As we move further into the 2020s, the blogging landscape continues to evolve at a rapid pace. With over 600 million blogs worldwide and counting, standing out in the crowded blogosphere has never been more challenging – or more important. One key question on many bloggers‘ minds is whether their blog needs its own dedicated social media channels to succeed.
In this comprehensive guide, we‘ll dive deep into the data and explore the pros and cons of creating blog-specific social media accounts. We‘ll examine real-world examples, unpack best practices, and provide you with a clear framework for deciding whether your blog should take the social media plunge. Let‘s get started!
Blogging and Social Media: The State of Play in 2024
Before we examine the case for and against blog-specific social channels, let‘s set the stage with some key statistics:
- According to WordPress, over 400 million people view more than 20 billion blog pages each month.
- Orbelo predicts that the number of bloggers in the U.S. alone will reach 31.7 million by 2020.
- A 2023 HubSpot study found that 79% of bloggers report that social media is their most common traffic source.
- The same study revealed that 94% of bloggers use social media to promote their content.
Clearly, social media is already a key part of the blogging equation. But are bloggers best served by leveraging their existing brand social channels, or should they venture out and create their own blog-focused accounts? The answer, as we‘ll see, depends on a range of factors.
When Blog-Specific Social Channels Make Sense
There are several compelling reasons why bloggers may want to consider creating dedicated social media channels for their blogs:
1. Building a Distinct Blog Brand
For bloggers in certain niches, such as thought leadership, personal development, or niche hobbies, creating a distinct brand identity for their blog separate from their personal or business brand can be a smart move. Blog-specific social channels provide a dedicated space to cultivate a unique voice, share blog-centric content, and build a community around the blog itself.
Real-world example: The Blonde Abroad is a popular travel blog run by Kiki, a California native who has been traveling the world full-time since 2011. While Kiki has a strong personal brand, her blog‘s Instagram account (@theblondeabroad) is fully dedicated to travel content and boasts over 136,000 followers.
2. Targeting Niche Audiences
Blog-specific social channels can be especially effective for targeting niche audiences that may not perfectly overlap with a blogger‘s main brand following. By creating social media content tailored specifically to the interests and needs of their blog readers, bloggers can attract more qualified leads and drive higher engagement.
Real-world example: The Paleo Mom is a popular blog about the science behind the paleo diet, run by Dr. Sarah Ballantyne. While Dr. Ballantyne has a broad social media presence, her blog‘s dedicated Facebook page allows her to share in-depth, science-heavy posts that specifically appeal to her blog‘s target audience of paleo enthusiasts.
3. Driving Blog Traffic and Subscriptions
Perhaps the most compelling reason to start blog-specific social channels is to create a direct funnel for driving traffic and email subscriptions. With dedicated blog social accounts, every post, bio link, and call-to-action can be laser-focused on directing followers back to the blog and encouraging them to subscribe for updates.
Real-world example: Smart Passive Income is a blog about earning money online, run by entrepreneur Pat Flynn. The blog‘s Twitter account (@PatFlynn) is fully optimized to drive traffic, featuring frequent blog post links, newsletter sign-up CTAs, and quotes from the latest blog content. As a result, the account has over 150,000 followers and generates significant blog referral traffic.
The Potential Drawbacks of Blog-Specific Social Channels
While the benefits of dedicated blog social channels are significant, there are also some potential drawbacks to consider:
1. Increased Time and Resource Requirements
Managing multiple social media accounts can be a time-consuming and resource-intensive endeavor. For bloggers who are already stretched thin, the added workload of creating and scheduling content, engaging with followers, and monitoring analytics on additional social channels may be too much to take on.
According to a 2023 survey by CoSchedule, most bloggers spend 6-10 hours per week on social media marketing. Adding blog-specific channels to the mix could easily double that time investment.
