Journalist Macala Wright sat down with for a video interview with Fashionista editor-at-large Lauren Sherman, and she had some interesting things to say about the current state—and the future of—fashion blogging. Specifically: bloggers are much better at moving product than sites with hundreds of thousands more pageviews.
The bigger the website, the harder it is to drive sales, because people are usually coming to bigger sites for news, and they're not necessarily shopping through those stories.
That's not to say that it's smooth sailing for style bloggers. The landscape is quickly shifting beneath our feet, and keeping up with change is essential. Specifically, bloggers need to pay attention to where their audience is most engaged. Says Sherman:
A lot of bloggers have had to think: … ‘Where is my audience?' They're not maybe coming to my blog anymore, they're maybe just going onto Instagram or checking out my Twitter or possibly my Facebook. How do I engage my audience on those platforms and how do I drive revenue?'
This dynamic, Serman says, is creating micro-audiences that may be small, but are powerful. And it might explain why many content creators are calling Instagram their blog. Blogger communities (including Collectively and Mode, which we've discussed) are tapping into that goldmine.
Maybe instead of investing your entire digital marketing budget on 5 bloggers investing it on 500 of these micro-influencers who maybe have a great following on a niche social platform.
So while bloggers are in a great position, we need to be diligent about tracking our changing audiences and tailor our approach to audiences and brand partners accordingly. As Sherman points out, the competition is tougher than ever.
Watch the entire video below:
Correction: Lauren Sherman's title at Fashionista is editor-at-large, not editor-in-chief, as stated in a previous version of this post.
What changes have you noticed in your audiences? How have you tailored your content in response? Do tell in the comments!