Bloggers turning to sponsored content despite only 12 per cent viewing their blog as work

Screen Shot 2015-09-30 at 11.35.58 AMSeven in 10 bloggers receive some form of “reward” for their posts, with many carrying sponsored content as a way of generating an income, a new survey has claimed.

Research from communications consultancy BBS Communications Group found 65 per cent of bloggers work with brands on sponsored content with 40 per cent doing so on at least a monthly basis.

And readers seem unconcerned they are consuming paid-for articles, according to the data.

The prevalence of sponsored content came despite figures showing just 12 per cent of 75 bloggers quizzed regard their blog as a full time time job, with almost 38 per cent describing it as a hobby.

BBS head of digital media Amanda Firth said most bloggers reported just as much interest in sponsored content as for regular posts.

“This represents a real opportunity for both brands and bloggers to work together to create content that resonates with blog readers,” she said.

“Some of Australia’s most popular bloggers boast hundreds of thousands of readers, so it’s not surprising that brands are increasingly engaging with the blogosphere and creating mutually beneficial partnerships.”

While very few bloggers produce sponsored content on a daily basis, 16 per cent carry weekly content and 20 per cent do so at least once a month.

A further 40 per cent receive free products, meals or experiences from brands, the survey found.

But Firth warned that brands need to be careful who they partner with as almost 60 per cent of bloggers focus on specific subjects.

“It’s essential that brands understand their interests and tailor content opportunities so they are relevant to the blogger…and his or her readership.”

Steve Jones


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