Let’s Bring Authenticity Back: Enough with the Sponsored Posts

April 13, 2016

History often likes to repeat itself. We banished Birkenstocks, leg warmers, bright neon colors, red lipstick and Full House long ago, yet we’ve happily welcomed them back into pop culture with open arms. If what’s old is new again, then there’s something else I’d like to bring back: Authenticity.

About eight years ago, I stumbled upon the first running blog I ever read. Although I was a long-time runner and fitness enthusiast, I was new to long-distance running. I was catching the bug as most endurance runners do, and I was in awe of several women who wrote about running. Their journeys inspired me and made me think, “Hey, maybe I can do that too.” I learned a lot from those women. I felt connected to them even though I didn’t really know them. As my own running evolved, they admittedly inspired me to start writing about my own experiences in an effort to make a small difference in this corner of the world.

And then something changed.

About 99.5 percent of the time, I stay away from controversial topics here at runladylike.com. I believe running and the running community should focus on positivity, lifting each other up and being supportive. However, I fear I’m headed down a Jerry Maguire moment here. I’m either going to “have you at hello,” or you’re going to send me packing with my goldfish in hand. Thanks in advance for hanging with me for a minute as I share my mini mission statement before stepping back down off the soapbox.

Perhaps companies started realizing how influential bloggers really are. Perhaps people’s lives took different paths and they forgot why they started writing in the first place. Perhaps the temptation of dollar signs was just too good to pass up. Perhaps the invention of Instagram made quick partnerships and sponsored content easier than ever before. Whatever the reason, personal running and fitness Web sites have become overrun with sponsored posts and advertorial-like content that is diluting everything about what made them so great in the first place.

Don’t get me wrong. As a running coach and influencer in the running community, I love testing new products so I can be educated about them and make recommendations to new runners, athletes I coach and our community. In fact, I pride myself on keeping up with the latest running/fitness trends, gadgets and technology and enjoy reviewing products from time-to-time to share with you. But when did this world of running blogging/writing become a 24-hour commercial? When did writers stop being passionate about brands they love and start supporting anyone who would give them a free pair of shoes and a check?

I fear blogging is on the precipice of extinction if something doesn’t change soon … ending up somewhere like the VHS tape, which definitely is not going to make a comeback like some of its 80s counterparts.

I know, I know. I don’t make my living off of running or coaching or this blog. My husband and I both have demanding full-time jobs that more than pay the bills and we don’t yet have children to care for (working on it). I’m not supporting my family with the words I write or the partnerships I engage in like others might be. I get that. But let me ask writers everywhere, do you really believe in what you’re writing about? Would you write about it regardless of if there were no paychecks or free stuff involved? Is it something people who love and follow you want to see when they come to your little piece of the World Wide Web?

Call me idealistic, but lately I’ve been really saddened to see great companies trade Instagram followers for authenticity and great writers trade their authenticity for an extra dollar, a free trip or Web traffic. I fully support the monetization of social influencers and storytelling, but only if it is real. Authentic.

I thought this would be a good time to reflect on how and when I receive compensation and benefits from companies through runladylike.com. I want to be fully transparent with you so you know you are safe here. I’m not going to write content that benefits me at your expense. If you’re like me, it’s hard to tell sometimes.

Coaching: The majority of income I make from runladylike.com is from coaching other runners to achieve their best running selves in half marathons and marathons. It is a true honor to be a part of other people’s running journey, and I’m deeply grateful for the trust these athletes of all abilities place in me. I typically coach no more than three people per season given competing responsibilities. This income has no effect on what I write or share with you, unless I’m inspired by lessons from my athletes or their questions spur the need to share answers more broadly.

Long-Term Partnerships: I have long-term, ongoing partnerships with two companies: Brooks Running and ClassPass. I’m in a love affair with these two companies because I engage with their products/offerings almost every single day. Brooks Running is my favorite running brand on the planet. I love their products, their people and their message. I was writing about them and how their products helped me achieve my running goals long before I ever became one of their Run Happy Ambassadors. Almost all the running gear I own is from Brooks, and I strive to wear their products from head to toe as much as possible. You will rarely see me dressed in other running clothes with the exception of yoga/strength training gear and/or compression gear I love from other companies. I do not own any running shoes that were not made by Brooks. Period. We partner throughout the year on various content topics, I test products each month and I receive a yearly stipend I re-invest back into running and this Web site. What that means for you as a reader is that I often share what I think about new Brooks gear or shoes, and the team inspires me to write about various running-related topics that are interesting for us to think about.

On the ClassPass side, I share my adventures at studios I attend on Instagram and here on runladylike.com on a monthly basis, mostly with photos. From time to time, they send me surprise care packages and offer fun opportunities, but the only financial benefit I now receive is $25 off the membership I personally pay for when people join using my special link.

