Should companies pay mom bloggers for reviews?
From my point of view, there are several issues – and few clear answers.
At Child’s Play Communications, we know that good bloggers put a lot of time and effort into creating thorough and honest reviews. We get that. And we respect that. It’s why we’ve worked with them time and time again over the years, through our Team Mom™ and Web Mom review programs.
Here’s the win-win equation, as I see it:
- We give bloggers quality products to evaluate and we treat those bloggers with care and consideration. Resulting, from-the-heart reviews, none of which are paid, make our clients happy.
- By reviewing products in a forthright way, bloggers offer their readers a much-in-demand service. By generating a following that relies on authenticity, those bloggers become recognized influencers – a status that makes them happy and often leads to bigger and better things. Their readers know that the opinion voiced is real because there is no reason for it not to be – the bloggers don’t work for the companies they are reviewing.
Once that mom-to-mom trust falters – if mom-bloggers start getting paid and their audience realizes that what they’re reading is potentially as valid as advertising – the entire underpinning and appeal of blogging as a credible communication tool goes away. And all those companies and public relations firms that have been providing the information for those reviews, including my own, will likely follow. Bloggers, if moms no longer trust you, companies no longer need you.
Do I believe that the minute money is involved, bloggers will be swayed to write what companies want them to? Not necessarily. Bloggers are individuals just like everyone else – for some it will make a difference, for others it won’t. But I do know that a lot of clients are concerned about the perception that goes with paying for reviews, and won’t do it for that reason.
Do I think a paid review that’s not flagged as a paid review is dishonest? Yes, I do. And if it is identified as paid, or “sponsored,” is that OK – bloggers taking money for reviews as long as they say they are? Now, there’s the tough one. Probably…yes (shoot me, potential clients, I may have just cost you some money). I just don’t see a problem with Kmart providing bloggers with a gift certificate to shop the store with the goal of having them writing about the experience, when the bloggers are up front about it. But then, as they say in the journalism biz, the results of such relationships are called advertorials not editorials — and there is a world of difference in how the audience may read them, if they read them at all.
In other words, bloggers, payment may fill your purse but devalue your worth.
Moms, I’d really like your opinion. If you read product reviews, do you care whether the blogger is paid by the company for reviewing their product?
Mom bloggers, do you feel you should be paid for your time or do you consider that a conflict of interest?
And marketers, where do you fall in all this? What works for you?
Where do all of you draw the line?
I completely agree. I once used to believe that mom bloggers should be compensated for their time to write product reviews, but whenever payment is involved it skews peoples’ judgment. How can you give a 100% unbiased review when you’re getting paid to write it. I don’t think you can.
Thank you, Jennifer. As I said, there are probably some people who will present an honest view regardless of whether they are compensated or not, but for many, it will come more naturally to comment favorably on whoever is paying the bills.
Great post, (as usual) Stephanie,
I agree that if bloggers are paid to write specific reviews, it may influence their judgment. I also agree with your point about K-Mart. Though…I think we’re starting to see a slippery slope here.
I keep trying to get my arms around how payment issue this will evolve as the blogsphere grows and bloggers have more opportunities to review products and less reason to do so… without payment.
The one thing I perhaps see happening though is more independent blogs joining blog networks that compensate bloggers on a per post or profit sharing basis. If this continues to happen, bloggers then move into the same realm as journalists, in that they receive compensation for their writing, not for their reviews. Smaller blogs may remain independent but larger ones will all either be part of a network or a “media property” of their own.
Thanks, Maryanne. I agree that, for better or for worse, the issue will evolve as more products are pushed into the review pipeline — it’s classic supply and demand. What you’re saying about bloggers being compensated as part of a network — while that seems to make sense, some bloggers may still feel obligated to write positively if there is any compensation involved, and some companies will still shy away from any involvement in compensation. So, bottom line, still no easy answers.
I’m not sure why there is a flare-up of this conversation right now — it’s been going on for years, certainly almost as long as I’ve been blogging (since 2005).
Bloggers should absolutely disclose any time they are blogging because someone has given them something for free, be it a gift certificate or a freebie or a direct payment. I even used to disclose when I was using my affliate code on amazon links, just to be absolutely transparent.
But where do we get the idea that a review that is not compensated in some way is unbiased? Opinions are opinions, and if you let someone know what factors may have swayed your opinions, what more should you have to do? Blogs aren’t gospel, they’re just yokels like me with a keyboard and an opinion.
