As predicted, blogging platform Posterous is shutting down


We saw it coming, and now it is happening: Posterous, one of the first mini-/fast-blogging tools of the past years, is closing its doors on April 30. At the end of October we described how there were an increasing number of signs that suggested an upcoming shutdown. Half a year earlier Twitter announced the acquisition of Posterous. Already back then many observers saw this as a talent acquisition rather as a product or platform acquisition. With the official announcement on the Posterous blog that the team will focus 100 percent on its efforts at Twitter, this theory turns out to be true.

Even though Posterous was quite unstable and full of bugs back in October, the service didn’t provide its users with a proper backup tool. Fortunately, that has changed. All remaining Posterous users can go to to access a .zip-File with all blog posts and comments. For everybody who plans to transfer their blog to WordPress, WordPress offers an internal Posterous importer. In our October post we explained how to use it in order to move all Posterous content to a WordPress blog.

The demise of Posterous does not say anything about the state of blogging. Tumblr, which launched during the same time as Posterous managed to grow exponentially and is going strong even today whereas Posterous never left its early adopter niche. An while Posterous will be history soon, a couple of new contenders such as Quora, Svtble, Medium and even LinkedIn have entered the blogging space in various ways.

Posterous lost because it couldn’t keep up with the competition. It’s probably better that Twitter finally pulls the switch instead of keeping it online while at the same time completely neglecting it.

Blogs have bigger influence on purchase decisions than Facebook has

Technorati, the famous, decade-old blog search engine and blog portal, has released its 2013 Digital Influence Report, which replaces the historical State of the Blogosphere report and deals a lot more with branding and social media marketing. You can download the full PDF here, it’s an interesting read as usual.

We want to highlight one aspect which the Technorati report uncovers and which we find quite fascinating: On page 16 Technorati published a diagram showing which online services are most and least likely to influence online purchases (in the U.S.). The top spot goes to retail sites, where the likelihood that they influence a purchase for obvious reasons is very high, 56 percent. Brand sites do also influence people’s buying behaviour with 34 percent. But close behind, with 31,1 percent, come blogs. In other words: Blogs influence purchases on the web more than Facebook (30,8 percent), YouTube (27 percent) or Twitter (only 8 percent).

That is quite an astonishing result and proves once again the power of blogs.


Because of the relevance that blogs do have when people make purchasing decisions, the distribution of brands’ social marketing budgets doesn’t seem to follow any logic, as pointed out by Patrick Lambert on his blog. He highlights another chart from the Technorati report that shows the social budget breakdown of brands. The main share of brands’ social budget is being pumped into Facebook campaigns: 56 percent. YouTube and Twitter each get 13 percent of the total money spent on social media marketing, and only 6 percent are being put to use on blogs.

So while blogs have a bigger impact on purchasing decisions than Facebook, they only get a fraction of the brands’ advertising dollars.

That obviously doesn’t make sense, and it presents a big opportunity for all companies and brands that understand the power and relevance of blogs in the social media marketing mix.

All that means that 2013 could be the year when blogs get back into the brands’ focus. According to the statistics above, they should.

via Bisonblog

Twingly helps your organisation to launch a blog competition

From time to time some of our clients ask us whether it would be a good idea to launch a competition or sweepstakes involving blogs. Often, our answer is “yes”, since we know how much awareness about specific topics, products or initiatives can be raised through blogs. And many bloggers enjoy the occasional competition, especially if they can win attractive prizes.

Because of that, we decided to offer blog competition as a service primarily to our clients but also to other companies. If your organisation is interesting in engaging bloggers in a specific issue or campaign, we can support you in making that happen.

This is how Twingly helps you to launch a blog competition:

– Twingly creates a unique profile with your organisation’s branding on, one of Sweden’s biggest meeting places for bloggers and blog readers, with over 118.000 registered bloggers. The profile also includes instructions for bloggers on how to participate in the competition.

– Twingly sends a newsletter to about 10.000 bloggers within the target group of the campaign, telling them about the competition.

– Twingly uses other high-traffic-channels such as the homepage to promote the competition.

– Twingly keeps track of the participation and provides your organisation with the material you need to select the winner as well as with statistics on how the competition went.

Blog competition

One of the companies that launched a blog competition with our help is the leading Nordic e-commerce site The campaign asked bloggers to write a post about their favourite movie or TV show, including a link to the movie’s or show’s product page on The community of Twingly-owned got then the chance to vote for their favourite blog post. The winner of a gift card worth 15.000 SEK was chosen by based on the number of votes and the movie/TV show review. The bloggers ranking on position 2 to 5 were each given a gift card worth 1.000 SEK. Here is the final top list.

Blog competitions are a great tool to spread the word about your organisation, product or issue, while at the same time giving something back to the bloggers.

In case you want to learn more about blog competitions and how to launch your own, drop us a line at! We look forward to hear from you.