Advertising and Affiliate Links: I make a few pennies from the two advertisements on my side bar (to the right). I also make a small commission when I choose to link to products I talk about on Amazon and BrooksRunning.com when you make a purchase on their sites as a result. Trust me, I can barely afford a trip to the grocery store with this income.

Free Gear/Sponsored Content: Ahhh … the elephant in the room and the disdain of this post. I receive pitches and requests from companies all the time to test products and/or engage in sponsored content. You would be horrified by some of the things I get pitched and amazed at how many opportunities I turn down or delete. I actually no longer accept compensation to test or feature products. If it is a product that I would use in my daily/weekly workout/health regimen, would consider purchasing myself and would talk about naturally, I will accept the opportunity to receive and test a product. This includes things like apparel, running gadgets, running accessories, fuel and nutritious food products. I make no promises to write or share about it unless I really love it, and even then I don’t commit to when or how I will write about it (if I ever do). If you ask me about something, I will be 100 percent honest with you on the blog, social media or via email. Through weekly training recaps and series like my Runner’s Report Card (where I do give tough reviews), I let you know what I think about products I test.

Let's bring authenticity back on runladylike.com

And there you have it. Please consider taking a stand and joining me in being authentic. Don’t settle – not as a reader or as a writer. Be true to you and true to the run. Remember why you read what you read and write what you write. Let’s bring authenticity back. xo

Now, I want to know what you think. Did I “have you at hello” or are you sending me packing?

Comments

Karen

I love your blog because I totally get that voice from you – you know, the blogger who writes about products she really uses. I appreciate your authenticity completely. Nothing turns me off from a blog more than a ridiculous number of sponsored posts (especially when they write about products completely unrelated to what they normally write about).

(I’d finish up with something along the lines of “you complete me”, but that’s just creepy. Keep on keepin’ on.)

rUnladylike

LOL! Thanks SO much Karen. I love “you complete me!” I’ll definitely take that. Thanks for reading and joining me on this journey together. Happy running. xo

Mary

It’s so funny that you wrote about this now because I have been feeling so disconnected from other running blogs that I used to read. I felt like it was all a big ad – one that I wasn’t able to relate to at all.
I always enjoy reading your words as I know that you are totally honest and genuine – it just comes through. Thanks for taking the time to explain to all of us what happens behind the scenes at rUnladylike – totally with you here!

Cyanne

Brilliant!!! It’s so frustrating to see bloggers pitching everything and anything, especially when you know it’s not their normal stuff (like suddenly pitching shoes you’ve never worn before). It’s like the don’t think readers notice or care.

Thanks for keeping it real!!

Rebecca

Really like this post!

I’m totally turned off by everything being an ad or pitching everything and anything. I like blogs that are BLOGS, journals, and stories of other runners. If I wanted an ad, I would pick up a running magazine. Nothing wrong with the occasional review or the “this is the best!” but if all I see is an ad, I’m probably not going to go back to that blogger.

Yes – I as well get some gear to review and have been given free race bibs, but much of that has to do with the fact that I’ve already been writing about the products/races for years.

Mike Podracky

I tend to dislike most “sponsored content” whether it’s in my Facebook newsfeed (way too much all the time), or on any webiste I look to for advice, whether it be a running blog or whatever. The authenticity of Runladylike comes through in your writing, but it’s still nice to write your Jerry McGuire manifesto anyway…..as long as you aren’t down to one last reader and you have to yell, “Show Me The Money” like Cuba Gooding Jr to Tom Cruise. Somehow I know that won’t happen. Well done.

rUnladylike

LOL! Thanks so much for the laugh Mike and for always being such a supportive and encouraging voice here! xoxoxo

Sam @ See Sam Run

Great, honest post. I agree completely. While I’m a smaller blogger who doesn’t get tons of pitches, I’m okay with that. I run because I love it and write because I like the connections with other runners I’m able to form. I take some free products and races, but don’t ask for much in return aside from a giveaway or coupon code.
I do understand that some bloggers use blogging as their full-time job, and more power to them. Honestly, if I can tell that a post is sponsored by something a blogger doesn’t really “love”, I can tell and I don’t read it. I’ll read sponsored posts that involve brands that I either love or am curious about, but if I want to have ads pushed in my face I’ll turn on the TV.

amanda

One of the reasons I left blogging is that I am not a fan of where it is today–due to things you touch on and also another big issue: the fact that blogging today requires a voice of expertise, and frankly, plenty of bloggers don’t have the chops to back that up. There is no one checking the advice they are doling out because, unlike with magazines, blogs have no fact checkers, no real references, and no editors. I am very uncomfortable with much of the information I see bloggers offering. Several of the largest blogs have daily advice-driven content on myriad topics and sorry–they are just not qualified to share this information. But in order to be successful, bloggers must sound like an expert. Not sure when or where this trend began, but I too would like to see blogging return to blogging.

