7 Reasons Why Blogging for a Smaller Audience is Actually…. Awesome


It sounds great to run a blog with a large following. Internet fame has its perks, no doubt. Success. Adoring fans. Money.

But is it everything?

Since I had my baby, I've kind of ‘Leaned Out' (sorry Sheryl!) taking things slowly, focusing on what I enjoy doing rather than chasing that dream of being a ‘great blogger.' I resurrected my old site and slowed down the posting cadence of IFB. I thought I would be sad about it, but all in all, I've come to realize that being ‘successful,' i.e., Having loads of traffic and followers isn't everything. I have realized that the benefits of slow blogging outweigh the benefits of trying to be an internet famous rockstar.

Focus on Quality and Not Quantity

Most big sites blog every day, sometimes several times a day. But posting several times a day, or even every day can be overwhelming to your readers to a small blog. Focusing on a few high-quality posts per week allows you to put some interesting things into your posts, delivering your readers rich and thought-provoking content.

Fewer Trolls

One of the downsides of having a popular blog is that everyone, especially the crazy people, know about your site. The higher profile a person or brand is, the more open they are to criticism. Sometimes it's warranted, sometimes it's not. But that doesn't change the fact that most all popular sites have to deal with destructive comments, something that smaller sites do not have to deal with as much. Unless they REALLY make a mistake.

Enthusiastic Community

A lot of times bloggers who start around the same time tend to grow up together in the blog world. I'm still friends with most of the bloggers I knew back when I started. You get to know everyone around, and it's a lot easier to cut through the noise and the crazy with a small blog.

More Freedom to Experiment Content

Have you ever gone to a popular blog, and they did something different, and all the readers are like, “WTF? THIS IS A FASHION BLOG, NOT A ____________.” Well, that's because popular blogs normally have a content formula that made them popular in the first place. Their dedicated audience becomes very attached to that formula, and it's hard to break out of it without feeling the change rage.

More Time to Focus on Real Life

Bloggers on a mission to become the best are often glued to their computers, writing, tweeting, networking, working around the clock. When you scale back and focus on achieving life balance, it's hard to bank those hours. Then again, it's easy to bank hours on time with loved ones. Especially if it's time you'll never get back.

Readers Identify More like an “Equal.”

I use the word “equal” for lack of a better word that's coming to my brain right now. I've always been more or less the same person. My sites have their ebbs and flows, but have more or less run the same way the last seven years. But when the sites were bigger, people would think IFB had a team of 20 people or something. Nope. It's just me, a great pool of contributors and an offshore tech team.

Safer to Blog Candidly

My favorite reason for blogging to a smaller audience is that I feel safer to talk about things that are real in my life. I could talk about my battle with depression, or how my style has changed and not for the better. With a smaller audience, it's possible to be more candid, because 1. there are fewer trolls and 2. because your audience is probably reading your blog like they were listening to a friend. That candid conversation? That's what made blogging interesting (to me) in the first place.

[Image credit: Shutterstock.com]

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35 Responses

  1. Michal Upchurch

    Love this post. It puts things into perspective for small-time bloggers like myself. 🙂
    Great post.

  2. Rhea

    This is a wonderful article. I blog full time, but my blog has a small following, no big numbers and I concentrate on creative content creation rather than anything else since that was what inspired me to start blogging. I don’t understand the follower craze. Of course, it is nice to have people see your work, but whether or not a stranger hits ‘like’ need not be the focus. Also, I can completely relate to all the other points you made! 🙂

    • Jewel Divas Style

      Agree. So many people, particularly Gen Ys it seems, are caught up in needing to be liked. That’s all they want, and they think the more likes means more people love them. And then they attack you if your post doesn’t get any likes or comments. It’s a sad state of affairs this world we live in.


    I always thought you had 50 people working for you On IFB.
    It is really amazing what you have done, and how very wise to follow the rhythm of your heart.
    Wonderful Jennine

  4. Jai

    This was a great blog post! Especially with all the talk of ‘popular’ bloggers purchasing followers this great for moms (like me) who are busy and work full time and chase after their kids and actually have an offline life that just can’t keep up with the bigger bloggers. I tend to like my smaller blog too even though some days those analytic numbers frustrate me to no end! Glad I’m not alone in this! Congrats on your baby!

  5. Jessica

    Great article. And very understandable that you decided to slow down a little. There is more than blogging of course. My problem with big sites that blog everyday, is that sometimes they just post to post. My blog is really small since I just started. But I would prefer to have a small loyal following than a lot of people visiting, but not engaging.

  6. Onianwah

    True, true, true Jennine, very true. I kinda miss when I just started but at the same time I think I like being known by a larger audience. Guess I still love it cos I don’t have a gigantic following compared to some others, lol.

    Lagos, Nigeria

  7. Anastasia

    Well, being a blogger for a small audience allows to remain the same – passionate about the sense of blogging. While blogs turned to brands…almost for sure lost/are loosing/will lost their authentic voice, the blogger stopes writing more than 3 lines of text and makes it clear who is superstar here. I think we all know these bloggers, which is sad to see when you follow him/her for several years and can see the changes.


  8. Paige

    Great post! I would love for my blog to grow and contribute to my fashion career. However, I don’t aspire to be a full-time blogger who’s blog/social media posts are filled with affiliate links and the same sponsored content. Not saying they are all like that, but I want my blog to stay unbiased and authentic.

  9. Rachel Elaine Peterson

    Completely agree. I have several blogs with not that big of a following. But the ones that do follow me are on the blog because they like my content. And there are only a few that regularly comment. It’s nice to personally connect with those few people instead of having a ton of comments.

