Is The Blogging Industry Saturated?

Here’s the scenario. Myself and 2 friends, both bloggers, met up to shoot some pictures. Two of the girls are predominantly fashion bloggers. I’d class myself as more of a lifestyle and beauty blogger.

As we’re snapping away we chat about the blogging world, and how we’re sick of hearing the word “saturated”.

The three of us are totally different girls. Different styles, different blogs, yet we can still find our place in the bloggersphere.

Lifestyle Blogger. Blogging Life. Blogging Industry. UK Blogger.


To me the word saturated is more often construed as a negative word. When I think of something being “saturated”, I think of it being too full. The actual definition is not too far off this.

SATURATION “the state or process that occurs when no more of something can be absorbed, combined with, or added.”

So when we continually hear that the industry is saturated, are we really believing that there is no more room for any other bloggers.

I can’t get on board with this phrase. I think that if it is so saturated then how do we keep discovering more wonderful blogs to follow.

Changing the view

I like to think of the industry as in more of an abundant way. There is an abundance of bloggers out there, and there is plenty room for more.

Thousands of people become Nurses, Teachers, Singers and Actors every day, do we ever hear that those industries are saturated?

Abundance – “A very large quantity of something”.

I know it is only a turn of phrase, but by saying the industry is abundantly full sounds much more open, and welcoming.

Lifestyle Blogger. Blogging Life. Blogging Industry. UK Blogger.

At The Top

Now I know I said there is plenty room for more in the industry, but how many can you have that really make a break through?

I follow big names like Victoria from In The Frow and Lydia from Lydia Elise Millen, and those girls absolutely smash it at the top. Plus, there are still so many other high flying bloggers from all over the world that I don’t have a clue about.

Lifestyle Blogger. Blogging Life. Blogging Industry. UK Blogger.

I’m just discovering some wonderful full timers to follow from America, another country where the blogging industry is huge. This is before we have even learnt about the top bloggers from across Europe, Australia, Asia, and all other places in the world.

Every country has a different economy, and brands need people with knowledge of that economy to write about it. So as the e-commerce world grows, as does social media, the need for brands to keep up and seem relevant is more apparent now. What better way to stay connected with consumers than to use bloggers.

From Big to Small

More brands are working with bloggers that have smaller numbers than what has been expected. There are bloggers with under 5k followers on Instagram that are getting insane opportunities with big brands, because they know the engagement is there.

I follow a lot of large bloggers to see the lifestyle they lead, not necessarily to be influenced shopping wise by them. It is the my favourite smaller bloggers that I trust for their shopping advice.

Lifestyle Blogger. Blogging Life. Blogging Industry. UK Blogger.

That being said, when I see them starting to grow more and more, I am cheer-leading them all the way. I can see how hard they work to progress in the career they want.

Over the last 2 years blogging has come to the forefront of it’s career. Big names like L’Oreal, Ted Baker and Pandora are using Bloggers in advertising campaigns, over models.

They are adding a personality with a large following to a launch, which is a very clever move. Tactics like this can only be on the rise, as the products are selling.

From print to online

We’re also in an era where print is sadly diminishing (another word I don’t particularly like to use). Big name magazines like Glamour and Look have gone, because more and more things are moving online.

It’s accessible to us now through our permanently-attached-to-us phones. Instagram is a very powerful new marketing tool, and blogs are a cheaper way (even when getting paid a lot for) to advertise on in comparison to a magazine.

Lifestyle Blogger. Blogging Life. Blogging Industry. UK Blogger.

I understand that not everyone can make it big. But those who put in 100% and generate quality content, deserve a chance.

This isn’t me being naive or overly optimistic, I’m aware for all the well written blogs there are an equal amount of not up to scratch blogs.

So, I can see why certain people in the industry would lean to the word “saturated”, as there is an awful lot to sift through before finding a gem.

That being said I think going forward it would be good to keep an open mind to an ever growing, evolving and changing industry. New bloggers coming through are bringing fresh ideas that are inspiring others.

The industry is certainly not saturated in my eyes, it’s simply more abundant than a few years ago.


I’d love to know what you think on this? Is this something, as a blogger, than frustrates you too?

Jessi xox0




  1. July 5, 2018 / 10:37 am

    It is a little frustrating, but I think as long as you stay true to your style and carve your own niche in your originality then you are bound to stand apart.

    What is frustrating for me too is the focus on stats over qualiy of content and engagement – especially when there are bloggers out there who buy followers.

    Jackie O xo

    • jessiloublog
      July 26, 2018 / 12:08 pm

      I agree Jackie. Sometimes you can lose site to the technical side but really we should stay focused to what we love. X

  2. Aditi Chawla
    July 7, 2018 / 10:53 am

    Thanks for sharing this Jessi. You’ve expressed your thoughts very well. It’s true how practically no other profession is classified as ‘saturated’, so why blogging! It’s encouraging for bloggers like us to have abundant opportunities and have brands recognise the influence good blogs can have.

    • jessiloublog
      July 26, 2018 / 1:20 pm

      Thanks Aditi. I agree, if we see it as abundant and not saturated it will help our mindset and industry grow. X

  3. Sarah
    July 10, 2018 / 8:46 pm

    Ok I love this. I know I am guilty for using ‘saturated’ when talking about the blogosphere, sometimes it feels like there are TOO many bloggers out there all fighting over scraps of campaigns and opportunities. But the more I think about what you’ve said the more I realise that more blogs/bloggers ISNT a bad thing – we’re all our own blogger with our own style, our own voice and our own audience and there is plenty to go around!

    Sarah 🙂
    Saloca in Wonderland

    • jessiloublog
      July 26, 2018 / 1:21 pm

      Very true. We’re all individuals so we can all create our own space on the internet. Trying to work with brands is only a proportion of the industry. X

  4. August 1, 2018 / 6:34 pm

    I totally agree when you say you read bloggers to see the lifestyle they lead! There might be a lot of bloggers but each one is unique and as long as they stay true to that they’ll be fine. There will never be a point where we run out of TV shows or books, and blogs hold the same interest for me x

    • jessiloublog
      August 2, 2018 / 4:08 pm

      So so true. Everyone will always have a different opinion, and a different writing style we like to enjoy. Welcome to all! x

  5. October 22, 2018 / 4:51 pm

    Finally someone who recognizes the true meaning of the word ABUNDANCE (well, at least in this regard). Keep on keeping on! 😉

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