Fashion blogger: a full-time job, but at what price?
Up to 35,000 euros in profit per year: the fashion blog is now a medium likely to pay big. But not without counterparts.
While vacationers struggle to return to work in August, 29-year-old Betty Autier is showing off in pink sequined panties under bright sunshine in front of the Madonna Inn hotel in California, which she highlights visit. For those who missed the address, she recalls it in full at the end of her blog post, a series of photos showing the beauty of the place. All posted on … Betty’s Blog .
Before that, she was in July at the festival Calvi on the rocks on a boat called Diesel , in June in Florence “with LuisaViaRoma” , an online clothing store.
Betty Autier is not on vacation, she works. His job ? Fashion blogger full time. Since 2008, she post on average three times a week photos of her outfits, supplemented with information to get them. At the beginning of the site, the readers are delighted to discover that the young woman is buying at Zara or H & M, just like them. The phenomenon of identification takes, but, gradually, luxury brands and links to commercial sites (ASOS, Topshop, etc.) appear. These links, so-called affiliates, allow Betty Autier and many bloggers and fashion bloggers to earn a percentage based on the number of purchases.
But as for the Madonna Inn, the Diesel Cruise or the photo shoot, we will not know if Betty Autier was paid by these brands: the blogger, too much sought after, no longer responds to interview requests, we does explains.
The sources of income have multiplied, to the point that becoming a blogger has become a full-time activity. A choice :
– the advertising posted on the blog and paid according to the traffic;
– post-sponsored posts: tickets extolling the merits of a product on demand (sometimes remunerated) of a brand;
– Affiliate links to merchant sites: the more the links are clicked and the purchases, the more the percentage is interesting for the blogger;
– special operations or partnerships, where the blogger works with a brand to create a bag, a line of shoes or choose a look.
A hobby turned into a small business
If these brands contact them , it is for their growing audience -according to the Alexa site , Betty’s Blog is among the 50,000 most visited sites in the world – and their power of prescription. Internet users are now accustomed to find free advice on the web, pictures of outfit (street look), whose authenticity is supposed to cut with fashion magazines. When bloggers arrive at the forefront of the coveted fashion shows in 2009, the industry reports that they count as much as their traditional media counterparts , who do not always welcome them enthusiastically.
An influential fashion blogger, “she’s the good friend who talks to 20,000 people a day,” explains Elodie Jacquemond, who became a blogger agent in 2011. The four employees of Talent Agency manage the business operations of some twenty “talents” , including Kenza Sadoun El Glaoui ( The Review of Kenza ), Geraldine Grisey ( Punky B ) or Louise Ebel ( Miss Pandora ), highlighting the number of views on their sites and accounts on the respective social networks, because “if the audience increases, the price increases “, indicates Elodie Jacquemond.
Fashion bloggers have discovered entrepreneurs, with a status of self-entrepreneur or SARL. There is no typical profile to become a fashion blogger. Some were or are still graphic designer, webdesigner, photographer, illustrator, makeup artist for Betty Autier or programmer in the cinema, like Garance Doré .
None of the bloggers thought five years ago of living on his blog. Most are self-taught, have learned to write, photograph, code, create sites by updating a blog. They first did it for free, before assuming the choice of living, by accepting advertising and gifts of brand for example. Until the consecration: translate your blog, to reach a wider audience. Betty’s Blog is available in French, English, Portuguese, Spanish and Italian.
Garance Doré is cited as an example by all those who have become professional. Real name Mariline Fiori, 37, has made her blog a small business, for which she employs several assistants . El Dorado is not so easy to reach. “Everyone knew that his days began at 7 am and ended at 1 am,” says Eléonore Bridge – a pseudo – who has collaborated with her for several years.
According to Elodie Jacquemond, his “talents” the better off can earn between 32,000 and 35,000 euros per year, less 30% commission.Many bloggers say that, like any freelance job, their earnings are very variable. “It can go from 800 euros per month when there are only banners, to 4,000 euros when I make an operation with a luxury brand,” says Kenza Sadoun El Glaoui. Lisa Gachet, from the blog Make my lemonade , launched a year and a half ago, gives the same range.Eléonore Bridge estimates that the income related to her personal blog is “between 200-300 euros per month to 2,000 euros excluding tax”, but it derives its main salary from its site A beautiful day, devoted to marriage. In off, a close collaborator reveals that big figures like Alix Bancourt ( The Cherry Blossom Girl ) or Betty Autier “receive salaries from big bankers, to 5 figures”.
Photographer Scott Schuman, known to The Sartoralist, would even get a 7-digit annual income from his blog. This is what his partner, the blogger Garance Doré, announced in an interview with “Elle” .
Bloggers also enjoy benefits in kind. “I work in partnership with several online shops,” writes Coline by e-mail, who lives from And why not Coline , opened seven years ago. “Many brands offer me to send me their products, I even went on a few trips with my blog.”
Valentine Vanesse, from Hello it’s Valentine , follows the same approach. “I’m in partnership with many fashion, shoes, jewelery, beauty brands … which means receiving gifts and showing them on my blog.I was lucky enough to go abroad many times thanks to my blog Next destinations: Hossegor and Ibiza! Surely the best part of this job. “We want to believe it.
