I'm pretty sure the title to this post isn't going to win me any "brand" sponsorships, but that's partly why I'm writing it. I'm not a "brand" blogger in the first place. I never started out wanting to be one, and on the few occasions I've worked with a brand (always through the folks who run my ads, BlogHer), it's felt weird and almost uncomfortable. To be honest, partnerships between brands and bloggers weren't around when I started to publish online. I write and tell stories about my life, my experiences and struggles, my victories and my failures, and to a smaller degree, about my children and my relationships with them. I don't know how to write about the merits of Super Special Detergent, without sounding like something I'm not. Of course, if I were to have a disaster with Super Special Detergent that resulted in me losing my eyebrows, then that's another thing completely! My readers have come to expect the occasional domestic disaster from me. However, I'm pretty sure that the makers of Super Special Detergent don't exactly want that sort of endorsement for their product.
When I've talked about a product or reviewed a book I almost feel like one of those older ladies on QVC that are hawking plastic storage containers. You know that ones I'm talking about. They're usually close to, or middle-aged (I'm getting close enough to that, thankyouverymuch), dressed in colors that are far too bright, and their outfits are accented by over-sized jewelry (there is actually a scene from one of the Bridget Jones movies in which her mum, having grown tired of the hum-drum life of a house-wife, takes a job as an on-screen saleslady. I always picture her when I think about trying to write a post for a product I've reviewed) which is probably meant to detract from the polyester outfits they're adorned in. They use their hands a lot and gesture widly sometimes, and all they're doing is trying to sell you on a 527 piece set of plastic containers that you'll lose most of the lids to within a month of ordering them. But then a girl's gotta work and I guess shilling house-wares on cable TV is a good gig if you can get it.
So is shilling shit on blogs apparently. Or so I'm told. Actually, more often than not, especially in the last couple of years, the implied message is, that if you're not a brand blogger, you're doing it wrong! If you want to be anyone in the blogosphere, you have to have relationships with brands, you have to have a presence on Twitter, Facebook, Google+, and every other social media platform known to man and microchip. Frankly, it's hard enough just being the narcissist I am, without having to divide my attention into spurts of 140 character or less conversations, constant Facebook updates, and then make sure I've cross-posted all of that to G+ and Tumblr. Compound the stress of all of that with worrying about getting myself in front of a brand? No thanks. At what point do you focus on writing rather than promoting? I understand that we all want to be noticed for our work. I'm not going to deny that I use Twitter and Facebook for that very reason, but when I spend more time hustling for people to notice me, than I do actually writing, there's a problem. Social media can become a huge vacuum if you aren't careful. I've gotten sucked in enough times to know that I spend too much time out there just lollygagging, in addition to promoting blog posts. I can't fathom having to "work it" any harder in order to get my face in front of brands.
Consequently, a few weeks ago when I was in my doctor's office and the nurse was trying to fit the too-small blood pressure cuff around my too-large arm, she stopped for a moment and looked at me. She said I looked familiar and then said, "Oh yeah, you're a blogger aren't you?" I didn't remember writing that down as my occupation (I usually enter "writer/photographer/pain in the ass" when filling out forms at my doctor's offices) and I told her that yes, I blogged occasionally. The nurse said, "No, I mean we have some older copies of Woman's Day magazine in the waiting room and I recognized you from one of the articles you wrote. It said you blogged."
I replied, (probably more abruptly than I meant to - because the article focused on my weight and as we can all tell, most of it's still here), "Yeah, that was me." Plus, I don't get recognized that often for my prowess (sarcasm folks, I'm literally drowning the word "prowess" in sarcasm!) as a blogger.
Then she asked me something that pretty much stopped me in my tracks, "So, what brands do you work with? I bet that's exciting to get all sorts of stuff sent to you to talk about and giveaway, and to go on trips with other bloggers . . ." By the time she got to "...trips with other bloggers" my eyes were threatening to roll all the way back into my head because honestly, I find it so galling that blogging nowadays is equated with hustling for brands, and selling their wares, rather than the stories that spurred an entire genre (Yes, I said genre. While I'm not sure it's officially recognized as one, that's how I define it.) of writing.
I know that last sentence in the above paragraph is probably going to piss a lot of people off, especially those who work very hard for the relationships they have with brands. Some of these women have become brands unto themselves, while others sadly have just become caricatures of their former selves . . . the "selves" that used to write for the sake of writing and telling a story that others wanted to read, that others could relate to, and that their audiences found compelling enough to keep them coming back again and again.
Eventually, or perhaps a better word would be, "inevitably" companies realized what a potential untapped goldmine the mommy-blogging world was, and started developing their blogger outreach programs and building special PR departments that did nothing but work with bloggers. The assumption was that if they had a huge readership, especially if that readership was one of their target demographics, and those readers had built a bond of trust with the author, then they'd offer the blogger money for either availing their blogs of ad space, or working with the companies when it came to things like placing appliances in their home (free of charge) and then asking the blogger to write about the appliances. In some cases, the blogger has become the Bloggywood face of the brand or company. If you can manage to do all that, but remain true to why you eventually jumped on the blogging train, then more power to you. However if you only got on the train to be a brand-blogger and not a genuine blogger who cared about the words she wrote and the stories she told, and are trying to further the myth that those of us with no brand partners aren't legitimate, then in my eyes, you're a hack and a corporate shill.