  10. Adrian

    Great article! It definitely puts everything into perspective. I was actually talking to my husband the other day. I love the points you made. I did always think IFB had a huge team, what you’ve done is awesome. I enjoy the site very much thanks for sharing.

  11. Jewel Divas Style

    Absolutely agree. My blog is roughly 5 years old and my small following has probably grown. I don’t blog for them, I blog because it is the second tier to my jewellery business. Have business? Must blog! kind of thing.

    It has grown from the once every 6 month blog post about jewellery I was selling or business thing I was talking about to being a style blog that’s about my style. What I wear, buy, do, whether it’s about jewellery, clothes or simply, stuff. It’s no longer just about what I sell although I have recently started up WANT IT WEDNESDAY where I focus on a piece of jewellery I’ve made and tell the back story of how it came to be. Other than that, I only blog about what I sell when it’s debuting for sale.

    I’ve also noticed in the last five years that blogging habits have changed. Many who I followed have moved from Blogger to WordPress, or Tumblr, many have simply left their blogs and gone to Facebook, Instagram or Pinterest, or stopped altogether.

    I have also noticed that many Gen Ys and possibly some Gen Xs of which I am one, seem to think it’s all about the likes, likers, followers, subscribers and I have been attacked several times for this which I think is ridiculous.

    When they want to attack you and crap all over you they make a remark about how no one “liked” your post, or that no one commented on it. Big deal! I’m not desperately needy for followers or likes because the people that do follow me see my posts in their newsfeeds anyway and more than likely read them, but, like me, rarely comment.

    While more followers and comments would be nice, I have found that while a lot of bloggers have many likers or followers they can get very few comments on their posts. What’s the average, you have 10,000 followers but may get anywhere from 0 to 150 maybe 200 comments, and in wordpress half of those comments are yours because they’re counted. You may have a lot of likers but 99.99999 % don’t comment.

    I think the world we are currently in seems to be full of very insecure, immature people who are desperate for people to like them and follow them, or they’re very desperate for followers to show companies that they have a following so they can get paid for advertising or sponsored posts.

    Either way, it’s a very sad state of affairs that blogging is no longer about having your own place to vent online and have fun because it’s become all about the money and the likes.

    And then there’s the haters trying to bring you down because they don’t know how to do what you’re doing, can’t figure out how to do it for themselves and so hate you for it. Been there, had that!

    • KC

      Absolutely agree with your comment! Like the writer suggests I’m focused more on quality than quantity.

      BTW, great post Jennine!

  12. Parimita Chakravorty

    Hi Jennine,

    A very apt post. I started blogging after my child was born. So “Leaning out” is for me as well. I left my more challenging job to settle for something where I can manage both work and family.

    I have seen career highs and lows as an author (published style guide), sub-editor to English daily, features writer for various fashion and beauty magazines and web portals. Currently, have a full time job. Therefore, blogging is rather a creative outlet than a source of income.

    But for those who completely depend on blogging to earn their livelihood, they get absorbed into the rat race of getting maximum audience (aka followers, page likes, etc.) Brands like to invest in those blogs which have a high Instagram/Twitter followers. They want the bloggers to engage their audience into various giveaways which is nothing but cost-effective promotions. That’s why those who want to make blogging a full-time career are the ones who aquire followers by unethical means. You can easily buy them on Facebook/Twitter/Instagaram, etc. I know who have grown from say 2000 followers to 50000 followers in a very short time but hardly get any participation.

    I agree to your points that blogging isn’t everything in life, you need to give time to your family. And, that’s very important. Quality of content and your original viewpoint is respected rather than random frequent sales pitch on behalf of a particular brand. Your readers aren’t dumb. Therefore, either write for masses (who are interested in movie gossip especially in India) or stick to a small community who read your posts and value your opinion.

    More power to you Jennine, from a fellow mother.

    Parimita Chakravorty

  13. Shalanda Brisbane

    I really enjoyed this post. It is great inspiration for us that don’t care about numbers. I blog because it’s free therapy!

  14. Zuma

    Great post Jennine! I will pin it on my “Reminder Board” – blogging for a smaller audience IS awesome.

  15. sneha

    The article seems fairly good for newbies like us but then I also agree that if people just buy audience through various social media it does not increase audience interaction or fondness.

  16. Melisa Akay

    I found this really an insightful read because it reminded me that having a small blog is more me and better suited for my lifestyle, Its nice to look at the big time bloggers take inspiration but i wouldn’t want the ” Trolls ”. i had enough bullying in high school i don’t need it again for my creativity.


  17. Tiffany

    This is a great point of view. It is so much pressure to want to get a lot of traffic to your website but I think letting it grow naturally with really great and personal content definitely has it’s perks/

  18. Jaz Minnie

    This seems so true! Having a smaller crowd makes me feel less pressured to post every single day or keep to a specific theme. But there are times where I do wish someone with more experience could leave insightful comments for me. LOL! *wishful thinking

  19. Alina

    What a great article, thank you so much for sharing – this is exactly what I needed to read right now.

    I was also worried a bit about my blog since having a baby in April. But then I realised that offline world is SO much more important than the online and I started to write less and less. I also realised that I love writing my blog for ME and I shouldn’t put so much pressure on myself to create content every day and keep up with all the social media channels. These days I’m back to a bit more regular blogging (three times a week) but still don’t want it to take over my life and my family. It’s good to have this creative outlet for myself and I much more appreciate my small following, since most of my readers have become like friends!

    Once again, thank you Jennine for this great post!


  20. Melody

    I really loved this post. Especially the quality over quantity portion. In the past I’ve NEVER liked my posts that where uploaded just for the sake of posting and hitting the ever popular (at least) 3 times a week bloggers “quota”.