Not everyone who starts a blog will be successful. And not everyone who has a successful blog right now will have one later. It takes a very special person to stay relevant time and time again. You have to be able to adapt, create, and story-tell like a boss. And that’s hard work.
That’s why it’s important to strike while the iron is hot.
You have to get in there and make an impact while you can before your audience goes elsewhere. And most people haven’t figured out how to do that which is why only 4% of bloggers “make it”. So thanks to my unhealthy obsession with blogging, you get to reap the benefits because I’ve taken it upon myself to study the influencers who have made it and what they all have in common…
They have the “it” factor.
What is the “it” factor?
The “it” factor is Chiara Ferragni, Aimee Song, Danielle Bernstein, and Julie Sariñana. Having “it” is when you offer something so unique and specific to your target audience that it makes brands, companies, and other high-profile people take notice. The “it” factor is when you go from being just another blogger to socialite status.
So what’s the common thread?
Apart from Danielle, these girls are all bilingual. Speaking multiple languages is a HUGE advantage for bloggers who want to be in the 4%. You’re able to reach more people because obviously, not everyone in the world speaks English. Let’s take Julie for example… She’s Mexican-American with a high-luxe style. She appeals to the Mexican population (130 million), most of the South American population (426 million), Central America (177 million), Spain (46 million), and Americans (325 million), plus all other English-speaking countries. That’s a LOT of people!
Chiara speaks English and Italian, and Aimee Song speaks English, Korean, and Italian. Even though Danielle only speaks English, her master business skills (connections), sex appeal, and high-fashion knowledge have gotten her to where she is today. She has this ultra-cool New York elite, jet-setting lifestyle that we all want.
At this point, these bloggers are more business women than they are bloggers, but the “it” factor (along with tons and tons of hustle) is what got them there.
They found white space.
If you’re a blogger in the 4%, you most likely stepped on the scene at just the right time. You saw an opportunity and you took it at a time when blogging hadn’t quite climaxed (early 2000s). You could fill white space just by having a blog. Today, it’s much more complicated but not impossible.
You have to niche down and get specific in your craft because of the abundance of information we’re presented with day in and day out. You also have to find a problem and solve it while adding massive value to your readers. And you have to have talent, a great strategy, and be interesting enough to get people’s attention. That’s a lot of boxes to check off, which the 4% of bloggers check off time and time again.
Bloggers in the 4% are master innovators. I mean they’re in the 4%, so naturally, they know what they’re doing at this point and they know they need to roll with the tides. Working in the digital space means having to adapt constantly.
The successful bloggers are the ones who had a blog and saw how they could leverage social media to stand out. They hopped on the bandwagon. It was different from what they were used to and some found it challenging, but they still did it because that’s what the 4% do… they innovate. The bloggers who didn’t get on social media are now suffering the consequences of their lack of innovation.
Today, there are changes within social media that bloggers have to adapt to like Instagram’s new algorithm, Insta-stories vs Snapchat, and live streaming, yet the 4% are still thriving. When bloggers find a way to take change and make it work to their benefit, that’s true innovation.
They speak social media’s language
I’ve touched on social media languages before in that each platform speaks to its audience in a different way. And it’s up to you to learn that language. If you don’t, then you won’t be in the 4%… simple as that.
YouTube’s audience is very different from Instagram’s audience which is very different from Facebook’s audience. And in order to get your message across these platforms, you have to create content in a way that is specific for each one.
For example, YouTube users are there to find information. They want to know how to use Kylie’s Lipkits or how to do Kim’s double Dutch braids. Instagram users are there to get inspiration from pretty (carefully curated) pictures. Snapchat users come for the behind-the-scenes action – they want to get to know you, see what you’re doing, and how you’re doing it. Again, only the select 4% of bloggers are multi-lingual on all social media platforms.
Now, this post isn’t to discourage you from aspiring to be a full-time blogger, in fact, it’s too inspire you to reach that 4% goal. Even if you’re not in the 4%, you can still become a full-time blogger, you just won’t be on the same playing field as the bloggers I mentioned above, and that’s ok. The fact of the matter is there will always be someone ahead of you and also behind you. So even if you feel you’re not good enough, or you feel you’re not making waves, just know that there is someone out there who would kill to trade places with you.
Which part do you struggle with the most, the “it” factor, white space, innovation, or social media? Tell us in the comments below.