We are obsessed with stats.
CPM, Unique Impressions, Pageviews, Bounce Rate, Returning Visitors … You name it. They are like crack to a food blogger. There’s nothing like the frequent, fleeting approval that comes in the form of daily, unique visits to your site. It’s not the numbers themselves. It’s the subtext: Hey. You’re cool. We like you just well enough to have briefly paused at your site for, at minimum, x seconds. Keep up the swell work, and there is a minuscule chance that someday, we will perhaps rescue you from the slow, suffocating death that is your day job.
To the self-righteous among you who attempt to deny this, I have this to say: bullshit. Why else would you get so worked up about getting rejected from food porn sites like TasteSpotting (TS) and foodgawker (FG)? Why do you want your photo there in the first place? Immortality? Narcissism? Might it have something to do with the fact that the traffic on your post increases at least tenfold when it’s featured on one of those sites? Yeah, Sarah and Chuck (of TS and FG, respectively) have got it going on, and they know it. God bless ‘em. No one, beyond my 20 friends on Facebook, would have ever heard of my site if it weren’t for them. Do I get a little upset when a photo gets rejected? Of course. What red-blooded obsessive-compulsive wouldn’t? But ultimately, I realize that it’s impossible to argue with “we just liked other pictures more.” (Usually expressed by the referees as “Dull/unsharp.”) Right? I mean, you can’t argue someone into liking something, in the same way that you can’t debate someone into being attracted to you. (“Contention I: I am hot …”)
The dangerous thing about getting photos posted on these food porn sites is that the ensuing bolus of traffic is, in fact, like crack. Once you get a taste, perhaps several in a row, you get quite accustomed to certain outcomes. “Normal” (i.e., non- “enhanced”) traffic on a new post becomes sorely disappointing, or deflating, by comparison. It might as well never have existed. As a result, you could find yourself, for example, shooting pictures in a style that caters to these sites. Making meals multiple times for the purpose of a reshoot. Buying specific equipment to improve your chances of getting featured on the site. Wondering whether you should schedule a dinner party for 4PM to get better light. All fine things, as long as you know and are comfortable with what your objectives are.
At some point, I completely lost perspective.
This is how a crazy person views things: I have a very small blog, so my daily traffic on a non-post day is something like 50 unique visitors. The traffic when I get a post featured on both TS and FG on the same day? Hundreds to thousands. In sum, not high enough to crack the nut, but a hell of a lot better than 50. And that’s not including the residual traffic I get from TS and FG on days 2 – 5. Since it’s not realistic to count on getting featured at both sites, let’s be conservative and say there’s a 10-fold improvement in traffic. If I post at 1/5 the rate I normally would, BUT make sure that each post has a killer photo that will likely make it in, I’m still getting twice the number the impressions I would otherwise.
So. If I’ve cooked a nice dish, have a good story, have perhaps written a post, but have no photos taken in decent light, what should I do? TS and FG likely won’t accept any of the photos. A sane person would go ahead and post. In my distorted, stat-fiending perspective, I found myself thinking, No one is going to read this if it’s not on TasteSpotting. (Which is not true, incidentally.) But having that as the standard became paralyzing. Do I reshoot the whole thing? Do I try to get a hero shot with just one of the ingredients? Maybe I’ll just hold off and work on something else …
Then fellow blogger Jean from Lemons and Anchovies (which is a fantastic site, if you haven’t already visited) said the thing I needed to hear:
@lemonsanchovies: @brhau I’m sure your pictures are fine. Post already!
And that’s when I finally articulated mentally what was (in retrospect) obvious, but what I had, up to that point, failed to convince myself of: The point of my writing this blog is not simply to maximize the number of impressions. Duh. If it were, would I be throwing up a fucking marathon post about sous vide short ribs? Further, if I want to develop as a writer, what I need to do is write regularly, even if no one reads it. Cook, and write. I need to get over all this hand-wringing about whether the food porn gods will look kindly upon my pictures.
So that’s it. I’ve decided to give slightly less of a shit about getting stuff onto TasteSpotting. Not that I won’t continue to try like hell. But as a start, I will soon “release” a post that doesn’t contain a single gawkworthy photo.
Coming Soon—A dinner party, featuring David Chang’s Bo ssäm