A-Level Media - Zoella - Industry

Summary

This video offers an insightful guide to Zoella's rise within the vlogging industry, focusing on her brand, monetization strategies, and influence on audiences. It explores the impact of social media and technology, her journey with multi-channel networks (MCNs), and how online advertising has shaped her content. The video discusses Zoella's efforts to maintain relatability while managing her business empire, from brand partnerships to publishing. It also covers the regulatory challenges and public controversies she’s faced, offering a well-rounded perspective on the intersection of fame, profit, and responsibility in the digital age.

Takeaways

• 😀 Zoella is a popular figure in the vlogging industry, and her brand is relevant to those studying media, particularly for A-level exams, as she appears in the Educast exam board component 2.
• 😀 The rise of vlogging has been fueled by advancements in technology like mobile phones, video cameras, and social media platforms, making it easier for anyone to become a content creator.
• 😀 Zoella's initial branding was based on relatability, portraying herself as an everyday girl next door, which helped her connect with a large audience.
• 😀 The use of MCNs (multi-channel networks) has allowed vloggers like Zoella to expand their reach, improve production quality, and secure brand sponsorships.
• 😀 MCNs act as middlemen between vloggers and brands, negotiating deals and helping with production costs, allowing creators to focus on content while increasing revenue potential.
• 😀 Monetization has dramatically changed the nature of vlogging, with vloggers, including Zoella, becoming more conscious of how they represent themselves and structure their content to maintain profitability.
• 😀 Zoella diversified her brand by launching a second YouTube channel, 'More Zoella', offering behind-the-scenes content to attract a larger audience and maximize views.
• 😀 The digital advertising boom has led brands to increasingly turn to vloggers like Zoella for product promotion, with some deals regulated by the Advertising Standards Authority (ASA) to ensure transparency.
• 😀 Vloggers must follow strict guidelines for paid promotions, disclosing when content is sponsored to avoid misleading audiences and facing potential fines or demonetization.
• 😀 Despite self-regulation in social media platforms, inappropriate content can still slip through, causing potential harm to both creators and their audience due to the vast scope of online content.

Q & A

How has technology impacted the vlogging industry?

Technology has significantly impacted the vlogging industry by making video production more accessible. With the rise of mobile phones, video cameras, and platforms like YouTube, anyone can now become a vlogger. The shareability of content across social media platforms has allowed vloggers like Zoella to quickly reach global audiences and expand their influence.

What was Zoella’s initial branding as a vlogger?

Zoella’s initial branding focused on being relatable and down-to-earth, portraying herself as the 'everyday girl next door.' She would appear without makeup, make mistakes, and be vulnerable, which made her audience feel connected to her and increased her relatability.

What role do MCNs (Multi-Channel Networks) play in the vlogging industry?

MCNs act as intermediaries between vloggers and brands, handling sponsorship deals and helping vloggers with content production and promotion. They typically take a percentage of the earnings, but they provide valuable support in terms of resources and expanding the vlogger’s reach.

How has Zoella monetized her online presence?

Zoella has monetized her online presence through various means, including brand partnerships, sponsorships, advertising, and by selling products like her merchandise and advent calendars. She also expanded into publishing, with her book 'Girl Online,' and has diversified into multiple areas to ensure financial growth.

What are some of the challenges faced by vloggers like Zoella in terms of regulation?

Vloggers face challenges related to online advertising regulations. They must follow rules set by the Advertising Standards Authority (ASA), such as clearly labeling paid promotions. However, there is also a lack of regulation on social media platforms themselves, which can lead to inappropriate content being posted before it is reported and removed.

How does Zoella handle her brand image and avoid controversy?

Zoella is very careful about her brand image, especially because her audience is young. She avoids controversial topics and maintains a family-friendly persona by refraining from swearing and steering clear of potentially harmful content. She also collaborates with other vloggers to widen her audience without risking controversy.

What were some controversies Zoella faced during her career?

Zoella faced controversies such as being criticized for not properly disclosing paid promotions and for an incident in which she posted a vlog of herself driving, which was considered irresponsible. She also faced backlash for using a ghostwriter for her book 'Girl Online,' and for claiming government furlough money during the COVID-19 pandemic.

How has Zoella’s online presence evolved into a business?

Zoella’s online presence has evolved into a full-fledged business, with a team managing her brand. She and her partner Alfie run a company called A to Z Creatives, and Zoella has employees who handle brand partnerships, social media management, and creative production. Her business now extends beyond vlogging into merchandising, publishing, and other revenue streams.

What is the significance of collaboration in Zoella's success?

Collaboration has been crucial in expanding Zoella’s reach. By working with other vloggers, such as her partner Alfie, family members, and friends, she taps into new audiences. These collaborations allow for cross-promotion and increase the chances of attracting new followers and viewers.

What is the role of fan conventions in Zoella's career?

Fan conventions, like VidCon and Hello World Live, allow Zoella to connect directly with her audience. These events provide opportunities for fans to meet her in person, attend Q&A sessions, and engage with the brand. However, some conventions, like Hello World Live, have received criticism for not meeting expectations.