We often hear stories of international bloggers raking in the big bucks, but is it a similar story Down Under? In the first comprehensive survey into the Australian blogging industry, Catablog.com.au lifted the lid on just how lucrative the market is in our country.
The survey found 70 per cent of bloggers are earning money from their blogs, with most diversifying to extend this further. While the exact amounts weren’t revealed, 11 per cent of bloggers making an income consider it equivalent to that of full-time work, while 20 per cent liken it to part-time work, and 50 per cent count it as extra spending money.
In regards to being paid by brands, 32 per cent said it was appropriate, while 30 per cent revealed it was below what they would expect.
“Many bloggers make money from sponsored posts but they highlighted there is still no industry standard on cost. Half believe the average invoice for a sponsored post is anything up to $250, while 20 per cent say it’s between $250 and $400. Others say it’s closer to $600," Catablog.com.au co-founder Janye Moore told Ragtrader.
“Bloggers with a large audience often charge $2,000 for a sponsored post and I know one fashion blogger who charges a minimum ad spend of $50,000 - but when she posts, clothes fly off the racks.”
It’s no secret that social media is being harnessed to inflate audiences, with 57 per cent of bloggers engaging with fans via Facebook, 20 per cent via Instagram and 12 per cent via Twitter. Pinterest is utilised the least. Bloggers are also seeing the value of diversifying their offering, with 76 per cent of bloggers planning to do so and 42 per cent looking to release an eBook.
Lastly, the survey found more than 50 per cent of bloggers have approached brands and PR. A further 55 per cent have been approached by brands and PR, with more than half of those approaches proving worthwhile.
“Bloggers understand their influence and they are being more proactive in reaching new readers by releasing e-books, podcasts, workshops or becoming brand ambassadors. More than half are now approaching brands and publicists instead of waiting to be contacted by them,” says Moore.
