The Grace of Latin Beauty Blogs

Beauty is important in every culture, especially in the Latin one. Latinas go out of their way to make themselves muylindas (very beautiful), taking their time to do their hair, nails and makeup. Here are three popular Latin beauty bloggers from around the world to give you a glimpse into how each one perceives beauty, and the advice they give to readers.

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Susana Chavez, Beauty Airlines

Beauty Airlines

Susana Chavez has worked as a beauty editor for the last 20 years. Her blog, Beauty Airlines, is part of Vogue Portugal, where she has worked for the last 12 years, writing about cosmetics and perfume.

In her posts, Susana shares the behind-the-scenes daily life of a beauty editor who travels the world to interview experts and review the latest products.

In an exclusive interview with Twingly, Susana shared with us her thoughts on blogging.

What was your motivation for starting the blog?
As a Beauty Editor for Vogue, I live surrounded by new beauty products, attend press-launches and travel extensively for beauty events. Not all of this fits in my Vogue Beauty pages, so I started Beauty Airlines to share a bit of the journey in my Beauty Editor life. I love traveling and airplanes, so it’s also a good place to share my geekiness.

What are the biggest advantage/disadvantage of being a blog writer?
Advantage, I’d say are to be able to share the backstage daily life of my work. Disadvantage is that it takes up much more time than anyone imagined!

Have you collaborated with any brands for this blog, and what was the purpose?
No, I haven’t. The blog is not monetized. I’ve done a few giveaways just to share good things with my readers, but no commercial associations.

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Jai Correa, Mami’s Time Out

Mami’s Time Out

Many beauty bloggers focus on the latest makeup brands and secrets, the problem is that makeup can be expensive, and not all the readers can afford to purchase it. Jai Correa, a Dominican blogger, realizes that, and addresses it in her blog Mami’s Time Out. Writing primarily for moms, she offers her advice for ways to look hermosa (beautiful) without breaking the bank. As she writes on her blog, “I love a bargain as much as I love a good lipstick.”

Mami’s Time Out is a one-stop-shop for everything having to do with beauty. She gives tips on how her readers can get the look of their favorite celebrities, like when she gave advice on achieving an ombre hairstyle, like her favorite telenovela star, Maite Perroni.

She works with makeup and beauty brands, such as Love & Glamour (Jennifer Lopez’s fragrance), Neutrogena, Covergirl and Pop Sugar.

rocio-moro-risas-rizos
Rocio Isabel, RisasRizos

RisasRizos

Twenty-eight year old Rocio Isabel Mora started sharing hair beauty secrets on her YouTube channel in 2014, which has now reached over 40,000 subscribers, whom she calls “Curlfriends and Rizadas,” all over the world. In her videos, Rocio shares her knowledge about managing curly hair.

However, as hair is not her only passion, she started the blog RisasRizos. Living in New Orleans in the US, Rocio’s parents are from Mexico and Honduras, which is why you can find some Spanglish (Spanish and English) in her blog. In writing her posts, Rocio works with brands such as Caress, Aveeno and Bioré.

Rocio started her career as a local television show host on the Spanish channel Telemundo. She is a regular contributor for NaturallyCurly and Being Latino.

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If you need access to beauty blogs and global blog data, you can find everything you need at Twingly.com

By Renata Ilitsky

The Rich Taste of US Food Blogs

Most countries are known for their regional cuisines; Italians love their pasta, France is known for escargots and India is famous for curry. However, there is no real consensus on what American food is. Is it hot dogs, apple pie or hamburgers? We interviewed three American food bloggers so you can decide for yourself.

Dan bing
Dan bing

Food-verse

Tesia Kuh’s blog Food-verse is the perfect example of what Americans eat, a smorgasbord of food from around the world. Her blog may scare some newbie cooks away with fancy titles, such as ghormeh sabzi, dan bing, and garlic soy soba noodles, but the names are just representatives of their host regions, which are the Middle East, Taiwan, and Japan.

