zoella industry

• Vlogging industry


  Blown up and exploded in the last 10 years due to the domestication of technology like video cameras, mobile phones, and ability to upload directly to YouTube
• Vloggers


  • Can now reach global audiences instantly across a variety of platforms like YouTube, Facebook, Twitter, Instagram
  • This can expand their industry into something much bigger
• Zoella's branding as a vlogger

  Relatable, everyday girl next door image, not a glossy perfect celebrity
• Multi-channel networks (MCNs)


  Companies that act as a middleman between vloggers and brands, taking a cut of sponsorship/advertising deals
• MCNs


  • Style Haul network that Zoella belonged to
• Benefits of MCNs for vloggers

  • Help with production, costs, and creating branded content
  • Increase profit and production quality/value
• Online media is now so easily monetized, it changes the purpose of many people's vlogs
• Hesmondhalgh said that Successful producers/companies shouldn't try to be totally new, but should replicate existing successful formats
• Zoella has branched out to a second channel "More Zoella" for behind-the-scenes content
• Digital advertising has nearly doubled in the last 10 years as print media declines
• Advertising Standards Authority (ASA)

  Regulatory board that governs advertising rules online, including for vloggers
• Vloggers have to follow ASA rules like using #ad, #sponsored to disclose paid promotions
• Some vloggers, including Zoella, have gotten in trouble for not clearly disclosing paid promotions
• There is a general lack of regulation on the internet and social media, with sites relying on users to report inappropriate content
• Vloggers' digital footprint can't be erased, so past controversies can still haunt them
• Zoella faced backlash for posting a vlog of herself driving, which was seen as dangerous for her young audience
• Vloggers/bloggers have to be very careful about their brand image and monetization
• Digital footprint


  Our online presence that cannot be fully erased
• Zoella's family-friendly brand was harmed in 2014 when she posted a vlog of herself driving, which was considered dangerous
• Vloggers and bloggers


  Need to be careful about their brand image and avoid causing bad publicity, as they don't want to lose sponsorship deals or monetization
• Zoella and Alfie avoid swearing and keep their content sanitized to appeal to a young audience
• Zoella's operation


  • She has a team of people working for her, including a personal manager, social media manager, and creative producer
  • She has set up her own company called A to Z Creatives with Alfie
• Zoella claimed furlough money from the UK government during the COVID-19 pandemic


  This caused controversy as she is a multi-millionaire
• Zoella's brand


  She is now referred to as "we" on social media, reflecting her transition from an individual to a monetized brand
• Zoella constantly talks about her merchandise, products, and deals to drive sales and profit
• Diversification


  Vloggers need to diversify their revenue streams beyond just monetizing their vlogs
• Zoella had a ghost writer for her debut novel "Girl Online", which caused controversy when it was revealed
• Collaborations


  Vloggers collaborate with other vloggers or celebrities to broaden their target audience
• Zoella's advent calendar was disappointing to fans

  This led to complaints and damaged trust in her brand
• Zoella has participated in fan conventions to sell tickets and meet her audience for example, She also organised a convention with her vlogger friends like ksi, joe sugg and rose and rosie etc called hello world live- people wanting to meet vloggers but it got very bad reviews saying it wasn’t worth the price.
• Zoella has done some work related to mental health and charity, but some view this as just for publicity. She took part in the band aid video which raised money for ebola in african countries
• MCNs are companies that act as a middle man between vloggers and brands so vloggers don’t have to make contact with brands that want to sponsor them as MCN will do this for them- they take 30% of the profit from a deal or sponsorship and help to formulate and publicise these deals. 
• style hall network- mcn- a place where lots of vloggers into makeup etc were publisiced together on youtube- she was one of the first ones to join up with a community of other vloggers doing the same thing. This cross promotion of other people helped to widen the target audience- promote each other’s channels. MCNs also help with production- style hall network help with costs and production with studios, creative employees, cameras etc- help make specific videos for brands- increasing profit and production quality and value of videos. 
• Curran and Seaton- media industries always about profit and power but her posts and work on mental health and anxiety- worked with mental health charities raising money and awareness. for example, she took part in the comic relief bakeoff and won, raising money for comic relief
• Zoella presents a hyper real construction of life, feminity and identity, presenting a fantastic yet relatable experience for her target audience
• binary oppositions created through zoella, the idealised femininity, and alfie, the stereotypical masculinity
• deliberate amateruish cinematography to appeal as relatable and human to her young target audience
• She's become an ambassador for MIND- a mental health charity
• homophobic tweet posted in 2010, 'i find it funny when gay men spit... it's like they're trying to be a bit macho but never works'
• tweet from 2011 about the x factor- 'why did that fat chav go and stand next to him?