I’m always thrilled when an email from you lands in my inbox. It’s great to hear that you like my blog. It’s even more exciting to hear that you want to work with me. I love it when I can get paid to do the things I love! Oh… What’s that? I’m not being paid? Oh I am? But with exposure. Right…
See, here’s the thing…
You wouldn’t expect your marketing team to work for free – or for exposure
And that’s basically what we are, isn’t it? We put together an advert for you, and market it to people. Try telling your marketing team that you won’t pay them, but you’ll tell all the other businesses about them and give them a glowing recommendation when they leave. See how quickly the office clears out?
The fact that a job is a once-off doesn’t make it any less of a job. And jobs warrant payment.
You’re being paid; why shouldn’t I?
This is probably the thing I find most unbelievable, not to mention disrespectful. If it’s your job to promote a business and you choose to do that by delegating the work to bloggers, that’s great. Smart, even. But when you don’t want to pay those bloggers, you’re basically asking them to do your job for you, but do it for free. In this situation, the blogger is really the one doing all the work, but at the end of the day you’re getting paid for it? That’s not okay.
You have an advertising budget – use it wisely
In comparison to the work we do, bloggers really only ask for a nominal fee. You’re happy to pay for a magazine ad, where you’re paying models, stylists, makeup and hair artists, and photographers. After that, you still have to pay each magazine to feature it. Bloggers do all of that themselves, and ask for a fraction of the fee. For the same price as a magazine ad, you can afford to pay a dozen bloggers. Your content will end up being far more varied, and reaching a more diverse market. If you think influencer marketing is important enough to utilise it, treat it with the same respect you would any other form of marketing.
Working with bloggers is a long-term investment
Often times, brands don’t value influencer contributions highly enough because they usually are not tangible products. Digital content creation is often more valuable today because of its longevity.
if you’re advertising in a magazine, for example, once that issue leaves the shelves, your advert leaves with it. By contrast, when bloggers do an ad for you, it exists on our websites until the websites themselves cease to exist (more on that in the next point). Only people who bought that issue of that magazine in that year can find that advert. But anyone with internet access could stumble onto a blog ad from years ago, and it’ll introduce them to your brand. I still get traffic on posts from the beginning of 2016, when my blog started. When you pay for a blog ad, you’re not just paying for the people who will read it now. You’re paying for the potentially infinite number of people who’ll read it in the future.
If I’m not worth paying, I’m not worth your time
A common excuse for non-payment is “Your reach isn’t big enough”. Fair enough. Maybe the number of sales you’ll generate from my ad won’t make it worth your while to pay me to write a post. But if no one reads my blog, there’s really no point in you working with me at all, is there?
We have expenses too
You want to work with me because you love the quality of my blog? That’s great to hear! But quality costs money. I pay for blog hosting every month, so I can have a domain that looks professional. I pay for themes so that my blog looks good from the second people land on it. Those pictures you like so much cost me about R8000 in camera equipment. After that, there’s still the cost of internet each month to actually get posts up. If you don’t pay me, I can’t keep that quality up. I can’t pay for hosting every month; I can’t improve my camera setup; and I can’t update the layout of my blog and keep it looking fresh.
You might think you’re saving money now by not paying me, but if my blog looks outdated because I can’t afford to keep it looking good, people will stop reading it. And your advert will reach no one. Worse, if I can’t afford my blog hosting or internet connection, my blog will vanish off the face of the internet, taking your advert with it.
And it’s not just the blogging costs. Time really is money, and I can’t afford to put that much time into writing a post I won’t be compensated for. It’s time that I could use to pick up an extra shift at work or make stock for my own business. I still need to survive, so if I’m taking time away from work to work for you, it’s important that you treat it as a job too.
I’m not the first blogger to write a post like this, and I won’t be the last. Maybe in some points I’ve been a little harsh. But things need to change. We deserve to be paid if we put hard work into something that’s going to benefit your business.
Sorry, but exposure doesn’t sweeten our tea.