The Perks and Pitfalls of Partnerships and Product Placement

So you checked your email inbox and—you can hardly believe your eyes—a company wants to send little ol’ you a product to review on your blog. FOR FREE. Free swag! You’ve arrived! Isn’t that what you’ve always wanted?

For some bloggers, that scenario is indeed desirable. We all want our blogs to be noticed, we want to be appreciated for our style and sensibility. And yes, freebies are nice. Who doesn’t love a freebie?

But let’s take that scenario a step further. You decide that you will partner with said company to “review” their product. A review might mean featuring it in an outfit post, if it’s wearable, or doing a tutorial or actual review if it is a beauty product. Before the product has even hit your mailbox, they’re bombarding you with pushy emails about their company, their products, what you need to include in your post, and they tell you that they expect to review your post before you publish it.

Reeeeeeewind!

They want to do what? THEY want to approve YOUR content on YOUR blog before you do THEM the favor of writing about their product? Come again? And what about objectivity?

Listen up, loves. This is a true story. And it—and a multitude of other complications that come with product placements—could happen to you. I’ve seen a lot of posts and guidance out there about how to monetize your blog, but not much about what happens after you do. Attracting sponsors is the easy part. Managing them—and their expectations—that’s another story.

Perks of Partnerships and Advertising

In a Foley + Corinna-provided dress I featured in WVW post.

Before I delve into this, let me acknowledge that there are some super companies out there who are absolute dream partners. I’ve had the pleasure of partnering with Gucci, Foley + Corinna, and Shopbop in one way or another, and appreciate and respect that these brands understand how to work with bloggers in a mutually beneficial capacity. There are many others who partner successfully with bloggers—you tend to see the same names and ads in the fashion blogosphere—that’s a good indication that those companies are solid partners or sponsors.

Partnerships and advertising are good. Most of the time.

If you are interested in monetization or collaboration, when the right partner comes along, you should take the leap. There are plenty of benefits:

  • Cash. It’s blindingly obvious that the first perk of allowing advertising on your blog is money…it does make the world go round, and it helps fashion bloggers sustain their shopping habits.
  • Freebies. Often, a company will send you products—gratis— to be featured or reviewed. If it’s a product you like and would truly love to try or have, getting it for free is fantastic!
  • Exposure. There are some brands that are very savvy when it comes to social media. Partnering with them could mean that they in turn feature your post in a tweet, or on their Facebook page or blog. That means more exposure for you and traffic for your blog.
  • Relationship building. When you partner successfully with a brand, it could be the beginning of a beautiful friendship, not just a one-shot deal. When a brand likes what they see, it could mean more collaboration, invitations to fashion shows and events, sneak previews of new products or lines, or even the opportunity to be a brand ambassador or more.
Foley + Corinna mentions my feature of their product on Facebook.

Pitfalls of Product Placement and Sponsorships

Clearly, working with a brand can have its benefits. But sometimes, partnering with brands or PR companies is biting off more than you can chew, and when it doesn’t work out, it definitely leaves a bad taste in your mouth.

Recently, two bloggers contacted me to ask if I had partnered with a particular company to review or present products here on G&G, and what I thought. I found this rather interesting because I had, in fact, heard of the company and had partnered with the company myself, but had not yet shared that fact. In direct messages with both of the bloggers, I shared my experience, and curiously, what I had found off-putting was exactly what had prompted the bloggers to reach out for feedback about the company.

Elissa of Dress Courage (@DressCourage), was one of the bloggers I chatted with about the scenario I presented at the beginning of this post. In a private, direct message (that she has given me permission to share), she wrote:

“Such a shame. Was told [the company] had to approve everything before posting. How can anyone do an honest review?…There are too many newbie bloggers who get taken advantage of simply because they get intimidated by companies. It’s tempting to become seduced by free products & the promise of sponsorships. I think many bloggers are duped as a result.”

You are the queen (or king) of your blog. It’s a sovereign state.

Elissa is right. Even I’ve learned the hard way (and I’m no newbie to blogging or editorial practice) that when money or products change hands, some companies suddenly think they own you and your content. Nothing is further from the truth. YOU maintain editorial control of your content, unless you have been paid to advertise something verbatim. When you are given a product to feature or review, no one needs to review your copy prior to publication but you. As Elissa pointed out above, providing copy to a company for their approval not only causes major heartache for you (trust me on this), if they ask you to edit your content, your review and opinion are no longer fair and impartial.

