Blogger commercial deals do not compromise authenticity claims TV show creators

Bloggers can maintain authenticity and influence whilst also featuring in marketing driven content argues two producers of a new blogger focused E! entertainment show.

Philippa Whitfield Pomeranz and Rebecca Buttrose, who have created a new TV show called Fashion Bloggers TV, believe writers similar to the ones who appear in the show are changing the face of the media landscape.

But they argues an enhanced profile through a commercial TV show or branded content does not jeopardise their position as an authentic and relatable source for their audiences.

“We learnt pretty quickly that the bloggers say no to the majority of brands that approach them,” said Buttrose, co-creator and executive producer

“They pick and choose according to their individual strategy – only working with brands they believe in and that give them creative control.

“They have a great relationship with their followers and understand what they will and won’t respond to.”

Their views follow an opinion piece featured on Mumbrella last week by Louisa Claire, from blogger outreach agency Brand Meets Blog, which suggested the marketing motivations of talent agencies are “turning bloggers into celebrities, the very kind of endorsement that blogger outreach effectively broke away from”.

Claire said “there is nothing organic or natural about a one off sponsored post”, and the talent of the bloggers is “being channelled in a marketing funnel that has an expiration date on it”.

But commenting after the last night’s finale of the second season of the successful E! reality show, the co-creators say the relationship between the five bloggers and multiple brands featured is mutually beneficial, and audiences are do not respond adversely to placements.

Creator, executive producer and director Pomeranz said: “These five women are finely tuned business entities and brands in their own right and don’t do anything to compromise their authenticity at any time. They also work incredibly hard with their brand strategy in mind at all times.

“The audience is not stupid. They want real, aspirational, and inspirational.

“They [the bloggers] have a great relationship with their followers and understand what they will and won’t respond to.”

Kevin Bradford

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