The Evolution of Personal Media and the Reappraisal of Blog Value: Part 1

The value of blogs is being reevaluated. Their sheer volume—something Twitter or Facebook lacks—and their ability to permanently store information make them a "stock-type content" format that's hard to achieve on SNS. This is bringing blogs back into the spotlight. Furthermore, the phenomenon where blog content spreads via SNS, creating new trends, has become firmly established. Blogs and bloggers are being rediscovered by many individuals and companies. Masato Kogure, blogger at Netafull; Motohiko Tokuriki of Agile Media Network; and Naoki Ochiai of Dentsu Inc. iPR Bureau discussed the current state and future potential of this trend.

People who want to write solid, long-form content are returning to blogs

Ochiai: Over the past few years, various SNS platforms like Twitter, Facebook, Line, and Instagram have rapidly gained popularity. Amidst this landscape, how do you perceive the blog medium evolving?

Kogure: While blogs faded into the background, overshadowed by SNS, I feel they started gaining attention again around 2013. The reason is that "people who want to write substantial, long-form content" and "people who want to archive their content" have returned to blogging. Those who want to write diary-like musings or short posts tend to stay on Twitter or Facebook, while blogs are increasingly used by people who primarily want to "leave behind well-organized information." At the same time, I think more people now view blogs as tools for self-realization. There are more people who "want to publish a book" or "want to connect it to their work."

Tokuriki: Back in the day, everyone—people wanting to write diaries, preserve valuable information, or connect with work—all used blogs indiscriminately. Only recently has a clear division emerged: Twitter for those wanting to casually post short messages, Facebook for connecting with friends, and blogs for archiving substantial information. With this variety of communication tools now available, I think blogs have found a clearer position—or been redefined, if you will. They've taken on a different role than in the early days and are making their presence felt.

Ochiai: I agree. Though I hear some people say things like "blogs are a generation behind" or "they're a thing of the past"...

Tokuriki: I suspect it stems from the perception that "newer web services are cooler." Many people have this impression of services constantly emerging and replacing each other. But that's simply because we were in a phase where things that didn't exist before were being created. Now that a full range of communication services is available, I think we've moved from an era where the spotlight shifted yearly to one of choice and combination. Among the many communication services, blogs are an old, time-honored tool. They might not be cool or trendy, but I think they've become established as a tool that, in a way, is just expected to be there, like email.

By linking with SNS, blogs have evolved into "personal media"

Ochiai: While blogs seemed to lose some prominence with the rise of SNS, they've recently regained a stronger presence by linking with SNS. This shift is significant, right?

Kogure: Recently, we've seen more cases where personal media influence mass media. Take one online media outlet, for example. Their editor-in-chief mentioned in an interview that they "even for articles not primarily about the iPhone, we deliberately include the word 'iPhone' in the title to boost attention." I suspect that in the past, mass media or corporate media outlets wouldn't have done this kind of title writing so focused on page views. Influenced by blogs and summary articles, production methods are changing, and the line between mass media/corporate media and personal media is becoming increasingly blurred. I truly feel we've entered an era where companies and individuals stand on the same playing field.

Bloggers as Enka Singers!? The Unique Appeal of Blogs That Moves People and Companies

Then, someone from the US headquarters came to Japan wondering, "Why is this huge in Japan when it barely got any coverage there?!" We met, and I explained how the blog sparked the boom. This apparently led to them establishing a Japanese subsidiary. Both Masaki and I were appointed ambassadors, and Evernote spread widely in Japan. I think it's a symbolic event showing how even a personal blog can create such a movement.

Ochiai: Why does it move people and companies this much?

Kogure: I think it's because there's a story there. Bloggers are like enka singers, in a way. The content of their articles changes based on their current job, position, family situation, and so on. They're living beings that grow alongside their readers. That human touch, that drama-like quality, is probably what draws people and companies in.

Tokuriki: Exactly. It's great because you can clearly see the writer's values and true feelings. Unlike neutral mass media, they're completely subjective—in a way, biased. I think blogs and bloggers possess a charm unique to personal media.

( Continued in Part 2 )