Blogging
In a world where truth seems to be less and less apparent via Social Media these days, I find myself being asked about ‘authenticity’ more and more.
At the end of last year, Stylist Live kindly asked me to talk – at first they wanted me to discuss ‘monetising’ blogs. I didn’t feel comfortable with this (mainly because if you want to write a blog to make money, you’re in it for the wrong reasons). So we adjusted it and they came back to me with the concept of ‘staying authentic’.
I felt that this was actually really relevant. And I had so much feedback from the talk I thought I’d share a few thoughts here for those of you who couldn’t make it or are simply interested.
Consider your USP
I suppose the first place to start is to always remember why you started the blog, or your USP (unique selling point). Mine has always been affordable fashion and the pieces to invest in. I also never really started the blog for myself (it has, and never will be, a vanity project). I really and truly wanted to share with people where I found some amazing High Street finds. And the buzz I get from people ‘getting’ the concept is more than enough reward for me. I think finding a niche is also really important, as it makes your blog stand out from the crowd. Whether it’s food, parenting, fashion or interiors. If you start from a more focused angle, your voice will stay authentic and your reader will be more engaged.
Be careful with advertising
I have been meaning to talk about advertising for a while now. More and more of you will see the hashtags #ad on Instagram and ‘paid partnership with’ posts on blogs. Brands have realised the worth of ‘Influencers’ and social media brands in the last few years. And as such, their advertiser spend has shifted a lot from traditional print media to digital. For me, as well as other brands, it is an exciting opportunity for us to grow our business. But it IS hard to lose perspective or just work with anyone that pays. Personally, I don’t work with any brand which wouldn’t be on The Frugality usually (and I get approached A LOT). And the money I make goes 100% back into the website – it’s how I can keep doing this blog.
I pay myself the same as I used to earn when I left my full-time job, anything extra goes towards my business costs: photographers (I pay every photographer for every picture taken of me, even if it’s just for instagram), assistants (I pay assistants a day rate and don’t rely on ‘free’ interns), website redesign, travel for my city guides etc.
I declare all my sponsored posts on my blog and instagram
If I have ever felt ‘icky’ about adding the hashtag #ad I simply don’t do it. I actually want to take the negative associations away from #ad. I believe that it is possible to work on an advertising level with a brand and for myself to love the product as well – they don’t need to be mutually exclusive. Most brands I work with know I don’t do head to toe looks and I don’t let brands dictate what I write or how I style images. I also have turned down a lot of projects that weren’t right. Even brands that I loved but the concept didn’t feel right to me or felt like it was crow-barred in. If you stick to your guns, your concept and believe in your brand, you will always keep your authenticity.
Always think about the reader.
I admit it, there were probably times when blogging was newer to me, especially when I was working full-time as well. I would just ‘bung’ some content up as I didn’t have enough time to think about it. Luckily now, I spend more time on my site and there isn’t any content I haven’t considered thoroughly first. ‘Is this interesting to anyone but me?’, ‘what is the reader going to get out of this?’. The reason I started was I found it quite depressing seeing bloggers hanging out on yachts with a different £1,000 handbag every other day and wanted to be a more grounded voice.
I have been on amazing trips through my blog but try and focus on the relevant information. Thomson Holidays was a good fit I felt, and would recommend Sensatori resorts to my reader. For this reason, I tend to shy away from fully paid for trips and instead, go with my husband and pay for ourselves. That way we can really decide if it’s worth the money. If you’re not willing to spend your own money on something, then how can you really be objective?
The same goes with clothes, I am lucky I get sent clothes from time to time, but I never feature anything as a ‘favour’. And am not afraid to send items back if I’m not keen or it won’t work. I also make sure I buy the bulk of what is featured so I can really and truly speak about the product from a buyer’s perspective.
Don’t be afraid to get personal
I get we’re all trying to be ‘brands’ but the reason people enjoy blogs is because we’re ‘real’ people. We stumble, we make mistakes (and often, in my case, typos), we experience everyday mundane situations and we reply. This is exactly the selling point of blogs, so don’t be scared to reveal flaws, don’t use facetune, be honest about the truth behind those perfect photos.
