Is blogging still relevant at the age of TikTok and Instagram?
“Blogging creates content that lives on your website. Social media engages with people about content” (Gusiff Marketing Group 2014).
In the digital era, majority of us are all slaves to our phones. Naturally, we should also be very familiar with Instagram and TikTok. More so ever since the Covid-19 pandemic as social media has experienced exponential growth rates. Molla (2021) reported that TikTok and Instagram had seen a 576% and 43% growth in monthly visits in 2020. Fast forward to 2022, e-marketers forecasted that social commerce would continue to boom (estimated $80 billion industry by 2025) and video content remains dominating (82% of online contents are in video format) (Geyser 2022).
What about blogging? For those who don’t really understand blogging, the stereotypes go by blogs are ‘outdated’, ‘boring’, and ‘boomerish’. So, the question is ‘Is blogging still a thing in 2022’?
What is the difference between blog and social media posts?
By definition, a blog is essentially an online posting (which you could consider as an online article) that is published by individuals, groups, or even corporations that comprises a mixture of online sourced information and perhaps some personal opinions and beliefs (Dennis 2019).
On the other hand, social media is regarded as a virtual space where people can freely share their ideas, thoughts and information (Dollarhide 2021). Hence, social media postings are essentially anything that goes on this ‘virtual space’. They looked similar, but they are different. Let’s examine the difference between social media postings and blogs.
Blogs
-Longer Content
-Goes into detail about a specific topic
-Viral doesn’t really happen in the blogging community
-It takes time to reach audience due to SEO (Search Engine Opitmization) ranking on search engines
-Can build stronger community with tightly knit bonds
Social Media Postings
-Shorter and more concise
-Usually range from 140 characters to 280 characters
-Opportunity to go viral
-Better post engagement and feedback from audiences (in form of comments)
-Followers are saturated with many other content creators (less likely to be loyal to your postings)
sources: (Staff Blogger 2021; Julson 2021; Guberti 2013)
Blogging effects on public sphere?
Now, let’s look at the relationship between blogging and public sphere. Public sphere is essentially a social space where people may identify and debate public issues openly, with the goal of influencing political decision making (Soules 2022). The blogosphere has been hailed as the ultimate "web 2.0" phenomenon and is at the center of debates about citizenship, journalism, and the democratic public sphere. Is the blogosphere a media "echo chamber" or an independent news, opinion, and expression sphere? Impact is vital to supporting assertions about citizen journalism's ability to affect mainstream media and change the public realm. There are three ways blogosphere contributes to the public sphere. The first being participation of occurring-conversations by individuals will be enhanced. This frees people from the constraints of their physical or mediated surroundings, allowing them to develop a new identity and engage in novel forms of social behavior. Second, journalists can form more personal relationship with their readers by providing additional information aside from the traditional journalistic channels. Third, blogosphere could a viable channel to the civil society and political sphere, where these sensitive topics are usually regulated on the conventional journalistic channels.
Source: (Milioni & Kyza 2009).
Affordances of blogging
Affordances describes the potential for action presented by an object (Moreno & D’Angelo 2019). When we are considering whether something is still relevant or not, we need to look at whether it is still being used and what for. Blogs are excellent for building website traffics. As blogs are being regularly posted on a website, the algorithm of search engine will rank the website higher in SEO assessments, making it more easily discoverable. Webpages that are active are regarded as more important than static websites as search engines often perform scans to look for webpages that are indexed to discover new content for internet surfer. Therefore, businesses are using this method to maintain or raise their SEO ranking.
Besides, businesses regularly update their blogs to serve as a form of education to customers, build interest, and ultimately driving sales of products and services. A good example would be Coca-Cola’s news page on its official site.
Not to mention, blogs can remain relevant for a long period of time if the topic being discussed are not outdated. Hence, companies could develop a strong online presence by creating blogs that revolves around a central theme and constantly updating the blogs (i.e., once you created it, customers can always go back for the information). On another note, social media postings are mostly event-based and situational, hence, lose relevance quickly.
Finally, the ‘long-winded’ nature of blogs does come with its benefit of supplementing more content to elaborate a point. Technical topics such as the How to’s, psychological related, medical related etc. requires significant explanations and analysis to be meaningful and valuable.
Sources (Melanie 2019; Yallop 2016)
Enough with the business talks. What about individual blogger? Blogging can be used to generate income. Novak (2020) mentioned that average bloggers can make $200 to $2,500 within their first year of blogging. If a blog is of great hit, blog owners can make money from different monetization strategies such as sponsored posts, advertisement, affiliate marketing, and more.
