Zoella Indusrty Flashcards
What has happened to the vlogging industry over last few years?
The vlogging industry has exploded over the last few years as a result of the ‘domestication’ of technologies.
How is vlogging easy to product?
Cameras, phones, lighting and editing technologies are more affordable, more effective, and more easy to operate.
What has led to the ‘democratisation’ of the vlogging industry?
Many of the technologies used to edit and produce online products are now free, which has led to the ‘democratisation’ of the industry: anyone can have a go.
How are vlogs distributed?
The distribution is in the hands of the producers; unstandardised upload to YouTube and other platforms cuts out the marketeers.
What are the 4 stages of production & distribution?
-Development / Pre-production
-Production
-Post-production
-Distribution
What happens during development / pre-production?
-Deals with brands (via MCN)
-Collaborations/synergies
What happens during production?
-Producing content (website)
-Filming
-Writing
What happens during Post-production?
-Editing (rough cuts, basic edits)
What happens during distribution?
-Marketing
-Circulation
-Viral/‘Word of mouth’
Where can most of the production & distribtion of vlogs be done?
Most of the stages can be done at home, by one person: the producer of the text.
What are Multi-Channel Networks?
MCN’s function abit like an agency and take a cut of the profits from collaborations they establish. They can also offer help with production and financing to increase production values.
Which MCN did Zoella use?
‘Style Haul Network’. They dealt primarily with other fashion, hair and beauty vloggers.
What do vloggers need to do to maintain audiences and shareability?
They need to stay monetized, keep their brand image fresh by making changes to their media language codes.
Describe Zoella’s mis-en-scene?
Zoella started out as the ‘everyday girl next door’ and used an everyday mis-en-scene (her old bedroom). Since she became popular, and she’s had to balance the need to maintain this brand image agaisnt the need to creatre a brand that other companies want to affiliate with.
What has helped Zoella increase potential views and keep original followers happy?
Zoella has branched off with a second YouTube channel, ‘More Zoella’. This helps to increase potential views and keep original followers happy.
What happens if vloggers break the rules of the ASA?
They could be fined
What is Zoella’s main revenue stream?
Advertising - vloggers do deals to work with brands.
How does Zoe mark her affiliations?
Zoe marks her affiliations with a * next to the link to show she will get a share of the revenue.
What is the main rule vloggers must adhere to?
They must make it clear when a brand or product mentioned is paid for or sponsored. Often you will see #spon.
Who regulates advertising?
Advertising Standards Authority (ASA) which regulates both traditional and digital advertising.
When did Zoella come underfire?
Zoella came under fire for influencing her audience without making her payments received clear. She has to be aware of young followers believing that certain products are essential when they are not.
What is the only aspect of online media that regulated?
Advertising is currently the only aspect of online media that is regulated, though plans are gathering pace for more restrictions to be placed on online organizations.
What is expected of social media platforms (Online safety bill)
Social media platforms are expected to remove illegal content quickly or prevent it from appearing in the first place, prevent children from accessing harmful and age-inappropriate content, enforce age limits etc
What else is Zoe obligated to state?
She is also obligated to state the nature of these synergies clearly to the audience, so transparency is key for vlogger.