I like my Instagram to be glossy, that’s my style as a Fashion Editor, but often my best pictures have been when the caption is about waiting for Domino’s takeaway. Or when people have seen the chaos behind the photo on Instagram Stories. All of this helps your reader understand ‘you’, and the more they do the more they’ll relate. Personally, I love the friendships I’ve made through Instagram. I’ve even had late night instagram message chats with women about my house move, renovations, builders – it’s what excites me about social media. This will only come by being yourself, not someone people feel they can’t approach.
Passion and hard work will shine through
I think these days, people appreciate the research and effort that goes into creating a blog, especially if they have their own. If you work hard and care about what you do, it will show and you will reap the rewards. Again, it goes back to your USP – if you pick a subject you love and know about, people will come to your great content.
I should probably care more about SEO. (search engine optimisation – using words that people are googling to create your content like ‘best winter boots’) But I just do what I think is relevant and generally, people agree! This is the best kind of content and guarantees engaged readers who want to see/read what you’re putting out there. Rather than people who just stumbled upon you whilst searching for some boots (although if they do come, hopefully they’ll stick around!). Half of what blogging is about is instinct, the rest follows.
I hope that has helped a few people, it was actually quite nice getting it off my chest – some thoughts behind blogging which aren’t often spoken about. If you have any other queries: cameras to use, questions about advertising etc, please put below and I’ll answer asap (because I’m a real person!).
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Alex this is great. your authenticity ( we counsellors ? authenticity) is discernible in everything you produce. I love that there are no compromises in terms of gorgeous fashion and everything is accessible. I’ve lost count of the things I’ve bought because of you and the looks I’ve copied. I’m guessing there’s 25 years between us – and no I’m not 10… And it still works for me. I’ve even had lunch in a restaurant you recommended when I went to see the Mcquuen exhibition at the V&A.
Thank you for your brilliant, brilliant blog xxx
Thanks for always reading, Sara! I think it was Comptoir for lunch, wasn’t it?! xxx
Love it. Love your blog. Thrilled you’re not suddenly sporting a new designer bag every week and are still relevant to normal people buying highstreet – and making it look amazing!
Thank you so much – it’s so nice to be on the same wave length with so many people! x
Great post. I love how you always get the balance right between aspiration and reality in your photos. Btw, I deliberately avoid those clothing companies who get bloggers to obviously “push” their clothing constantly. I hate being dictated to so it can also have a negative effect on both the blogger and the clothing company. Keep doing what you’re doing.
I’ve actually received a top before, which I loved, but saw it on 7 other bloggers and deliberately didn’t shoot it, because I didn’t feel my readers needed to see it anymore! So it has backfired for a few brands xx
This was such an interesting read! I’m currently doing my dissertation on fashion blogging on Instagram and authenticity is one of the key themes that have emerged both from my own research and previous literature. You would not believe what some academic authors say about fashion bloggers!
Lynnsay x
http://www.sartorialscot.com
Thanks Lynnsay – I probably don’t want to hear what the academics say about us (!). I get asked a lot of these questions by students actually, thanks fore reminding me – I’ll direct them here! x
Loved this! I find that most blog posts focused toward bloggers nowadays are about how to earn an income. I agree that the primary reason for having a blog should be because you enjoy it and feel that it is rarely relayed to newer bloggers. I don’t want blogging to be my second job. 🙂
I know, people are obsessed with earnings – and Daily Mail keep releasing false information saying that people are earning 6 figure salaries via Instagram – I don’t know any! Takes away the point of having a good blog x
Love this post and love your blog – I am always looking to be frugal but stylish at the same time. I started a blog for fun last year and got a little bit lazy with a house move, a full time job, a small child and another baby on the way and so I stopped writing for a while, but I have finally started again this month and this post has really helped me think about where I want to go with it, so thank you for the inspiration and advice.
Sophie x
http://www.fromchootogoo.blogspot.co.uk
The important thing is not to beat yourself up about it, life gets in the way and it’s fine! It’s supposed to be something you enjoy and are inspired by x
Hi Alex,
I really enjoyed this post and found it enormously informative, I’m gearing myself up to starting a blog. I’ve been wanting to for years! Posts like this are inspirational for those who want to blog, in order to share information that’s different to whats already out there!
