How Much Influence Do Bloggers REALLY have?

After the phenomenal success of Zoella's book Girl Online, the fastest selling debut novel since records began, it got the question of how much influence bloggers really have on my mind. 

Of course Zoella is a blogging and vlogging giant, so I'm not surprised she has so much influence. But what about the smaller bloggers, the ones who don't have thousands of followers flocking to read their posts or watch their videos? How much influence do they really have?

In one sense, a smaller blogger's influence is priceless. The reason? Honesty. If I think back to products that I've bought because someone has recommended them, the majority have been things I've seen on relatively small blogs. An example is me buying a facial scrub, when I saw it on a blog with only a dozen followers, and it turned out to be amazing. However when it comes to the bigger bloggers, I find myself second guessing it, searching to see if a PR company has sent them the item or if they have any other agenda. Whilst I myself have worked with PR companies, and done completely honest reviews, when you see an asterisk next to a product it does make you wonder just how honest that blogger is really being with you. 

At the same time, as a smaller blogger myself, I would be really surprised if anyone bought something I recommended or I subtly influenced a purchase. When a PR company wants to work with me, I'm taken aback, I almost feel like they picked the wrong person, why would they think I have any influence at all? The idea that someone would buy a product because I'd recommended it on my blog seems completely alien to me. 

The truth is, we probably all underestimate our influence as bloggers, or at least our ability to influence. And by this I mean more than just products. Even if you only have a few followers, you might just influence someone, even in the most subtle ways. When someone's having a bad day, they might just read one of your posts, and it might just make their day a little bit better. You never know the way that your blog might help someone, so don't be disheartened if you feel like a forgotten corner of the internet, because chances are there's probably someone out there who's been affected by one of your posts in some way. Even if your readership might be relatively small, chances are you have or will influence someone with your blog in the future. Maybe you secretly have someone who loves your blog, and you don't even know it. Who knows? But my real point is, even if you don't have thousands of followers, don't underestimate the power you have as a blogger. 


  1. I would trust a blogger more than a celebrity and just as much as a good friend in product recommendations. I think looking at the products we get sent for free purely to mention says alot about the value brands instill in us! x

    Cream Tea And Rose Jam

  2. This is such a lovely post... and it's true. When you have a smaller following - like I do - you really don't expect many people, if any at all, to be influenced by what you say. But when someone told me they enjoyed reading my reviews I was so taken back.. however I get influenced by small bloggers all the time. I feel I can trust what bloggers more than someone who's huge.


  3. It's definitely to the point where I don't trust bigger bloggers who are attached to PR firms. My blog is technically PR friendly, but I turn down much more than I actually post if I don't think it fits or I can't make it sound natural. I am probably an annoyance to some PR people, but I'd rather be authentic to myself and my audience. :)

    Aisling |

    1. Yeah I've been contacted by a lot of dodgy opportunities, and had to turn them down because I don't want to mislead people :)

  4. This is a really interesting post. I never think that I actually have any influence on any of my followers as my blog is rather small as well, but I feel like I would trust reviews more from blogs like my own as we our reviewing are favourite products, all of which we have bought with our own money. And on the rare occasion that PR companies contact me I'm always quite surprised as well aha! They must think or blogs do have an influence though!

    The Velvet Black // UK Style & Beauty Blog

  5. Thank you for a really great post!!! I dare to think that as well

    Candice | Beauty Candy Loves

  6. this post is so on point! I tend to always buy products that have been recommended by bloggers with way less followers than those with thousands. I think when bloggers have less followers, reviews are just so much more reliable and personal because they are written to a smaller audience. x

    I've got a mac lipstick giveaway on my blog if you want to take a look :)

  7. I so agree with you on this, Victoria. I tend to doubt when a blog has too many 'sponsored post' and trust me, I have seen a few which is just filled to the brim with that. I don't mind the occasional sponsored posts, I do it myself but sometimes it just gets way too much and I'll start to wonder just how honest is the blogger is with his/her readers. Personally I write my real, brutally honest opinions about products, doesn't matter if it is PR samples but then again, maybe that's why no one wants to work with me. LOL!

    Reflection of Sanity | Smashbox Giveaway

  8. So true!

    Coco xx

  9. Such a great post - I totally agree with you bloggers can definitely have a big influence!! xx

  10. Such a lovely down to earth post! Loved it <3
    Love Kaci x

  11. Great post, it's insane how much influence Zoella has - she's an inspiration to all bloggers.

    But yes I agree, bloggers (including myself) are being contacted by companies more than ever to review products and you can never really know who's giving honest reviews. I do have a few select bloggers who I trust completely but others you have be a little more cautious.

  12. Agree with you! While I like reading posts from big bloggers I found myself being influenced by bloggers with smaller audience who actually buy majority of their products and I trust their opinion more! x
    Mummy’s Beauty Corner


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