In an exclusive interview, she Tesia, who works for Wolfgang Puck Worldwide, shared her motivation for starting the blog: “I started blogging first through photos on Instagram. I wanted to show what I made at home and when I got such a positive response, eventually I wanted to tell others how they can make it for themselves.”

What’s special about this blog is that Tesia shares a little bit about herself in each recipe, such as where she got the idea, how she came to make the dish, etc. Regarding dan bing (Taiwanese egg roles), she wrote, “It reminded me of a Korean rolled omelet side dish I grew up eating but with an added crepe! Egg, crepe, Asian street food that you can eat with your hands! Whenever utensils are optional I can hardly contain my excitement.” Regarding the garlic soy soba noodles, she shared: ‘This was my I’m too lazy to cook, too lazy to go out and get food but hungry for something delicious – meal experiment that turned out so well I made it again the very next day.”

The Perfect Steak
The Perfect Steak

Grillocracy

Americans are known for their love of meat, particularly barbeque. Grillocrazy serves to meat-lovers around the country, with practical tips, recipes and advice on grilling and barbecuing.

Written by Clint Cantwell, called the “backyard griller on steroids” this grillmaster wears many hats! He is the Editor of Grillocracy and Kingsford, video content director of AmazingRibs.com, pitmaster of Smoke in da Eye competition barbecue and grilling team, and winner of Travel Channel’s “American Grilled.” He has recurring grilling segments on both CNN’s HLN and WREG-TV. It’s safe to say that Clint knows his meat!

Why does he blog?

“Being a blogger allows me to scratch my creative itch, creating countless out-of-the-box recipes for a global audience of grilling fans. The only disadvantage is the time involved in creating new content on a consistent basis.”

His recipes are carefully categorized in easy to find sections, such as grilling beef, grilling poultry, grilling fruits and vegetables, and grilling dessert (yes, you read that correctly). What’s unique about Clint’s food blog is that he doesn’t just share recipes, but provides advice on the entire grilling and barbecuing experience. For example, he has a “How To” section where he shares tips on using spices, adjusting smoking times and smoking turkeys. He even has a link to reviews on different grills and smokers.

Tasty Breakfast
Tasty Breakfast

Aluminum Foiled Kitchen

Many Americans are on the health trend diet, as evidenced by this young blogger, Judith Rontal. At just 20-years-old, she lost 60 pounds by changing her diet and lifestyle, which she shares on her blog Aluminum Foiled Kitchen. Living in Washington, D.C., Judith blogs about local cooking as well as cooking when she travels.

Her blog is fun and original; she doesn’t title her blog posts simply by the name of the dish, but uses titles such as: “When You Have 20 Pounds of Peaches…”, “What I should Eat for Breakfast Today,” and “Not My Mom’s Apple Cake.”

What was your motivation for starting the blog?

“I started the blog as a way to share what I was making with friends and family (beyond texts and Snapchat). I’ve always loved baking and cooking and discovered the world of food blogging when I started expanding my knowledge in the kitchen and wanted to get some inspiration. I’m an avid reader of Smitten Kitchen and one of my favorite parts of her site is the comment section under her recipes – she responds to so many questions! I’ve learned from her and want to be able to help others out in the same way she has helped me.”

“My blog was started as something for me, so I like that its message is intimate and very personal. I hope to keep that as I share it with people who I don’t know – hopefully it’ll be a way for them to feel like they get a sense of who I am as a person without meeting me!”

From ethnic dishes to barbecue and healthy options, Americans love a variety of food.

If you need access to food blogs and global blog data, you can find everything you need at Twingly.com

By Renata Ilitsky

Three Fashion Blogs From Around the World

NY Fashion Week opens today and fashion means many things to different people. To some, dressing fashionably means following the latest styles from world-known brands, such as Chanel, Dior and Gucci. To others, fashion means expressing their individuality and personal sense of style. Although fashion varies from person to person, there are specific fashion trends that permeate entire countries. Here we take a look at three fashion blogs from around the world – China, Sweden and Canada.

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Elle is not afraid to be bold in her outfit selections. Just take a look at this colorful outfit from Cats Brothers. Wearing this in many parts of the world would likely result in curious looks from strangers, but it may be just right for the daring and often whimsical Asian fashion, which always pushes the edge!

