Featuring Riya Jain - @Caughtinacuff
Blogging is
quite the common practise in the current day scenario. We have all come across
various bloggers at some point or another. The increasing number of bloggers
has led to an increase in the number of people that have started to follow and
read blogs. We also see a number of brands being talked about and promoted by
popular bloggers.
In conversation with popular Mumbai based Fashion Blogger- Riya Jain, a.k.a Caughtinacuff:
So the real question is, “How do these Brand - Blogger alliances work?”
Q1) What is it that brands seek when
associating with bloggers?
Riya: Brands
are very particular about content. Having a large set of followers is not all
that big a deal anymore as almost every blogger has them. But, content quality
of a blogger is something brands really focus on.
Q2) How
are the alliances formed?
Riya: Most
often the brands have agencies that do the communication for them, whereas
certain times the brands come forward themselves. Bloggers also tend to have
managers or agents that speak on their behalf. When the two arrive to mutual
consensus, the tie-ups are made.
Q3) What are some common obstacles in
the process?
Riya: There
aren’t any obstacles as such; however, negotiations are the tough bit. A lot of
factors come into play, like the number of posts and the costs involved to it,
coming to conclusions is the difficult part.
Q4) What is the best part about these
alliances?
Riya: Brands
do obviously have a set of requirements that they ask for, but we still get the
freedom to express what we like and post things the way we’d like. I write my
own content making my blog more original and more me.
(Image Source: @Caughtinacuff Instagram)
Associating with bloggers is a well played move.
Bloggers tend to share common interests and traits with their followers. They are also seen as reliable sources by their fans.
This helps brands narrow down to their desired target audience, giving them the opportunity to communicate through an effectively influential source.
And what better a source to convince your audience,
than the one they admire and aspire to be like?
Overall, a well
thought of, beneficial branding activity!
- - - Special thanks to Riya for the insights!
:* - - -

Author: Maria Dalal
MBA in Advertising & Branding, FLAME University, Pune
Former intern at BookMyShow as a Management Trainee – Branding
For more details, click here.
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