It seems like everyone is joining the blogging bandwagon but only a few are really good at it. Allegro Dinkwanyane of the Orgella Online fame reflects on blogging her way to success.
Who is Allegro?
I’m a 24-year-old ambitious and hard-working woman from Limpopo. I fell in love with the media industry when I was about 12 years old. My family moved around quite a bit so I grew up in different places but I was mostly based in Pretoria and then in Lebowakgomo, Polokwane. I’ve been based in Johannesburg since 2009. I’ve always known that I was destined to be in the entertainment industry, whether as a singer, journalist or even a media mogul. My aspirations were to be where I am today so I’m really blessed to have realised my dreams.
What did you study?
I studied a BA in Journalism at the University of Johannesburg because I enjoy telling people’s stories. For me, being an interviewer is much more enjoyable than being an interviewee. My role models are people like Oprah Winfrey, Khanyi Dhlomo, Basetsana Khumalo, Carol Bouwer because they are powerful media moguls. Journalism was and still is something I enjoy, although I don’t consider myself as a typical newsroom journo.
Tell us about Orgella Online. When and how did it start?
Orgella Online is my entertainment blog that I launched in 2011 while studying. Initially it was like my personal “dear diary” blog where I wrote about stuff I love like music, celebrities, fashion and events. The idea of running it as a business came after I started receiving mails from potential advertisers, huge brands that wanted to sponsor me and help me establish my blog. Now after three years, it’s one of the top entertainment blogs in South Africa.
Online journalism interested me the most at tertiary. I remember for one assignment we had to create a fake blog. I already knew what I wanted to blog about and how I wanted it to look so I pitched my idea to my lecturer and she loved it and I got top marks. I just simply continued blogging until the official launch in October 2011. There’s nothing I love more than staying updated with the latest local and international entertainment news so I figured I’d be one of the sources for my target market.
Blogging is very popular now. What sets you apart from everyone?
It’s true, everyone has a blog now but not everyone runs it like a business or stays consistent. One of the keys to being a successful blogger is consistency and I’ve been consistent for three years running and I can tell you now that my team and I will not be slowing down anytime soon or never. But most importantly, I use my own voice! I think that’s what makes me different. There’s only so many “exclusives” we can get, half the time we’re all blogging about the same thing. What’s important and interesting is what YOU as the blogger have to say. Most of my readers come to my blog to find out what MY opinion is on entertainment news making headlines. Having my own voice is what makes me unique.
For me, blogging is not a hobby – it’s my job. I got inspired by my favourite international bloggers who actually make a good living from their websites. I told myself I could also do that. Fair enough, blogging in South Africa and Africa is still not where I’d like it to be in terms of the standards but we have quite a few people who are successful. I take what I do seriously. It may be entertainment news but it’s still my livelihood. Orgella Online has done so well in the past three years that I’m going as far as launching two more digital platforms @AllegroEats and @BossChiq_SA.
How did you manage to monetise Orgella Online?
I get approached by different brands and sponsors, especially corporate companies that want to tap into my target market. They buy ad space on the blog. There are also Google ads, but I don’t use that because it clutters my website. I love how my site looks without too many ads.
Speaking of sponsors, how were those relationship started?
I’m just blessed! Sponsors like Avon, Brutal Fruit and FabroSanz have been with me from the beginning. They believe in my brand and we have a very good and clear working relationship. They love what I do and I appreciate what they do for my business.
How many visitors do you get in a month?
I have an average of 35 000 to 40 000 unique visitors monthly and a hit rate of about 5 million per month. Most of my readers are based in South Africa, Nigeria, Botswana, the U.S and the UK.
What has been most instrumental thing in making your blog successful?
My commitment, consistency, my sponsors and my team of freelancers. I also have wonderful readers who practically live on the blog (even though most are “silent bloggers” that always visit the blog and keep me on my toes).
Your blog is three years now, what are some of the challenges you have faced and how did you overcome them?
I haven’t faced that many challenges. The one thing I would say I overcame was pitching my blog as a business and saying no to companies who always want to offer you freebies for free advertising. I respect my blog as a business and so I should collaborate with brands who value what I have. Sometimes the site will crash unexpectedly but that’s easy to deal with.
Tell us more about your operating expenses?
I pay for hosting services, upgrading and maintaining the website. I work with several freelance photographers who also need to get paid. Money is spent travelling to events and meetings with my team of writers.
Since you work independently, how is your relationship among the blogger community?
I’m cool with everyone. I know what I want and I stick to that and focus on me. I don’t compare my blog to anyone else’s. I have friends that are bloggers and we all get along.
What’s the one thing you’d want people to know about being a blogger?
It’s not all fun and games, meeting celebrities, attending events and all that glitz you’re sold on social media. It’s a lot of work, sleepless nights and loads of bandwidth but if it’s what you love, you’ll do just fine.
What’s next for you?
There are quite a few things coming up from Orgella Media, which is my company that Orgella Online is a subsidiary to. I run a PR agency called Orgella Communications. I’m launching my food blog #AllegroEats on www.allegroeats.com before the end of 2014 and I’m also working towards my first cook book. There’s an online talk show in the works and my online store Boss Chiq SA soon. I’ll also be back on radio full time in 2015. There’s also plenty of travelling too!
Your advice to up and coming bloggers?
Be consistent. Stay true to who you are and what your blog represents. Be online savvy. Have fun!