But for that, you have to work hard. Eléonore Bridge estimates that a “ticket look” requires 5 hours of work, including the photo shoot, the job of sorting and processing photos and writing the article. Lisa Gachet also takes 4 to 5 hours of her time a day, in addition to her work as a stylist. Coline devotes nothing less than “8 to 10 hours a day”: “There are the photos of look […], the time of processing photos […] I must also write articles, validate photos […] validate comments, respond to them, be present on social networks, turn and edit videos, manage e-mails … In addition to this, projects in parallel, such as collaborations, capsule collections, photo shoots, etc. ” As for Kenza Sadoun El Glaoui, she maintains her blog “24 hours a day”. “Even during the holidays, I can not afford to take a break.”
The prey of brands
For their part, brands have become more demanding. “The requests are more and more precise,” says Elodie Jacquemond. “Their budgets have increased because the influence of bloggers has increased, and large companies often plan upstream the budget for blogging.”
“Today, brands distinguish less and less their press budget from their budget bloggers.They organize an event, where they indiscriminately invite journalists and bloggers,” says Olivier Billon, co-founder of the advertising agency Ykone. “The worst is behind us: in 2009, we could see 50 bloggers talking about the same shampoo, without any editorial interest for the blogger, his readers, or the brand.The change came from both sides and now, we see emerge from cool projects and creative collaborations. ” “In the future, blogging will become universalized,” he predicts. “Someone who is on Instagram is a potential blogger.”
When the Monshowroom online clothing store launches in 2006, founder Séverine Grégoire begins by sending the press release to bloggers. Today, the brand launches a capsule collection designed by Coline. Affiliation, advertising, partnerships: working with bloggers such as Punky B, Deedee or As a truck represents only about 2% of the annual turnover of Monshowroom, shade Séverine Grégoire. “These collaborations especially benefit the image and help the communication,” she says. But bloggers are not many to sell. “Fifty people live from his fashion blog in France,” said Elodie Jacquemond.
In the shadow of this microcosm, a new generation is trying to break through: “the little girls who create blogs and call brands directly is the nightmare of press officers,” confesses Kenza Sadoun El Glaoui. And they do not go there in four ways.
Claire Domergue, 20, opened her blog ” La Mode selon Claire ” a year ago, while she was integrating a fashion management training. With a technique already well established: “I created a list of partners on Excel[spreadsheet software, Editor’s note] : these are brands that I see on Facebook or other blogs, I then send them a personalized letter in making a proposal: product testing, organization of a contest, photo shoot in shop, etc. I add the number of visits to my blog, and I also include a press kit that I made two months ago. ”
“When I have time to contact the brands, I can get one product a day,” she says, “I also wrote two sponsored articles, which brought me 38 and 30 euros respectively. depending on the ranking [ranking, Ed] on Google. sometimes I see how much can bring me my blog on sites like teliad.com, buzzea.fr or rankseller.com. ”
By dint of sponsored articles, affiliated links, some bloggers are regularly accused of taking themselves too seriously or being sold . Vulgated in the comments, dissected on the forums , mocked on social networks , they seem to be low profile. Contacted several times, some did not respond to our requests. Some respondents preferred to communicate only by email. Eléonore Bridge tells us her reluctance after several negative articles, while Lisa Gachet wanted to know if we would be “nice”.
The comments left by users are not always: “You dress certainly, you’re beautiful, but a bit narcissistic and superficial, no? Without grudge;) kisses,” comments a certain Elsa on Betty’s blog.
The confusion of the kinds
The distinction between a sponsored post, a gift or a partnership with a brand is not always obvious. Eléonore Bridge has recently chosen to place an asterisk to indicate the products offered, after explaining its sources of income . Sponsored articles must be marked black and white, a legal obligation, she believes she knows.
When Valentine Vanesse refers to Oral-B toothpaste, “contributor of ultra-confidence thanks to its formula that allows impeccable oral hygiene”, critics multiply. To which she replies: “I do not hide anything: I had a dress as a gift No point I would have spoken of this toothpaste in a ‘beauty’ article without perceiving any penny […]: stop to see the EVIL everywhere, in all the steps You are really twisted to stop at details that do not concern you in any way […] This article is NOT sponsored […] I’m not paid to say Oral-B: I did it because this toothpaste is part of [my] daily reflexes and I assume it with all my teeth that smile at you: D ”
In an advertisement , the American clothing brand Viva Vena has even parodied this image of a fashion blogger who prefers to put forward its creative sense rather than assume to advertise. A nice shot, reinforced by the presence of actress Lizzy Caplan. The video is taken up by all blogs and news sites .
An ethical question
After using affiliate links, the men’s fashion blog “Les Meux Gueules” decided to stop these practices. In September 2012, Benoît Wojtenka had a long blog post explaining why it did not interest them anymore.”A total nonsense that earns a few cents” for the ad banners. And they point out that advertisers in fashion magazines are the same on blogs.
I had briefly rubbed shoulders with the affiliation a few years ago, and I had a last try in January 2011. Assessment: frustration + feeling of not having done much of gratifying + hardship to do something that we do not like (force me to make a selection of clothing while I have always preferred to write advice or my points of view). ““Perhaps we should create a common ethic followed by all blogs,” wonders Eléonore Bridge.
Bloggers are rare to know if they will still practice this activity in five years, they are already diversifying via social networks, which brands are following closely. But “posting pictures of oneself for a living can become alienating”, Eléonore Bridge amuses herself. Those who are “sandwich women can not do this all their life”.