It’s no secret that the internet is bursting with amazing creators. These days, a smartphone and a spark of inspiration are all anyone needs to build an audience on YouTube, Instagram or WordPress. But for brands, this explosion of talent creates a challenge – how do you cut through the noise to find the next big star who can truly make your business stand out?
Thankfully, there's a simple solution – understanding who can best represent your business, the types of content they create and what mediums resonate with your audience.
Keep reading as we help you decide whether influencers, bloggers or vloggers will align best with your marketing strategy and generate the highest return on investment. Ultimately, choosing the perfect ambassador is easy when you understand their different approaches.
What is a blogger?
To date, there are more than 600 million blogs on the internet across platforms like WordPress, Tumblr and Squarespace, making it one of the most popular content production avenues around. This mammoth number is thanks to the ease of running and setting up a blog, which can be cheap when using pre-made templates and budget-friendly hosting services.
Blogs have come a long way since the 90s, when they were used as personal online diaries. Nowadays, they act as mini informational websites that recommend products, boost website rankings and build trust with potential consumers. According to research by HubSpot, 56% of people have purchased something from a brand after reading a related blog post.
So, what's a blogger? Put simply, it's anyone who writes for and maintains a blog.
Is a blogger right for your brand?
When deciding whether to partner with bloggers, think about how your audience likes to consume information. For example, they might prefer an in-depth written review over a quick video if you sell specialised products or services.
Blogs also appeal to older audiences who aren't as familiar with the latest social media platforms. Research shows that 67% of blog readers are between 31 and 60 years old, whereas only 10% are under 24 years old.
Blogger pros
In-depth content suitable for explaining complex products or services.
Improves SEO and drives long-term website traffic.
Appeals to an older demographic.
Cons:
Limited engagement compared to visual formats like video.
Less effective for real-time or high-visual industries (travel, fashion)
What is a vlogger?
Vlog stands for video blog. It’s therefore a type of blog that produces content in video format. You might see people reviewing products and events, sharing tutorials or providing an insight into their everyday lives. The most popular vlogging platform is YouTube, but creators also use Facebook, Instagram and TikTok to connect with their followers face-to-face.
Blogging and vlogging achieve similar goals, but a fashion blogger will write long-form posts and guides, whereas a vlogger might record videos sharing their get -ready routines and outfits of the day.
Is a vlogger right for your brand?
Vlogging is a highly effective way to build consumer trust because it swaps faceless screens for authentic communication. When people feel like they know who's behind the camera, they're more inclined to buy recommended products and services.
Vloggers also capture experiences in real-time, making them ideal for travel, festival and food brands. They might show off their meal at a Michelin-star restaurant or give hotel tours complete with tips for exploring the local area. Essentially, they invite people to follow in their footsteps by teasing them with high-quality footage.
Pros:
Engaging, authentic and face-to-face connection with audiences.
Highly effective for showcasing real-time experiences like travel or events.
Visual storytelling drives emotional connections.
Cons:
Higher production costs and effort compared to blogging.
Uses platforms like YouTube or TikTok, which may not suit all brands.
What is an influencer?
Influencers are experts within their field, and they can be bloggers, vloggers or social media stars. They sway purchasing decisions because of their credibility and the best ones actively engage with their audience to form meaningful, persuasive connections.
Is an influencer right for your brand?
It's true what they say – a picture is worth a thousand words. Influencers inspire and educate people through stunning visuals, motivational posts and engaging videos. One endorsement from them could propel your brand to glittering new heights.
Influencers are best for brands trying to stand out in competitive industries like wellness and fashion. For example, health and fitness influencers can help businesses thrive by sharing products alongside workouts and healthy lifestyle tips. Fashion influencers only have to wear an outfit once before it's flying off the shelves.
So, why should you work with an influencer? Well, consumers prefer influencer-generated content over brand-produced content. In fact, around 60% of marketers reported that their influencer posts generated eight times more engagement than their brand-produced posts last year.
Before creating a marketing strategy, read more about the different types of influencers on our blog to understand how they could help promote your brand.
Pros:
Broad reach across multiple platforms (Instagram, TikTok and YouTube).
Builds trust through authenticity and relatable content.
Drives higher engagement and ROI in competitive industries like fashion and wellness.
Cons:
Costlier partnerships, especially with macro or mega influencers.
Risk of fake followers or lower engagement in certain niches.
Engagement rate benchmarks by platform
Both vloggers and influencers frequently use several different platforms, with the three most common being Instagram, TikTok and YouTube. These platforms all see different levels of engagement rates (ER), depending on several factors. The type of content, audience demographics, posting frequency and influencer authenticity all impact engagement rates. Here’s a breakdown of how ER can differ on each platform:
1. Instagram – Best for bloggers/influencers:
Excellent: 5%+
Good: 3-5%
Average: 1-3%
Low: <1%
2. TikTok – Best for influencers:
Excellent: 10%+
Good: 7-10%
Average: 4-7%
Low: <4%
3. YouTube – Best for vloggers:
Excellent: 4%+
Good: 2-4%
Average: 1-2%
Low: <1%
Engagement rate by follower count
Influencers are typically categorised into tiers, and engagement rates can vary significantly:
1. Nano Influencers (1K-10K followers):
Typically have the highest engagement: 4-10% or even more.
Their smaller, highly targeted audiences often result in more trust and interaction.
2. Micro Influencers (10K-100K followers):
Engage rates are strong but slightly lower than nano: 3-8%.
3. Mid-Tier Influencers (100K-500K followers):
ERs decline with increased followers: 2-5%.
4. Macro Influencers (500K-1M followers):
Engagement rates typically fall between 1.5-4%.
5. Mega Influencers/Celebrities (1M+ followers):
Lowest engagement: 0.5-2%, as their audiences are larger and less niche.
What to aim for in influencer selection?
Niche relevance – Even influencers with "lower" engagement rates can still be effective if their audience aligns well with your product.
Balanced follower engagement – Look for consistent likes, comments, and authentic discussions – fake followers and bots can distort engagement.
Context matters – Some niches like luxury interiors and finance naturally have lower engagement due to the nature of the content.
Blogger vs vlogger: The key differences
What is the difference between a blog and vlog? While both produce engaging content, bloggers use words, whereas vloggers use video format.
If you're looking to reach a wider audience quickly or showcase experiences in real-time, video content performs better. Blogs are ideal for driving traffic to your website and giving more detailed information.
Blogger vs influencer: The key differences
One of the main differences between bloggers and influencers is their approach. Influencers are often more discreet when promoting products and services. For example, a blogger might write a product review, but an influencer will promote their lifestyle and show how the product seamlessly fits in.
Some people are attracted to influencers because of their personality, not necessarily because their specific niche or the products they recommend. When people read blogs, they are usually already passionate about the subject.
Are you ready to find the perfect brand partner?
Here at Find Your Influencer, we make finding the perfect partner for your brand easier than ever. There are two options you can choose from, including:
1. Campaign listings
If you don't have time to scour the internet, why not showcase your campaign on our books to over 5,000 influencers from different niches? We'll also highlight the opportunity to a carefully selected list of candidates that match your requirements to streamline the process.
2. Ambassador programme
If you're looking to introduce a brand ambassador programme, we'll research and source the best talent for your campaign, taking care of the process from start to finish. By working with the best influencers, you'll generate engagement, inspire action and discover brand-new audiences.
Ready to start your next influencer marketing campaign? Contact our friendly team today.