It’s no secret that bloggers are pulling in the big bucks these days.
But just how much are they actually making? The top-tier talents have been able to capitalize on their images to a point of reaching celebrity status. With select publishers generating upwards of $20k – $80k for content series and product endorsements, the market for the midtier is on the rise. Bloggers like Emily Schuman of Cupcakes and Cashmere, superstar Leandra Medine ofThe Man Repeller, and others like Bryanboy, Tavi Gevinson of Rookie, and Emily Weiss of Into the Gloss all are on the rise and in high demand, attracting lucrative campaigns that were previously reserved only for top fashion models. There’s even speculation amongst the community, that Chiara Ferragni, global street style star behind the blog The Blonde Salad made upwards of $250k for her Redken Global Fashion Ambassador deal, a number that would but the Italian bombshell well onto the highest paid list.
To further guarantee their worth and status, and set them on a career path aligned with the Hollywood elite, these savvy publishers have even begun signing to top agencies. Both Bryanboy and Leandra Medine are signed to CAA, where they find themselves alongside top celebrities such as Robert De Niro and Justin Timberlake.
As the demand for these talents grows, there’s a problem that’s becoming more and more prevalent: their rising inaccessibility. These super bloggers are starting to become unattainable for many brands due to pricing increases for campaigns and availability.
According to WWD, “There’s been some backlash from designers and brands as they question having to pay bloggers from $5,000 up to $50,000 to work with them. Skeptics question whether paying bloggers results in significant return on investment, especially in comparison to a magazine or television ad.”
“Bloggers argue back that their fees have substantial ROI because blogs can drive millions of page views a month both on their sites and the brand’s Web site. So why shouldn’t they be paid?” concludes WWD.
“We’ve definitely seen this to be true, as in a recent campaign for a denim brand featuring top talents like Andy Torres of Style Scrapbook and Wendy Nguyen of Wendy’s Lookbook. Each blogger featured a pair of the denim on their personal sites, and live-tweeted during the brands NYFW presentation and supported a fan giveaway for a trip to New York to attend the presentation. The campaign resulted in thousands of giveaway submissions, 5,322,111 brand impressions, and over 2,400 new social followers for the brand.” reports Socialyte Founder and Chief Creative Officer, Daniel Saynt.
The rising fees are partially due to a little lesson in supply and demand, there are only so many brand collaborations a blogger can accept before the content feels disingenuous and they loose support from a follower, that forces less desirable brands to pay more, as bloggers at the top tier level tend to focus more on luxury or attainable luxury contemporary and progressive brands. In addition, bloggers only post 5 days a week, so the amount of space available is limited, A top blogger won’t sell more than one major endorsement per week, as most in posts are sold in 24-hour take-over increments, and other commitments dominate .
In addition, working with a brand reduces affiliate revenue, which for talents like Atlantic-Pacific result in a huge portion of monthly revenue, some estimates suggest that bloggers at this level of influence produce over $50k in monthly revenue from establishing the right affiliate relationships. Companies like rewardStyle and TAGMAG offering easy affiliate link generation, the money opportunities for these publishers seem limitless.
“If Kardashian can become a global billion dollar brand, there’s no reason why ManRepeller can’t.” continues Saynt. “The blogger is the model, the photographer, the editor, the stylist, the publisher, the social media win and the celebrity, top creatives accomplish more than any other type of digital advertising, all in one easy to activate package. This is the future of fashion advertising.”
So that’s all good and dandy, but what happens when medium and emerging brands can’t afford to collaborate with these talents? From a brand standpoint, it can be frustrating, especially when the budget doesn’t allow for these rockstar partnerships. The result is a growing, rising tier, a group of publishers on their way up. The inaccessibility gives new talent the opportunity to be discovered, providing additional revenue to invest in design, and coveted brands brands to feature, therein lies a trove of untapped resources.
“Most brand directors only know a handful of bloggers. Socialyte opens up the market, identifying and collecting valuable data on over 550 of the world’s most influential creatives. Socialyte provides data on globally recognized talents and lesser-known creatives, reporting on fanbase, campaign success, and social reach.”
“We bring multiple talents together for campaigns, which can give brands access to consumers in global markets. Having worked with brands such as Sigerson Morrison, Rebecca Minkoff, Louisa Via Roma, 3M, Diesel, and H&M, as well as the CFDA, Vanity Fair, and Condé Nast Digital, it’s obvious that a wide variety of companies are searching for that dream blogger collaboration.”
And as for the idea of bloggers creating substantial ROI–does it also apply to non-”super bloggers?”
For more information on what’s possible through Socialyte, contact Management@Socialyte.Co.