Do blogs still Matter? Recent research says, yes.
Evergreen Insights explores three examples of how to use blogs to let your digital storytelling sing in a special 2025 Blogger Day article
Looking for a new outlet? Try an old comms tool, blogging. Credit: Unsplash
A recent article at Vox (“Little videos are cooking our brains”) explored the question of whether the future of the web is destined to become a sea of “AI slop” with “traditional” content drowned out by never-ending waves of an infinite scroll of AI-generated videos and memes optimized for audiences with ever-shortening online attention spans.
"Our attention spans while looking at a screen have shrunk, on average, from two and a half minutes in 2004 to just 47 seconds, which is incidentally quite close to the average length of a TikTok video." (Source: Vox)
As someone who’s been creating digital content—as well as helping community leaders, advocates, and researchers use digital strategies to engage key audiences—I sincerely hope the answer to this question our society reaches will be (h@##) no. But sitting on the sidelines and just hoping things work out isn’t a strategy for success, particularly for mission-driven organizations that use online communications as a vital tool to connect with audiences and drive change.
While it remains to be seen how AI will ultimately transform the consumption, production, and curation of digital media, it is evident that significant changes are on the horizon. Now is the time for mission-driven organizations to enhance their authentic engagement and communication with key audiences. And in honor of World Blogger Day this coming Tuesday (August 5), I wanted to make a quick argument for considering an “old-school” digital strategy (a.k.a blogging) as a way to cut through the increase in AI-created noise to create meaningful, lasting connections with audiences, both new and old.
An ‘Old-School’ Tool That Still Packs a Punch
It's hard to believe that blogs can be considered “old-school,” but modern blogging has now been around for almost thirty years. The term “weblog” was first coined in 1997, and the content service Blogger (one of the first systems to make the art of blogging widely accessible and affordable to everyday writers, editors, and other content producers) has been around now for just over 26 years.
Over the decades, the form, format, and distribution have dramatically evolved as many “first-wave” independent blogs and news outlets merged and as multimedia tech became more accessible, allowing independent creators to start quickly producing and distributing short video blogs—a foundation for the explosion of today’s creator economy. Yet, while the landscape has dramatically changed over the past 30 years, one thing hasn’t changed: when used effectively, blogging can still be a powerful comms tool that packs a punch.
Like blogging, the iMac was also first launched in the late 1990s. Credit: Unsplash
Is there an audience for blogs in 2025?
So just who’s reading blogs these days? Believe it or not, research indicates that blogs can still attract a significant audience, even in an era where a 90-second TikTok video can provoke both viral admiration and outrage, and where the news is frequently overshadowed by statements made on social media. In a recent look at the state of blogging, MasterBlogging.com stressed that, “83% of internet users (roughly 4.44 billion people) read blog posts,” with 29% of Internet users reporting they read blogs, “at least once a month.” Perhaps most promisingly is data that indicates that blogs have a pretty broad reach across ages and generations:
“Though one would think that the younger generation would be the ones who read blogs the most, 30% are actually between the ages of 31 and 40, while more than 37% are 40 to 60 years old. Only 17% of blog readers fall between 25 and 30 years, while a measly 10.3% are 19 to 24 years old.” (Source: financesonline.com)
And these figures likely undercount the many forms of related micro, video, and newsletter-centered blogging that many organizations and content creators use today. That said, while research may show that blogs in general may still have an audience and reach, that doesn’t mean it’s the right tool for you or your organization.
Going old school
When I decided to launch Evergreen Insights earlier this year, one of the most common questions I was asked was whether I would be launching my own website. That’s an involved journey and lessons learned that I’ll explore in a future blog. In the end, though, one of the key arguments that swayed my decision to launch this website was the ability to have my own platform to self-publish vs. hosting content solely via a social media platform (like LinkedIn) or a newsletter (like Substack).
The idea of a launching a “new” blog in 2025 may seem old-fashioned, or outmoded to some. However, at a time when AI is increasingly curating content “for us,” I felt it was important to create my own online storytelling hub. The goal is a place I can share lessons learned, resources, insights from (and by) other experts in communications and community engagement for leaders at mission-driven organizations. It was also a small way to put into practice the values I wanted my new comms and community engagement shop to embody: collaboration, creativity, and community-driven initiatives.
