Recently, at SXSW, I sat in on an interactive session with Lisa Stone, co-founder of BlogHer, regarding social commerce in blogging. BlogHer website reaches over 55 million women each month and is one of the most popular blog sites for women in the U.S. And with 83% of women controlling the purchasing in the household, it’s a goldmine for brands to tap into and a great opportunity for them to amplify their message.
So why is it that when it comes to purchasing items, women tend to trust bloggers more than any other media form?
For one, women trust bloggers because they feel an affinity toward them simply because they are other women. Trust is paramount to the success of any brand. In a statement by Stone, “there’s no one a woman trusts more for advice, recommendations and guidance than another woman in her circle.”
When BlogHer did a recent annual study asking over 3000 women what forms of media they trusted when examining a product or service from a company:
- 81% said blog was number one
- 67% said they trusted Facebook
- 73% trusted Twitter
- 81% trusted Pinterest
When they asked women if they had ever made a purchase from what they read online, 61% said they had done so after reading a blog, compared to 33% who had read something on Facebook.
However, it’s not just the fact that the blogger is another comrade female. A lot of it has to do with the word choices the writers make or how they review a product. According to Stone, “Writers are like newspapers, not all of them are great.” (tweet this quote). But when they are, they’re golden.
So how do companies scale trust? According to Stone from BlogHer, “I think it’s a systematic and respectful approach to any placement of product using pacing and disclosure. If someone is going to review and test your product with full disclosures then that makes it worth their time and makes them authentic.”
As social media continues to evolve, it will be interesting to see how this trust factor trends.