Digital Influence: Blogs Beat Social Networks for Driving Purchase

Blogs: Are they really worth it?

According to Technorati’s 2013 Digital Influence Report it was stated that blogs are more influential than social networks in shaping consumers opinions and purchases decisions. Now with that being said, are blogs really worth the time and effort for brands to incorporate in order to drive purchases?

For some time now brands have been investing and setting budgets aside for their social channels like Facebook, Twitter, and YouTube rather than on blogging. In a survey  conducted by Technorati’s Media on 1,200 consumers that included over 150 brands marketers and 6,000 digital influences – blogs were ranked 3rd at 31.1% as most influential digital resources to influence a purchase. Next to the 1st which was the retailer sites (56%)  and second as the brand sites (34%).

This still doesn’t take away that social networking does influence purchases to be made by consumers. Facebook was ranked at a 30.8% as most likely to do just that – play a role in the customer behavior to complete the purchase.

As stated in the article written by Lenna Garibian ‘ Digital Influence: Blogs Beat Social Networks for Driving Purchase‘ consumers agree the value of online communities come from sharing information and ideas and not necessarily from the size of a community.

Blog’s allow for a platform of expression to share a person’s thoughts, opinions and freedom to express in a unique way. Creates the ability to create an audience, opportunities and being able to tell your own story. Digital influences rely on blogs as 8 out of 10 surveyed, publish a blog and about 88% blog on their own behalf- as stated in Lenna Garibian article.

Final thoughts

Overall, the stats related to ‘Blogs Beat Social Networks for Driving Purchase’ haven’t been surprising as I am a true believer that blogs have a greater ability to not only drive customer purchases but also build a community to meet new individuals. Bloggers gives you that extra opportunity to drive in revenue – as some company might even pay you to hear another story from you. As well, based on the number of views and shares you get per blog post it can rail in money. If companies were to invest more on blogging rather then their social network they could better understand the importance blogging can have on their company/brand.

So if you have ever thought about starting your own blog for that extra creative ability I would highly recommend it – as I am too starting my own blog.