ZOELLA Flashcards
INDUSTRY
What is the impact of convergent technologies on vlogging?
Technologies such as smart phones and social media have allowed for the development of onine vloggers.
This is because content can be fully produced, low of cost, by anyone.
INDUSTRY
What factors allow vloggers to have wide audiences?
The global and sharable nature of online media.
It is easily accessible to all, and can be shared amongst likeminded audience members.
INDUSTRY
What are MCN’s and how do they help vloggers?
Multi-channel networks.
These are organisations which represent and work with a number of YouTube creators.
These give channels audience growth, brand deals, a community, production marketing and sales, cross-promotion.
In exchange for these videos the MCN would receive a % of the advertising revenue generated on the creators channels.
INDUSTRY
What MCN did Zoella belong to?
‘StyleHaul’ network, an MCN which specialised in beauty, fashion and lifestyle content.
It included cross-promotions with Zoella and other influencers which created similar content - which allowed for the sharing of audiences.
It also included branded campaigns with beauty companies such as L’Oreal and Maybelline.
INDUSTRY
How was being part of ‘StyleHaul’ network beneficial to Zoella?
Monetisation and
brand deals: helped Zoella connect with high-end brands, unlocking high-paying sponsorships.
Audience growth: Through cross-promotion and collaborations.
Professionalisation: Through the use of resources such as studios, marketing, production and sales.
INDUSTRY
How might some argue that Sugg’s wealth has impacted her content?
The production value of her videos have increased over time, with professional filming and editing equipment.
It might be argued that her main focus is now monetisation - the desperate need to stay monetised and make profit means that Zoe and her team have to carefully consider everything she posts to maximise revenue.
INDUSTRY
How does Hesmondhalgh’s idea of copying existing successful formats to maximise revenue apply to Zoella?
In 2012, Zoella created a sister channel ‘MoreZoella’ in which she would post more relaxed content such as daily vlogging as opposed to thoroughly planned sit-down videos.
This format had been previously done by other successful YouTube creators which allowed them to increase revenue - making money from an exisiting successful brand.
INDUSTRY
How has the decline in traditional media influenced advertising on online media?
Brands want to use content creators such as Zoella to advertise their products or serives, as they have the opportunity to reach wide audiences.
On her YouTube, Zoella used to be seen advertising beauty-related products such as the makeup brand ‘Collection’
More recently, and post-rebrand, she is seen to be advertising more family related services such as ‘Marks and Spencers’ food.
Generally, YouTube influencers charge based on video views - or views of an ad segment within a video.
INDUSTRY
Who regulates online advertisements and what are the regulations specifically in place for online content creators?
The Advertising Standards Authority.
Vloggers have to make it clear to viewers if they have been paid to promote a service or brand. Usually, this can be done through hashtags such as ‘#Sponsored’ or specifically saying ‘Paid for promotion’
INDUSTRY
How was Zoella seen to be breaking the regulations of the Advertising Standards Authority?
In 2020, Zoella didn’t make a paid promotion for an ASOS dress on her instagram story clear.
She had put a swipe up link so that audiences could visit the product page and buy the product.
She did include the word “affiliate” at the bottom of the image, but it was obscured by a feature within the app.
INDUSTRY
How are social media platforms regulated?
There is no regulatory body for social media platforms.
So most social media pages such as YouTube have to ‘self-regulate’ by having their own regulations and relying on users and algorithms to check content.
However, due to the vast number of global users and posts - it is impossible to ensure that conent doesn’t breach guidelines all of the time.
INDUSTRY
How is YouTube seen to be ‘self-regulating’?
There is an anonymous ‘report’ button, to make the platform aware of harmful conent flagged up by users.
INDUSTRY
What is the problem of self-regulating social media platforms and popular influencers?
Content which breaches regulations is often seen my thousands before it is reported/removed.
For example, it wasn’t until Zoella’s homophobic and fatphobic tweets from 2009-2012 resurfaced in 2017 - that they were removed.
Similarly, it wasn’t until the police had seen a video of Zoella driving whilst vlogging with a flashlight on her face that the video was removed.
Not only does this content create bad publicity, it also shows that nothing is ever completely removed from the internet.