Don’t be bullied into anything when it comes to your blog. You’re the boss. Set your terms and decline to partner with any company that doesn’t accept them as-is. The small amount of money you stand to make is not worth the aggravation—or compromising your principles or your readers’ trust.

Tips for Successful, Mutually Beneficial Partnerships

  • Understand influence, audience engagement, and ad pricing. Ad pricing is typically calculated as cost per mille (CPM), or cost per thousand views. For example, a typical rate is $10 CPM, or $10 per 1,000 views. Notice I wrote typical. These days advertisers are considering more than just site traffic when looking at media buying. If you have average views but a lot of Twitter followers, a high Klout score, and a high level of engagement on your blog, you may be a more attractive candidate for a partnership than a blogger with a high level of site traffic, but low engagement. Ultimately, you set prices according to your traffic, influence, and how much you are willing to be paid to surrender space on your blog. In the end, if an advertiser really wants to work with you, they will pay what you ask, within reason.
  • Evaluate advertisers and proposals carefully. Is littering your blog with lots of $15 ads for companies you don’t really like worth it? What do the advertisers or products you push say about brand you? Because blogging is not my full-time job, I am very selective about what ads go on my blog, and only recently began accepting advertisers. I prefer to only work with partners who resonate with me, reflect my personality, and who are a potential value-add for my readers.
  • Know you aren’t the only blogger being courted. I’ve been asked to review fashion sites, flat irons, clothing, jewelry, and more. I often decline because the products don’t suit me, or I’m uninterested. And often, I notice that four or five other bloggers publish reviews about the same product or site I was contacted about, within days of each other. That’s good for the company, not so good for you. Remember that originality and authenticity are key to maintaining an avid readership. If you’re publishing a flat iron review and five other bloggers are too, your post is no longer very compelling, is it?
  • Maintain content copyright and editorial control. If it’s your blog and you’re footing the bill, no one else should have the ability to reproduce or profit from your words without your express permission. And no one, especially a paid advertiser, should dictate what you write or how you present a product or service. The fastest way to kill your credibility is to endorse everything, and to run content that was obviously written by someone else. Again, the only time someone else should inform your editorial decisions is if you have undertaken a contract to post something verbatim on your site, and even then, you need to disclose this and agree on all terms—in writing—before any compensation is accepted.
  • Know your legal rights and obligations. Let companies you work with know that you will include a disclosure statement in your post. The Federal Trade Commission requires that bloggers clearly disclose when they receive compensation or free products: “The revised Guides also add new examples to illustrate the long standing principle that ‘material connections’ (sometimes payments or free products) between advertisers and endorsers—connections that consumers would not expect—must be disclosed.” See http://ftc.gov/opa/2009/10/endortest.shtm.
  • Create clear, detailed policies for product reviews, features, giveaways, and post sponsorships. I have a new tab dedicated to this so potential advertisers or partners know what to expect if they are interested in working with me. Tell potential partners what you will do, won’t do, and what they can expect, up front.
  • Outline your payment terms. I’ve had some issues in the past, so my policy is that I must receive payment of at least 50% prior to publication, and 50% on publication, or the content will be pulled from my site. Most advertisers pay promptly, prior to publication—and are used to working with bloggers—but collecting at least partial payment prior will protect you and ensure the advertiser intends to hold up their end of the deal.
  • Consult your fellow bloggers. If you are ever confused about something, are wondering about a company or how to handle a particular proposal or situation, reach out to your blog friends! They are a wealth of knowledge. And if they don’t know the answer or how to help, chances are they will refer you to someone who does. We’re all in this together.

Recommended Reading

This post, as long as it is, is just the tip of the iceberg when it comes to blog monetization and best practices. There are many factors to consider, and millions of other resources to be explored, but here are a few I recommend if you’re new to blogging:

117 comments

  1. You couldn’t have written this a minute too late! I mean I was just debating the same subject in my head for the last week or so. The are the obvious perks of such partnerships, yet sometimes the pitfalls can really outweigh these perks. And it’s not always only about content ownership, although I do completly agree, and always say that if my blog would be a country it would not be a democratic one, yet sometimes it’s even the type of product you are asked to endorse. You’ve, as always, covered most close to everything, so I’ll end here with a heartfelt: good job, and thank you!

