Is Blogging Back on Trend or Was It Never Really Outdated?

in Brussels, Belgium
After over two years of no blogging at all I am finally back on this little curated corner of the internet. There were several reasons explaining this break from writing - namely lack of time juggling with new responsibilities, struggling to translate who I was becoming into my editorial line, and eventually not being proud enough of the content I was producing weekly. However, I have recently experienced this surge in wanting to blog to be back into my life. More surprisingly, after mentioning the topic to a few bloggers and friends, I noticed that I was not the only one.

Nowadays bloggers are such an essential part of the luxury and high street industries that we tend to forget it all started ten years ago (how was the world of marketing even doing before influencers?). Along the years, what used to be a simple hobby developed into a fully-fledged career for some. It is, at the end of the day, only natural that platforms evolve with talented bloggers as they grow – to the extent that they now team up with established brands which were at first sceptical to entrust them.

CafĂ© du Sablon, Brussels - @bonjourwhite


Is Instagramming the new blogging? 


I don’t think that anybody could assert that blogging ever grew out of style to be honest. However, one could say that the digital landscape has experienced massive developments affecting industries mentioned above, and the most visible one regards the purple camera icon. Indeed, Instagram has been hugely influencing blogging activities. If the majority of traditional bloggers started using the platform when it launched in 2010, its growing popularity and the diversity of marketing tools its developers make available also created a new type of digital influencers: professional instagrammers. Once described as micro-bloggers due to the limited number of characters of the photos’ captions, brands have grown aware that these new instagrammers are formidable marketing mediums, their messaging being both (hopefully) genuine and suited to – by definition – an interested audience, their followers. In 2019, you can easily double tap on a fashion influencer’s picture and see what clothes they’re wearing, where the accessories come from and where to buy them. Marketing at its simplest – and finest.

If brands still support famous traditional bloggers, they invest their energy and money into instagrammers. Instagram has grown to become the favourite outlet of aesthetics lovers. Alongside Pinterest and its mood boards, no wonder why it is my favourite social media channel.

From bloggers to micro-bloggers


Using Instagram at professional level on a daily basis is a lot of work behind the scenes, don’t get me wrong. But I reckon that posting pictures and collaborating with brands on the platform is still slightly less work than full time blogging. Hence why such a success: you can share and influence through a more direct form of messaging via short captions, curated aesthetics and stories.

We could be tempted to think that Instagram has replaced blogging for some time, but it would not be true. First because bloggers continue to blog, in spite of a lesser activity on their website and a lot of time spent on Instagram. Second because Instagram and a blog do not have the same aim. The audience is also slightly different, as you don’t spend the same amount of time on a picture and reading a blog post. Blog posts may be amazingly illustrated (my favourite will always be Paris in Four Months), they are always richer in content and are conducive to reflexion. Instagram is definitely more marketing-oriented and where spontaneity can be expressed more easily. Instagram stories and their 24-hour post lifespan are one of my favourite things to put online. On another note, a blog is a permanent outlet which will always be out there which success doesn't depend on any social media algorithm. I know it's hard to imagine a world in which Instagram is barely used, but think about the decline in use of Facebook and Snapchat. In a way, investing all your digital effort on Instagram only would be, as a consequence, quite risky.

Whatever the level of involvement online – from professional blogging to influencer instagramming – these digital careers are gradually being recognised by the industry and society at large. Long gone are the days when, during the 2016 Milan Fashion Week, Vogue US Creative Digital Director Sally Singers criticised bloggers and their growing influence telling them to “go find another business”. Or so the blogger community hope.


What about you, are you noticing this surge in blogging? Have you become an avid Instagram scroller to get yourself inspired? What do you think of micro-bloggers? Let me know in the comments below, I’d love to hear what you have to say on this.

In the meantime, keep your eyes peeled as my blog and my Instagram account (@bonjourwhite) are gonna be back in the game over the next months (or so I’d like to convince myself, as I have to learn again how to stick to a schedule and post quality content regularly while dealing with a full time PR job). Stay tuned!


Queen's Gallery, Brussels - @bonjourwhite


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