Twingly and Gymgrossisten launch blog competition


As you maybe did notice, we at Twingly have developed a fascination for fitness lately. A few weeks ago we published the Twingly Report Fitness giving insights into the Swedish fitness blogosphere, and we also went to the Swedish Fitness Festival to present Twingly and how it can help companies from the fitness industry in reaching out to blogs.

Today, we continue that trend by announcing a cooperation with Gymgrossisten, the leading e-commerce site for fitness and supplements in the Nordic countries. With the help of Twingly, Gymgrossisten launches a blog competition where bloggers can win prizes with a total value of 31.000 SEK. The 20 top scoring bloggers will be guaranteed a prize.

In order to participate, we want bloggers to write about their New Year’s resolution or their fitness goal for 2013. By doing that, they not only can win fantastic prizes provided by Gymgrossisten, but also find additional motivation to push themselves to reach their goals.

The blog post needs to contain at least one link to a product from which the blogger uses to accomplish his or her goal. By linking to the product page at, the blog will appear and be linked back to on After the blog post is published, participants can collect votes from the community and all their friends.

From the 20 blog posts with the highest number of votes on February 6 when the competition ends, Gymgrossisten will decide who has come up with the best New Year’s resolution or fitness goal. The winner will get prizes from Gymgrossisten with a total value of 20.000 SEK. The other 19 top scorers will each get products for about 600 SEK from Gymgrossisten.

We wish everybody participating lots of votes and look forward to see the results!

Success at the Swedish Fitness Festival 2012

Last week, the number one event for the Scandinavian fitness market, the “Swedish Fitness Festival 2012” (Fitnessfestivalen), took place in the Swedish city of Gothenburg. About 20.000 people gathered at the 3 day event, among them club owners, personal trainers and active people from all over the Scandinavian countries. Twingly was there, too!

As in most sectors, even the Fitness market is affected by the changes caused by the Internet and social media. For all businesses in the fitness sector, from studios to retailers for equipment and food, new ways of interacting and communicating with their target group create lots of potential to grow, to improve and to understand the customers’ needs.

Twingly CEO Peter Bláha, himself a big and active fan of sports and fitness, and Twingly CMO Anton Johansson, introduced the audience during a presentation to what social media can do for their fitness-related business. They explained the differences between Facebook fans – which often already are customers – and Twitter followers as well as blog readers who might act as great multiplicators, give feedback, discuss issues and could become potential customers in the future. And of course they highlighted how Twingly’s eTrade and Blogwatch solution are a great tools to connect fitness-related businesses and websites to the blogosphere.

Peter FF tal3And since we released our Twingly Report Fitness right in time for the festival, Peter and Anton had proof enough to show how big the fitness blogosphere in Sweden actually is, and how much impact it can have on brands and companies. The two brought about 50 printed reports to their presentation, which didn’t last long since apparently everybody in the audience wanted to get hold of a copy.

Speaking about the report: It got some great response from many fitness bloggers. Here is a list of posts from the past days referring to it:

It’s great to see so many bloggers and fitness-oriented people engaging with our report, both online and at the Fitness Festival in Gothenburg.

In case you haven’t seen the report yet, you can get it here as bilingual PDF. And if you wonder anything about how Twingly can help your business to become more engaged with bloggers from around the web, drop us a line. We love to hear from you:

Twingly Report Fitness: Insights into the world of fitness bloggers in Sweden

Since we know a bit about what’s trending in the blogosphere at any second of the day, we have started to publish occasional reports to give you some insights into the latest trends from the world of blogs. After our report on books and the one on TV/radio, today we proudly present our latest creation: The Twingly Report Fitness (with a focus on Sweden).

Maybe you didn’t know it, but there is a huge number of people out there who blog about their passion to stay fit and healthy. For the report we took a look at the Swedish fitness blogosphere and provide you with some interesting details about who those persons are that blog about fitness, which gym chains they write about, which online stores they visit for equipment, tools and the right nutrition, as well as which fitness brands their favour.

You can find the full bilingual report (Swedish/English) here as a free PDF download If you just want to get a very quick overview, keep on reading.

One of our main findings when analyzing the fitness blogosphere was that girls seem to be much more successful with running popular fitness blogs. On our top list with the blogs that get most incoming links, four out of five bloggers are girls. We noticed that many of the people blogging about fitness do also work in that field, for instance as gym instructors or personal trainers.

The five Swedish fitness blogs with the most incoming links are:


Furthermore, we analyzed which of the major Swedish gym chains are being linked to most from fitness blogs. The diagram shows the result:

Gyms with most links

Everybody who takes fitness seriously needs the right equipment and nutrition, thus it’s no surprise that fitness bloggers link a lot to online shops where they buy everything they need to fulfill their goals. Here is the ranking – the first diagram shows stores for dietary supplements, the second shops for sports clothing and other equipment.

Online shops

In clothes graph you can se that Stadium, that uses Twingly to engage bloggers to write about their products, have over 8 times more links than one of their main rivals and equal in size – Intersport.