China – Elle Lee

ElleIconLee is a blog by Elle Lee, who lives in Hong Kong. An ex-model herself, she writes about fashion and lifestyle, as well as vlogging on YouTube and writing for fashion columns on several websites.

Elle’s unique angles is that she writes in English and Chinese, and shares looks with both international and regional inspirations with her readers. In an interview with Sassy Hong Kong, Elle describes her style as “less is more,” stating that she likes “designs that are clean, well-made and stand the test of time.”

“Imagine a mash-up between the craftsmanship of Oscar de la Renta, the feminine subtlety of Lanvin, the uniqueness of Maison Martin Margiela and the creativity of Nicholas Kirkwood – mix those with my East meets West background and you get an idea of my personal style,” Elle explained.

We got an exclusive interview with Elle about her blogging:

What was your motivation for starting the blog?

I started my first blog when I was 10-years-old, but it was more of a digital platform to record my life for my family and friends as I was living away from home. Then social media started and I was getting a lot of questions regarding what I was wearing, using etc. So I thought I should start a blog and point everyone there for a more detailed answer.

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For a great example of how Elle mixes high fashion with everyday trends from around the world, check out this photo, where she paired a LABORON evening gown with a Mickey Mouse-shaped popcorn case she used as a clutch at Shanghai Fashion Week!

What are the biggest advantages/disadvantages of being a blogger?

A lot of influencers now only work on social media platforms with few words and strong images, that’s the trend. Writing a blog is very time consuming, especially since I still take care of my social platforms in both Chinese and English. However, I still feel like keeping the blog running as it’s more like a core of what I keep everything on, and people could search and look up content even after 10 or 20 years, which might not be easy to do on social media platforms.

How does it work with the different languages on your blog?

My blog is in both Chinese and English, but I don’t translate them, I write them differently as no language can be expressed in the same way. It’s very time consuming, but I believe it gives readers in Chinese and English a better reading experience. Some readers even use my blog as a way to learn English and Chinese, which I feel is pretty awesome!

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Fanny shares the outfits she wears in her daily life, such as this high-waisted swimsuit from H&M and jean shorts from Melrose market in LA she wore in Greece. She doesn’t only focus on high couture, but shares inspirational ideas for urban, sporty and everyday looks just perfect for active Swedes.

Sweden – Fanny Lyckman

Fanny Lyckman is a Swedish fashion expert. At just 25-years-old, Fanny has created a name for herself in the fashion world. She is not only an award-nominated fashion blogger, but has created a nail polish line in collaboration with NCLA, and designed two collections with the brand Nelly. She is currently working on a fashion line, which she hopes to release this fall.

Although Fanny is a Swedish blogger, thousands of people around the world follow her website and Instagram account. In an interview with Cosmopolitan, Fanny says that she gets her style inspiration from following different people on Tumblr. Online, Fanny likes to shop on Asos; as far as physical stores, she prefers Zara, Urban Outfitters, Beyond Retro, Topshop, H&M and River Island. She shares that she can’t live without her jean shorts, and would never be caught in tax-me heels.

Canada – Jen Tam

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Jen not only posts photos of outfits and names of the designers, but also highlights how the clothes can alter the way the body appears. “The off-the-shoulder crop top from Giulietta and wide-legged, high-waisted Vionnet pants are definitely works of art on their own, but the combined proportions did wonders to flatter my shape and made me seem about six feet tall,” she wrote about this outfit.

Her Waise Choice is a blog by Canadian writer, Jen Tam. Her blog’s motto is that everyone can be stylish without looking down on others or being a slave to fashion. Canadians are known for being friendly and approachable, an attitude Jen strongly believes should be incorporated into fashion, which should be “accessible and not intimidating.” Since 2010, Jen has tried to inspire her readers, everyday women, to dress with approachable style that fits in with Canadian culture.

