A look at the food blogging community, then and now. It's changed substantially since the early days in 2005-2009. Can we ever go back?
When I first started blogging about food in 2005, the landscape of blogging was so different. There weren't Facebook groups chatting about monetization or courses for learning about analytics. We weren't strategizing about target audiences and writing media kits for potential sponsors.
There was just writing, food and the occasional picture. It was simple and unadulterated. It was an earnest community built by people who truly loved food, loved cooking and loved sharing it. We talked about our families on our blogs because in real life food and family go hand in hand.
Where did that go?
I fell down a rabbit hole on a recent evening and started thinking about this. The blogosphere felt like a more personal place then. When we corresponded with each other, it was about recipes, ingredients and our actual lives. I remember meeting Elise Bauer of Simply Recipes at a food conference one year. We were both so excited to meet in person because we'd been reading each other's blogs for years and years.
These days, when I attend blogger events, it's all hosting and social media hacks and business talk. That's fine -- I mean, I've run SCB like a business for years. But what's been lost it seems is that personal connection ... the part where bloggers read other bloggers just because they liked their voices, recipes and styles.
That evening, while down the rabbit hole, I came across some posts I'd shared as part of the Weekend Herb Blogging event back then -- it was a weekly blogging shindig where food bloggers would write about different herbs, share their posts with Kalyn from Kalyn's Kitchen and she'd do a roundup of all the great recipes and tips available around the web that were part of the event. It was organically built around the idea that we could educate ourselves and readers about how to use different herbs so they'd use them more.
It was one of the first blogging "events" of its kind, but certainly not the last. There was also one devoted to antioxidant-rich foods run by Sweetnicks, the Dark Days Eat Local Challenge, various other weekend events and more. And they were interesting -- you could literally click through and find all these posts that were created around the same interests you had whether it was dogs, cats, veggies, herbs, desserts or something else. There also seemed to be a greater transparency then when blogs worked together. We didn't need secret groups to promote each other's work, we did so in the open.
But then again, those were the days before ads on food blogs, before sponsored posts were a thing, before food blogging advanced from labor of love to career. There weren't marketers wanting to know about the number of unique visitors you had on a post or how many comments you receive on average.
There was such a sense of camaraderie. Kalyn and Cate read my blog, and I read their blogs -- not because we wanted something out of it, but because we respected each other and each enjoyed the other's work. In fact, that was true of so many bloggers back then. I read so many blogs just because I liked them. We weren't building community around our blogs, we were writing. We weren't discussing monetization, we were talking food and cooking.
It was a good time to be a writer because there was such a lovely, supportive, international community to be part of.
But then things changed. As it does, money transformed the blog world from a quiet, fun garden party to raucous weekend festival. The food blogosphere isn't just made of folks who genuinely love cooking anymore -- it's filled with an array of people. Some love it for the reasons it grew back then, but others are here for a different kind of community or just for the business of it or even just for the perceived chance of making big bucks.
Maybe I'm one to talk. I make money via SCB. It's helped me supplement my income for years, giving my kids the best life I can. There's nothing wrong with monetizing ... only something wrong with it being the sole reason for blogging at all.
That's not to say that all bloggers are doing that. The community still exists. It just doesn't feel so front and center anymore. Or maybe I am just not as active a part of it. I don't know. But I do know that if I am to continue writing here, I need to reconnect with the great writers of the food blogosphere. I want to feel that camaraderie again.
For me, this means a few things. I am accepting fewer sponsored posts these days. For awhile, I accepted a lot. The programs were interesting and fun, and having that income boost was awesome. But I want to hone in on the brands and organizations I have the most affinity for, and leave plenty of room for me to write what I want, when I want. I want there to be more food, more books, more travel. Those are the things I love writing about. It also means that I am going to work on rediscovering my voice. I've felt so constrained lately, like I wasn't quite able to write. This blog post, these thoughts, are a good step in the right direction. And it means trying new things ... like a video series I've wanted to do forever.
