Zoella Indusrty

Question 1

What has happened to the vlogging industry over last few years?

Answer 1

The vlogging industry has exploded over the last few years as a result of the ‘domestication’ of technologies.

Question 2

How is vlogging easy to product?

Answer 2

Cameras, phones, lighting and editing technologies are more affordable, more effective, and more easy to operate.

Question 3

What has led to the ‘democratisation’ of the vlogging industry?

Answer 3

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.

Question 4

How are vlogs distributed?

Answer 4

The distribution is in the hands of the producers; unstandardised upload to YouTube and other platforms cuts out the marketeers.

Question 5

What are the 4 stages of production & distribution?

Answer 5

-Development / Pre-production
-Production
-Post-production
-Distribution

Question 6

What happens during development / pre-production?

Answer 6

-Deals with brands (via MCN)
-Collaborations/synergies

Question 7

What happens during production?

Answer 7

-Producing content (website)
-Filming
-Writing

Question 8

What happens during Post-production?

Answer 8

-Editing (rough cuts, basic edits)

Question 9

What happens during distribution?

Answer 9

-Marketing
-Circulation
-Viral/‘Word of mouth’

Question 10

Where can most of the production & distribtion of vlogs be done?

Answer 10

Most of the stages can be done at home, by one person: the producer of the text.

Question 11

What are Multi-Channel Networks?

Answer 11

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.

Question 12

Which MCN did Zoella use?

Answer 12

‘Style Haul Network’. They dealt primarily with other fashion, hair and beauty vloggers.

Question 13

What do vloggers need to do to maintain audiences and shareability?

Answer 13

They need to stay monetized, keep their brand image fresh by making changes to their media language codes.

Question 14

Describe Zoella’s mis-en-scene?

Answer 14

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.

Question 15

What has helped Zoella increase potential views and keep original followers happy?

Answer 15

Zoella has branched off with a second YouTube channel, ‘More Zoella’. This helps to increase potential views and keep original followers happy.

Question 16

What happens if vloggers break the rules of the ASA?

Answer 16

They could be fined

Question 16

What is Zoella’s main revenue stream?

Answer 16

Advertising - vloggers do deals to work with brands.

Question 16

How does Zoe mark her affiliations?

Answer 16

Zoe marks her affiliations with a * next to the link to show she will get a share of the revenue.

Question 16

What is the main rule vloggers must adhere to?

Answer 16

They must make it clear when a brand or product mentioned is paid for or sponsored. Often you will see #spon.

Question 17

Who regulates advertising?

Answer 17

Advertising Standards Authority (ASA) which regulates both traditional and digital advertising.

Question 18

When did Zoella come underfire?

Answer 18

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.

Question 19

What is the only aspect of online media that regulated?

Answer 19

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.

Question 20

What is expected of social media platforms (Online safety bill)

Answer 20

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

Question 21

What else is Zoe obligated to state?

Answer 21

She is also obligated to state the nature of these synergies clearly to the audience, so transparency is key for vlogger.

Question 22

What do individual companies set?

Answer 22

Set their own rules on what can be uploaded on their platforms, however its impossible for them to filter content prior to upload and rely on users to report offensive material.

Question 23

What was Zoella criticized for?

Answer 23

Criticized for making homophobic comments on twitter and by the police for posting a video of herself filming when driving.

Question 24

What is Zoella’s audience like?

Answer 24

She has a young impressionable audience to consider and cant afford to make a mistake as she can lose sponsorship deals and monetization of her site and brand. She must stay ‘family friendly’

Question 25

What is Zoella no longer?

Answer 25

Zoella is no longer an independent producer. She runs her A to Z Creatives company with a salaried team based in Brighton consisting of several people including an office manager, social media manager and ceative producer.

Question 26

How is her business marked?

Answer 26

Marked by her use of ‘Team Zoella’ and ‘we’ on her restyled website; she speaks as a brand not an individual as she used to.

Question 27

How do vloggers keep adding subscribers?

Answer 27

Through diversification which protects brands and makes them more money.

Question 28

How has Zoella diversified?

Answer 28

She published her first book, ‘Girl Online’ although she came underfire for using a ghost writer, ‘The Magpie Society’ and also created an Advent Calendar for Boots sold at £50.

Question 29

Curran and Seaton links to Zoella - (Driven by logic of profit and power)

Answer 29

-Vloging industry is all about making money
-She has become so monetised she has lost individuality, huge push on selling her merchandise
-Consider everything she posts to maximise revenue
-However, she deals with mental health issues, worked with charities, comic-relief bake off

Question 30

Curran and Seaton (Limits variety, creativity and quality)

Answer 30

-There is nothing overly creative in what vloggers do

Question 31

Hesmondhalgh (Minimise risk and maximising audiences and profit)

Answer 31

-Focuses on pushing her merchandise in posts because diversifying into other synergetic products helps reduce risk and increase profit
-Collaborations good way of broadening target audience

Question 32

How can it be argued Zoella challenges the idea of profit & power?

Answer 32

Zoe has dealt with mental health issues, worked with mental health charities, participated in Band Aid single for ebola hit countries and won comic relief bake off (But where there all just a publicity stunt)