Does it pay to sway?

You may be surprised by the amount of sponsorships bloggers get.

From dental treatment to pedicure, companies are sending free or discounted products to bloggers in the hope that they can influence their followers.

But beauty products are just the tip of the iceberg: Plastic surgery, trips around the world, birthday parties, the list goes on.

Ms Wendy Cheng, better known as Xiaxue, had her home renovation and wedding photos sponsored.

Another blogger, Miss Naomi Neo, who is just 18, receives up to $45,000 a year in sponsorships.

Ms Yang Hui Wen, regional director of blog advertising company Nuffnang, tells The New Paper on Sunday: "When advertisers sponsor bloggers, they hope to achieve 'organic chatter' among the online community.

"The sponsored product or service is often aligned with the blogger's image or personality."

She explains: "In return, the blogger uses the service or product and if she finds it useful, she may choose to review or talk about it."

Brands usually approach an exclusive and small group of bloggers and offer them what she calls "valued sponsorship opportunities".

These can pay up to hundreds of thousands an engagement, she says.

"On average, only about five bloggers a year have such opportunities," she reveals.

For bloggers who are not as prominent, there are also opportunities, although they are valued only at $6,000 to $10,000 per year for each blogger.

Ms Freda Poh, community manager at influencer marketing company Gushcloud, says companies within the fast-moving consumer goods industry, along with those in the beauty and retail sector are their biggest clients.

Hair salon Shunji Matsuo sponsors 28 bloggers as "hair ambassadors". They have to meet basic requirements such as having 1,000 Facebook and Instagram followers each and at least 100,000 hits to their blog each month, says a spokesman.

"We have been sponsoring bloggers since 1999. In the past, they used to write whatever they pleased, which was aimless and did not give us desired results. These days, we require them to come up with unique story angles," she explains.

The brand, which has its flagship salon at Ngee Ann City, offers its bloggers a treatment worth at least $300 each time.

One skincare company, Skin Inc, has resisted outright sponsorship. Instead, the brand sends out complimentary products to the media and select influencers whenever there is a new launch, says brand manager Jeneen Goh.

"Any coverage we receive is up to their discretion," she says.

Says a Shunji Matsuo spokesman: "I think bloggers are dying off... these days we find it's more effective for us to hold competitions open to the general public, hosted on Facebook, in order to raise brand awareness."

She gets $45,000 a year

Miss Naomi Neo barely spends any money living a dream lifestyle.

Just 18, the blogger gets up to $45,000 worth of free hair treatments, make-up, skincare and gadgets in a year.

All these from a range of companies keen to get a mention on her blog and social media accounts.

Her blog receives 250,000 to 280,000 hits a month, while her Instagram account has 142,000 followers.

The Nanyang Academy of Fine Arts student says she does not approach advertisers for sponsorships.

Instead, they come to her or Gushcloud, the influencer marketing company, which she is affiliated to. Influencer marketing involves marketing products and services to those who have a sway over the things other people buy.

Miss Neo says: "On a monthly basis, I receive at least 50 to 80 e-mail regarding sponsorships.

"Many of them are from blogshops and they approach me directly. About three to five go through Gushcloud."

Traditionally, sponsorships are thought of as providing a product or service free to an influential figure.

"Some of them, such as make-up and skincare companies, do pay on top of providing the products to you free," says Miss Neo.

Gushcloud manages a network of more than 100 "influencers", which include bloggers and YouTubers.

They actively seek out advertisers and sponsors for their clients, in exchange for a commission of about 30 per cent per campaign.

Although the constant supply of freebies is a perk for any blogger, Miss Neo says she has turned down some requests.

She does not like those who sound rude in their e-mail.

"Also, these days I think twice before working with companies which are start-ups. There is a lot of back and forth, and in the end, they usually decide not to go through with it," she explains.

Her favourite sponsorship is from shoes and accessories store P.V.S, located at Cineleisure Orchard.

"They bring in shoes, shades and snapbacks from renowned brands such as Jeffrey Campbell, Haters, Y.R.U, Dr Martens, and so on.

"I am a huge fan of Jeffrey Campbell, so this is definitely at the top of my list," she says.

But Miss Neo insists that blogging is not all rainbows and butterflies.

She says it is often challenging to juggle schoolwork and blogging. She is also in the public eye constantly.

"It is hard to survive in such a competitive environment with people commenting on every little thing you do.

"It sometimes feels like you are not given the space to improve, or do whatever you like without feeling like you owe everyone an explanation," she says.

Still, she keeps doing it because she genuinely likes blogging, she says.

"I have yet to achieve my goal - which is to be successful, and to prove all these people wrong, and that I can make it if I put my heart into it," says the feisty teenager.

Her dream sponsorship?

"Either clothes from US label Nasty Gal, or cab vouchers. Three-quarters of my monthly expenses are made up of taxi fare."

"I have yet to achieve my goal - which is to be successful, and to prove all these people wrong, and that I can make it if I put my heart into it."

Zero dollars for haircut

When Miss Melissa Koh got her long tresses snipped to shoulder-length, her social media followers wanted to know which salon she visited.

They also wanted to know much the haircut cost.

The answer: Nothing.

The 25-year-old blogger has a steady stream of brands clamouring for space on her social media accounts, which include a Facebook page, Twitter account and website.

Some clients pay her to put up full-fledged advertorials, while others simply want her to be seen with the product or using the service.

Her Instagram account, which has 82,000 followers is updated two to three times a day.

Miss Koh, who graduated with a degree in business from the National University of Singapore, participated and won several beauty pageants when she was still in school.

She makes a living through her online clothing store, advertising on her blog and fronting a range of advertising campaigns.

She cannot put a finger on how many requests she gets a month for sponsorships and advertorials.

But offhand, she estimates the number to be in the hundreds.

She collaborates with companies including nail salons, dental clinics, sports labels and even pet-grooming companies.

"My blog is rather fashion-focused, so the sponsorships and advertorials I accept also tend to fall into that genre," she explains.

Most of the time, advertisers approach her, asking if she will represent their brand.

Occasionally, when she chances upon a brand she is keen to work with, she approaches blog advertising company Nuffnang to help facilitate the deal.

It is a constant challenge to be creative in the different posts she puts up, she says.

"At some point, I'll somehow feel like I am having a (creative) block, and that is when I say, 'I need a break'."

Miss Koh says trips overseas can be helpful in getting out of the rut.

And while most would consider the life of a blogger cushy and glamorous, she says it can be all-consuming.

Sometimes, it even spills over to her boyfriend, Mr Jonathan Raedeke.

"We could be sitting down for a meal, and I just want to dig in, but he will ask if we have to take a photo first," she says with a laugh.

Still, it is not a lifestyle she would complain about.

"I enjoy taking photos and the work in general, and I am grateful for all the opportunities," she says.

"My blog is rather fashion-focused, so the sponsorships and advertorials I accept also tend to fall into that genre."

benitaay@sph.com.sg

This article was first published on Aug 17, 2014.
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