The following content was created for a class assignment at SCAD.
An annual income for a fashion blogger is based on the amounts of followers over all media platforms and their specific analytics—likes, shares and interactions from a single post. Lifestyle blogger from Atlanta, Victoria Van Ness says, “Danielle Bernstein, one of the industries highest paid influencer charges anywhere from $20,000-$100,000 per photo.” These influencers use writing and social media as a more direct connection with their audience to showcase not just their favorite looks, but how they wear and incorporate it in their lifestyles.
With a career as an independent blogger, a writer might assume any income received would be from AdSense—advertisements placed on their websites—which is incorrect. Taylor Harman, founder of Lights Camera Catwalk, explains, “A blogger can receive income through affiliate links, campaigns, ads, and/or events.”
Megan Elliot, founder of Lush to Blush, pushes the explanation further saying, “My blog is my full-time job. I get most of my income from sponsored posts. I make money from Instagram and other social platforms. I have also started venturing into YouTube.” Elliot, however, is one of many who do not solely relay on writing and brand deals as she says, “I think the best way to make money from blogging is to offer a service that’s related in some way. I do web design as well as blog consulting, both of which help supplement my blog income.”
Many of these writers did not start a blog for its potential for a career. A couple of years ago, blogging was looked at as a hobby and is still regarded as such today. “I wanted an outlet for my creativity.” says lifestyle blogger Victoria Van Ness from Atlanta. “I started my blog to showcase where I was in the world, what I was seeing, what I was wearing, and where I was exploring.” Van Ness goes on to explain, “before I started my blog, I was in college to become a teacher. I met my boyfriend, we started traveling, and I dropped out of college,” following him along his career with the circus. Van Ness didn’t receive traction on her site until later on.
“My boyfriend's next job took us to NYC, where my career really took off. I was working at a reputable company in the city, attending events almost every night, shooting outfit posts on the streets of Soho then running to get a $1 slice of pizza,” she laughs. “From living there, I grew my audience the most.”
With a steady audience, advertisers began to seek out Van Ness for brand deals. “Almost always the brand reaches out to me. If I'm going on vacation somewhere, I'll reach out to hotels, restaurants in the area and try to find a strategic way we can partner together. Each brand has different needs when it comes to working with influencers,” she says. “For instance, Free People wanted me to style some pieces from a collection they just released. Whereas my collaboration with Target involved a video shoot on set with a team of 15 people! I had never done anything like that and I was so nervous but I loved the feeling of being nervous!”
But a steady number of followers does not actually guarantee brand deals. Van Ness goes on to explain, “Some people think just because you have a large following you're good to go. I've had brands email me because they said they liked the way I carried myself at events they were at as well, and I never even met them! Kindness goes such a long way and brands see that.” Her advice to new bloggers includes having a good attitude and being easy to work with. She says, “If you don't, there are 15 other girls right behind you that will happily take your place.”
“They’re incredibly important,” says Kimberly Rabanal, a fashion marketing professor at the Atlanta campus of the Savannah College of Art and Design who previously worked for for Saks Fifth Avenue, Mary Kay Cosmetics and Neiman Marcus.
In marketing, these influencers are highly valued. “We would set up an event at hotels or restaurants before a product launch for fashion bloggers and editors of magazines,” says Rabanal. “PR would select them in an exclusive manner so that they felt special, so these events were always intimate.” The guests invited were never required to promote the products advertised. The goal of the events is to promote and build connections. Rabanal says, “We wanted to make sure they felt important and needed. Personal experiences are so important.” She explained that if the guests did enjoy the product, then they would be able to correlate their experience with the event and brand in a more personalized form of writing through blogging vs. the normal advertisements seen in magazines.
In terms of journalism, Brittany Joyce—an editor for Vice, the media print and online publication—views blogging as, “grass-roots, opinion driven content as opposed to well-loved media new sites.”
“I feel like blogging has been overlooked for the past couple of years. But especially with what’s going on politically, I think it’s seeing a resurgence. People want to get their opinions out, and it doesn’t matter if one person or a million people see it,” she says. “Same with fashion, where I’m seeing a lot of passion projects. I think that there’s a lot going on underground right now that’s either not and/or doesn’t care to be in the mainstream media. And attention for these things or brands are starting to live in smaller communities or on smaller sites.” In other words, blogs provide a much more personalized and direct connection with its audience.
All of these writers emphasize that you must have a passion for your content in a stand- alone blog. Megan Elliot, founder of Lush to Blush, says, “Don’t just start a blog to make money. Readers like to see authenticity, and it’s clear when there’s a true passion behind a blog.” Anyone with a phone can make an Instagram account, anyone can launch a blog. Finding its potential and using it as an outlet to express your thoughts and creativity are how these bloggers are changing the platform and gaining serious recognition. Van Ness says, “my favorite thing about being a blogger is that it's always something different. It keeps me on my toes.” While Taylor Harman, founder of Lights Camera Catwalk, advises to “make sure you are doing it for the right reasons. Trust your gut.”
Whether someone aspires to launch a blog in hopes of a career or for fun, Van Ness says, “If you have something you want to write about, just write it. Everything else will fall into place over time.”