Jen is not afraid to be brutally honest, which undoubtedly appeals to her readers. For example, in a recent post, she shared: “I’m often still not totally happy with the way a certain piece fits, or I’ll wish I could change a detail or two about an overall look. It’s quite rare for an outfit to be executed in a way where I feel like all the elements really work.”

In a recent interview with Top 100 Style, Jen shares her style rules.

What’s one go-to piece every woman should own?

The perfect pair of black jeans.

Dress up or dress down?

I’ve always been a believer of being a little more dressed up but lately I’ve been more inclined to be comfortable. I think this has something to do with the fact that my style has been evolving into a slightly edgier vibe in the last year or two.

What’s one fashion rule you’re proud of breaking?

No white after Labor day—white is a great tone to wear year round and I especially love white on white winter wear!

If you need access to fashion blogs and global blog data, you can find everything you need at Twingly.com

By Renata Ilitsky

Easier to tap into the global colorful blogosphere

Multi-Ethnic Group Taking a Selfie at Holi Festival
Colorful groupie

We have now made it a lot easier for you to access the world’s biggest pool of active blogs.

Just sign up on our site and instantly receive an API key that gives you access to more than 6 million active blogs and their posts. We also take pride in adding 15,000 new active blogs every day, which is important due to the high turnover in the blogosphere.

We know that you want to get started swiftly in retrieving blog data for your evaluation and use, and we have therefore recently developed API clients in the most common programming languages.

The blogs are divided by spoken languages and they are all assigned a blog rank, based on how influential they are in the colorful blogosphere.

For you to be able to compare your current coverage of blog data, we have made our coverage in the major languages publicly available. Just let us know if you need any input regarding coverage in other languages.

So if you are looking to extend your current coverage of blogs, get your API key today and start exploring. 🙂

By Pontus Edenberg

Visualizing the blogosphere (again)

If you’ve followed Twingly through the years, you might remember our Windows screensaver. Eight years ago we developed a visualization of the blogosphere, we could see blog activity in real time and get a sense for how the whole globe used blogs to communicate (video of the old screensaver).

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Unfortunately the screensaver didn’t age that well, it’s now grumpy and doesn’t want to play nice with modern operating systems. Also, who uses a screensaver nowadays? If you do, please consider putting your screen to sleep instead.

We thought it would be fun to see what we could implement using modern technologies. The result is a web based (using WebGL) globe that animates blog posts with coordinates in near real time.

Check out the Twingly Globe at world.twingly.com.

What do you think?

By Johan Eckerström

The most popular products among bloggers in Norway, Finland and Denmark in 2012

A few days ago we gave our readers an overview about the most popular products among blogggers in Sweden, based on statistics from our Twingly eTrade solution that connects e-commerce sites with blogs. But since we have many clients in the other Nordic countries as well, we can reveal similiar statistics about Denmark, Norway and Finland. We had a look at the data and compiled a list of products at a couple of selected stores that were getting the highest number of incoming links from blogs in 2012. So here they are, the most popular products among bloggers in the Nordics.