  2. “When you are given a product to feature or review, no one should review your copy prior to publication but you.”

    I’ll play devil’s advocate a bit, mostly because, depending on the brand and relationship, I don’t MIND sharing the content with them prior to posting. In my experience, most companies, even those who want to see the content beforehand, typically only make any edits in terms of grammar. Often they’re just fact-checking, to make sure that no information is mis-communicated– materials used, product name, etc.

    For many bloggers, having a fresh set of eyes reviewing their posts can be GOOD– they may have missed a huge error that the company catches!

    That being said– I ALWAYS tell a company that my opinions and views are my own and that I remain editorial control over the post, even if they want to read it ahead of time!

  3. Yet another superb post, V! I am so glad that you decided to address this side of sponsorships/monetizing.

    I have just started to work with companies at this level and have already had a few off-putting experiences, though, thankfully, nothing like what you describe here! I am thankful that you shared your experiences here, and appreciate all the links/resources you included.

    I have a media kit available upon request, but have yet to add a separate page to my blog. Have been working on one myself and hope to have it done this week! Off to share this now!

  4. This is probably my favourite post of yours EVER.

    I’ve just reached the stage where companies are approaching me with freebies and it’s hard to know how to respond when they ask, ask, ask. Of course I appreciate their offers and the fact they’ve approached me but not at the risk of losing my blogging integrity and duping my readers. Like you said, it needs to be mutually beneficial.

    My main concerns are: remaining honest with my readers; disclosing when I’ve received a freebie; only saying yes to receiving products that fit with my blog and I think my readers would be interested in.

  5. This is truly epic, no other word for it. Masterfully done, V, and thank you for using your pretty voice to tackle subjects like these! It’s so easy for starry-eyed bloggers to be glamoured by the prospect of free products and working with brands, but it definitely isn’t as easy-breezy as it looks. I’ve worked with several PR professionals through The Girl Who Stole the Eiffel Tower, as well as a few one-on-one partnerships with authors for my book reviews, and they’ve all been wonderful. I’ve gotten full editorial reign from all, plus I enjoyed amiable correspondences with them, which makes the process even more pleasant. But I have turned down likely as many (if not more) partnerships because they either didn’t suit my blog or they were clearly interested in what their business could get from me without equally compensating me. And that’s expected, to some degree, because it is their business. Just like for me as a blogger, I’m more focused on my integrity and the interest of my readers than helping out a business. So I guess it just become about finding that common ground and working it out – or rather, determining if anything can be successfully worked out.

    Great post, as always!

  6. OMG I am sooooo sooooo happy I read your post before replying to a company that recently reached out to me about partnering with them. Thank you so much for this post. It has answered so many questions and thoughts.

    xoxo,
    Mel

  7. I love this post and this is so true your goal to feel like you have “made it” is to get contacted by companies to do reviews but you have to also be true to yourself and your content, because in the end its your blog and if they really like what you write they will respect what you have to say. If not pass up their offer and trust and believe a better one will come along!

  8. This post is a must read for any blogger thinking about, or stumbling their way through, working with brands. In my three years of blogging, I’ve turned down a lot of offers due to many of the points you brought up. I tend to be very suspicious of brand’s intentions, and so refuse to work with a lot of offers, but I see so many new bloggers give up control of their content or review items back-to-back with other bloggers and it makes me so sad to see. Fabulous post V!

  9. Such clear, well organised, logical and really good advice.
    I really enjoy reading about the industry of blogging, although I don’t have firsthand experiences about monetizing my young blog.
    Thank you for this post, I learnt so much!

  10. Fantastic and practical as always! I just started receiving offers for free products and was overwhelmed by all the implications. I was also surprised that some approached me via DM on Twitter. Seems a lil unprofessional to assume they can give me all the deets via DM only. I’ve asked them to email me details. We’ll see if they do. 🙂

  11. Another great post! I agree with every single word. I am glad that the ‘cons’ have never happened to me but it is important to keep a clear sight!