Goodness, it's been so long since I talked about blogging on this blog. And maybe that's part of the problem. In trying to built something people want to read, I lost site of what this is ... it's my blog. It's about the food we really eat and the books I really read and the trips we really take. It's about the shortcuts to a good life that let us live well even when we're short on time or cash. And it's blogs like this that I want to read.
Maybe the blog parties of 10 years ago are too much for the modern blogosphere, but I would love to see them come back. Maybe some modern take on the Weekend Herb Blogging style of event would be the right step toward a friendlier, more people-focused food blogosphere. It seems like it could be fun too ...
I want to hear what you think. What are the blogs worth reading these days? What are the voices that you connect with? And would something like those blog parties work today? Would you, as a reader, be interested in seeing how other blogs are cooking with seasonal veggies or herbs or whatever?
Share with me. And if I am 100 percent off base, tell me that too ... nicely though. This is a friendly space.
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In case you're curious about that video series ...
It's like you are in my head, I've been thinking so much of the early years of blogging lately, probably because I'm hitting my 9 year blogiversary next month. I've been spending a lot of time reading posts from those first few months (I'm making some of the recipes over and have been having fun with it) and it just makes me so nostalgic.
I totally remember Weekend Herb Blogging. Also Barefoot Bloggers and even Craving Ellie in my Belly were groups I was in and I felt so connected to the other bloggers in the group. I miss it.
One group still going is the Eat Seasonal group on Vintage Mixer. I just joined in the last couple of months. I like the idea of series and I remember doing one with my SIL who blogged for a few years where we shared of week of Cooking Light recipes. I remember a football food blogging event I scrapped together in my first few months of blogging (I don't really know how I did that since I had know idea what I was doing). Blogs with series are fun to read to me.
Okay...I'm rambling now. Really loved this post and it's nice to know others feel the same way.
Thank you, Aggie! I'm feeling so nostalgic too. I'd forgotten about Barefoot Bloggers! And I love hearing that there are some groups still going. I am going to check out the Eat Seasonal group -- that sounds right up my alley.
What a lovely post, Sarah. Boy do I miss those days of blogging too. When I first started,, almost ten years ago, there were a handful of us. Supportive of each other and everyone was like family. They wrote about what was near and dear to them. While it is okay to turn your passion into a business, I feel that now there are many who it was never a passion, just a money making machine. Recipes are not tested, they are make with junk (i.e.... not real food) and catering to a fast paced generation. I loved all the round-ups, and if it wasn't for the Daring Bakers I would have never discovered the passion of baking inside me. I left that group knowing I could tackle any baking project - who heartily!
A few years ago, I contemplated not blogging any longer. Then I revisited why I really do it. What it for the money? Not really. Though some freelance gigs here and there were nice. Was it for the fame? Not really! It was because I love to cook and I love to shoot dreamy photos. I knew at that time, that I had to keep doing it but for me and not for anyone else. It made me happy to cook, write about it and shoot it! I enjoy telling stories about why I made that recipe. I had to keep doing it for me, and that is what I did.
I still read y'alls blogs I just do not have the time to do it as often as I would like. I should comment more, I should slow down and relish in what y'all are sharing with me ... that is an honor to have you share your life with me.
Thank you so much, Denise. Goodness, I loved reading the Daring Bakers posts. It was such a joy to live vicariously through the things created. And I love what you said about revisiting why you do it. I think that's where I am now. And for the first time in a long time, I feel that energy and joy because I know what I want to do here and why I want to do it. Nope, it's definitely not about money or fame 🙂
I'm with you on this. I loved the community, and the Weekend Herb Blogging! I had family caregiving responsibilities that overcame my energy and creativity levels. I didn't take my blog down, but it's very out of date. I started doing it just for myself and was surprised when an audience stared forming. Then I started feeling more 'responsible"! I learned so much and it has taken me down some wonderful paths I wouldn't have found otherwise such as becoming a 'real' journalist for a few years for the local paper. Keep blogging for yourself and enjoy it, people love to feel a person's genuine enthusiasm.