Norway

Adlibris

1. Marius strikkebok; klassikere, historier og nye oppskrifter

2. Made by me; sybloggernes beste oppskrifter

3. Kathrine Gregersen: Strikk til nøstebarn
3
Børnetøj 4-7 år

Lindex

1. Kåpe

2. Bukser

2. Lue

Nelly.com

1. Elise Ryan / Melanie Open Back Dress

2. Jeffrey Campbell / Lita Shoe

3. Elise Ryan / Melanie Open Back Dress (white)

Collstuff

1. Polaroid 300

2. Objektivkruset

3. Blåseape Negletørker

Footway

1. Sugarfree Shoes

2. Emma

3. Ugg Australia

Gymgrossisten

1. Gourmet-Pro, 900 ga

2. Ripped Hardcore, 60 caps

3. Stor fitnesspakke for jenter!

Yves Rocher

1. Løst perlemorskimmer

2. Øyenskyggepensel

3. Brun-uten-sol spray for kroppen

Denmark

Saxo.com

1. Max Bollinger & Pavel Kostin: It’s Time

2. Susan B Anderson: Itty Bitty Toys

Nelly.com

1. Issue 1.3 / Lou Sweater

2. Jeffrey Campbell / Spike

3. NLY White Label / I Love

Coolstuff

1. Chokolade-fontæne

2. Pusteabe Negletørrer

3. Polaroid Z340

Yves Rocher

1. Løst perlemorsglans

2. Øjenskyggepensel

3. Kropspeeling

Finland

Adlibris

1. Kirsi Etula, Sunna Valkeapää-Ikola: Mekkotehdas

2. Alexander Gullichsen, Hanna Gullichsen: Safkaa

3. Pyy Outi: Trashion – Tee itse huippumuotia

Lindex

1. Kaulakoru

2. Yöpaita

3. Viitta

Nelly.com

1. Dr Denim / Plenty Denim Leggins

2. Jeane Blush / Leah Parkas (blue)

3. Jeane Blush / Leah Parkas (white)

Yves Rocher

1. Varjostussivellin

2. Itseruskettava suihke vartalolle

3. Kuivaöljy

The most popular products among bloggers in Sweden 2012

Every year, thousands of bloggers link to products on online stores, and with our Twingly solutions for publishers, website owners and online retailers, a lot of added value is created for all parties involved. We decided to dig a bit into the data from 2012 to see which products have been the most popular, most linked to from bloggers. Today we present the results for the Sweden, where Twingly is based. We proudly present: The most popular products among bloggers in Sweden!

The most popular product among bloggers in Sweden 2012

Eld by Mats Strandberg and Sara Bergmark Elfgren at Adlibris.com (105 incoming links from blogs)

The most popular products among bloggers in Sweden 2012 by categories

Most popular book

Eld by Mats Strandberg and Sara Bergmark Elfgren at Adlibris.com (105 incoming links from blogs)

Most popular shoe

Jeffrey Campbell / Spike at Nelly.com (31 incoming links from blogs)

Most popular clothing

Oneness / Sofie Dress at Nelly.com (25 incoming links from blogs)

Most popular cosmetics product

Eleven 66 Colour Lip Palette at eleven (23 incoming links from blogs)

Most popular movie

Prometheus (Blu-ray+DVD) at CDON.com (39 incoming links from blogs)

Most popular game

Call of duty: Black Ops 2 – Nuketown Edition (Xbox 360) at CDON.com (18 incoming links from blogs)

Most popular fun gadget

Dough spreader for cupcakes at coolstuff.se (13 incoming links from blogs)

Most popular accessory

Envelope bag at Lindex (10 incoming links from blogs)

The most popular products among bloggers in Sweden 2012 by selected stores

Nelly.com

1.  Jeffrey Campbell / Spike

2. Oneness / Sofie Dress

3. Elise Ryan / Melanie Open Back Dress

Eleven

1. Eleven 66 Colour Lip Palette

2. Smashbox Heartbreaker Eye Shadow Palette

3. Macadamia Natural Oil Deep Repair Masque

CDON.com

1. Prometheus (Blu-ray+DVD)

2. Call of duty: Black Ops 2 – Nuketown Edition – Xbox 360

3. Rasmus Lenefors – Amatören

Lindex

1. Cape

2. Envelope bag

3. Envelope bag (leather)

“Time is the only thing you need to invest in when starting a company blog”

At Twingly, almost everything we do has somehow to do with blogs. And while our products and services mainly focus personal blogs, there is the ongoing question for companies whether they should launch their own corporate blog.

We wanted to know: Who should have a corporate blog, and how should the content look like? To get the answers, we asked Anna Loverus from the Gothenburg-based agency Matter a couple of questions. As Content Strategist and Creative, she works with these kind of topics on a daily basis and as seen both the good and the bad of corporate blogging. She offers some great insights which might be inspiring for our very own Twingly blog as well.

It’s 2013 and there are many different ways for companies to reach out via social media. What part can a company blog play in that communication mix?
I often feel that a lot of communication in social media takes place because it’s possible, not necessary or valuable. Just because we have the opportunity to talk doesn’t mean we have to say something. I believe that most companies who are blogging today shouldn’t have a blog considering what they publish. Because of the Internet we now have access to pretty much everything we want, any time. This means that your customers, users or fans have the whole Internet to choose from when they consume content.