  12. SO true! I’ve always been rather picky about companies I work with and do my research before agreeing with them, just in CASE I get myself into a situation where the product may not be up to par. thankfully, I haven’t quite had any bad experiences with companies not liking my review.
    I think what helps is that I turn something into a positive; I worked with a tee shirt company who’s shirts would shrink so in the post when talking to my readers I said something to the effect of “these shirts have a tendency to shrink so be sure to order a size or two up!”

    Anyway, great post, so important for new bloggers to be aware of!

    XO Sahra
    EffortlessCool

  13. I am so happy that someone finally clarified this sponsorship mumbo-jumbo. Even a small blogger like myself has had encounters with companies willing to work with me if i ONLY spoke positive news about them.

  14. Great post Vahni – I’ve been approached a few times by companies and the emails raised those very concerns – they wanted someone else to write a post about something they want to promote and post it on my blog – eerr… no thanks! I don’t have time to chase all this stuff to be honest but I’m saving this post for future reference as it’s got brilliant information and advice in it.

  15. This was amazing!! Navigating the brand partnering blog can be super overwhelming and it can be very easy to get starry eyed in all of it. I’ve been very blessed to work with some brands on a continual basis and one question I always ask myself when it comes to working with brands and advertisers when I start selling ad space is:

    “If I wasn’t getting paid for it, would I still write about them or have their advertisement on my page?” If the answer is no, it’s a no go and that goes for product reviews as well. At the end of the day, my blog is a reflection of me and all other things that come along with it have to compliment it.

  16. I have been lucky in that I haven’t come across any of this pushy behavior, I certainly wouldn’t stand for it if they tried it. I am happy to send over the post to the company before publication. I just find it courteous to show them the post they are paying for, however in the case of a product review I will not edit it. I set my terms out clearly before entering into any partnership, this is really important for both sides. That said I actually turn down 90% of the offers I get either as the products / company do not fit my blog or I am not happy with terms they want to set. This is a great post for all the bloggers just starting out as it can be very daunting if you have never worked in this kind of industry.

  17. Another well-written, thoughtful post on a topic that may not be relevant to every blogger, but that every blogger should read anyway! I am such a fan of your clear-as-a-bell writing, Vahni, it is top notch! I am bookmarking this baby for future reference.

  18. Vhani, what an interesting post! Frankly blog monetization and sponsorships has fascinated me ever since I began blogging. It took me forever to figure out what “c/o” meant on all the blogs I was perusing! I know, I know, but I’m a little thick sometimes! It just never occurred to me that companies would send bloggers free clothes! Which lead me into so many different areas of thought. But what I keep coming back to is that quite possibly many bloggers are selling themselves short. It certainly takes a LOT of time to build a following and certainly a FAITHFUL following. And in walks a company and purchases access to the bloggers’ influence for the manufacturer’s price of a pretty skirt or pair of shoes. That is an enormous amount of influence for very little commitment on the part of company! Would Kate Winslet sell her influence for a few garments? Would Jennifer Lopez be the face of L’Oreal for no more than free makeup? Then why should a blogger sell their influence for some freebies? While I don’t expect bloggers to get million dollar contracts, I would hope that we realize our worth and influence. Again, fabulous fabulous post! ~Serene

  19. So true. I just shared this on Twitter because I love your fresh take. I’m both on the PR side and the blogger side and there really is good and bad in all partnerships!

  20. Thank you for posting this. I have been trying to start a fashion blog, so I will keep this in mind for future refrence. You really do post things I find useful and entertaining.

  21. An aboslutely brilliant and extremely informative read! You always articulate and lay things out so well so that us bloggers have a clear guide as to how to handle these types of situations. For that I say thank you for continuing to be a great source of information and an amazing role model for us all. xoxo

  22. I’m glad to see this up Ms. V! This will definitely help refine my advertising page when it goes up later this week, even though I prefer a flat rate over CPMs, as I see advertisers/partners buying space on my blog, not pageviews. That, and I don’t need/want the headache.

  23. Very good and informative post. I’ve learned pretty much the same thing through experience. It’s always best to be the master of your own content and definitely pick and choose the company or brands you work with. Don’t want my blog to be cluttered with all kind of ads after all.

