Women Dominate Blogs, Writing Mostly About – Beauty

The majority of Croatian bloggers are women, as are their readers, most of whom have been blogging for two to three years, continuously collaborating with one brand, with most collaborations involving some form of compensation, according to the results of the first research on the Croatian blogging scene conducted by Dialog agency. They highlight video blogging as a top trend, while the biggest problem in the blogging scene is unpaid collaborations, and they suggest a personalized approach to each brand.

Socio-demographic data revealed that as many as 91% of bloggers are women, 56% are between 25 and 35 years old and have a higher education (44%), most live in Zagreb (41%) and are employed full-time (43%) or part-time (20%). The research was conducted in October this year on a sample of 203 bloggers.

Bloggers consider their blog or online channel where they publish content as a hobby (80%) and 59% do not earn through it. Among bloggers who earn through their blog, the highest income comes from paid campaigns and reviews. Interestingly, as many as 68% of bloggers do not publish videos, but they are present on most social networks, primarily on Facebook (94%), Instagram (82%), and YouTube (42%). They publish most content in Croatian, while nearly 30% write/publish in English as well. The most represented categories are beauty (67%), fashion (37%), gastronomy (29%), and travel (28%). Most bloggers do not have a long blogging experience, writing blogs for two to three years (34%), generally publishing more than five blog posts per month (32%), and the majority of their readers/viewers are women (80%).

Regarding collaboration with brands, more than two-thirds of bloggers collaborate with brands – most bloggers (57%) are contacted by brands themselves, while only 14% directly and proactively contact brands. Bloggers mostly collaborate continuously with one brand, and most collaborations involve some form of compensation.

As top trends in the blogging scene, they highlighted video blogs/vlogs, content mixes, and social networks. Although bloggers recognize the video format as the leading communication trend, the majority have not yet started implementing it. The biggest problems in the blogging scene are considered to be unpaid collaborations, underestimating bloggers, and brands’ unwillingness to collaborate. Bloggers emphasized in the research that they want a personalized approach, more paid collaborations, and recognition for their work.