The good thing is, we’ve already paved the way (and made a lot of mistakes!) so it’s almost easier to be more niche and professional from day 1. Mine was terrible when I first started and taken this long to evolve – but I know friends like ‘We Are Twinset’ for example, have set up a successsful blog in just 2 years x
And this is why I keep coming back and reading your blog and Instagram over many others. How realistic are a boat, a £10k handbag, and a first class trip to where-ever for most 30-40yr olds? Trying to pick bathroom tile , finding a great outfit on sale, and making a 5am flight without a personal assistant are much more relatable.
Aaaah thank you, you must’ve watched my Insta Stories !! It’s all about the realistic juggle! xx
Alex, thank you! What a refreshing piece to read, even though I’m not a blogger. You have such a natural flare for style which makes you so authentic. I love the natural everyday shots. So bored of looking at blogs of vain women flaunting, posing and pouting, craving positive feedback from followers. Not really about the style! Love your outfits x
Yes, was meant to write ‘you don’t have to be a blogger to read’! Thank you – I actually love that my site isn’ really bout me as the main focus nowadays – interiors do far better! And that suits me down to the ground – more pyjama days 🙂 xx
Thanks for this article, i enjoy.
Really interesting! I actually wanted to come to this talk at Stylist live but it was fully booked, so thank you for posting!
Glad you didn’t miss out, then! x
Good article on a little talked about subject. I’m new to blogging (just coming up to my first year). I often write and send things into oblivion wondering whether I’m actually writing anything interesting to anyone else at all! It’s great to hear that mistakes are welcomed and that we should just be ourselves. My blog takes up so much time that I often have to remind myself that I actually enjoy writing and it is so rewarding when readers comment back. Thanks again for a great article.
Oh gosh, yes – and if you enjoy writing it then other people will enjoy reading it! x
Really interesting post, thank you. Have recently had a social media purge as I was tiring of repetition, same bloggers featuring same brands. Think USP and authenticity is vital! Still love your blog/Instagram for that reason.
Thanks so much Louise xx
Love this Alex! So well said. And I couldn’t agree more. I turn down approx 95% of collaborations for Little Spree because I always follow my gut, and if if doesn’t feel right, I won’t go there. And as you know, it can be tempting when people are offering a lot!!
Authenticity and integrity is key.
Sxx
I think this comes from our editorial background! I was tired of being told to feature brands I would never use in ‘real life’ – and blogging gives us this freedom x
I’ve always admired this blog precisely because it feels authentic. I’ve stopped following other bloggers for exactly that reason- mass amounts of undeclared sponsorship which gives a completely warped and impersonal view of their lifestyle…or posts that are simply sponsored sans substance. Love what you do and how you do it!
Thank you! i think sometimes ‘sponsored’ content comes with a feeling that it isn’t genuine – but sometimes, if you do it well, it can be both informative and authentic. And agree there is a lot of vacuous content (and undeclared content!). x
Alex, what a brilliant article. Skimmed through at lunchtime and will probably read properly on the bus home.
I completely agree about how paying for something makes you more objective. I also feel there is more power and weight behind an opinion when you know you’ve spent hard earned money on it.
Keep up the great and authentic work.
Aah thank you, it is hard as obviously it’s a business so the less I spend the better – but I have been offered to stay at 5 star super luxe hotels in exchange for instagrams, and actually just booked an Air BnB instead – as knew it wasn’t right (HARD decision though!)x
Hey Alex, thank you for writing this!
I currently write a blog myself, but I sometimes struggle with finding time to really sit down and think about what I’d like to write and sometimes the posts aren’t really what I’d hoped.
Do you have any tips for when you have writers block and how to balance a full time job with writing a blog?
Thank you, and you’re such an inspiration by the way!!
Keep at it! And be realistic – I honestly don’t think people notice if you don’t post everyday/once a week etc – it’s better that there are better quality posts. I’m lucky as my day job kind of influences my posts – I see new trends, what people are wearing at the shows etc on a daily basis. But equally I get inspired by galleries, a stroll to clear my head, watching people on the tube (!), personal experiences – as Nora Ephron said ‘Everything is copy’!