Christine @ Love, Life, Surf

This – exactly what Amanda says and has been part of the reason I’ve been disenchanted with blogging lately. Because it feels like it IS all about making money and it’s definitely a pressure that I’ve felt and the pressure to push this service and expert-like posts. I’m still trying to figure out where it all falls out for me but know that that’s not why I started blogging.

rUnladylike

Amanda and Christine, I really love this viewpoint you both have shared and I also agree. I think some of the problem too comes from lack of regulation with running coaching certifications. Suddenly, everyone is a coach because they sat through a day-long training and passed a test in which they memorized some facts about anatomy and physiology. Now, they are writing about tips for runners but unable to execute said advice in their own running and/or have very little experience themselves. I don’t mean that to be as negative or harsh as it sounds, but it is actually a bit dangerous from a coaching perspective.

Another part of it we can thank SEO (search engine optimization) for. Everyone is out to get more page views, and what sells isn’t always what people write about. Of course, we’d all love more people to come stop by and read our content, but the heart of what we write should stay pure to who we are and what we’re about. I know that may be a naive and idealistic viewpoint, but I believe in it. Hugs to you both. Thanks for sharing your perspective on this topic. I love to hear what others think … AND you are both brilliant writers so I’d love to see you continue to share and/or guest blog over here on runladylike.com. xoxo

Kimberly

And because of your authenticity, I use your site or ask you directly about products or suggestions on what can help me with an issue. I appreciate that you have already done the due diligence to research products so I can use it as a reference point. So far, I am grateful for these tested, approved or recommended rUnladylike products: Brooks Pure Flow, Huma Gel, Replace SR and, most recently, Yurbuds!!! These are just to name a few but from product recommendations to race recommendations, I trust and value your reviews. Thank you!

rUnladylike

Awe, thanks so much Kimberly! I’m so glad some of the things I’ve reviewed you have purchased and loved. I have never had a relationship with Huma or Yurbuds and have never received any free product or compensation from either of them. I don’t personally use Huma but I know other runners who swear by it who have more sensitive stomachs, and I almost NEVER run without my yurbuds. They are a true game-changer! So glad this space on the Web has connected us and that we finally got to hang out in real life this year! Keep up the great running and motivation. xoxo

Eileen

I don’t know that I consider myself a blogger. I don’t have tons of followers or companies reaching out to me. I write my blog because I’m passionate about running, and I love to write. There are still blogs out there with genuine heartfelt posts, and that’s the content I enjoy the most.
Thanks for being true to yourself!

rUnladylike

I love that Eileen! Just as the saying goes … if you run you are a runner, if you write a blog you are a writer/blogger. I appreciate you sharing and your optimism for the future. Big hugs. xo

Laura @ This Runner's Recipes

Yes!!!! I don’t do many sponsored posts for this reason, and I love your blog for this reason. I appreciate the honesty behind your reviews, especially when other running bloggers sell tampons, make up, or mattresses. For me blogging is about providing value and building community, not cozying up to any brand that emails me—a lesson I learned in blogging thanks to bloggers like you. So in short, thank you for this post and keep doing what you’re doing!

rUnladylike

Laura, You have become one of my favorite running blogs to follow. I absolutely love your authentic voice and I also love that you share tips and advice based on sound coaching and research (as mentioned by others as a concern here on this thread). The only reason I write here outside of my love of running is just for the reason you share … the community and the value that comes from sharing with one another. The number of friends I have met through writing about running is truly priceless. I have created life-long relationships I cherish and have learned SO much from my readers and other writers. Thanks for being a true authentic running writer. I’m so glad this world has connected us.

Laura

Jes, you reply made my day so much. There’s time when (as I’m sure you know) blogging isn’t easy, but its the connections and relationships that make it so worthwhile. I’m so glad we connected through blogging as well and hope to connect in person someday soon!

Judith

You had me at hello.

I have a tiny, completely unmonetized blog and I get the weirdest requests from companies wanting me to advertise their products. Like you, I love trying new products. But not at the expense of my authenticity. I’d rather just buy things on my own dime and not feel like I’m required to give positive reviews. However, if my favorite running shoes or clothing or gear companies want to make me an ambassador, I’d be thrilled 😉

That said, I wish more bloggers would post bad reviews or mediocre reviews. How do I know what products are true duds?

