After nearly three months of living in London (whaaat?! Where did the summer go?!), I’ve finally started to get a grasp on what being a London blogger looks like. It’s very different from blogging in New York, in both good ways and bad. I’ve been getting asked a lot recently about how the blogging world is different here, so I thought I would dedicate an entire post on the subject.
Here are the 5 biggest differences I’ve noticed in being a London blogger vs NYC blogger.
- New York is a more saturated market. There are significantly more bloggers competing for the same campaigns in NYC than there are in London. Not to say that there aren’t a lot of bloggers here, because there are. But I find that the London blogger is much more diverse and unique, each having their own niche and coming from so many different backgrounds – one campaign that would work for one wouldn’t work for another anyways. There are a lot of NYC bloggers that have very similar styles and areas of focus on their blog, which makes it harder for everyone to secure campaigns.
- New York has more fashion opportunities. Yes, the market is more saturated, but there are more fashion-related opportunities available to bloggers in NYC. I think the US as a whole jumped onto the influencer marketing trend faster than other counties, and it’s very apparent in the retail industry. While I’ve made some great connections in London, and have secured two campaigns for the fall so far, it’s definitely slower than I would have liked to grow in this category here. I’ve learned that it’s simply because the opportunities aren’t here, and many of the US brands I’ve had great partnerships with in the past don’t work with international influencers because they aren’t international brands!
- London has better travel opportunities. Hands down, London is the better spot for travel bloggers. As an NYC blogger, I had only gone on one true press trip before (with Royal Caribbean). Since moving to London, I’ve already been on one press trip last month, and have another confirmed for November, and another in the works for the end of September. I’m even working on an 8-day trip with a travel brand for 2019! As all of these trips are to various destinations around Europe, it makes sense that they prefer to work with London bloggers vs NYC bloggers. It’s significantly less expensive to fly me around Europe when I’m already living over here!
- London is better for networking. A smaller blogging market means more face to face time with your PR contacts. Most of the companies that started in the US and have since gone international are run by a completely different team overseas. I’ve found the teams in London to be much smaller, and their social media presence is less significant as well. For example, the La Mer UK Instagram account has less than 7k followers, whereas the main brand account has over half a million. This works to my advantage as I now have more followers than La Mer! I’m able to help them grow their UK account presence, all while working with a brand I truly adore. I also find that brands in London are less likely to use PR agencies. In New York, a lot of times I would be working with a company through their PR agency, and would never actually speak to someone from the brand itself. In London, I work directly with the brands in-house PR team, which is always the preferred way to make connections.
- New York pays better. Once I started sending out my usual rates to brands in London, I learned quite quickly that they aren’t willing to pay as much as they do in NYC. Some even came back and told me that they couldn’t believe how high my rates are – which are the same ones that I secured partnership after partnership with in NYC, no questions asked. I started asking some of my blog friends in London about it, and when I told them my NYC rates they couldn’t believe it either. I’m hoping this will shift as the influencer market in London continues to grow, and I hope to help bloggers here know what they’re worth and start asking companies to step it up!