2. Risk of Inconsistent Branding and Messaging
When bloggers create separate social media accounts for their blogs, they run the risk of creating inconsistencies in branding and messaging. If the voice, visual style, or content themes of the blog social channels don‘t align with the main brand channels, it can create confusion for followers and dilute the overall brand impact.
Real-world example: In 2022, a popular lifestyle blogger came under fire for frequently sharing controversial political opinions on her blog‘s Twitter account, which conflicted with the inclusive, apolitical messaging of her main brand channels. The inconsistency led to backlash and a significant loss of followers across all her social platforms.
3. Challenges in Building Substantial Followings
Starting new social media accounts from scratch can be a daunting prospect, especially in the crowded and competitive blogosphere. Bloggers who choose to create dedicated blog social channels may struggle to build substantial followings, especially if their main brand channels have already captured much of their target audience.
A 2023 study by Sprout Social found that the average engagement rate across all social media platforms is just 0.1%. For new blog social channels starting from zero, achieving meaningful engagement and follower growth can be an uphill battle.
Making the Decision: A Framework for Bloggers
So, how can bloggers decide whether creating dedicated blog social channels is the right move for them? Here‘s a simple framework to guide your decision-making process:
- Define your blog‘s goals and target audience. Would separate social channels help you achieve those goals and reach your audience more effectively?
- Assess your resources and capacity. Do you have the time, energy, and budget to consistently manage blog-specific social accounts?
- Evaluate your existing social media performance. Are your current brand social channels already driving strong blog traffic and engagement?
- Consider your blog‘s brand and content strategy. Does your blog require a distinct brand identity or voice that differs from your main brand?
- Analyze your competition. What social media strategies are other blogs in your niche using, and how well are they performing?
By carefully considering these factors, bloggers can make an informed decision about whether blog-specific social channels are a worthwhile investment.
Best Practices for Blog Social Media Success
If you do decide to take the plunge and create social media channels for your blog, here are some best practices to keep in mind:
-
Choose the right platforms. Focus on the social networks where your target audience is most active and engaged. For example, a B2B marketing blog may prioritize LinkedIn and Twitter, while a food blog may focus on Instagram and Pinterest.
-
Develop a clear content strategy. Create a mix of content tailored specifically to your blog audience‘s interests and needs. This could include blog post previews, behind-the-scenes glimpses, niche industry news, or exclusive social-only content.
-
Optimize for engagement. Use eye-catching visuals, compelling headlines, and strong calls-to-action to encourage followers to engage with your posts. Experiment with different formats, such as polls, questions, or mini-infographics, to boost interaction.
-
Be consistent and responsive. Post regularly and respond promptly to comments and messages to build trust and loyalty with your audience. Consistency is key to building a strong social media presence over time.
-
Monitor and adjust your strategy. Use social media analytics tools to track your performance and identify areas for improvement. Regularly assess your social media goals and KPIs, and be willing to pivot your approach if something isn‘t working.
By following these best practices, bloggers can set their dedicated blog social channels up for long-term success and reap the benefits of increased brand awareness, engagement, and traffic.
Conclusion
In the fast-paced world of blogging, social media has become an indispensable tool for driving traffic, building community, and growing a dedicated audience. While not every blog needs its own social media channels, for many bloggers, the benefits of increased brand control, niche targeting, and direct audience engagement are hard to ignore.
Ultimately, the decision to create blog-specific social channels should be based on a careful evaluation of your blog‘s goals, resources, and target audience. By weighing the potential benefits and drawbacks, and following best practices for social media success, you can make an informed choice that sets your blog up for long-term growth and impact.
As we look ahead to the future of blogging in 2024 and beyond, one thing is clear: social media will continue to play a pivotal role in the success of blogs across all niches and industries. By staying attuned to the latest social media trends and continually refining their strategies, bloggers can harness the power of social to build thriving, engaged communities around their content.
So, is it time for your blog to take the social media plunge? Only you can answer that question – but armed with the data, insights, and best practices in this guide, you‘re well-equipped to make the best choice for your unique blogging journey.