In the years I’ve been blogging, it’s become an onerous task to sort through the pitches, offers and random releases I receive. (Anything that starts with “Dear Blogger” or “Dear Webmaster” goes straight into the trash, by the way.) I think it’s reasonable for bloggers – moms or otherwise – to get some sort of perk for the time invested in doing a review and it’s perfectly legitimate for a company to offer some sort of incentive to get a blogger interested in a product in the first place.
What’s not cool (IMHO) is bloggers who don’t disclose incentives and who are not completely transparent. And while we’re on the subject of not cool, I’ve always been vaguely annoyed by the bloggers who accept the perk and simply cut and paste whatever pitch they’ve received and turn it into a review without putting any effort into actually reviewing the product. Then again, bloggers who do that won’t likely find themselves with an engaged and interested audience for long.
DaniGirl, thanks so much for the well-thought-out observations. They make a lot of sense. They also support my point that people will be people, and when they’re also bloggers, each one has a different theory on what is acceptable and appropriate.
I agree with everything you said. I would love more compensation for the unbelievable amount of time involved in running a successful blog. Mom bloggers (myself included) need to get more creative in monetizing their sites. However, getting paid for reviews is not the way to do it. I wouldn’t read a blog for product ideas if I knew they were getting paid nor would I take money for a review. Is it unethical if they disclose the payment? No. But I still wouldn’t read it any longer for product tips.
Thanks for the commment, Cecilia. I’m actually happily surprised at the support I’m getting for this from mom bloggers — I anticipated a lot of negative feedback, but so far (and I’ve probably just jinxed it) all of it has been positive. I appreciate your taking the time to weigh in.
I am not – at this point – looking to make money from the product reviews I write. I do enjoy the perks of trying out new products and getting to keep them for my family, and I am completely satisfied by that. Where I struggle is knowing (because I have been TOLD so) that the mom bloggers who do want to be paid look at those of us who blog for free as a hindrance to achieving their own goals. Because why would a company pay them when they can get the same thing (or close) from me for free? It creates a division among mom bloggers that makes me uncomfortable. I’ve just got to believe that there is a place for all of us to get what we want out of partnering with companies, paid or not.
Stephanie,
I’ve been caught up in this conversation since the FTC “leak” to the Wall Street Journal, no wait since Ted Murphy hired the A listers for the Sears and Kmart incidents. Do I believe bloggers should be paid for their opinions? NO, its opinion, pure and simple. Should a blogger disclose product or monetary remuneration? Absolutely. There is a slippery slope when it comes to bloggers being “paid” to blog, you know the sites so I need not mention em here. Are those bloggers being paid big bucks? Probably not. Some certain A list “mommy bloggers” have received major endorsement campaigns, but not without lots of hard work and lots of chit chat in the back ground. It didn’t simply happen over night and they will all tell you, that they worked hard for the endorsement/sponsorship and that they’re being completely transparent. (Some moreso than others)
Bottom line is this. If moms are online, are they on line to make money? If so, then they need to a. say that and b. realize that getting rich overnight is a myth
If on the other hand they’re online for fun and meeting people and talking with people who have varying opinions, then they also need to say that. And enjoy what they do in the course of their online experience. Far too much has been made of “getting rich” online and how very much some “bloggers” are making in the course of their experience. I can flatly tell you that I’ve been online since the dark ages, I’ve run a business online since it was first thought that anyone could make money doing that. I’m not a millionaire, not even close. I frankly make very little from advertising on my sites. What I do garner from those sites is relationship. And that, in the end is what makes the world go round.
Should “moms” be paid for their opinons on products. I think not, I think that falls into the pay for play arena and would diminish credibility. Being provided product in exchange for opinion isn’t pay ethically. (my opinion) And I find no issue with that. I don’t think that writing an honest post about a product is an issue. Some products are simply so wholy bad that even a bad post wouldn’t do them justice. In that case, I’ll more often than not let the company know that I cannot post any and will be happy to return the product (unless its a consumable)
Guess I’ve rambled on here, but, transparency has been an overused word since January in all areas. What matters is that our transparency is matched by our ethics and honesty.
Looks like I’ve touched a nerve with this topic. Deb, thanks so much for your input.
It really depends.
As you said, being paid for a review can diminish your credibility, even if you really can remain objective.
However, in the print world, writers ARE paid for reviews…there is just a separation of that gives it the appearance of being more ethical. Of course, anyone who has taken a journalism class knows how advertising can affect content decisions.
That said, we (my review blog) made a decision to be advertorial free…but being paid to post clearly marked advertisements or to consult about a product, or be a spokesperson? I think that is totally acceptable.
Large corporations need to know that we are not just a press release posting service–they should engage with us. If you want my thoughts about a product, send it to me without strings attached. If you want an advertisement, pay for one. If you want my consulting services, I have a standard rate.