Behind every successful blog is its readers. More invested than ‘followers’, readers are unfalteringly loyal and excitedly consume every new post you publish, maybe even going so far as interacting with a comment or share. An engaged audience is what every blogger dreams of, but that’s that’s no mean feat when you’re competing against the noise of the digital landscape.
However, a good starting point is to understand who exactly these potential readers are.
Come closer, because I’m about to let you in on some gamechanging insight that might just change the way you blog.
Over the years that I’ve been playing the blogging game, I’ve noticed that my blog’s readers can be grouped into 2 very broad categories; ‘Bloggers’ & ‘Non-Bloggers’:
Their characteristics are as follows:
|likely to leave comments on your posts||likely to bring traffic, but not comments|
|likely to view your blog on desktop||likely to view your blog on mobile/tablet devices|
|likely to find you through other blogs (e.g. comment section)||likely to find you through Facebook/Instagram/search|
|likely to find you through Twitter/Pinterest/Instagram/Bloglovin||likely to follow you on Facebook/Instagram|
|likely to follow you on Twitter/Pinterest/Instagram/Bloglovin||likely to be a ‘social follower’ e.g. like your social media posts without visiting your blog itself|
|unlikely to like your Facebook page||unlikely to leave a comment|
|unlikely to find you through search||unlikely to follow you on Twitter/Bloglovin’|
Whilst there are a few overlaps, I’m sure you’ll agree that these are largely two very different audiences.
So, how do you keep both of them engaged with what you’re doing?
Let’s start with the ‘Bloggers’ category.
Us bloggers really are a breed of our own. We spend vast amounts of time on our own blogs, but also consuming and engaging with other bloggers’ content.
Why are they important? Bloggers trust other blogger’s recommendations, which means if you win over a blogger, you might just win over some of their audience too.
Bloggers also love interaction, and comments are like gold-dust. But have you noticed who’s commenting? Yup, it’s mostly other bloggers. So if you want more comments, you’ll need to get your blog in front of other bloggers.
And how does one do that?
Well, if you clicked on this post, there’s a high chance you’re a blogger yourself. How did you come across this post? How do you usually discover new blogs? I can bet it’s not through searching ‘UK fashion blog’ on Google.
We bloggers tend to find each other through our own community; Twitter sharing accounts, Twitter chats, other bloggers’ recommendations, the comments section under blog posts, Instagram, Bloglovin’…
I’d also say that Bloggers by nature have a tendency to be more ‘internet savvy’ that their counterparts. I guess we’re more familiar with navigating sites and language like ‘link in bio’.
So, to keep Bloggers engaged:
- keep putting your links out there
- ensure you’re commenting on other blogs
- collaborate with other bloggers
- use a Bloglovin’ account
Now, what about those Non-Bloggers?
It barely seems likely, but would you believe there’s a whole other audience out there of people who don’t have their own blogs? And there’s a whole lot more of them than there are Bloggers.
Social Media Content
Consider this sad truth: not everyone is interested in reading, or even visiting your blog. Some are quite content just hitting ‘like’ on a photo.
And for me, this pretty much sums up the ‘Non-Bloggers’ crowd. Whilst these guys don’t blog, you can bet they’ll be pretty active on Instagram/Facebook, and you might just post the content they’re looking for in their feeds.
And why should you care about growing your social following? Well firstly, if you get your social content right, you might just be able to entice Non-Bloggers to actually visit your blog.
Secondly, the blogosphere is changing and a new generation of ‘social media only’ bloggers are emerging. Some bloggers boast huge Instagram/Facebook followings, and they don’t even have a URL! And with people’s shortening attention spans, it’s easy to see why this quickly-consumable content does so well.
You might well be happy with focusing on your blog as a URL, and that’s totally fine! But if you want to tap into a wider audience, Non-Bloggers on social are a pretty good bet. A good place to start is to get your friends/family following your Facebook/Instagram pages. If your content’s right, friends of friends will see it and your audience will grow.
On that note – Non-Bloggers aren’t especially interested in lots of words. Eye-catching visuals appeal to them, and I’ve found they’re especially responsive to video!
Non-Bloggers are also likely to find you through search. It might be ‘how to style culottes’ or ‘how to make a dreamcatcher’. So everytime you write a post, consider search terms and make sure you’ve got your SEO covered.
Whilst they may not be likely to leave you a comment or follow you via Bloglovin’, there’s a whooole lotta potential in these guys, so don’t forget about them.
To keep Non-Bloggers engaged:
- Repurpose blog content in very visual formats for Instagram & Facebook
- Make sure your site is easy to navigate and mobile-friendly
- ‘Answer’ their questions by SEO optimising blog posts
A word of caution: as with most theories, it would be wrong to assume each and every person fits these categories. There might well be non-bloggers out there that leave comments and use Bloglovin and as a blogger you might just find a blog through search, but this is based on my experiences & observations as a blogger.
Do you see distinct differences in your readers? Does your blog attract more ‘Bloggers’ or ‘Non-Bloggers’?