The document summarizes a 2013 study of 227 bloggers and their relationships with brands. It found that most bloggers are female ages 25-44 who have been blogging for over 3 years about family/parenting, food, or products. Over half have over 10,000 monthly unique visitors. While brands most frequently measure blogger influence by social media followers and stats, bloggers expressed a preference for brands to consider reader engagement and offline community involvement.

1. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
Blogger Influence:
How Brands Measure It
(and how
bloggers
want to be
measured)

2. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
About the Survey

3. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
227Bloggers
29 U.S. States

4. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
92% Female
80% Ages 25-44

5. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
84%Blogging 3
years or more
Family/parenting
Food, recipes and/or cooking
Products and reviews

6. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
More than half
Have 10,000+ unique visitors per
month
18%Have 50,000+

7. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
93%
Have done
promotional
work with
brands

8. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
30 questions covered
four main topic areas:
Establishing brand
relationships
Types of work
Compensation
Overall experience

9. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
How Are Brands
Measuring Bloggers’
Influence?

10. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
I have been asked by
brands to provide
the following
information as a
measure of my
influence:

11. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
7%
18%
19%
22%
44%
66%
67%
68%
Community involvement
Klout score
YouTube subscribers
Instagram followers
Pinterest followers
Blog traffic stats
Facebook fans
Twitter followers
Blogger Influence Statistics Most Commonly
Requested By Brands

12. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
22%Say this is
“always” or
“often” the case.

13. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
How Do BloggersWish
to be Measured?

14. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
Is there a measure of
influence you wish
brands would ask for
more frequently?

15. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
#1Reader Engagement

16. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
#2Offline Community
Involvement

17. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
Overall social media “footprint”
Growth statistics
Subscribers
Years experience
Previous campaigns

18. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
One notable exception

19. Source: 2013 Blogger-Brand Relationship Study; The Social Craft

20. Source: 2013 Blogger-Brand Relationship Study; The Social Craft
For more information, visit:
thesocialcraft.com/research
Cindy Meltzer
Founder & Principal
The Social Craft
cindy@thesocialcraft.com
@cindymeltz