A view worth a 1,000 words (or blogs). Credit: Unsplash
Making Your Blog Matter: Three Models to Mull
Blogging to drive a discussion
Some people loved it, some people hated it, but Darren Walker’s blogs during his tenure as head of the Ford Foundation almost always generated a lot of conversation and buzz. By leveraging Ford's strong online presence and benefiting from a talented communications team, including external comms partners, blogging enabled Ford and Walker to publish content on their own schedule and terms. This approach not only empowered Walker and the Ford communications team—positioning Ford as the publisher and managing editor—but also reduced their reliance on traditional earned media (as the NY Times can only publish so many op-eds). Additionally, it enhanced Walker's visibility as a thought leader, allowing him to share insights, commentary, and analysis that went beyond what was typically found in op-ed pages—a vital tool as publishers increasingly weigh in on what commentary their outlets can run.
While Ford's resources and status contributed to this blog strategy’s success, this approach also has worked for many other nonprofit leaders across the U.S. And with the ease of repurposing content across various channels today, I encourage all mission driven organizations—as well as community leaders, thinkers, and advocates—to reevaluate how blogs can be utilized as social media content or to drive newsletters, whether powered by Substack or through a traditional email list model.
See a sample blog from Walker.
Using blogs to bring a story to life and let your voice sing
Writing good press releases is an art, but knowing when to choose a blog or article instead is an essential skill for any communicator. Strategic use of blogs allows you to provide vital context that a press release may not capture. For example, Open Signal recently explained the rationale behind their new community fundraising and power-building initiative in a blog post. That piece illustrated why the blog format can be so effective, quickly accomplishing three key communications goals:
It answers the why question for (most) readers right up front and signals (no pun intended) their values in how the initiative was planned and who the other community partners are. It also provides a sense of unity with other community partners while clarifying why this initiative was important for Open Signal, as an organization, to serve as a lead organizer.
It transforms information that could be in a FAQ or standard announcement into a more personal message, while keeping it concise, to drive turnout for an upcoming event.
It creates a natural place for an ask. Since the blog explains Open Signal’s passion for power-building, making a call for new partners feels genuine and aligns with the org’s values.
Not every writer or org will have an ask; an effective blog strategy should mix informing, inspiring, and initiating action. However, when you do have a request, a blog can help present it in a compelling way.
Read Open Signal's recent blog
Translating blog storytelling principles to new media to reach new audiences
When I came to Friends of the Columbia Gorge in 2017 as their inaugural communications director, they already had a strong, established blog in place. They also had a strong editor and seasoned writers to rely on. The trick was to get storytelling, previously locked in a PDF in the newsletter, into other channels. I also aimed to remove the silos between the storytelling we had been doing with words versus images or multimedia. We had many successes. The blog became a vital tool in amplifying the voices of team members living and working in the Columbia Gorge, as well as exploring land conservation and community engagement efforts beyond the organization's traditional advocacy.
In the years since I left Friends, it has been a joy to watch the organization take things to the next level, deepening their video and multimedia storytelling on Instagram, TikTok, and beyond. This blog, part of a creative cross-comms campaign exploring a behind-the-scenes look at a 2024 short film, is a great example.
Take a break, watch a short film
There’s always a danger in holding up examples that leave others out, but as part of our mission at Evergreen Insights, we are a collaborative and community-driven organization. If you have other examples to suggest, please reach out. I reserve the right to editorial control, but the great advantage of blogs is that they can be amended as needed with new information.
Burt Edwards has been editing and writing blogs longer than he’d care to admit and is managing editor for Evergreen Insight’s Issues & Insights blog. In his free time, he enjoys reading other blogs and articles online, listening to comedy podcasts, and exploring new restaurants and coffee shops around the PNW.
PS. Want more info on the reach of blogs in 2025? Try these links for additional resources:
https://optinmonster.com/blogging-statistics/
https://financesonline.com/number-of-us-bloggers
https://masterblogging.com/blog-readership-statistics/
https://www.wix.com/blog/blogging-statistics-and-facts
https://www.vox.com/technology/419430/ai-tiktok-youtube-shorts-instagram-reels
https://www.orbitmedia.com/blog/blogging-statistics/
https://www.statista.com/statistics/187267/number-of-bloggers-in-usa/
https://ahrefs.com/blog/blogging-statistics/
https://www.daysoftheyear.com/days/blogger-day/
https://www.opensignalpdx.org/news/amplify-pdx/
https://www.opensignalpdx.org/calendar/event/9003
https://en.wikipedia.org/wiki/Blogger_(service)
