The Big Comeback: Why Social Media Didn’t (And Won’t) Kill Blogging

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Just a few years ago there was a lot of talk about how blogs would be abandoned for Facebook and other social channels.

But new data shows that blogging is celebrating a comeback and actually yields more value than other social channels

What happened to the “blogging is dead” and “end of the golden age” hype of 2011, and what’s the future of blogging today?

Blogs are growing…

Here are just three recent statistics that should make you listen up.

  1. WordPress powers roughly one fifth of all websites.
  2. Consumers value blogs more than any other social channel for purchase decisions.
  3. Small businesses assess the ROI of blogs as the second highest after Facebook Ads.

social-media-roi

…while Facebook is stagnating

Meanwhile, everybody’s darling Facebook is losing its teenage audience to other networks.

facebook-teens-leaving

So while Facebook is going the way of MySpace and Friendster before it, blogging is coming back stronger than ever.

Don’t get me wrong. I’m not saying “Facebook is going away soon.” It will probably take years until Facebook loses its importance as the leading social network. Until then, it will be ever more eager to monetize its existing audience.

Already Facebook is selling back fans to brands. To reach all of your Facebook fans (or even the majority of them) you have to buy ads. This (a bit desperate) move has estranged many business owners from their former favorite social network.

A quiet boom

Blogging is nothing new. Google has owned Blogger for a decade now, and WordPress is just everyday business. You can’t create that much hype with old news.

But we’re dealing with a large scale blogging boom nobody seems to notice.

In 2013, splashy new blogging platforms like Medium and Ghost (even Microsoft supports it) opened to the public.
ghost

Meanwhile, media conglomerates like AOL, Yahoo! and Facebook all
invested in blogging in various ways.

Smaller acquisitions of profitable high-profile blogs took place as well.

Blogging as business model

Some startups and brands are even embracing blogging as an alternative business model.

Priceonomics, a recent example covered extensively on TechCrunch, started out writing data-driven blog posts to drive readers to its price guides – but then decided to just focus on the data and blog instead. Priceonomics co-founder Rohin Dhar explains:

“We decided that a business model where we control our own destiny, opposed to relying on Google to send us traffic, was something we felt better about.”

Other businesses are reporting amazing results with business blogging – even in short time periods.

groovehq-5

Here to stay

It’s difficult to overlook the writing on the wall: Short-lived social media trends and platforms cannot replace self-hosted blogs.

When we look closely enough to notice, the blogging comeback is just common sense. Blogging has become a major pillar of the web – and when it comes business, blogging is a must.

It’s not huge upsurge or a new hype. You won’t read about it in the top publications as the latest buzzword. But that doesn’t mean you should ignore it.

  • Jeremy Rivera

    Thank you for the common sense. It’s way to easy to make lazy posts about this or that being “dead” which is LAZY LAZY online marketing writing. It’s nice to read about the value of a tactic over why a tactic is “dying”.