Glossary/Blogger
Who is a blogger?
Short answer
A blogger is a creator who publishes longer content in a place of their own: a blog, a newsletter or a channel they control completely. In influencer marketing the word is now used more broadly — for any creator who works with brands — although it originally covered writers only.
What exactly does a blogger do?
They write longer forms: guides, reviews, reports. They publish them on their own site, so they do not depend on the reach handed out by someone else’s algorithm. Their archive keeps working after publication — a post from two years ago still brings in visits from search if it answers a question people are still asking.
How is a blogger different from an influencer?
In place and in durability. An influencer’s material lives on social media: an Instagram Story disappears after a day, a reel loses reach after a few days. A blogger’s post stays at an address you can link to and comes back in search results for months. That is why you order one for a quick wave of attention and the other for a text that works for a long time.
Why do brands order material from bloggers?
Because a post answers a question typed into a search engine — so it reaches someone who is already looking for something, not someone who is scrolling. On top of that a blogger usually tests the product for longer and has the room to explain things you cannot say in fifteen seconds.
Where to order it or find tasks
Related terms
Words that come up in the same conversations. Each has its own definition in the glossary.
- Influencer
- A person who has their own audience on social media and influences its decisions. A brand pays not for ad space, but for the trust that person has already built. Read more
- Creator
- A broader term than influencer: anyone who makes content — including someone who films material for brands instead of publishing it on their own channel. The name puts the emphasis on the craft, not on reach. Read more
- Influencer marketing
- Advertising in which a creator tells their own audience about the product, rather than the brand telling it. It works because a recommendation from someone you listen to weighs more than a banner. Read more
- Audience
- The people who actually watch a given creator's content: their age, gender, location and interests. Not the same as follower count — an account can have plenty of followers and a narrow group of real viewers. Read more
Frequently asked questions
Is a blogger the same as an influencer?
Not quite. Any blogger with a recognisable community gets called an influencer, but not every influencer runs a blog. The difference lies in the format and in who owns the channel.
How much does a sponsored post on a blog cost?
It depends on the subject and on the traffic the blog gets. We give rate ranges next to every niche — alongside the quotes for video and photo material.
Does a sponsored post have to be labelled?
Yes, and at the start of the text, not in the footer. The reader has to know they are reading material made in collaboration with a brand before they start reading it.
