While blogging is a career within itself these days, the key to creating major profit lies in brand alliances, reports WWD.
Top names are making between $US1-3 million per year, which the website comments is attributed to not only partnering with major brands, but making one for themselves. They say: “Many of the top bloggers now are increasingly brands in their own right who generate most of their income from endorsements or working with leading companies as part of their marketing and promotions campaigns.”
L’Oréal’s much-publicised seven-figure contract with blogger Kristina Bazan is used as an example, alongside the make-up empire created by vlogger Michelle Phan. The Blonde Salad’s Chiara Ferragni is also mentioned - specifically her 2015 turnover of $2.5 million that was the result of her website, personal appearances, and partnerships that have turned her into a brand.
WWD comments: “The holy grail of partnerships for bloggers is a contract with a beauty brand — hair or cosmetics. [Agents explain] the goal is to get talent working with a beauty brand. Not only is the fee typically higher, but these contracts can last from one year to multiple years.”
The fashion bible predicts these brand-blogger alliances will be more and more common over the next few years. Frank Jung - head of digital talent agency Creative Artists Agency also agrees: “[Transactions are] growing very high and increasing. The bigger-situation deals like Michelle Phan haven’t been constant yet, but they are coming.”
