Blogging isn’t dead, according to Kara Harms, who has been announcement to her blog back 2015.
“My business can adjure to that, ” Harms told Insider. “People still charge long-form agreeable and bodies apprehend blogs every day.”
Harms’ women’s affairs blog, Whimsy Soul, currently brings in amid 300,000 and 400,000 account readers, according to abstracts from Similarweb. With 77,000 Instagram followers, 283,000 TikTok fans, and over 2.7 actor account angle on Pinterest, her admirers is growing elsewhere, too.
Whimsy Soul is projected to acquire over $200,000 for 2021, according to affidavit provided by Harms. While abounding influencers and bloggers generally accomplish the majority of their assets from cast deals, Harms has pivoted abroad from these, she told Insider.
Most of Whimsy Soul’s acquirement comes from programmatically awash banderole ads on the blog. Another ample allocation comes from associate links, which let her acquire a cut of sales her blog drives.
Before ambience out as a full-time blogger, Harms, who is based in the San Francisco Bay Area, was alive in tech as a social-media administrator for a startup. When she confused from the Midwest to the West Coast, Harms started a blog as a way to body a association afterwards affective to a new city, she said.
“I had no affairs of authoritative that my full-time job, for a while,” Harms added.
But in 2017, about two years into active her blog, Harms abdicate her tech job to go abounding time as an influencer and blogger.
By 2018, she was authoritative added money than she was at the job she aloof left, Harms said. “And that was primarily aloft primarily through cast deals and affiliates.” She assassin her husband, Robin Berenson, in the aforementioned year.
“Now, I accomplish way added than I did at my tech job,” she added. “I about ambition I abdicate beforehand to alpha this alternation faster.”
Today, Whimsy Soul is a aggregation of two full-time employees: Harms and her husband, both cofounders and CEO and arch authoritative officer, respectively. Whimsy Soul employs four part-time freelance writers in accession to assorted freelance roles like accessible relations, copywriters, legal, and accounting, Harms said.
It hasn’t all been bland sailing for her blog business, however.
In March 2020, Harms and Whimsy Soul “were set to assurance a arrangement with a cast accord that would accept covered our hire and added for the absolute year,” she said.
But in the deathwatch of the communicable hitting the US that March, abounding brands and agencies scrambled. That accord Harms was about to assurance for Whimsy Soul “was off the table” overnight, she said.
Reacting to the accident of cast deals and a bashful inbox, Harms and her aggregation “hunkered down” and caked their assets into architecture a business about acquirement from banderole ads on the blog (using the third-party platform, Mediavine) and associate links (using platforms like LTK, Skimlinks, or brand-specific programs), she said.
It formed to alter her business.
Although Harms still works anon with some brands, that cardinal has acutely decreased. In 2019, she active affairs for 72 cast deals, Harms told Insider. This year, Harms active beneath than 10 cast deals, she said.
Harms additionally works with brands and admirers as a agreeable architect for their own verticals — added as a freelancer, rather than an influencer, she said.
Here’s how diversifying her assets in 2020 impacted her annual revenue, according to Harms:
Insider absolute Whimsy Soul’s associate and ad acquirement with affidavit provided by Harms.
Harms additionally earns money from TikTok through the Architect Fund, but it’s a basal bulk compared to her added acquirement streams.
A acceptable allocation of Whimsy Soul’s absolute earnings, however, go appear advantageous off costs like advantageous freelancers, biking costs, and fees for hosting the blog’s web domain. Another block — about 30% — goes to advantageous taxes, according to Harms.
In the end, Harms considers “the blog to be the courage of our brand,” she said.
“It’s important for influencers and agreeable creators to accept a approach that they own,” Harms said. “If TikTok, YouTube, Instagram dies tomorrow — and stays asleep — they charge to still accept a way to affix with their audience.”
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