Tim

Great topic! The first time I read your blog, you had me at hello. Your topics are always well thought out and well written. I won’t lie, I wish I was in your shoes and had companies wanting me to try their products. BUT, that is not why I write about my running adventures. I write them for me and the few unfortunate souls who come across my blog on occasion. I always feel the same way about your content. You are out there to help others and probably yourself at the same time. Keep up the awesome work!

Veronica

I don’t see it too much in the blogs I read. I will generally read sponsored content because of that- it’s not too often and it’s usually something sort of interesting at least (like your posts and Sarah at Run far Girl and Hungry Runner Girl). And, it seem to be less than 10% of the posts. I see it ALOT on other types of blogs and just skip it. Thanks for explaining all the different parts of your blog! I really appreciate the quality of the contents of your writing. Keep it up.

Matt @ TheRunnerDad

I definitely have mixed feelings about this. I certainly see your point in blogs (and social media in general) becoming over-saturated with sponsored posts and content. With my own online presence I try to strike a balance between sponsored content and “authentic” content. Anyone who follows me knows that my sponsored content is few and far between (mainly because I share so much each day). I have a few rules when doing sponsored content on my blog, the main one being that what I am sharing must be of benefit to my audience and be something I myself would use. I cannot tell you how many free samples of products I have received only to come back to the advertiser and say “sorry, I cannot promote this.” On the flip side, like you, when I find a brand or product I love I’ll shout about it all the time without any compensation or incentive, other than to hopefully benefit someone else in my audience. It all depends on what you want your “brand” to be and represent. People will know who is being authentic and who is simply trying to sell them something. And now that I’ve rambled incoherently on about this, I will leave you with this: D’you know that my next door neighbor has three rabbits?

rUnladylike

I love your perspective, Matt and agree with everything you share. I support sponsored content that is authentic and that writers really feel passionately about because they feel it will benefit others with similar interests. Some of the things I love and use today I learned about from other runners through reviews and sponsored posts. It’s fun when that happens. Sadly, I’ve seen a lot of the opposite lately that is insincere and self-motivated at the expense of readers. I hope more people will take the view you do as we work together to lift one another up. Thanks for sharing your view!

Angela @ Happy Fit Mama

Ohhhh…this is a good topic. And one that is hard to approach. There’s always 2 sides to thinks and I see it both ways. Blogging is a strange medium. I started out wanting to connect to like minded lovers of fitness and healthy eating. And then I began to learn more about SEO, having a Pinnable image in every post, social media promotion and all the other “stuff” that you are told is what you need to be successful in blogging. It’s very easy to get wrapped up in all of that especially when you see your numbers grow and the offers start to roll in. I try to pick sponsored posts that have to do with what I enjoy and what I think the readers would be interested in learning more about. I also try to keep the sponsored posts to a minimum. Have I always made the best choice? No. But I’m always learning. I agree that it is 100% a turn off when a large portion of posts are sponsored. That’s when I stop reading.

rUnladylike

I love your perspective on this Angela! I’m so glad you shared it. I really agree with everything you’ve said, and it is always so great when we see upticks in traffic to drive more conversation and interest in various topics. I’m all for supported content as long as it is truly authentic and balanced. I know you always try to balance that really well. Thanks again for sharing. xo

Tricia

Remember the text I sent you on Tuesday – yep just read it again. I said a giant AMEN as I started reading. I trust your recommendations because I know you and know you would only put your name behind products that work for you and you believe.

rUnladylike

Thank you my friend! So miss seeing you all the time and getting to run with you. We MUST plan a get-together road trip ASAP! Big, big hugs. xo

Kimberley

I can’t tell you how many blogs I’ve STOPPED following because of this! I don’t want to read about every product under the sun, I can do that research on my own. I want to read about YOU, the author, and the thoughts buzzing around in YOUR head, not in the heads of every company in existence. I’m more interested in what the author has to say about their fitness, running, travel, etc. I can make up my own mind about a product and don’t want to go into a purchase with a slanted view on the product just because somebody else thinks it’s great.

Mzmm

I will keep it simple yet authentic…so agree!

Allie

Ah yes, the constant sponsored post thing is a huge turn off and that is definitely when I stop reading. Also, I read blogs because I want REAL LIFE human stories – I don’t need “expert” running advice or a constant stream of “pin able” images – I want YOU, the blogger – everything else I can get on my own. I don’t read a lot of what are considered the “big” bloggers because I cannot relate to them on any level. For me, posts need to be first and foremost relatable and honest – if those two things are obviously lacking – I’m OUT!!

Angie

What a great post, you had me at hello! I have followed other triathlon bloggers and running bloggers and yours is the only one I consistently follow, precisely for the reasons you mentioned. I want authenticity and reality. I love the honesty in your posts and I love that you fully disclosed what income, if any, you get from your blog. Love it!