The Dos and Don’ts of Beauty Blogging

Article by BR Natalie

Do you read other people's beauty blogs and think, "I could do that"?  Or maybe you'd like to take your beauty hobby to a new level?  Or maybe you think writing a beauty blog would be a great step-up to a career in the industry?  Or maybe you're lusting after the seemingly endless freebies some bloggers seem to get?

Whatever your reasons for wanting to start a blog, one thing is for sure, it needs to engage your target audience in order to build a following and hopefully, create a lasting impression on the interweb.  

Here's our list of the dos and don'ts of beauty blogging to help you get started.

DO blog what you love.  Blogging isn't a case of saying what you think people want to hear, it's about offering your tuppence worth on something you feel passionately about.  Not interested in the latest MAC collection that's getting other bloggers in a right tizz?  Don't write about it!  Are you more interested in skin care than makeup?  Focus on skin care then.  When it comes to blogs, it shouldn't be a chore, it should be an extension of your hobby, something you enjoy. 

DON'T blog if you haven't got anything to say.  Let's say you buy a new lippie and plan to write about it later that day.  Turns out the lippie is kind of meh, and you can't offer more than a sentence or two about it.  Find something else to write about!

DO consider how you can offer something different.  For example, every month subscription boxes are unboxed and put on hundreds of blogs within days of each other.  And the expected formula is quite uninformative when you look at it.  Photos of the product, with the RRP and the description copied straight from the box.  If unboxing is your thing think about how you can stand out from the crowd.  Maybe instead of the usual "I haven't used it yet, but it looks nice", you actually trial every product in the box.  You might end up posting after the initial flurry of unboxings but you'll have the edge - an informative review of the box.

DON'T stop learning.  Not sure how to create a blog template or what SEOs are?  Use the power of the internet to expand your knowledge and increase the potential of your blog.

DO pick the right blogging platform for you.  Generally you're either going to go for Wordpress or Blogger.  Look at the benefits and negatives for both, ask other bloggers what their preferences are and decide what is best for you.  Choose a short and pithy name for your blog, it doesn't need to be clever, it just needs to reflect you.

DON'T isolate yourself from the competition.  If your blog is going to succeed it will have it's own unique voice.  So make friends with other beauty bloggers - you might find yourself inspired or even be able to offer each other cross-promotion.

DO maintain a professional approach.  If people take the time to comment or email you, reply in a timely manner.

DON'T share what you don't want the whole world knowing.  You might opt to blog under a pseudonym or pet name.  Consider the privacy of others in your life, for example, I generally refer to my husband as The Husband and my son as Milky Chops.  Why?  Because my writing is MY outlet, it's not really my place to 'out' the significant others in my life.  Never publish contact details other than an email address.

DO be honest.  I don't know about you, but I tire very quickly of bloggers that love every product they write about.  If you don't like a product that's been supplied, is it really ethical to mislead your readers by writing a rave review?  You really have two viable options; write a well rounded review encompassing the good and bad points of the product or choose not to write about it at all.  But be sure to let the company providing the products know why they won't see a post on their product. Just don't be that blogger, finding your 'holy grail mascara', only to find 'the best mascara in the world' the following week.

DON'T publish rubbish photos.  Not even with the 'sorry about the photos' disclaimer.  Blogs are as visual as they are literary, so if you're going to include photos or images make sure they are of high quality.  You can find simple photography tips all over the internet.  If a photo has been edited in any way, say so.  Also remember to credit every image you use, if it's not your own. 

DO blog regularly and consistently.  Maybe start out with a couple of times a week. As someone who has to write everyday, here's a tip - have a few posts in reserve!  If you're ill, or suddenly life happens and you're too busy at least all you have to do is find a couple of seconds to hit 'publish'.  Regular content will also endear you to search engines, giving you a higher ranking. 

DON'T take the mickey with giveaways.  Giveaways can be a great way to raise interest in your blog, but you're going to want to give away something people want.  Make entering easy, don't require they like and share every social media avenue you have.  Don't give away product you don't really have the right to run a promotion off of the back of.  For example if you receive samples from a company, there's the expected element of good faith, that you are going to use these samples to trial the product yourself.  It's very uncool to use these 'free' products as a way to drive traffic to your blog and more than likely breaks the T&Cs you accepted when requesting the sample. 

DO utilise social media. Use social media to drive people to your blog, but also to engage with people in similar circles.  Retweet and share interesting posts from other bloggers or industry accounts, follow back those that follow you.  Post photos on Instagram daily, maybe your MOTD (Makeup Of The Day) and include your blog link in the description.

DON'T blog under false pretenses.  If a product has been supplied to you, say so.  For many readers the element of trust in a review is formed in knowing the answer to one question - did they spend their own money on this product?  If you link to a site be upfront if it's an affiliated link.  For example if you shared your unique BR referral link, let your readers know that you will earn points if they use your link.

DO remember your English lessons.  Spelling, grammar, punctuation.  Use spell check.  Do not use text speak.   Draft, re-read, edit, re-read.  It's fine, if not preferable, to have your own 'voice', so don't feel the need to write the perfect essay, but it must be easy to follow. You might be the queen of tangents or the dame of digressing and that's fine, as long as people can understand you.  (I'm a big fan of the parenthesis-side-comment, but try to be conscious about over using them.)

DON'T expect to make money overnight.  Creating a successful space on the internet is a labour of love. You might only have 30 followers at the end of the first year.  Creating a revenue stream from your space might seem like the ultimate reward but consider how you do it.  There are lots of 'pay per click' advertising schemes, but quite often you do not have complete control over what is being advertised.  I don't know about you, but more often than not I quickly leave blogs that are covered in adverts, to me it just screams low rent.

DO take note of the golden rules of Vlogging, Photos and Selfies.

For videos:

• Use the best quality equipment you can afford, and practise using it.  There are literally thousands of tutorials online.
• Check your lighting and sound quality - take  the hint from Mr Natalie, who, when having a YouTube session will immediately click back if the video quality is rubbish.
• Check the background - do you want the world seeing your knickers on the airer, your rubbish bag or unmade bed?  A plain background is best.
• Check your outfit for JJs (Janet Jackson wardrobe malfunctions).  Bra straps, gaping buttons, stains.  That sort of thing.
• Look presentable, brush your hair and touch up your makeup.
• Know what you're going to say.  You don't need to script it, but people don't want to see you read the back of a product!
• The power of stop is a wonderful thing.  If it's not going well, stop and start again!

For photos:

• Again, use the best quality equipment you can afford, and practise using it.
• If the first shots aren't great, try again.
• For makeup and swatches, the 'golden hour' early evening lighting isn't the best.  You want a bright room with indirect sunlight.  If possible, avoid using your flash.

For selfies:

• Don't do the duck face or trout pout.  Just don't!
• Play around with angles, but remember - you are both imperfect AND beautiful.  You might notice the hint of chins, the wrinkles or that one of your eyelids is thicker than the other - but others are likely to notice your beauty first.  So take photos that show you, not you in a really weird pose!

So there we have it, Dos and Don'ts for beauty blogging.  Are you a blogger?  What tips do you have for other bloggers?  Or are you thinking about blogging but haven't started yet?  What's stopping you?

Get chatting below!