I’m not a blogger but I loved this post.
I read loads of blogs and enjoy them, but I take lots of posts with a pinch of salt. I think the fact that you’re honest really shines through. Definitely one of the most genuine blogs around xx
So kind, thank you. I thought it was about time I talked through some points, as a lot of people assume once your blog becomes more widely read, that you’re “selling out” – but it’s just keeping it going! x
Thank you Alex, I really enjoy your blog and it comes through the the items you feature are ones you value enough to buy. I’m also enjoying watching your house renovations on instastories. Keep up the great work!
Thank you! The truth is: I love shopping and finding those bargains myself! It’s not as fun when 5 other people got sent the same thing. And yes to the renovations – it seems you’re not the only one – a few people messaged me in Capetown saying they missed my Stories 🙂
This was a v interesting and timely read! I started blogging recently and am really just enjoying the chance to write, would hate for it to be one of those awful blogs where every other post is an ad and there’s zero sincerity. Not sure where the joy is in that, for the reader or writer!
Have enjoyed reading the frugality for years. Thanks for keeping it inspirational *and* authentic. Hannahx
I do think some blogs rely on Ads to keep going (mine costs a lot to run to achieve good content) but there is also definitely a limit. Someone said I did too many sponsored posts in December (there were a lot of xmas campaigns) – but I took the feedback and trying to think of other ways to work. The reader is always the most important person xx
Hi Alex
I too have loved your blog for about 3 years now. Your style is excellent and I’ve found so much inspiration from your posts.
Thank you and keep up the good work!
Victoria
Thanks for reading, Victoria xx
Thank you! I’m a longtime reader and I really liked your post and I appreciate your openness. You’ve helped me to find some fine items, I do not mind disclosed links and collaborations but I’ve stopped following blogs that revel in nondisclosure and I am not interested in a totally unrealistic fantasy lifestyle.
House moves and renovations are super tough, you are working so hard: sending you lots of positive energy!
Thanks for the positive energy – fingers crossed a working shower when I get home from my work trip! There is also a fine line between sharing what you love and ‘selling’ something too much xx
I absolutely love this post and I’m so glad you decided not to do the talk on monetising your blog. I feel like, like you said, far too many people are in to blogging to make as much money from anywhere possible. For me, I originally started my blog as a platform so share my passion with likeminded people, and that’s what I want to continue to do and how I plan to keep it.
Also where is the banana print from? I love it!
It is still quite a ‘taboo’ subject! But I also thought it would encourage the wrong type of crowd. The print is actually a Velvet Underground record (with an Andy Warhol banana on the cover) we bought in LA and put in a $5 frame from Target – easy affordable art 🙂
Hi Alex
I love your blog. I love to sit in peace with a cuppa and catch up on your content. You are so refreshing in a world of ‘fake authenticity.’ Your style is always on point and I copy most of it!? I am really looking forward to your renovation journey too. Thank you for being super cool and amazing!?
How lovely to read that! Thanks Claire xx
I really enjoyed reading this feature Alex. I have been a long time fan of your blog and Instagram, especially as you very kindly answered some questions for me for my fashion dissertation a few years ago!
