Zoella - Industry Flashcards
1
Q
Impact of Technological Change
A
- Recent technological change has made the creation and distribution of online media more democratic; meaning that the general public can create and distribute their own product without the need for professional organisational involvement (apart from the availability of software and hardware).
- This has also changed the way in which media content is made public without a ‘gatekeeper’ to allow what gets seen or not. A vlogger can simply produce and distribute a video, via a file sharing site, by means of a mobile phone, digital video camera or webcam and access to the internet.
- This has led to the huge growth in user-generated content over the past ten years, demonstrating that anyone can produce media, regardless of content or quality.
2
Q
How has the Internet impacted media industries?
A
- Disrupted the power structures that traditionally operate within the media (Curran & Seaton)
- Yet, it could be argued that the commercial potential of internet has been exploited by major corporations to consolidate their economic & cultural power
- Democratised the media by enabling ‘ordinary’ users to create and distribute their own content, removing the traditional gatekeepers and allowing for greater levels of democracy
- For example, all a vlogger needs is a digital camera, webcam and access to the internet to produce content.
- Growth of User Generated content
3
Q
Economic Context
A
- Democratisation is a key benefit of online media platforms.
- However, democracy comes at a price.
- Vloggers generate large amounts of web traffic (consumers).
- This has led to the rise of Multi-channel networks (MCNs) who act on behalf of hundreds or thousands of different channels
- They offer marketing, promotion and monetising techniques in return for a percentage of advertising revenue
4
Q
Youtube
A
- Owned by Google
- Purchased for $1.65 billion in 2005 a year after it was launched
- First ads rolled out in 2007
- 300 hours of footage uploaded every minute
- Highest earning Youtuber is Mr Beast – Made $54mil in 2022
- Most popular branded channel is Lego with 10.4bn views total
5
Q
Multi-channel Networks (MCN)
A
- Organisations which look after high-volume content creators regarding marketing, promoting and monetising their channels in return for a percentage of the creator’s advertising revenue.
6
Q
Zoella used to be part of…
A
- Style Haul
- Specialised in fashion/beauty/makeup etc.
- Zoella was one of the first to join up with a network of other vloggers doing the same thing.
- They get help with production (to increase value) and they can also promote each other’s similar channels.
7
Q
Zoella left Style Haul in 2013 to move to…
A
- Gleam Futures
- They provided her with all of her high street chain deals. Such as her range of beauty and lifestyle products.
8
Q
As of 2018, Zoella is no longer…
A
- Zoella is no longer attached to any particular MCN, instead opting for independence
- In 2018, Zoella and Alfie Deyes launched their own creative Agency called A-Z Creatives (vertical integration)
- This will allow them to manage themselves and other talent outside of the framework of the larger conglomerates
9
Q
Advertising
Money
A
- One of the main ways Youtubers make money.
- Youtube Partner Programme enables creators who achieve a certain amount of views to monetise their content through advertising.
- Advertising revenue is then split between Youtube and the content creators.
- The advertising on Zoella’s content channels are linked to specific ideologies and values.
10
Q
Types of Advertising
A
- Display Ads or Banners
- Overlay ads - placed over the top of the video content in the lower portion of the video
- Video Ads that appear before, during or after the video
-Pre-roll ads appear before a video (skippable or non-skippable)
-Shorter, non-skippable ads that are up to 6 seconds long are called bumper ads
11
Q
Advantages of Advertising
A
- Advantage of online media over traditional mass media forms is that advertising can be targeted to match the tastes and interests of individual users based on their personal browsing histories and information gathered about them whenever they go online
- Google’s AdSense program uses algorithms to place targeted ads on the websites of those who sign up to use the service
12
Q
YouTube pre-roll adverts:
How Does Zoella Make her Money?
A
- YouTube vloggers make ‘on average $0.001 per view.’ – and with Zoe’s channels averaging 22m video views a month that works out a £15,000 monthly cheque.
13
Q
Blog:
A
- Away from Youtube, Zoella.co.uk the written blog attracts 7.4m unique views a month, which generates an estimated £4,000 a month from ads.
14
Q
Product Placement:
A
Many companies want Zoella to showcase and promote their products and she can demand up to £20,000 when she does this in her videos.
15
Q
Vlog Tour:
A
- Linking with other popular Vloggers, tours around the UK [including more expensive VIP packages to meet the celebs] generate substantial income.
