These series of guest posts are written by the teams attending the Tetuan Valley Startup School 2010 Fall edition. This post is from the Vacío mi armario team, formed by Alejandro Hoyos and Victoria Arias.
Since the beginning of our changing to the new idea of Vacío mi armario, we have in mind the idea to promote the website especially through Spanish blogs and bloggers. We are very conscious (especially the feminine part of the team 
) of the importance of fashion blogs in terms of traffic and regular readers, and the absolute influence of fashion bloggers on that public. It’s a general fact not only for fashion blogs but also for every kind of blog. We tend to see their writers as specialists and feel pretty inclined to take their opinions and advices in consideration, as they seem more personal and thus worth trusting.
This importance actually has been measured in Spain these last three years. Here is a little sum-up of all the great facts that we should weigh.
Blogs have many readers in Spain.
A 2008 CFK Online survey affirms that 77,8% of Spanish people have read a blog at least once.
The same study shows that 35% of Spanish people read specialized blogs at least once a week, and 33% read personal blogs at least once a week.
Today, “entertaining” fashion blogs like Fashionisima.es attract 100 000 unique visitors per month, with a total of 300 000 seen pages.
Advertisement on blogs is perceived in a different way.
Brands should play with the fact that advertisement on blogs is seen more positively than in other media.
81% blog readers evaluate positively the fact that a brand knows such blogs and wants to associate its image with them. (CFK 2008)
56,2% think the ads are more useful for the readers than in other places, and 40,4% believe this type of advertisement is less misleading and gives them trust at the moment of buying. (CFK 2008)
Blogs are very important to enter in the “relevant set” of the consumer.
In Spain, a 2007 survey reveals that 44,1 % of blog readers declare themselves ready to change their usual brand if they read negative reviews on blogs. The percentage today must have grown a lot more.
The part of people considering the information of those blogs as very important at the moment of buying choice is 68,2% for Bebesymas, 49,4% for Trendencias, 45,7% for Xataka… (CFK 2008)
And finally, the penetration of Spanish population online is expected to reach 65% in 2014 as the Forrester Research Institute revealed this year, which is 10 points higher than Italy and close to great markets such as the French (70%), so there are definitely many more opportunities for blog advertisement and marketing to come in Spain. As young entrepreneurs, we must take them in consideration.
Learn more (in Spanish):
-A good presentation analyzing the CFK survey
-A post about the influence of bloggers in Spain