Check out the report if you are interested in all the details. As of today, all our previous and future reports will be presented on the dedicated website

The Swedish Armed Forces relaunch their blog portal supported by Twingly

A few days ago, Försvarsmakten, The Swedish Armed Forces, relaunched their blog portal where members of the Armes Forces blog about their everyday life at work – both in Sweden an abroad. For the new version, Försvarsmakten decided to use Twingly technology in order to find blogs from around the web that discuss topics related to the Swedish Armes Forces and their assignments.

The new blogg platform looks extremely neat, and the Twingly technology working in the background makes for a great user experience for visitors of who want to learn about related issues discussed by bloggers around the web.

You can see that in action when going to What you see is a pretty cool monitoring section which shows content from Twitter, Facebook, Google+, YouTube, internal blogs and external blogs that is related to the Swedish Armed Forces. If you uncheck all the boxes on top except “Externa Bloggar”, you are being presented with the latest blog posts from the blogosphere relevant to those who have an interest in the Armed Forces.

We are proud that Försvarsmakten trusts Twingly as the provider of complete blog data in order to make the global blogosphere accessible to everyone interested in topics related to the Armed Forces.

Twingly TV/radio report: Public broadcasting gets linked the most from blogs

There is lots of talk about the so called “second screen” these days, meaning that viewers of live TV use their smartphones and tablets for interacting with other people watching the same show or movie, via Twitter, Facebook or dedicated second screen apps.

People want to engage with the content they consume, and they want to tell others about it. Thus, it is no surprise that many blog posts discuss current or upcoming TV shows, and often in a more comprehensive way than what’s possible in 140 characters.

For us at Twingly that was reason enough to analyse which of the websites and TV stations are being linked to from blogs the most. We published the results as a PDF report last week. For everybody who doesn’t understand the Swedish language, here is a summary of the results:

During the last 4 month, we found 18.000 links from blogs to Swedish TV and radio websites, with Public broadcasting service being the clear winner in regards to engaging the blogosphere.

81 percent of all links to the websites of Swedish TV channels referred to the Swedish public broadcasting TV SVT, with privately run free TV station TV4 capturing 9 percent of the links from blogs. SVT’s coverage from the Olympic Games in London turned out to be the most engaging TV content in the blogosphere during the past 4 month.

Even when looking at the various video-on-demand services available in Sweden run by TV stations and dedicated video services, SVT gets the lion’s share of the links with (54 percent), with coming second (31 percent). Newly launched Netflix hasn’t gotten too much of the Swedish blogosphere’s attention yet, although that might change in the future.

Among links to Swedish radio stations, an impressive 99 percent go to, the website of the Swedish public broadcasting radio.

We also had a look at the websites of international TV stations and how much their content is being discussed in the global blogosphere. With 66.147 links from blogs in the past 4 month, ranks highest among the major TV stations, followed by with 55.896 links and with 17.118.

If you want to see a detailed visual ranking for the different categories we examined, have a look at the 8 page report (PDF).

How to move your content from Posterous to WordPress

There was a time when Posterous and Tumblr were the two cool kids on the evolving mini-blogging scene. But while Tumblr despite many down-times grew exponentially, Posterous somehow didn’t manage to follow the same path. Then in March this year, Twitter announced the acquisition of Posterous. According to media reports, Twitter was mainly interested in the Posterous team, leaving users wondering whether the blogging service does have a future.

It’s not unlikely to assume that Posterous won’t exist forever, also judging from bugs and issues that have been plaguing Posterous users during the recent month and that are not properly being fixed. Recently, Posterous founder Sachin Agarwal said that the team is working on a new exporting tool which would be the best solution to export content out of Posterous. Since Posterous feels rather abandoned nowadays, there seems to be only one reasonable explanation for why the team develops a new exporting tool: in order to be able to close down the platform.

For those of you who are still using Posterous and who don’t want to wait until the last second, there is already now a great way of moving away from Posterous: Exporting your content to a WordPress blog, the world’s leading blogging platform.

It’s a very simple process. Here is how you do it:

For hosted blogs on

If you don’t want to host your own WordPress blog, the free or paid service on is a good alternative. After you have created your blog, log into the admin panel and click on “tools” in the left navigation bar. In the popup layer, click on “import”. Choose “Posterous” from the list of available services, enter the URL of your Posterous blog, the email address you used for registering with Posterous and your Posterous password, and press “Submit”. That’s all, now just wait until your content has fully been pulled out of Posterous.

For self-hosted WordPress blogs

If you decide to host your own WordPress blog with the free software from, you need ot install the Posterous importer plugin before you can move your content form Posterous to your WordPress blog. In the WordPress admin panel, click on “Plugins” in the left navigation bar, “Add new”, and search for “Posterous”. Choose the “Posterous Importer” from the list of search results and press “Install now”. After that is done, click on “tools” in the left navigation bar. In the popup layer, click on “import”. Choose “Posterous” from the list of available services, enter the URL of your Posterous blog, the email address you used for registering with Posterous and your Posterous password, and press “Submit”. That’s all, now just wait until your content has fully been pulled out of Posterous.