy toes in tow!), he/she will thank the sponsor with the brand’s hashtag at the end of the post. I noticed this trend on almost all social media influencers, and then I realized how mainstream this strategy is.
Turns out, as I read this article, partnership with influencers is now a new marketing tactic that many companies have started exploring. It works in many ways, although how to determine its reach is still being fine-tuned, so companies do not end up losing their investment.
Travel bloggers, therefore, had to upsell themselves to companies for an exchange in the form of products, services, or a fee. It can work both ways: (1) If you have already established your brand online and you’ve gained lots of followers, companies will approach you; or, (2) You will approach companies and market your brand.
Going into this partnership takes a lot of responsibility from the blogger. Can you really stand up for the brand? And do you agree with how the company operates? Some influencers may take ambassadorship lightly, but there’s a whole lot of responsibility that goes with this role.
I used to look up to these travel bloggers, and how I envied the lifestyle that they had. However, many bloggers these days do not offer anything of value any longer. Many simply talk about the things that they did for the weekend, thanks to XYZ company; or how they celebrated their birthday, thanks to their hundreds of sponsors.
I used to love reading these bloggers work, but advertising has increasingly taken over. Not only do brands overpopulate their blogs, but more so their social media platforms.
I don’t mean to judge bloggers for being at the mercy of brands. We all have to make money somehow, right? I respect the fact that it takes a lot of courage for these bloggers to do the things that they do. I can never in a million years flaunt my body and pose in front of a camera. So, the level of confidence that they exude is just incredible.
However, I still believe in the value of a blog, which is, simply, a journal. Anyone can put up a blog these days and share whatever they feel like. If the blog gets too staged, though, I unfollow immediately because I’m so overfed with advertisements online, on TV, on the radio, and along Philippine highways. I see a blog as an extension of the blogger’s self, so to get even more ads on blogs I follow is something like irony when all I want is to detoxify my online life.
Why I choose to keep my blog the way it is
I have been keeping a blog since 2011, but it is mostly for personal use. I don’t do for-profit brand ambassadorships and marketing. I simply write, edit, and hit publish. Thanks to WordPress’ auto-post feature, I also get to automatically publish my posts on my social media pages. I don’t have a wide readership, and it’s in my wildest dreams for companies to even consider approaching me.
I admit I’m also guilty of this brand partnership trend when I accepted affiliations from Booking.com, Languages 101, Onlinejobs.ph, and Zalora and started blogging about them. At that point, I wanted to get brownie points from these brands so I can reach the point of where I can get invited to their events, or I can start receiving more other than from commission links. But it didn’t feel right, and I stopped doing this immediately.
I see this blog as an extension of myself. I only wish to share what I see, smell, hear, taste, and feel. Even though I don’t receive as much compared to other bloggers, I don’t get the pressure of doing this and that post for a company that I am not sure I would want to speak for.
I foresee this blog staying as a personal one for a long time. And in the end, my only readers may only be my family, friends, and their friends. But that’s fine. In this online world full of BS and false advertising, at least I know I can still speak from the heart.