It also seems that partnering with a brand now implies status (and we all know - because the message gets shoved down our throats ad nauseum, that without status, you are simply, without.) and status is gooooooood. Status is God.
Apparently the drive to attain status has pushed some bloggers to the point of lying about receiving swag ("swag" being products from brands/companies, for those amongst my readers who are thus uninitiated) from brands! No, seriously, some bloggers out there pull this shit and get away with it. Go on, read the article I linked to. I'll be here when you get back.
If the above article wasn't already infuriating, the writer (a blogger no less!) goes on to ask the question, "Do these bloggers deserve a scolding, or a little bit of admiration?" Oh sure, let's admire the total and complete lack of integrity all in the name of climbing the status and recognition ladder. Talent? What's that got to do with it? Baby, work that swag and fake it 'till you make it! If that's not bad enough, the statement I quoted above follows the comments (quoted in the article) from Robbie Sokolowsky, who is the Creative Director at ICEDMedia, and as a brand manager, that he doesn't really mind when "bloggers do fib about "free" gifts. At least to an extent." OK so let me get this straight, your clients are cool with aligning themselves with someone who lacks any principle, all because at the end of the day, your client - THE BRAND - gets their name out there anyhow?
Why don't we just start breeding integrity completely out of the human race. It would simplify this whole thing!
Brands basically have used the trust we've developed with our audiences in order to sell their product to our readers. It's implied that if I am running an ad for, oh let's just say, Tide, that I must trust the brand, and because I have a bond with my readers, they're going to trust my judgement. It's the way the industry works. I spent more than a decade on the air at major radio stations for Clear Channel all over the country. Branding and partnerships, ad revenue . . . it was all part of the game and it all went back to trust. Our listeners trusted us to bring them (Oh my God, I don't believe I'm going to use a positioning statement but here goes) Today's Best Rock, first, and most often, so why not ride that trust for all it's worth? It's not really any different at all in the blogosphere, even more so in the Bloggywood part of the blogosphere.
That's all well and good and I give accolades to the women who "went there" first and managed to make it work while not losing their voice or credibility in the blogosphere. In other words, the ones that didn't totally sell out, or become whiny, entitled, self-appointed social media experts in absolutely jack shit! That's exactly what's happened. These brand relationships have birthed an entire generation of writers bloggers that got such enormous ego trips from becoming a Twinkie Mom (my knick-name for moms who blogged about shoving such and such product in their kids lunch boxes and they all lived happily ever after and had unicorns for pets!) because obviously, that single brand partnership is now somehow synonymous with being a savvy business-woman who can suddenly tell you how to rake in the dollars by attracting big corporate sponsorships. The thing is, she can't tell you anything about attracting more readers to your blog and building a lasting relationship with your audience through quality content. Oh, but here's a Twinkie, maybe you won't notice anything else.
When more and more women (and some men, but I'm going to use "women" because the fact remains that the blogosphere is heavily saturated with women and they are the ones the brands target most frequently) started realizing that by being a "Mommy Blogger of Some Acclaim" meant getting sweet swag like a Kitchen Aid mixer, or regular hook-ups with Target for goodies from the store, they decided to jump in the pool and become bloggers too! However, they weren't creating content, they were just angling for brand sponsorships or corporate recognition that resulted in either money or products.
Call me a purist, but blogging never started out as a platform for building relationships with corporate brands. It was a place we wrote about things that were important to us, shared our stories, commiserated with those going through similar situations, and just shared the things that make being a woman, a mother, or just the experience of being human, interesting. Over time the space evolved to include the monetization of blogs, allowing us to earn a pittance by giving some of our space to ad networks. I have no issue with that whatsoever. I use an ad network and I make a genuine pittance. It pays for my hosting and occasionally I can save enough to buy a new camera lens. Do I wish I made more money? I don't know. With more money comes more responsibility to consistently create attractive content, and as someone who suffers from depression, depression that at times can be so debilitating that I can't get out of bed or leave my home; I sometimes don't give enough of a shit about the blog, or about writing in general in order to try and make a living at this.
I'm not in any way envious or a "jealous hater" of those that do make their living as brand representatives and have strong relationships with corporations and don't mind those relationships piggy-backing on the success of their writing. There's a delicate balance these women work hard to achieve - between representing the brand and still maintaining a place on the internet, a blog, where you're still going to find the same stellar story-telling that initially attracted you to that writer.
I know my limits and know that I would make an absolute jackass of myself by trying to be the face of anything. Plus, with all of my social anxiety issues and hang-ups, there is no way in hell you would find me schmoozing with brands at blogging events, which is pretty much par-for-the-course when it comes to getting your name in front of a PR rep/brand rep. Hell, I can't even get up the nerve to go to a simple blogging conference.