  24. Very very informative post, V! I haven’t received very many requests, but of the ones I have received, I’ve been lucky to have received something that I can offer my readers or I have received either free product or compensation (which I make very clear in my review or through a disclosure). I have been lucky that no one has asked me to send anything prior to posting. It has been that they say “Send me a link when it’s up!” Additionally, I’m always very glad to post when I win something because I want my friends, family and readers to know that cool stuff is out there for the taking if you take the time to win it!

    After many of your informative posts prior to this one, I have been making it clear to those places that have asked me to post their links without compensation that I would like to work with them if they are willing to make an arrangement. Those companies who are willing to work with me respond in kind, those who don’t just don’t reply back.

    Thanks again V for always being the advocate for bloggers everywhere. I know that you create posts like this out of experience, and I can say that I’m always learning from you.

    xoxo
    Cyrillynn

  25. Such a brilliant post V! I haven’t gone down the road of partnering up with a company or followed the blog monetization route yet, but I found this post very helpful and incredibly informative indeed.
    Thanks so much for sharing!

    Have a fab week angel.
    x.o.x.o

  26. Great post V. Personally I’ve had good experiences, and bad ones that hardly really occured, meaning as soon as it sounded as them trying to buy me or control my content, they get no business with me. I don’t respond to this. I made it very clear with a brand i work with occassionally that I would control the content, that if I don’t like the service my readers will know, and that I will fully disclose what I was given as payment. The have been lovely about this and I’ve never had a problem with them. But this case, is one case. I get dozens of ridiculous requests that are simply not good enough, and if they ask to approve my content then they are certainly not going to work with me.

  27. What an insightful article/post. This rings true to me and actually without going into a lot of detail w my readers, I had a “rant” about this kind of experience in a recent post (http://www.thirtysomethingfashion.com/2011/06/honesty-and-von-vonni.html)
    It is really hard to stick to your guns, because the exposure and freebies are so seducing….BUT….I always do- and if I ever review or feature- so far it has been of my own accord- I have partnered ONLY w boutiques that I love and shop with. The honest voice and integrity of my blog are ALL I HAVE some days:) I hope one day I can branch out to review “swag” but even then- I only want to feature if I love it….I also hope to eventually have advertisers- but it really has to be the RIGHT fit.
    This is a great post…and also a great guideline for those of us less experienced in this sort of thing.
    Thanks girlie!!!
    C

  28. Not only this post will wake up thousand of bloggers but also will help those ones who can’t say “no thanks”.
    A lot of companies (especially PR agencies) think just because they are able to reach with an email will make us jump up and down and say YES to everything. (slow down girlfriend).
    I am sure new bloggers get trapped and are manipulated in their own website. (and yes, that happend to me in the past, when I felt I was nobody) but the truth is.. I was wrong! It took me a little while to figure it out.
    Bloggers are the new generation of social media. Just be intelligent enough to be respected.

    Great content V.
    Lee x

  29. This post was extremely helpful and insightful. so many things to think about. I think it’s so important to use your instincts and not sell yourself short. Unfortunately some companies will want to take advantage of bloggers so it’s great to keep this tips in mind. thanks for sharing…

  30. I felt compelled to comment and let you know that I found this article to be SUPER informative, well-thought out, well-written, and straight to the point. There is so much to learn about blogging even when you’re doing it just for simple reasons. Thanks, I’m keeping this post handy.

  31. Amazing V, I’m so glad that you posted this. It’s so helpful and I’m happy to know that I’m not crazy for saying no to some of these companies, I was always a bit turned off by being given already approved content to plug “their” product. Fortunately, I’ve had great experiences with the brands/companies that I’ve collaborated with, although mostly independent brands. Excellent post and superb refresher. Thank you. -xo

  32. Thank you for this very informative post.

    OMG… I know a blogger who reviews wigs on youtube. She was approached by a company to review a lace front weave and apparently they were REALLY pushy. She did the review all right, an HONEST and very true review which included the information about how pushy they were and to top it all off, the wig was a no go. I was actually surprised that she did the review. She didn’t mention the actual product name or company, but I personally would have sent it back or told them no. I “TRY” to keep a schedule for my blog, but as I am the queen of my blog, if I am not in the mood, I try not to post anything. It always result in a major BLAHHHHH! Likewise if you are being pushed or you really don’t like the product, I think your readers probably know… CREDIBILITY first!

