28/12/2025

ON SUNDAY December 28, 2025 theSunday Special IV

Blogging in the age of algorithms BY HANNEF ESQUANDER

B EFORE social media took over everything, we had blogs. We still have them, but they are not as big as they used to be. Influencers have mostly replaced bloggers. In fact, most bloggers of the past have successfully reinvented WKHPVHOYHV DV VRFLDO PHGLD LQÀXHQFHUV Some have even turned into celebrities and successful entrepreneurs. This “past” that we are referring to is not as far behind as the swinging seven ties or even the indie era of the nineties. Blogs gained traction in the mid-2000s with hosts such as Xanga, LiveJournal, Blogger and WordPress, among others. Like social media, it started as a platform for self-expression, with people treating it as an online diary or a travel or day-to-day photo journal. Again, like social media, it was commercialised and monetised for marketing and promotion. Bloggers began being offered paid ads, product reviews and invitations to attend events and take trips. A key strength of the blog lies in its con sumer representation, conveyed through the voices of bloggers whom the public ¿QGV PRUH UHODWDEOH WKDQ FHOHEULWLHV RU

Over the years, blogging has opened up more opportunities for me to travel, try new products and meet many interesting people.

model spokespersons. As blog marketing took over print media advertising, blog gers were suddenly front row at designers’ fashion shows, invited as VIPs at product launches and given products to sample before everyone else. Blogging enjoyed a strong run for several years before social media took over in the early 2010s. By reaching broader audiences more quickly through VKRUW IRUP YLGHRV VRFLDO PHGLD R̆ HUHG content easier to consume than long-form writing. And just like that, blogging saw a decline in popularity, making way for various social media platforms and a new JHQHUDWLRQ RI LQÀXHQFHUV ZKR ÀRXULVKHG within them. Dixon Thum, who has been blogging since 2010, has transitioned to social media. His blog is still in demand, attract ing around 20,000 readers per month and receiving continuous requests for collaborations and paid advertising. For someone who loves to share his life, it is not just about posting content. It is a form of therapy and creativity. For readers, especially those looking for travel-related information, blogs remain a reliable and personal source of insight.

It has become more than just writing.”

Thum

Thum continues to blog while managing his social media presence.