Just because I don't believe in focusing on brand partnerships, it doesn't mean that I automatically hate all the bloggers that do. It also doesn't mean that I won't run ads. Running ads isn't synonymous with selling out. Some of us realize that maybe we're pretty good writers when it comes to the confines of the blogosphere but we don't have what it takes to make a consistent living in the larger arena of writing . . . writing books -although we'd love to. In the long run, we're writing and doing what we love. So we take what we can get through our ad networks, or writing the occasional sponsored posts. As long as it's something I believe in, I'll rent you some space on my blog to advertise your goodies. Yes, I'm sure some of us think that if we're running ads, therefore making money, we are automatically literary geniuses. Oh look, I earned $17 in the last forty-five days! Move over Stephen King, ya'll need to make some room for me on the New York Times Best Seller's List!
Then there are the real badasses that actually have managed to parlay their mad skills as a blogger into something amazing, and have launched themselves into rockstardom via their blogs. They're the ones that actually have earned the right to tell Stephen King to scoot over! It's pretty cool to hold the actual hardcover book of someone you've been reading online for years, to hold that book in your hands , and because of the relationship you've built up through reading that blog, you feel like you know the person, really know the person who wrote the book.
I guess I've written all of this to say to the wider world of the blogosphere, I miss what you used to be an am not entirely sure I like, or even respect what you're evolving into. That doesn't mean I'm going to take all of my toys and go home, it just means that I'm OK with the whole "You're doin' it wrong" thing just because I don't want to play the brand game. I'm not a race car. You can't slap your sticker on my ass and try and subsidize what used to be my integrity. Although I'd be willing to bet my plus-sized ass that one of these days we see a blogging conference that isn't simply called BlogHer or Blissdom (although I'm just using these two "names" as an example and am in no way implying they'd actually do this!), but rather a conference that has a positioning statement courtesy of a brand, before the actual name of the conference, something akin to the "Tostitos Fiesta Bowl", or the "Hawaiian Punch Bowl." Wait a minute, I'm pretty sure the Tostitos thing was an actual bowl game, and pretty sure I just pulled the Hawaiian Punch Bowl out of my ass, but you have to admit it would be a pretty good name for a sponsored bowl game! By the way, Hawaiian Punch, you're welcome, you can send me any royalties via PayPal, hit me up for the address . . . *wink wink, nod nod.*
If I'm come across as angry, maybe it's not so much anger you're detecting in my tone, as much as it is a frustration with how blogging has turned into a game; a game that I admittedly don't want to play, and that because I don't want to, I'm seen as less credible. "Oh em gee", they squeal, "How can you be a writer on the interwebs if you don't have a brand kissing your ass?" Let's face it folks, this evolution is becoming less about quality content than it is about who scores the biggest brand partnerships. It used to be about the writing. Now? Not so much. Brands used to partner with bloggers because of the that very thing, the writing! The writing was what drew in the readers in the first place. Now it seems to be a race to see who can write the best copy for the biggest brand. At the end of the day, there's obviously a demand for brand bloggers because their readers are reaping the benefits. If that's what you like, I'm not trying to tell you not to read those kinds of blogs. I think I'm just asking you to be realistic and don't try and tell the rest of us that we aren't real bloggers or writers because we don't work with brands. It's insulting. Be a brand blogger if you want to, but own it! And whatever you do, don't try and tell the rest of us, especially if you call yourself a "Social Media Influencer" (I almost can't say those words without wanting to gag because of who some of these "influencers" are!), that we aren't legitimate because we don't partner with brands!
Being a nobody that brands don't know about let alone want to work with gives me a unique vantage point. Granted, I have my close circle of friends that I've met via the community that is the blogosphere, and they're more - so much more than just the people who live in the box on my desk, I'm not part of the glitterati, or the movers and shakers, and for that I'm grateful. I don't have the burden of keeping up appearances or worrying about saying something that's going to piss off my brand or sponsor, something which might reflect poorly on them. In a way, (of course I still have certain limitations placed on my writing by my ad network, but they are minor when compared to being the blogosphere's mouthpiece for a brand) I have the easier of the two jobs.
Oh well. Games or no games, I'm not going to change how I write. I am imperfect. I screw up from time to time. I write about things that might be better left untold. I over-share. I'm human. When it's all said and done, I want this to be a place where someone can come, ten, twenty, even thirty years down the road and say, "Oh look, she was at the bottom of the pit, fat as hell, depressed and miserable, yet she managed to live through it and tell the tale! Maybe if she did it, I can do it too!"
Ironically enough, two of my favorite bloggers turned best-selling authors have managed to do so (while being entirely unique and original brands unto themselves) without trying to shove a Twinkie in my kid's lunch box, or slap a brand sticker on their backside. However, I wouldn't be entirely surprised if I found out they did have a unicorn and lived happily ever after!
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