Is blogging still relevant?

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The death of the blog?

There’s certainly an ironic aspect in writing a blog about the death of the blog, but hey ho, here we are! As we already know, the marketing industry is fast-paced. The trends that were driving our businesses last year are becoming a thing of the past, and the boom of ‘the blog’ is rapidly diminishing. People are still partial to reading blogs, but they’re becoming increasingly more selective, which is a death sentence for start-ups and smaller businesses, who are still relying on this business model.

Image taken from Business2Community:

In other new, yesterday I walked into a room to catch my unsuspecting mother watching a Facebook video from the ‘LADbible’. Now, my 65-year-old mother is potentially not in the considered demographic of the LADbible’s target audience. In fact, had they posted a blog I can almost guarantee she would have swiped past without a second glance, or more likely, not known how to even open the link (she’s rather technically challenged). Anecdotal perhaps but this is a prime example of the power of video in reaching target audiences more effectively, and in reaching those beyond the perceived demographic.

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Blogging is saturated. Millions of blogs are being churned out daily because marketing companies are either deterred by the unknown aspect of video content, or simply clinging on to something that worked extraordinarily well for them two years ago. In an article from Neil Patel, he quotes that, ‘Logged-in monthly active users (on Youtube) are spending more than an hour per day watching video content on the platform’. This is a baffling statistic, never has any single platform reached this level of engagement. As cliché as it may sound, the figures speak for themselves.

As well as Youtube, Facebook is close behind in terms of successful video content. With or without sound, it’s frighteningly easy to end up in a ‘Facebook Wormhole’. One minute your perusing a friend’s profile, checking out their latest jaunt to the Philippines, the next thing you know you’ve been watching a two-minute video about an intriguingly comfortable mattress. You have no idea how you got there. Video is more subliminal, more widespread and more effective. As big companies start putting aside chunks of their marketing budget on video, smaller businesses need to model these marketing strategies if they’re going to survive.  

It’s maybe time to say goodbye to our treasured blogging, and start seriously thinking about the power of video.