Moving on, there is a school of thought that blogging is medium for sociality. Bloggers write posts for their readers and people react in hopes of additional correspondence. This attitude is compatible with using a blog to communicate with readers. Another viewpoint is self-expression and gratifications. Micro bloggers write about everyday routine, communicate with other bloggers, provide information, and report news. Self-documenting major life events, building excellent writing habits and style, communicating one's individuality, gaining knowledge, spending time, interacting with others, seeking personal enjoyment, and pursuing professional progress are all motivations to blog. In short, we can see that individuals tend to utilize blogging (or more generally, personal websites) to build their online identities as a means of self-presentation.
Source: (Tan & Teo 2009).
Final thought
After exploring numerous perspectives, I would say that blogs are still relevant at the era of TikTok and Instagram. Blogging and social media postings are inseparable in our daily lives. Blogging not only connects people through the ‘art of language’, but it also serves as a tool for business to scale up their operations, and as a tool for individual to express themselves online.
References
Dennis, MA 2019, ‘blog’, Encyclopedia Britannica online, Encyclopedia Britannica Inc.
Dollarhide, M 2021, ‘Social media: definition, effects, and list of top apps’, Investopedia, 31 August, viewed 12 September, <https://www.investopedia.com/terms/s/social-media.asp>.
Geyser, W 2022, ‘17 social media trends for 2022 and beyond’, Influencer Marketing Hub, 25 May, viewed 12 September, <https://influencermarketinghub.com/social-media-trends/>.
Guberti, M 2013, ‘The difference between blogging and social media’, Marc’s Blog, 31 July, viewed 12 September, <https://marcguberti.com/2013/07/the-difference-between-blogging-and-social-media/>.
Julson, E 2021, Social media vs blogging: which one is best?, The Unconventional RD, viewed 12 September, <https://www.theunconventionalrd.com/social-media-vs-blogging/>.
Melanie, G 2019, ‘Social media posts vs. blog posts: which is better for you?’, ContentWriters.com, 12 December, viewed 12 September, <https://contentwriters.com/blog/social-media-posts-vs-blog-posts-which-is-better-for-you/>.
Milioni, DL & Kyza, EA 2009, ‘How do we study the blogosphere? Research and methods of assessing the impact of blogging on the public sphere’, Proceedings of the International Conference “New Media and Information: Convergences and Divergences”, May 6 – May 9, Athens, Greece, pp. 1-20, viewed 29 September, <https://www.researchgate.net/publication/215611969_How_do_we_study_the_Blogosphere_Research_and_Methods_of_Assessing_the_Impact_of_Blogging_on_the_Public_Sphere>.
Molla, R 2021, ‘Posting less, porting more, and tired of it all: how the pandemic has changed social media’, Vox, 1 March, viewed 12 September, <https://www.vox.com/recode/22295131/social-media-use-pandemic-covid-19-instagram-tiktok>.
Moreno, MA & D’Angelo, J 2019, ‘Social media intervention design: applying and affordances framework’, Journal of Medical Internet Research, vol. 21, no. 3, pp. 1-41, viewed 29 September, <https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6454336/#__ffn_sectitle>.
Novak, J 2020, ‘How much do bloggers make? The surprising answer’, Fit Small Business, 19 May, viewed 12 September, <https://fitsmallbusiness.com/how-much-do-bloggers-make/#:~:text=Writers%20who%20blog%20full%2Dtime,word%E2%80%94beginners%20may%20earn%20less.>.
Staff Blogger 2021, ‘Blogging vs social media: what’s the difference and why blogging is beneficial’, Creative Edge, 27 June, viewed 12 September, <https://creativeedgemediagroup.com/blogging-vs-social-media-whats-the-difference-and-why-blogging-is-beneficial/>.
Soules, M 2022, ‘Jurgen Habermas and the public sphere’, Media Studies, 30 September, viewed 29 September, <https://www.media-studies.ca/articles/habermas.htm>.
Tan, WK & Teo, HH 2009, ‘Blogging to express self and social identities, any one?’, 17th European Conference on Information Systems, ECIS 2009, Verona, Italy, pp. 267-278, viewed 29 September, <https://www.researchgate.net/publication/221407960_Blogging_to_express_self_and_social_identities_any_one>.
Yallop, J 2016, ‘What is more important in enhancing the credibility if a marketing agency, operating a blog or using other forms of social media’, A Roadmap to Digital Marketing, 25 January, viewed 12 September, <https://blogs.brighton.ac.uk/jy40/2016/01/25/what-is-more-important-in-enhancing-the-credibility-of-a-marketing-agency-operating-a-blog-or-using-other-forms-of-social-media/>.
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