What Bloggers Want - Interview with Emma of Bloomzy


What Bloggers Want - Interview with Emma of Bloomzy

Welcome to the sixth ‘What Bloggers Want’ interview series. This time, we’re talking to the wonderful Emma of Bloomzy!


If you missed yesterday’s interview, you can find it here. For more information on fashion marketing, click here.


Why did you start blogging?

I started out reading blogs, and one in particular really called out to me. The author was so inspiring that I wondered if I could share my passions with people too.

She was such a lovely person that when I turned to her for advice she told me to go for it. She’s the reason I started blogging and we’re still friends to this day…and we still read each others blogs!

What made you focus on the fashion & lifestyle market?

Fashion has been a part of my life ever since I was little – I remember trying to re-create looks from Clueless with my school friends – so it was just natural that my blog would focus on it too.

It may have started as a fashion blog, but in recent years it has turned more towards lifestyle. My blog evolves alongside my interests, and that’s what it’s all about – sharing whatever is inside my head.

How influential do you think bloggers are within the industry? Will their influence increase or diminish over the next 5 years?

I think blogs are highly influential, but their true potential has yet to be discovered in the UK. The American fashion and beauty industry seems to understand just how much power a blogger can wield, and I think we’re slowly coming round to that over here too.

As more and more people start blogs I do wonder if the originality and sincerity will diminish slightly. But I like to stay positive, so I’m hoping their influence will increase.

What approaches from brands and PR/Search marketing agencies annoy you and what makes you want to work with a brand or product?

At this point it’s almost a cliché, but the generic “Hello blogger” always puts me off a brand. In the same vein, any kind of copy and paste job will automatically leave me flicking to the next email. On the bright side, there are a lot of brands who are doing it right.

Fun, personal and unique pitches always draw my attention, but ultimately it’s the person behind the computer who makes me stay. I’ve worked with some amazing PRs and there are even some I’ve been working with for years. It’s all down to them being genuine and approachable.

What advice would you offer to brands and agencies approaching you?

Treat bloggers as individuals and try to get an idea of what they’re about.

I know it’s not realistic to expect people to read your blog everyday, but I think it’s important for the blogger and the brand that they are on the same wavelength. E.g If you contact a fashion blogger about reviewing a new cooking sauce it’s not going to work out well for either of you.

Would you review any product or do you pick and choose?

I’ve been picking and choosing my product reviews ever since I started blogging. If something doesn’t feel right for me or the blog then I always turn it down…politely, of course.

However there are times when I’ll receive an email about a product and it excites me so much that I decide there and then that I must review it. Then there are the products that are sent to me without prior mention, which I decide on reviewing after I’ve trialled them.

Do you use a variety of media on your blog (e.g. video, images)?

For the first 2 years I worked purely with photos and text. However in the last couple of years I’ve moved over to video as well. I think a mix of media is great, but it’s also important to play to your strengths.

What posts, or types of posts, have been most effective for you?

My original discussion posts and my Instagram 5 series have been really effective.

However my post with the largest amount of hits was one I worked on with a well known high-street brand. I guess it shows that original content is really valued but people also love a good name.

As social is a must for all bloggers, what channels work best for you and do you plan to change your activity in the future?

Twitter and Instagram have always been favourites of mine, and they work the best for me and my blog. I’m able to network with people and give them a little insight to my life outside of my blog.

I don’t see myself changing this anytime soon, but I’m always up for trying something new.

If you could offer any advice to young up and coming bloggers, what would it be?

Centre your blog around your passions. You don’t want to feel burdened by it, because that’s when your content will suffer and so will you.
People can sense it if your heart isn’t into it, and you don’t want to put that stress on yourself either. If you’re genuine, personable and have something to say, then you can’t really go wrong.

For more of Emma, catch her on Twitter here.


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