Brands and Blogs Unite: State of the Blogosphere
Published 10/13/2008
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Summary
Companies are increasingly recognized that they must partner with blogs in order to build their brands. A Technorati report surveys the blogosphere landscape.View this content
It may not yet be a perfect match, but companies are increasingly recognized that they must partner with blogs in order to build their brands. According to Technorati’s State of the Blogosphere 2008 report, one-third of bloggers have been approached by brand advocates. Of those, more than six in ten were offered payments of some kind.
Consumers are already using blogs to voice their opinions about brands, with more than eight in 10 bloggers posting product or brand reviews and nearly nine in 10 blogging about the brands they use.
One reason companies are taking more active interest in the blogosphere is because blogs have been taken more seriously as of late. Thanks to the strength of the blogger’s voice, traditional media is increasingly turning to the blogosphere for information. According to the report, 37% of bloggers have been quoted in traditional media based on a blog post. In fact, the report indicates that half of all bloggers believe blogs will be a primary source for news and entertainment in the next five years.
Types of Advertising and Content that Entice Bloggers to
learn more about Products and Services
Source: Technorati
As early adopters, bloggers spend twice as much time online as U.S. adults 18-49, and spend only one-third as much time watching television. While they are online, bloggers are participating in an average of five “Web 2.0” activities such as RSS and Twitter. Bloggers are important to watch, as they are generally the first ones to use new web applications, and are highly influential in speeding adoption.
Additionally, among bloggers, other blogs are the most influential form of brand messaging. Twice as many bloggers look to other blogs compared to TV, print, or outdoor advertising. Non-blog Web content entice 46% of bloggers followed by TV, Print or Outdoor Advertising (33%), banner advertising (16%), online video content (14%), rich media advertising (12%) and mobile advertising.
Read the full report on how brands are interacting with the blogosphere