Thank you, Anna. The paths that blogging has led to have been amazing -- are you still writing for the local paper?
I think as with everything in life, times change, evolution takes hold, and blogs were no exception to that process. Authenticity is a word that's been thrown around forever, but what does it really mean to be authentic, and true to yourself? That in and of itself is a personal question in a way. What began as an outlet for people to express themselves, with cooking being a vehicle to share that self-expression became a way for others to make a highly profitable livelihood.
For some people the profitability became the motivating factor, instead of the storytelling, which once we get into sponsored post territory becomes quite a slippery slope. Personally, I have no problem with anyone running their virtual space as they see fit, though I know many people pass judgement on this aspect of blogging—it's my choice whether or not to read. I rarely visit blogs that do too many sponsored posts, but that's generally because the brands that put money towards those posts are not brands I support in my everyday life. I see no reason to read sponsored content in that case.
As for myself, I rarely do sponsored content, but had been trying to stay relevant with what was in season since I do have ads via AdThrive. I hit a point six months ago, or so, where I re-evaluated what "meaningful" content meant to me. That resulted in focusing on what I wanted to write, and when I wanted to write it, and less about making sure I got recipes up in a timely fashion. Have I seen a dip in my numbers? Yes, and I'm 110% okay with that.
But none of this really addresses the sense of community, which I have to say I agree with Kalyn that I think there is no going back. And truthfully, some of the "friends" I thought I made turned out to be such harmful relationships, it made me very sensitive to really trusting other bloggers' intentions. That said, one of my best friends in the world came from blogging, and for that reason alone, I'd go this road all over again if it meant it was the only way to have Gina in my life.
-Jennie
Jennie, thank you so much for sharing your perspective. I do hope you're wrong about there being no going back, but agree that blogging has brought me some wonderful in real life friendships that have been 100% worth it.
I didn't start until 2013, and I think things had already begun to change... and they changed fast! What attracted me was the camaraderie in groups like Daring Bakers, Bread Baker's Apprentice, Bread Baking Babes, Secret Recipe Club, etc.
It's a constant battle to not pressure myself. I don't even need the money, but I get sucked into the self doubt about it all. Thanks for this.
Karen, I don't know where the line falls but there must be a happy medium between reaching readers by utilizing social media to spread your posts and really honing in on, and staying true to your own mission and voice. Right?
I have been a quiet reader of your blog for a while now, I read it more just to keep myself abreast of trends and cooking styles of people around the world. While my SM space has taken precedence for some form of monetizarion till date my blog is ad/sponsor free (maybe an occasional FAM trip) but I totally concur with what you just said and I am still a part of the old school of writing - 'for myself' (yes it propelled me into the journalism world and I write for publications around the world, but very different from my blog. Anyway keep inspiring, lovely to read this 🙂
Thank you so much, Nikhil, both for reading and for this thoughtful comment.
Yes, the good old days really were. I started in 2006 and was an early Daring Baker. Eventually I stopped blogging with them when the group became too large and competitive. Changes over the years include less reading of others' blogs because most became less interesting and personal, a revolving interest in different aspects of cooking, a passion for bread baking and now I belong to two small groups; Bread Baking Babes and Cake Slice Bakers, so I still have a group bake for each almost every month. Even those groups are less connected than they used to be, but still fun and still stretching my skills. Mostly now my blog is a way to keep writing and an online recipe box...and the thing that blogs were at the start...a journal. I resisted the pull towards blogging for pay, but I was working two jobs at the time and it was more work to figure out the analytics and promotion than to just blog for fun. Still having fun after all these years. I've got lots of herbs in the garden...want to start up the Weekend Herb Blogging party again?