  33. Thank you so much for this post my friend. I will take it all to heart! I second everything said here in the comments about how much we love you and your stellar content, but would like to add that I so appreciate how you always center and empower us bloggers/readers. Thank you for sharing. Tweeted your post of course.

    Now I am off to shamelessly tweet and gush about your fab outfit posts. Sorry for being a stranger of late, it is hard to get back into the swing of things. I love you and am so exited to see you very very soon.

  34. THANK YOU for this post!! I’m starting to get offers to partner and I’m rather nervous. This post is going to help me so much. Thank you for sharing your knowledge and experience. Fashion bloggers unite!!

  35. First off, I used the phrase “little ol’ me” in a post I have scheduled for tomorrow morning. Weird coincidence. Not copying, ha!

    Anywho, I have a feeling I was one of the bloggers asking about that specific company! I’m trying to maintain control without hurting a potential relationship, but then again — if I do — there are plenty of other opportunities out there.

  36. What a timely (and well-written!) post, Vahni! So many points hit home with me and PSS on a daily basis. A long time ago I created two pages to combat these issues, one is my Terms, Policies & Disclosures page: http://prettyshinysparkly.com/terms-disclosures-and-policies/ and the other is for readers only, my “Letter From the Editor” http://prettyshinysparkly.com/about/letter-from-the-editor/

    Again, so well written, so timely, so necessary. I couldn’t believe the feedback I got from people in the comments of a recent post of mine in which I disclosed that I was being paid for a collaboration, who were cheerleading my disclosure, AND the fact that I’m getting paid! Definitely an opposite reaction from what I was expecting, so I’m super thrilled. Karma pays off, for sure!

    PS – can’t wait to see ya in NYC next month 😉

    1. Kristina, you are the MASTER of this stuff. Interesting that I’ve also gotten positive feedback from readers about being compensated and disclosing it.

      Totally can’t wait to chat in NY! YAY!

  37. Hi Vahni! I know I’ll sound like a broken record here, but perfect timing on this post for me, as well! I literally JUST added a policies page to my blog this past weekend, and it has made a huge difference in dealing with inquiries. I already feel more respected by brands, simply due to the fact that I can now refer them to a clearly defined policy page on my site. Previously, it was such a waste of time trying to convince them that I wasn’t going to change the way I run my site, just because they were badgering me or “sweetening the deals” with better offers. There are still a few things I’m trying to work out (like how to deal with sponsored trips, etc.), but your post definitely provided quite a lot of affirmation and clarity on the subject – as usual! On a side note: I’m think I may also be currently being pursued by the same brand that you and Elissa had mentioned, and it has proved to be a challenge, indeed. Thanks again for sharing all of this helpful info with us, and I look forward to hopefully seeing you again at the IFB conference in a few weeks! You’re awesome! XOXO

  38. “You are the queen (or king) of your blog. It’s a sovereign state.” BOOM!

    This statement right here sums it up for me. I believe that partnering with companies and brands is great for bloggers (and of course the company) but in the end the relationship and agreement needs to be comfortable for both parties. I have been bombarded with emails from lots of PRs that want me to review or do write ups, but in the end if it is something that I don’t feel I can fully review then I won’t do it. And while I have never experienced a pushy company, that would be a warning sign that this company does not have your best interest at heart.

    At the end of the day we are the gatekeepers of our content and what we say goes. We dictate the terms and the end result. Bloggers must never forget that. This is such a great post and one that I think every newbie blogger MUST read!
    Adding it to my weekly link roundup!

    Oh and can’t wait to see you again at IFB!

  39. Thanks on your marvelous posting! I really enjoyed reading it, you might be a great author.I will ensure that I bookmark your blog and will often come back later in life. I want to encourage continue your great writing, have a nice holiday weekend!

  40. Thank you for such a wonderfully written artical. I am new here and trying to decide if this is a path I am going to take. I am a long time blogger, however this portion of it is so new. Without a doubt I will be revisiting your page for more tips.

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