But the reasons you listed above, is why I still love your site. I am a fan of fashion bloggers and love readings blogs for inspiration, but it does get frustrating when it is all the same content. Your blog is relatable yet very stylish, and always accessible. I much prefer to read about your decision process on saving and buying a designer item, as opposed to some bloggers who seem to buy a new designer handbag every week! This of course is fun to watch but not always accessible for the average girl. So thank you Alex for keeping it real, whilst providing endless outfit inspiration. . .That M&S jumper is next on my list 😉 xx
Thank you Bee – hope your dissertation went well 🙂 I try to be a reasonable voice amongst the madness that is fashion – I probably have a few too many bags but I’m a girl! xx
Great post Alex. And good to see Thomson got a mention too. Same goes from a brand point of view too – we only want to work with relevant bloggers who would genuinely travel with us x
Aah you’re welcome! Good PR shouldn’t go unmentioned, either. There are some that ‘get’ it, and others that don’t and I love working with ones that do! x
A great read, well written and well done for taking the time and effort to write it, makes me want to continue reading your blog. Hope the house renovations are going well, I know how stressful,that can be whilst also trying to pin down a job. X
Thank you! Weirdly these kind of posts are much easier than outfits – it’s all in my head! Was quite cathartic getting it all out! And hopefully I will get back to the UK for a hot shower 🙂 xx
Alex, I have been following your blog for years now and I believe we have spoken via email in the past. At the end of last year I took the plunge and have started a blog of my own, I have to be honest, I would love to make some money out of it, like many mums I want to be at home for my children and don’t want to have to return to working in an office.
I love writing and absolutely hate the technical side of blogging, I am finding it really hard to promote myself, it doesn’t come naturally ..
I’m really looking forward to reading some posts from you about your new house renovations as I love your interiors posts more then anything! I think I am a bit too old for some of your fashion choices although I think you always look fabulous, but at the same time approachable and your personality really does come across very well in your writing.
Thanks Juliet! Oh it can undoubtedly allow more freedom – I love that I don’t worry about work as much anymore as my blog always keeps me busy as well. I love twitter as a tool to seed out information – I use scheduling programmes like Buffer (which is free!) so it feels a little more anonymous 🙂 xx
Thanks for sharing this Alex, a great read and some very valuable prompts for all of us with a blog. I do think demonstrating authenticity can be tricky – trying the get the balance between the branded version of you and the real you. Plus working out what you’re happy to share (e.g. I don’t talk about/post pics of my kids) but does this take away from the authentic me? Probably! Anyway I agree with what you’re saying, especially the sponsored stuff and aligning with brands that are true to you. Keep inspiring! Judith x
http://www.talesofjude.com
Thanks Jude – I love your pictures! No, I don’t really post family pictures either – I just don’t think that’s what my reader comes to me for – but I love Insta Stories for showing a bi more of ‘you’! xx
Hi Alex. It was lovely to read your comments. I have read you since your days on Red magazine and your integrity shines through your blog. Yours is always one of the first blogs that I read. Thanks for all your hard work and honest advice.
Thanks so much Moya, and thanks for putting up with me for so long! xx
What a terrific post, it is so refreshing to see advice and tips being shared so generously, not just on your chosen field of fashion but on your own professional standards – so admire that you remain so true to yourself, as a reader I think that really comes accross and makes your blog accessible.
Makes me smile reading this, thanks Tracy xxx
Really good timely post. A few blogs I once followed for real relatable style (albeit with very attractive women) now seem like nothing more than ads and the photos are obviously enhanced. Your job does mean you travel to some glamorous places but there is a definite reality to your posts. En Brogue is the other blog that also feels consistently genuine – I wonder if the difference is that some bloggers have only been fashion bloggers, not had other jobs first.
Thank you! And I’ve learnt along the way…I once did a post on a trip away with Pandora, not because I was asked to but because I was working full time and had no other content to put up. It got a bit of backlash as it was very ‘luxe’, so I never did it again and make my posts more tailored now x
Hi Alex, this is one of the best post I’ve ever read. Thank you for being so transparent, fresh, real!xx
Thanks so much, Francesca!! Hope your online store is doing well – need to do some more interiors shopping! xxx
Thank you for this honest post, Alex! Bookmarking this to link to asap!
Briony xx
Hope to see you soon, lovely xxx
THIS. This is exactly the ‘nail on the head’ that I’ve been mulling over for a while but hadn’t been able to put into words. I’ve been following blogs since the Geocities and Livejournal days, and it’s always struck me how inauthentic blogging has become recently — especially in fashion and brands. However, now that I run my own blog, I see how difficult it is to balance that crave for authenticity with having the financial means to recommend new products/possibly even blog full time. You seem to get it right; it’s why I’ve continuously come back to your blog over the past couple of years, and why I aspire to achieve something similar. Thank you for such an insightful post! (sorry for the ramble..)
