Barter cooperation: pros and cons

77

Barter cooperation is quite a controversial topic in the blogosphere. Some authors of online journals admit that they do not mind, while others categorically refuse and call it „work for socks.” Can advertisers still offer barter cooperation at the current boom in the blogosphere? What are its pros and cons? Today I am touching the financial side of blogging!

Although at the beginning barter was the most common form of cooperation (and basically it was only based on it), today many bloggers do not respond to e-mails with such a proposal. The authors clearly and clearly state that they are not interested in work for products or samples – they consider it unprofessional and even derogatory. If you follow my posts carefully, you know very well that blogging is hard work and that every professional in his profession should be rewarded. Anyway, when you think about seriously acting in the blogosphere, you should value your activity. On the other hand, there are situations in which it is worth getting involved in free activities. But let’s start from the beginning and explain: what is barter?

Barter cooperation – what is it?

Barter is a non-cash exchange of goods or services in exchange for others. Parties engaging in this type of trade agree on its value and strive to be both satisfied with it. Interestingly, it was the first economic way in societies that did not yet know money – barter was used to trade, inter alia, in ancient Rome.

What does barter cooperation look like in the blogosphere? The form of remuneration for a campaign with the participation of a blogger is not money, but the company’s products. Barter assumes the exchange of goods (brand) for promotional services (blogger), and although many authors speak unfavorably about it, in some situations it is worth undertaking such cooperation. Much depends on the position of the author and brand in the market; In a way, barter can be called a „symbiotic action” because both the brand and the blogger benefit from it.

What can a barter cooperation with a blogger look like? Usually, such actions are not too complicated – they are based on a simple principle of exchange. The brand offers a blogger to use their products or services, the author tests and then reports back in his journal. The remuneration function is fulfilled by the possibility of using a product or using a service in exchange for a specified period of their promotion. The brand gains a place with a popular author, and the blogger can test new products or use a unique service. Is such cooperation profitable and when can it be undertaken?

Barter for a blogger. Which brands undertake such cooperation?

When does barter make sense? From the point of view of the brand, this is a good activity for young, poorly known companies that are just entering the market and would like to show themselves. It is known that at the beginning of their operation in the industry they have reduced budgets for marketing and promotion, and distinguishing themselves from the competition is quite a difficult matter. That is why they offer bloggers a barter cooperation – they are most often interested in either an informative post or a product review. For their part, they can offer to ship products or arrange a specific date and place for the service. The blogger tests and in return keeps things or memories.

Not only young, unknown brands undertake barter cooperation – a similar situation applies to novice bloggers, especially if they want to campaign for the first time. From the point of view of the agency or brand, this is a plus at the start: thanks to such actions, the authors build good relations and work in terms of image. There is always a risk of unsatisfactory cooperation or even failure to perform their part of the contract on the part of the blogger – so it is a form of checking whether a person is trustworthy and reliable. If everything is well planned, barter can be a good start to a campaign and look good in the „Cooperation” tab