Communication today is not about your brand; it’s about your readers. You have to find something that is of true value for the people you want to reach, and if you do, you will build a long-term relationship. Find out what your readers really care about and think of content they would find valuable. Sometimes this can be quite far from your field, but it’s still valuable for the people you want to reach with your communication.

The blog format has amazing qualities. Compared to other communication tools a blog can handle many types of content like photo, video, sound and illustrations. It’s easy to create interaction and you don’t need any advanced applications to get started. If you keep in mind that no one will care about your company as long as you’re only a company, you can create real relationships with the blog as a powerful tool.

Anna Loverus
Anna Loverus

What distinguishes a good from a bad company blog? 
If you’re not able to publish regularly, don’t start a blog. How many times a month you must publish content depends on the type of zontent but two times a month is an absolute minimum. Visiting a blog where the latest post was written three months ago won’t make anyone want to come back. Like I said, readers choose their consumption of media on the Internet today. It’s not too likely that posts about your new collaboration or employee will become a traffic magnet. A really good company blog isn’t about or for the company. The good company blogs know their audience; they publish relevant content for the audience at a regular speed that suits their readers.

What’s the best and most cost-efficient way to get started, if a company decides to try it?
Finding out what is valuable for your audience takes time. Producing valuable content takes time. But time is pretty much the only thing you need to invest in when starting a blog. Start with asking your organization if they have any experience of blogging or writing, photography, video making or any other content production. There are many free and easy tools for anyone who wants to start a blog. WordPress is a blogging platform that can be either self-hosted or hosted by WordPress.com, Blogger is another free tool and Tumblr and Squarespace are other alternatives. Make sure to choose a tool that is easy to work with even if you’re just testing.

Start with asking yourself why your company wants a blog? Is it because you always get the same questions to your support? Because you want to find new customers? Is it because you need to get your team to work more together? When you have an answer, focus on that particular cause. You should get yourself a publishing plan and some simple blog formats. Blogging isn’t just about what’s in your head when you feel like writing, especially not when it’s a company blog used as a communication tool.

One large difference between communications in social media compared to traditional media is that we often lack a plan or format. Just because you can publish directly into social media when you have an idea doesn’t mean you should. Make a list with subjects you think people actually want to know about from your company. It could be everything from common support questions to how your web shop products look on real people. Use this list and create some simple formats with guidelines that make it easy for all writers to contribute easily. Instead of giving one person at your company the responsibility to write the blog, give them the responsibility to be the editor of the blog. Engage people from different parts of your organization when you’re collecting and creating content for your blog.

What are the risks of having a company blog and how to handle them?
I would say there are several risks with blogging. There’s always a risk to get negative comments or people not liking what you do, but as long as you meet them with respect, it’s not too much to worry about. But one thing that many companies are afraid of is the lack of control over a blog, just like with all social media, since you can publish directly and without thought. I think this is why it’s important to create some formats and a publishing plan instead of just telling someone to post whatever they want.
Another risk with blogging is that you start to measure success in numbers of readers. Your company blog shouldn’t focus on lots of readers; try instead to focus on the value for your audience. Try to measure the value in other KPIs than readers only.

Do you have some examples of really outstanding company blogs?
I have two company blogs that I believe do a great job in targeting their audiences. Mutewatch is a small start-up company that has created a nice balance between valuable content and business focus in their blog. The blog, called Timetank, focuses on time management and behavioural psychology.

IKEA has a very successful blog called Livet Hemma (life at home) where they post high quality interior photos with IKEA products. The goal is to inspire people to decorate with IKEA products. The design blog community is Livet Hemma’s target audience. IKEA creates great content for the bloggers to share. Take a look at livethemma.ikea.se.