Not rambling at all! It means a lot to me and thank you so much for your kind words! xxx
Gosh. This is exactly why I keep on reading your blog and checking your instagram with no miss since the begining. I started reading blogs in 2006 (I even had my own for a year) and since I work in marketing (and fashion in the past) I know exactly what it takes from both ends (brands and bloggers). It certainly is hard work but as a reader all these years I am so annoyed when I see the ‘flip’ (from normal 5am flights with Easy Jet to first class flights to some amazing destination) instead of a gradual progress. I am not saying that influencers should not buy more high end things or travel to amazing places. Bloggers and non bloggers alike, we all progress and change in life. The annoying thing is when it is so very obvious that this artificial lifestyle is because a brand is paying for.
As someone else mentioned, I cannot count how many times I bought something because I saw it on you and I thought it would work on me or how many times I asked something on instagram and you replied with all honesty (be it interiors or fashion). 🙂
Keep up the good work and thank you!
Margarita
I cannot begin to tell you how much I enjoy seeing your posts.
Thank you so much for such a lovely message! Yes we do move on with life and things change, but when it’s overnight it does become obvious – I think my viewpoint has actually helped me so much in being more ‘reasonable’!! Thanks for reading from day 1 x
Great Blog, saw it recommended by Marie Claire Magazine. I am a fashion photographer, love all the photos. http://patrickmchugh.digital/irish-fashion-designers/
Very useful tips. thank you
I work in brand partnerships and see so abundancd of content produced which has no soul or personality (more often than not sadly). Let alone well written. You’re approach is so spot on Alex and the bloggersphere needs more like yourself! X
Thank you Ashleigh – I see it, too! Thank you – I think the landscape is changing though and bloggers creating engaging content are being understood and appreciated more and more!
I love this post! I’ve found so much inspiration from it, I really need to utilise a lot of these tips much much more, so thank you for sharing your advice 🙂
VioletDaffodils
xx
I have been reading your blog for quite a while now and follow you on Instagram as well but couldn’t really find anyone else like you… Could you recommend some other bloggers/instagrammers who write about fashion and lifestyle in a relatable way? thanks, Esther
Aah thank you, Esther – that’s kind of why I started, as I couldn’t either! I love @erica_davies for style ad interiors (and hilarious comments!), and @freddieharrel for being real, relatable and very witty but also sooooo stylish, and @livpurvis as well! xx
Alex, thank you so much for writing this article. I am going to study it slowly. I am new to blogging and I seem to be floundering around at the moment. I am pleased I stumbled on this. I love reading your blog. xxx
Thank you!! Glad you enjoy it – good luck xxx
Lovely article, thanks for keeping it real.
“If you work hard and care about what you do, it will show and you will reap the rewards.” – fab!
I am planning on starting an instagram account to start selling my knitting and tshirts that I have created. I see that a lot of people ask questions in their posts to those that follow them like “I love this colour – isn’t it just great” Somehow that feels so fake. Just wondering what you thought?? Also if you could suggest a good camera to use that would awesome – thx very much!
It’s all subjective, really – I suppose Instagram is a great way to gauge your audience – although I think Stories is now better for that because you can do polls etc… The important thing is to be yourself, if you’re not one of those people that says ‘OMG isn’t this amazing’ on everything, then don’t…xx
Hello Alex,
I’ve just found your blog after reading another of your posts last night and am going through and reading everything! What a breath of fresh air you are! I started blogging around 7 years ago too. Back then I bought a book called ‘Blogging for bliss’ all about the joy of blogging and enjoying it as a hobby. Since then I’ve seen so many bloggers or instagram accounts that have a huge following and that are, apparently, making 6 figure sums from their blogs each year. As a result, I’ve often felt that I’m way behind with my small little following (about 100 people) and that I should be massively successful by now. I have to remind myself that blogging is still my hobby and that I’m not seeking to make my main income from it. It’s easy to get sidetracked. Thank you for your honest and authentic posts. I’m a new subscriber as a result and look forward to reading more from you in future.
Oh how lovely and thank you so much for the message – so nice to get a new subscriber and agree with all the reasons on why you do something xxx