Did somebody say blogs R DEAD??
Since the pandemic, we've all been watching TikTok's short videos to cure our boredom, but it's 2024 now and there's Reels on Instagram and Facebook, YouTube now has Shorts. Well we can safely say that our attention span is now shorter than the time it takes for the stock market to crash.
This got a question that some of the older generation (anything before Gen Z) wondering : Is blogging still relevant in the age of TikTok and Instagram? SPOILER ALERT : Yes. Most definitely is and let me break it down for you.
Hehe kidding, hope you like to see Mario break dancing, but in all seriousness, here's why blogging will survive like the rats who live under Paris' sewers : 1. The Long-Form Content King
I mentioned earlier that people these days have peanuts for their attention span (sorry not sorry, I'm one of them anyways). This is all thanks to TikToks, IG Reels, YouTube Shorts for feeding us these short, less than a minute videos that are used for quick consumption. Quick consumption means surface level engagement and that can be translated to : the videos provide very little information and it tends to go over your head so you'll forget it in a couple of days. However, blogs allow brands to explore topics in detail, provide in-depth opinions and value that can't be conveyed through short videos. Blogging is more intimate where it provides in-depth, authoritative content that builds a connection with the readers. Space (2024) shared that blogs offer an unmatched resource when it comes to sharing expertise and comprehensive response to questions that users might not get from just a TikTok. Even with Instagram posts, there is a word limit and we'll most probably be directed to the Linktree in their bio "for more information". Thus, blogs can explore a topic in full detail, breakdown complex ideas and even provide sources to strengthen claims. This is a lot of information to just fit into a video. This is why blogging will strengthen a brand's authority and provide a lasting value for readers.
2. Blogging and SEO : One True Pair
Blogging's relevance in 2024 continues on with its power to drive organic traffic through Search Engine Optimization (SEO). TikTok and IG are mostly dependent on in-app searches and those sneaky algorithms that cater to your viewing feed, but blogs play the long game by being indexed on search engines. Lyon (2024) has stressed that blogs are critical for boosting visibility through organic search. Why? Simple enough : search engines will prioritize websites that consistently publish quality content (keyword here is quality). Blogs, in this case, will regularly update with new, relevant information; and not to mention, a well-written blog with the optimized keywords will land a spot in the first few suggestions of Google's search results, driving traffic to a brand's website for years to come. Unlike IG captions or TikTok descriptions, blogs definitely offer more opportunities for relevant keywords, which adds metadata and links to other relevant pages - all the essentials ingredients for a recipe to improve a website's SEO. Last bit of information : blogs enable content to be repurposed across multiple platforms, such as extracting tips from a long, boring article to create a series of TikTok videos or IG posts to make things brief-er and more interesting.
3. Establishing Authority and Building Trust <3
The current 2024 digital landscape is getting increasingly competitive, so trust and authority will go hand-in-hand to become key differentiators for brands and content creators. Blogging allows for a more personal, more transparent... just... more DETAILED exploration of ideas that readers can rely on for accuracy and depth. According to Yvette, blogging in 2024 is more important than ever because brands can leverage blogs to establish thought leadership and build trust with the consumers. Yes, TikTok and IG are excellent at creating buzz and getting direct, immediate, interactions, but do they foster the same level of trust as a well-researched, well-written blog post like this one? Well, I don't think so. Blogging allows businesses to answer those specific questions, address issues and share their expertise in a way that consumers may revisit over time. Plus, blogs serve as an evergreen resource, providing that value readers love long after the initial publication date.
4. Blogging and Social Media are #BFFs4lyfe
You heard that right, blogging and social media will forever complement each other in powerful ways. First, you see this video on TikTok or Instagram. It grabs your attention. You go "huh.. that's pretty interesting..." You want more information. Where do you go? That's right. You head over to a blog to read more about whatever that just snagged your attention. Short-form content acts as an excellent hook to grab attention and generate interest, but the blogs take over for the deeper dive into the topic. Lyon (2024) further suggests that bloggers who incorporate video content, social media links, and multimedia within their posts will create a more engaging experience that can satisfy both types of content consumers. Additionally, blogs can be shared on social media platforms to drive the traffic back to a website, going back to the point where it helps to foster that relationship between a brand and audience #betterthanyourrelationship
Don't hate me for that, I'm just as single. Going back on topic though, businesses can maximize that reach and engagement of their content while delivering the in-depth information that the audience craves. So yes, social media trends fluctuate and change ever so frequently, but a well-maintained blog remains a stable, reliable foundation for long-term brand growth. #blogswillcontinueonforever #bloggingliveson
It's 2024, the world is dominated by Instagram and TikTok. Blogging may seem like this relic from a different time period, but hey. I hope this blog post changed your mind about it. Blogging clearly still holds immense value, especially when it comes down to provide deep, contextual, content, improving SEO and establishing authority. As Space (2024) and Yvette (2024) suggests, blogging serves a different, BUT complementary purpose, to short-form content. The balance of both snappy social media posts and detailed blog articles can help a brand cater to the diverse needs of their audience.
So NO, BLOGGING ISN'T DEAD (I'm blogging as you read this) and it is still as relevant as ever. It can, however, continue to evolve but there will still be a place for long-form, thoughtful writing.
References
Lyon, C. (2024). Is blogging dead? No, and here’s why. Lyon Content Agency. Retrieved from https://lyoncontentagency.com/is-blogging-dead-no-and-heres-why/
Yvette. (2024). Why blogging in 2024 is more important than ever. Lemonade Design Co. Retrieved from https://lemonadedesign.co/why-blogging-in-2024-is-more-important-than-ever/
Li, Y. (2022). Identity construction in social media: A study on blogging continuance. Behaviour & Information Technology, 41(8), 1671–1688. https://doi.org/10.1080/0144929X.2021.1895319
Space, M. (2024). Why blogging still matters. Manson Space. Retrieved from https://manson.space/blog/why-blogging-still-matters/