Whilst doing some research for my own blog into how well blogs do, how they tie in with my own struggles and the audiences they range to, I came across some very interesting and actually quite mind-blowing statistics that I believe would be helpful for all bloggers to be aware of.
As we all know, blogging is big business – not business just in monetary terms, but blogs are unbelievably popular – likely due to their honesty, accessibility, relatability and ease-of-use. I would much rather read the advice of a travel blogger than a marketing company selling package holidays. There’s just something about reading a person’s experiences and advice than scrolling endlessly through a holiday brochure.
Source: Average 20 Something
As bloggers, it’s good to know the industry you’re going into and how these statistics affect your blog’s performance as well as your performance. So here’s 10 statistics I believe will help you positively approach your blog a little differently:
1. As of November 2017, WordPress users alone produce over 91 million blog posts per month
Whether you post everyday or once a week, your posts account for between just 4 to 30 of 91 million blog posts a month – and that’s just on WordPress. In the grand scheme of things, your blog is a tiny cog in a huge machine that is constantly turning out new content. Naively, I believed that when I was posting everyday, my regular posting would become annoying to users on WordPress – but in reality, whilst my content is current, relevant and relatable, my posts are just grains of sand on a never-ending beach. It’s about keeping up appearances, making connections and reaching out to as much of an audience as possible.
An endless supply of reading material… yaaas!
2. Over 75% of the internet read blogs with 22.2 billion posts read by 409 million people a month
As bloggers, it’s easy to acknowledge that there are blogs out there on anything and everything. Blogs are about sharing knowledge and experiences with readers who are interested in your chosen subject. And everybody has an interest in something. So it’s not hard to believe that the majority of internet users read blog articles. You have a pretty big audience – so it’s important to ensure you put your content out there in the right places, where your posts are going to encourage views from the people you’re aiming your writing towards.
As a Twitter user, I connect with and engage with an array of topical bloggers – beauty, lifestyle, parenting, travel – and we connect because our shared interest is blogging. But again, if you want to maximise traffic, you need to be sharing your content in other places where your target market resides – be it forums, Facebook groups etc.
3. Over 40% of readers skim blog posts
I’m pretty sure we’re all guilty of this – I picked up this habit in university when it became an absolute necessity to skim books and journals when finding information to support my papers and assignments. But as a blogger, this is extremely vital information. It reminds us that we really need to get to the point when writing as quickly but also as qualitatively as possible in order to ensure the message you’re trying to get across is heard.
I know myself that I have poured hours and hours into single blog posts, and I thought as much information as possible is going to be helpful to the reader. But this statistic makes me realise that almost half of my readers aren’t going to read my post word for word, and so the message can get lost during skim scrolling and reading. So, ensure you make your point as efficiently as you can.
4. Blogs are perceived as trusted sources of information
Over 80% of consumers research a purchase before it is made. What I love about blogs are that they are written by ‘average Joe’s’ just like me – and we share our experiences candidly and honestly. As I discussed in my introduction to this post, I am much more likely to trust and follow the advice of say, a travel blogger or a beauty blogger, than I am going by an advert or marketing campaign as it’s advice coming from a fellow consumer.
Source: Natalie @ Parchment and Pencils
Bloggers will be honest about the highs and lows of something; they won’t give you statistics like ‘*67% of market research participants agreed with this campaign‘ in small print. They will give you their true experiences. So when writing your posts, try to be as open as possible with your readers. You don’t have to overly positive about something or sugar coat anything because your readers want to know everything in order for them to make an informed decision. Your bad experiences as well as good all make a difference to somebody else.
5. Blogs with images get almost 100% more views than those without
This wasn’t a big shocker for me – but it puts things into perspective for those that perhaps choose to create content that doesn’t include pictures. It’s a general understanding that pictures are required in order to break up blocks of text – it’s much more appealing, easy on the eye and doesn’t make you wonder ‘God, when is this going to end?!’.
So, for those that aren’t keen on including pictures in their posts, consider this statistic when writing your next one as it may be a huge boost for your blog. Another statistic to consider is that use of real images – not stock photos – boosts viewers perceptions of your post as being relatable and engaging. Something I should probably consider for my own blog on some posts.
