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Zoella Industry - Coggle Diagram
Zoella Industry
Convergent tech such as social media smart phones ect have led to the development of online bloggers and vloggers - anyone can do it
Joining an Multi Channel Network can benefit a vlogger as their content can be promoted to a much wider audience plus members of the MCN promote each others channels. MCNs can also assist vloggers with production as they often have their own team of specialist video production staff as well as studios and equipment
The desperate need to stay monetised and make profit means that Zoella and her team have to carefully consider everything she posts to maximise revenue
Her old blog site was more personal and informal reflecting her individual contribution as a solo blogger. Her new website reflects her new status as a 'brand' instead of writing in first person posts are written with the pronoun 'we' reflecting a more collective approach
She has also diversified into publishing books however it was later revealed she used a ghost writer to help to write the book, however she has gone on to write books
During the 2020 the UK gov offered 'furlough' scheme to struggling businesses allowing them to claim money to pay staff with. It was discovered that her office manager was being furloughed despite being worth millions - was controversial people were saying the scheme was being abused by millionaires that could already afford to pay their staff
Some might say that her immerse wealth now has an impact on the production values of her videos and the monetisation has changed the focus of them
The Advertising Standards Authority regulate online ads including paid for promotions by celebs like Zoella. Bloggers have to make it clear to viewers if they have been paid to promote something. Usually by using hashtags like #sponsored or specifically saying 'paid for promotion'. Many vloggers including Zoella have gotten in trouble in the past for not making it known that they have been paid to talk about a product.
The global and sharable nature of online media means that vloggers can reach massive audiences. Instant access to a global audience
In her early years as a vlogger Zoella branded herself as being relatable and normal. She didn't want to present herself as perfect. She used everyday mise en scene to create 'girl next door' branding
Her spin off sister channel More Zoella helps her to make even more money out of her existing successful brand
Hesmondhalgh believes that to minimise risk and maximise profit a producer should copy an existing successful format rather than making something different and original
Whist Zoella no longer belongs to the Style Haul Network she now has her own company A-Z Creatives giving her her own team and staff to help run her channels deal with brand partnerships social media management ect
Due to the decline in traditional media products brands have turned to digital marketing. Brands want to use vloggers like Zoella as they can reach huge audiences
She focuses on pushing her merch in pots because diversifying into other synergetic products helps to reduce risk and increase profit - Hesmondhalgh
Although the ASA regulate online adverts there is no regulatory body for social media in general. Most social media pages self regulate by having their own rules about what people can post and relying on other users to report or algorithms to check content. Due to the vast number of global users its impossible to ensure that all content doesn't breach the guidelines sometimes. Even if a viewer reports content it can still be seen by billions before it is taken down especially live streams
Curran and Seaton suggest that media companies are driven on the logic of profit and power some of her content reflects this. However some may oppose this such as taking part in charity events and raising mental health awareness including taking part in comic relief Bake Off. Some argue she only did this for self promotion
Zoella and other vloggers regularly attend fan conventions such as VidCon. Fans pay to attend to meet vloggers, ask questions get autographs ect
Her vlog whilst driving caused a lot of bad publicity and even police intervention. Online vloggers have to be careful as they don't want bad publicity or risk of loosing sponsors
Bloggers like Zoella try to stay 'family friendly' in terms of content eg no swearing to avoid controversy being demonetised and appeal to her young target audience
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Fan opinion is hugely important for vloggers. Zoella has come under fire in the past when fans have been disappointed with her projects or products such as her advent calendar as audiences felt ripped off by the price and quality