The Tide Is Turning For Mature Bloggers
Last Friday found me rubbing shoulders with the cream of the blogging community. Hundreds of bloggers mingled, drank champagne, chowed down on canapés and let their hair down.
Every year the UK Blog Awards seems to get bigger and the competition is definitely getting stiffer. Being shortlisted for an award is a hard fought battle, and only eight lucky entries from each category get to attend the awards as finalists.
This year, for the first time in three years (I was shortlisted in 2016 and 2015), found me donning my finery and attending the event not as a finalist but, along with other members of The Over 40 Collective, to support my very good friends Nikki (Midlife Chic) and Catherine (Not Dressed As Lamb).
As the announcements were made I could feel myself holding my breath. Would this year be the first year for a woman over 40 to win the coveted fashion and beauty award?
The whooping and cheering that filled the air when Nikki was highly commended was deafening – when Catherine scooped the award we went wild! I still haven’t got my voice back.
This MUST be a turning point in the blogging world. Mature bloggers have been overlooked and underestimated by brands for far too long and it’s time they sat up and took notice.
A woman in her 40’s, 50’s and beyond doesn’t want to know what a twenty something thinks of the latest anti wrinkle cream, she wants to know what her friends think. And as mature bloggers we are seen by our readers as friends – people to trust.
Don’t Underestimate Mature Bloggers
Time and time again I see brands whose offering is tailor-made for the midlife woman, seeking out the 24 year old bloggers who have a huge, yet sometimes unengaged and even fake following.
These bloggers will cherry pick one or two pieces and showcase them to their followers, who may make a purchase. And the brands in question will smile and call the campaign a success. But how is success quantified? is it selling one garment to a young women who will never, ever shop with a brand again? Or is it selling to the mature woman who won’t simply fill her basket with one garment, but will peruse a brand’s offering and possibly become a lifetime shopper?
Surely it is time for brands to see bloggers over 40 as gloriously diverse, unique style seekers who sometimes want to colour outside the lines of life.
We are more tech savvy, more discerning, more intelligent and have way more disposable income than many of our younger counterparts. So please don’t underestimate us, don’t patronise us and don’t ignore us.
Midlife Is Confusing
As mature women our lives have become so far removed from the blueprint that governed the lives of our parents’ and grandparents’ that we are, to all intents and purposes, ‘making it up as we go along’.
Which makes being a middle woman not only difficult in terms of the ageing process, it’s also bloody confusing. Midlife women are actively searching for answers. What to wear. What to buy. How to reinvent themselves. And, as mature bloggers, we are able to fill the empty chasm of non information that’s out there.
There is a sea of change coming. Women in their 40’s, 50’s and beyond are richer than they’ve ever been, freer than they’ve every been, more influential than they’ve ever been and more empowered then they’ve every been and, as mature bloggers, we are in the perfect position to connect with these women.
A Note To Brands
Any brands out there reading this: Catherine’s win at The UK Blog Awards 2017 is proof positive that mature bloggers have what it takes to create award winning content. So my question to you is this: the tide is turning now – so will you ride the wave, or get swept away?
You Can Catch A Video Of The Night Below