Blogging is more popular than ever before

Even though millions of people publish in blogs, and despite the fact that blogs actually have a bigger influence on purchase decisions than Facebook, it’s an ongoing meme that people supposedly have moved on from blogging to other social media channels. While it is true that there is more fragmentation in the social media sphere and that the occasional Twitter or Facebook post from today might have ended up as a very short blog post a few years ago, blogging itself could not be more far away from outdated or irrelevant. And we have numbers to prove that:

Blog posts in Swedish per year

Being based in Sweden, a country of early adopters where blogging took of many years ago, we wanted to know whether blogging has peaked here or not. So we used our blog data to find out. The clear answer: It hasn’t! With almost 17 million posts published on blogs in Swedish in 2012, blogging activity has been tremendously bigger than in the year before, when less than 14 million posts appeared on Swedish blogs. The highest number of blog posts per month was published in October, with about 1,8 million.

Blog posts in Swedish per month

Analysing the number of bloggers we found that almost 400.000 people wrote at least one blog post in Swedish in 2012. Among them, 172.178 were active bloggers, meaning that they wrote at least one blog post per quarter.

Number of active bloggers in Sweden

We also had a look at how 2013 started compared to 2012, and even there we witnessed an increase in blogging activity: The number of blog posts published in the beginning of 2013 was almost 26 percent higher than in early 2012, and we saw more active bloggers during the first month of 2013 than in the same period of last year.

All in all, at least when focusing on Sweden, blogging as a phenomenon might not create the same headlines anymore as some years ago, but the actual activity is still on the rise. Blogging can be seen as the foundation of social media, with all the other communication channels and tools based around it. That was the case back in 2009, and that’s even more the case today.

If you understand Swedish, here are some more thoughts about the state of blogging in Sweden.

Let’s blog!

Twingly connects Bubbleroom and fashion bloggers

Fashion bloggers regularly link to clothes and accessories on e-commerce websites. With eTrade we offer online shops a great solution to increase the number of incoming links from blogs. Dozens of major e-commerce sites are already integrated with eTrade, and today we have the pleasure to announce one more: The Nordic fashion retailer Bubbleroom. Since this week, every Bubbleroom product page contains the Twingly widget which shows incoming links form fashion blogs (example here). Apart from the benefits for the shop, it’s an added value for its customers as well, who can get opinions on specific fashion items from fashion bloggers.

We used this occasion to ask Kaja Braendengen, project manager at Bubbleroom, a couple of questions about the importance of the fashion blogosphere for Bubbleroom. She is also the co-founder of the Norwegian fashion website/blog Modette.no, so she is really an expert on this topic.

Why did Bubbleroom choose Twingly? What are your expectations?
We chose Twingly because we want to work closer with bloggers and it’s a really great service that benefits both us and the bloggers. Our goal is to get more links from bloggers and increase the knowledge of our brand. The links we’ll get will hopefully improve our search engine visibility even more.

Kaja BraendengenHow important are blogs for your business?
The blogs and especially the fashion blogs are very important for us – bloggers today have a lot of power in the fashion business and they have a major impact on our target audience, women 15-35 years old.

What would happen if all blogs would disappear from one day to another?
That would not be good at all, and we would lose a big channel that affects what people know about Bubbleroom and which also is a big sales channel for us.

How do you encourage bloggers to link to Bubbleroom?
We have a lot of collaborations with different fashion bloggers and they often write posts about us and our products and link to our site.

How much time does the company invest into the work with social media in general and blogs in particular?
I work with both social media and blog collaborations. Every day we keep in touch with our customers and style setters through social media, it’s very important to get feedback from this channel as people are honest and direct, and we can respond quickly to their questions. I spend at least a couple of hours a day with these channels and in contact with bloggers.

In Sweden, many of the leading blogs are about fashion. Is it similar in Norway? What are the main differences between both (fashion) blogospheres?
Yes, it’s similar, all the biggest bloggers in Norway write about fashion as the main subject and that is the most popular theme. The blogospheres are quite similar is my opinion but the blog phenomenon is much bigger in Sweden.

Do you think that the impact fashion blogs have on the fashion industry and sales will increase even more in the future?
As more and more people get access to the internet, the blogs will become even more influential. Sales will depend on your visibility online so therefore it’s crucial to build loyal relationships with powerful bloggers.