6. It’s now uncommon for bloggers to post everyday – over 44% post several times per month, not per week
When I was starting out, I believed that in order to stay relevant and keep my traffic increasing, I needed to write every single day. And I was doing – until I took a break and realised I didn’t need to post everyday. I also realised that the standard of my content when posting everyday wasn’t as good as when I put great thought and time into a post. A great blogger is all about writing relevant content well – not posting mediocre content often.
I have also realised that old content is just as important as new. If you put hours into a great blog post, share the hell out of it over and over. I return to blogs where I feel I connected with the author; where I have read posts by them that I repeatedly found myself saying ‘I agree’ when reading their content. So, don’t focus so much on posting new content everyday – post relevant content (old and new) everyday through social networks. Your traffic is about being ‘present’ and having a presence in the community – not about how often you post.
7. Over 50% of bloggers revisit and update old content
Following on from the previous point, being a blogger is about being relevant and keeping with the times. So, it’s not hard to believe that popular “old” content is revisited by bloggers and updated to keep with what’s current. For example, you might have wrote a post about social media 2 years ago – and find that the overall purpose of the article is still relevant, but some information needs updating and tweaking in line with current trends. Just because a post is old, again, it doesn’t mean it is not still relevant.
Also, your post may not have been popular a year ago, but maybe something recently came about in the news, and your vintage post is all about it and still very much relevant. So, if you have posts from months ago or even years ago that you feel audiences would still enjoy or find interesting, dust it off, show it some love and re-post!
8. Since 2014, there is a 500% increase in paid content promotion
Now, I have not been approached for paid content or even free advertising/review content – but I know it’s big business. I see a lot of blogs share how to monetise and make your blog your primary source of income successfully. So it’s not difficult to see that blogging is big business if you get into the right market and publish relevant and popular content.
This statistic proves that blogging has become an unbelievably important aspect in marketing strategies – companies are recognising that blogs gain endless amounts of traffic and have jumped in on that to get their products out there through the words of consumers. It also proves that there are opportunities out there to be had – so don’t lose hope. Think about what you’re posting, identify your blog’s niche and produce quality posts that offer as much information as possible to consumers and readers and you might just attract the attention of potential partners to work together with.
9. Over 40% of bloggers don’t check their analytics
Now, I don’t think this is much of a problem for WordPress users as WordPress has a helpful tool that shows you your daily, weekly, monthly, yearly etc. stats in regards to traffic, clicks, popular content, what’s being read or seen – it’s a fantastic tool to have when you’re a regular blogger who wants to check up on their progress. I don’t use any other blogging platforms, but I have had discussions with people who don’t know how to, or don’t have an option on their chosen platform to check their incoming traffic and clicks. It’s really helpful to know what progress your content is making and what types of posts are more popular – so for me, being able to keep track of and check my stats regularly is vital.
WordPress ‘Insights’ Tool – free for all users
But on the other hand, you also become obsessed with numbers – and it can make you devalue yourself and question your ability as a blogger when the numbers go consistently low after a high or dip drastically. So, I would definitely recommend you use something like Google Analytics – or your stats page for WordPress users – to check how relevant your content is, and what your traffic is looking like. But again, don’t get hooked on the numbers as a reflection on your ability and quality as a blogger. We all have bad days/weeks/months.
10. Almost 95% of people share blog posts because they feel it would be useful to others
How many of you have shared memes or posts or statuses on Facebook or Twitter because you feel your friends and family would enjoy it or find it relevant? Well, your blog has the exact same impact on your readers when found relatable.
#Sharing is Caring
I, myself, regularly share blog posts I’ve read that have either a) related to myself or my experiences or b) are posts relating to something I haven’t been through but are so well written and researched that they are and/or/either educational or on topics that need sharing. So, again, it’s all about finding your niche market, writing quality posts and sharing it with people that are going to be able to relate and want to share your post with their friends or family who might also enjoy it.
Also, share the love for other bloggers! Retweet or reblog other people’s posts that you enjoy – it doesn’t distract the attention away from you, it actually helps you establish yourself as a supportive member in the community and you’re like to meet more people that way.
So, as you can see, there is a lot to take into account when blogging and writing content to be put out there with the millions of others. The common theme here is about being aware of your audience, writing relatable and honest content in as short but as detailed posts as possible, sharing them on wider social media platforms such as Facebook or Twitter, and re-posting good content in order to maintain your presence. It’s difficult, and a job in itself, but if you can help just one person and make a difference in their perception or their quest to find helpful information, you’re doing a great job. Don’t be led by numbers; be led by how other people connect with your content and you as an author.