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More on Sponsored Posts: Insights from the eCairn database

July 17, 2013

Our recent post about sponsoring posts as a way to drive brand awareness mentioned two important components of a sponsored posts campaign: where you engage and who you engage.

What are the tribes where sponsored posts are the most frequently published? How influential are the bloggers who publish sponsored content? A look at eCairn’s database of 350K influencers and 800 tribes gives us the following insights.

High volume tribes

In terms of volume, mommy bloggers are by far publishing the most sponsored content: more than 18% of all sponsored posts found in the database originate in the Mommy tribe.

eCairn tribes with a high volume of sponsored posts

eCairn tribes with a high volume of sponsored posts (number of sponsored posts over the past 6 months)

The graph shows that the practice of publishing and reading sponsored posts is well established among mommy bloggers overall but also in each of the special interest tribes they form (especially Coupons & Giveaways and Frugal Lifestyle). Among top influencers in the Mommy tribe, about half have published at least one sponsored post in the past six months.

High density tribes

Overall, however, as shown in the graph below, sponsored posting is a marginal activity for mommy bloggers in proportion, with only about 0.7% of all posts being sponsored stories. A much higher proportion of sponsored posts are published by the professional photographers in our database: more than 3% of the posts published in this tribe are sponsored.

eCairn tribes with a high density of sponsored posts (proportion of sponsored posts over the past six months, in ‰)

eCairn tribes with a high density of sponsored posts (proportion of sponsored posts in the past 6 months, in ‰)

Tribes with the highest density of sponsored posts (over 1%) include photography, wedding, organization/declutter, and a couple of mommy tribes. Interestingly, not all mommy communities around the world are equally likely to publish sponsored posts: the Australian tribe (16‰) has more than double the density of sponsored posts than the American one (7‰).

What is your experience with sponsored posts? Whether you write, buy or only read sponsored posts, we’d be happy to hear about your thoughts in the comments section!

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