I am so glad to hear that groups like that still exist and are inspiring and -- to some extent -- still connecting people. Starting up WHB again is really tempting. I still grow and use a lot of herbs (and get so excited when I find a new one). I will run it by Kalyn and see if she minds 🙂
You are so right it seems to get more cutthroat every year. When I started out 10 years ago we had a real community, we helped each other for no gain. When I started other bloggers helped me and so I have always paid it forward and helped other new bloggers. I look around and see bloggers charging each other for the helping hand. We also spent time reading each other's blogs and I miss that, but back then we didn't have to worry about social media, we wrote our posts then read our friend's posts, that was it. Now whole days are lost to feeding the social media beast and we catch up in Facebook groups. It's just not the same.
Do you think there's any way to find a happier medium between the new social driven blogging world and the old community of it?
This is so relevant to blogging in South Africa. I blog for the love of it, not for the freebies and money and 'fame'. It is my voice and I love engaging with my virtual friends through their blogs, and meeting new people!
That's wonderful, Tandy ... are you seeing a lot of the same blogging changed there overall?
I agree with everything you wrote here. I write a food//travel blog myself, but in the years I have been writing it, have not tried to monetize it at all. The avalanche of bloggers all over the social media getting themselves in a tizzy over SEO and making money drives me crazy. I blog because I love to write, connect with like-minded people, and share my recipes and travel with others. I think it's great to be able to earn cash from the writing, but I see it as an added bonus, not the reason behind the blog. I have doubts that people can continually put out good and interesting content if they go into blogging purely for the money.
Lisa, I never imagined that blogging's evolution would go like this. I mean the sheer idea of making money from it was foreign a decade ago ...
I stepped back from my blog last year and haven't found the spirit I had years ago. Years ago I busted to write and blog about my experiences in the kitchen trying to make new things. It seems now you have to do much more. I have stories in my head I would like to get out but it's just not there. There seems to be a real push to monetize, get clicks or likes it doesn't seem fun anymore.
I hope the folks who've blogged because they love to write do come back to it at some point. So many good voices were shared when it was all about the passion.
I'm celebrating 9 years of blogging myself soon. I often think back to the beginning and how much excitement I felt from blogging. However, until I read this, I assumed I had somehow changed. So thank you. I now see I'm not alone. I now see the choices I've made on my blog were made because I subconsciously missed the "old-school" world when bloggers had more distinct voices. When I had a more distinct voice. Posts weren't SEO driven they were driven by passion. I’m not going to say I’m burned out, or threaten to quit blogging or make any kind of dramatic definitive statement. As long as there’s food on my table and words in my mouth I’ll probably keep blogging. Still, I appreciate this post on so many levels. Thanks GREG
Thank you, Greg. The distinctive voices are something I miss tremendously.
Hi Sarah,
This post truly resonated with me. I have loved many parts of blogging for years but have also been truly challenged by others. I feel like there's a huge opportunity for people to be celebrating each other (especially women), but the scene has rise into a place where it seems that a lot of connections are made not due to a shared love of food and creativity but rather, a 'how can this person help me' kinda space. I try to support start-ups and not-so-well-known bloggers as much as possible as a result. But, I can only do so much. Thank you for this, Whitney
I so very much agree, Whitney ... there is huge opportunity here.
So true ! It's exactly the same in France. I've started my foodblog 12 years ago and I feel exactly the same
Thank you, Anne. It's nice to hear I'm not alone.
I am still in that space - my blog is not monetized, I don't do sponsored posts, and I am not interested in social media networking events at all. I write about food and my life in it, and I have no plans to change that to scramble after a few dollars.
And ps: I don't read blogs that are trying to sell me something with sponsored posts or sidebars jammed with ads. There are plenty of beautiful, informative blogs that don't do that, and those are where I spend my time. I try to cultivate authentic relationships, even in social media, and it's hard to do that when the writer is only concerned with me as a demographic and not an actual person.
That's great, Suzannah! Thanks for sharing your perspective and practice.