The hypothesis of this post is not radical — that publishing sponsored posts would lead to a loss in blog readership — still, I wanted to gather some data over time before I published anything. So, after a year of looking at subscriber numbers, growth patterns, and total pageview numbers on blogs that have shown a dramatic increase in sponsored posts, I have the following to say:
I entered into this with the theory that highly successful blogs that dramatically increased their use of sponsored posts might reduce their traffic by as much as 25%. Let’s see if I was right.
Now, it’s impossible for me to show that sponsored posts are the only reason for a loss in readership/total pageviews per month because, as we know, there are a ton of factors that go into increasing or decreasing blog traffic. And not all sponsored posts are created equal, and not all niches deal with sponsored posts in equal ways.
However, I have been watching blogs that had heretofore maintained relatively stable traffic levels for months, if not years, at a time. The size of the blogs and the traffic of the blogs vary, but what they share in common is their niche (parenting) and the fact that they have gone from a very low level of sponsored posts (or, in some cases, zero sponsored posts) to clusters of sponsored posts, particularly at busy times of the year (the beginning of fiscal quarters, the holiday season).
Traffic over one million pageviews per month.
For example, take the case of a successful blog that averaged approximately 3.5 million pageviews per month as of this time last year. Over the course of the past year, this blog has gone from hosting no sponsored posts to presenting several clusters of them spread out throughout the year, beginning with the last holiday season, picking up again in the summer of 2010, and continuing on through the present. As of the time of the publication of this post, the blog had dropped to between 2.4 and 2.6 million pageviews per month — still a considerable traffic level to be sure, but nevertheless suggesting a 31% drop in traffic from this time last year. If we look at this loss in traffic in terms of reported gross display advertising dollars lost, this could represent as much as $12,000 less per month, or $148,000 less per year.
The next post in this series will look at the effect of sponsored posts on blogs with traffic of less than 500,000 pageviews per month.
Oh, excellent Anna..and I am not at all surprised by readership loss over sponsored posts. I love that you are putting that into actual financial costs . I’ve seen a lot of Mommybloggers remark on how their readership is vocal about disliking them and then responding to that with “ohh, well, am making money..too bad.” I had only thought of the long term profit loss re: lowered page views equaling less ad revenue/ ability to attract ads. Yo While I don’t hate the “idea” of them, it seems to be an extraordinarily difficult style for most writers to pull off. I’d say only Amalah has consistently well written sponsored posts and I think that may also have much to do with the ppl/brands she is willing to partner with. Her More Birthdays posts are stunning. I think I’m bothered by the theme aspect of some campaigns also..what might be tolerable for me from one blogger becomes intolerable from ten.
I am SO happy to see your business posts return.
I predicted this as well, it just makes logical sense. If someone is getting paid to post, you start to question the value of their statements. I believe it’s because it’s pretty evident that they can, and will be bought for a price. It’s clear they’re no long writing because they want to connect with you, it’s all about the benjamins.
There’s other factors that go along with the drop in readership too, but I think the most glaring thing is that the readership feels more like a crowd at a carnival being sold snake oil. They used to feel like they were sitting at book club meeting , coffee in hand discussing what they are felt. Now it’s more like step right up, buy this line of bull, drop your money on the way out.
You know, I sort of wanted sponsored posts to work, because it would be nice to have another way to generate revenue from a blog. So I was biased in favor of giving them a chance.
But I’ve yet to read one that worked for me. Some are closer than others (and there are a couple where I hope the sponsor asked for their money back, because MY GOD).
I don’t understand how you know someone’s traffic? Unless is this something they disclosed to you?
In general though I think it makes perfect sense. There are three reasons I have stopped reading certain blogs 1) Only sponsored posts and giveaways. 2) Time – sadly I cannot read everything or even most things. 3) Repetitive content that I no longer agreed with.
The source is in the lower right corner of the graphic: Quantcast.
Oh, the sponsored posts. There are some blogs where I’m finding myself say “Another one??”
I understand wanting to make money. But don’t forget the reason people started reading in the first place!
Oh yay, you are back!
I think another reason the readership declines is because when a blogger begins to get into their branding stage, the personal content that drew the readers there in first place begins to decline because the blogger wants to appeal to marketers and make money. So, overall, the non-sponsored posts begin to become sanitized and safe, because now the blogger is working, rather than writing. I agree that sponsored posts are hard to pull off. I have seen a few writers really do a fantastic job with it at at my job at Eden, but that’s probably because the topics we give them are inherently personal, so the writer can easily tell a good story. Now, telling a good story about something far removed…is something else entirely.
I don’t mind sponsored posts, but the reality is that when one blog does different sponsored posts over and over, you know they could not possibly like or use all of these products all the time. I do tend to read these blogs less.
In related news, I was recently offered to host my first give away and was offered free product to do so. Now I don’t even love the product and I am not sure what to do about it.
Lisa,
So far I have never done a sponsored post and would only do so for an active advertiser who’s products I already believe in. I would also make sure there was a freebie of some sort, from that currently active advertiser to go along with the post written. This way the readers can get a sample of what the company is really about and then I am getting to share the wealth with them. It involves the readers and allows them to participate on a higher level along with you.
Starting in 2012 I will be offering a monthly giveaway for my readers but ONLY with businesses I am a supporter or user of and will have them as current advertisers during that particular month.
The thing is, it has to feel and be authentic. Readers are smart and want you in true form. So, if they feel you are pretending to support a product or company, it will show through and they will loose their trust in you and in turn you may loose them as a reader.
I have been hounded by one company to post on their product that they want to mail to me and I have been trying nicely to get across to them that the product doesn’t fit. The thing is, it does fit and it is kind of a cool thing, but their entire marketing program is so cheesy and off the mark from where my site is that is wouldn’t work. So it’s not the product, it’s their ads. I don’t want to burn any bridges because you never know, they may fit someday down the road, but for now I am trying to tell them gently that I am not interested.
It’s hard, but I know you will figure it out. Follow your gut instinct and stick with it. You’re readers will appreciate you more for it!
And ALWAYS disclose to them. This way you are being upfront and they won’t feel “cheated on” lol!
Sorry for the super long reply, but I hope it helps!
Jill
Go you with your millions of pageviews, Anna. Really happy for you (but not surprised) that your writing carries over so that so many people want to read it!
I’ve basically stopped reading my favorite mom blogger because sponsored posts are all she ever writes anymore, and they’re BORING, so this doesn’t surprise me. Plus, what about disclosing to readers what is/is not a sponsored post? Aren’t sponsored posts basically just advertorials – an advertisement disguised as an editorial? I have somewhat of an ethical problem with advertorials in general. When I see a commercial on TV, I know that it’s advertising and the company is paying for it. When I see a sponsored post/advertorial, if the writer is good, I might not even know that a company paid for that writing.
I love this meta-analysis.
I find that sponsored posts often have a different voice, somehow – even if the writing style is the same, it often comes across as self-consciously so, almost like a writer parodying herself slightly. It feels less authentic, I guess.
This is slightly different, but I read this post on give-aways and product reviews and I think it relates thematically – http://www.stirrup-queens.com/2011/11/bam-youre-a-writer/ This blogger is sort of a hub for bloggers meeting challenges in family building, whether it be infertility, perinatal loss, or something like that. Anyway, I thought you might find it interesting.
p.s. I love your new masthead!