We Are Here For The Comeback Of Bloggers
Well… I really wanted to just talk this into ChatGPT, but I am committed to writing this newsletter “all by myself” (I’m imagining my nephew saying that when I tell him I want to buckle him up in the car.)
Our role as a social agency is constantly evolving. At some point, maybe around ten years ago, but who can actually remember, we used to pitch bloggers to write articles. Then came Instagram and Instagram influencers, and the whole blogger thing kind of stopped.
We are starting to plan our 2027 budgets with clients, and one new component we are adding is an increase in our “influencer” spend. But it’s not for more Instagram influencers.
We are actively looking for people, places, and publications that have influence, not just on social.
We want small publications that are actively updating their website with content and also have an active presence on social.
We want to work with small events where we can donate product, have them mention us in their newsletter, write an article about us, and of course post on social and give us whitelisting access.
Is this a PR play? Kind of, but we don’t do earned media.
We treat these publications like influencers.
We treat these events as a content play.
We pay them to write the content; we pay to sponsor the event, and since we think social first, it goes deeper than the article or the event.
We expect them to post on social; we specify in the contract that we want to whitelist their content for ads.
So moving forward, we are thinking about our influencer content in a much more 360 manner. We are calling it Social PR.
