Blogging Business
Posted on September 19th, 2016
It’s hard not to look at professional bloggers’ lives with a little bit of envy. Judging by the content they produce, they always look flawless, their hair is never flat, and their calendars are filled with an endless rotation of fetes, drinks with girlfriends, weekend trips, and apple picking. (Although I really do appreciate the women who try to have more real life in their mix!) Even most sponsored posts manage to look like this happy coincidental gift just happened to fall into their laps and fit nicely into their relatively perfect lives. But every once in a while, we’re reminded of what this content creation really is: business.
Recently, I’ve seen several bloggers featuring Crocs, a shoe style that is otherwise the butt of every fashion joke. I was skeptical, and even a bit judgmental at first. They did provide caveats, pointing out that there is a time and place for Crocs, and even that they may not be for everyone. And I do believe them when they say that they are as comfortable as walking on a cloud and that they are perfect for boating, but I just don’t believe they would voluntarily go to the store and select them for themselves to pair with a sundress or pair of jeans.
Cynically, there’s an easy knee-jerk reaction: anyone can be bought, everyone has a price. But the more I thought about it, this sort of makes me like these bloggers even more. This shows me they have financial goals they are trying to meet, or a desire to wear something other than the same seven pairs of shoes every other influencer is wearing, or even an open-mindedness around trends others mock. Do all the buyers at Bergdorf Goodman like all of the brands they work with equally? No, but if it’s a favorable business relationship, they’ll keep gushing over haute couture denim culottes.
Am I inspired to run out and buy white Crocs? No. If anything, this strengthened my repulsion to the shoe itself. I do think that consistently promoting these types of partnerships would lead to a negative brand impact for these bloggers that would have long-term financial implications, as well. But if they want to cash in and wear the Crocs this week, more power to them! They’ll be laughing at us as they walk on cushy, rubber, holey clouds all the way to the bank.
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