Zoella Industry Flashcards
What is the benefit of convergent technologies on vlogging?
Technologies such as social media and smartphones have aided the development of online vlogging as vloggers can reach a mass, global audience.
What persona does Zoella aim to create through her brand?
‘the girl next door’ who is relatable and ‘normal’.
What is an MCN?
A Multi Channel Network.
Makes contacts with companies and brands for a Youtuber.
For example, areas in cross-promotion.
MCN’s receive a percentage of the profit in return.
What MCN did Zoella used to belong to?
Style Haul
She was publicized in their YouTube channel.
What are benefits of MCN’s?
A vloggers content can be promoted to a much wider audience.
Members of the same MCN can promote each others channel’s.
MCN’s can assist vloggers with production eg. studios and equipment.
What does Hesmondhalgh believe producers should do in order to be successful?
He claims producers should copy existing successful formats.
Zoella has done this in creating another YouTube channel that copied the already existing format.
Why may Zoella’s immense wealth have an impact on her brand?
This may have an impact on her production values as monetization has changed the focus of YouTube.
Why have brands turned to online to advertise their products?
There has been a decline in print advertising due to the increase of online media.
Who regulates online advertisements?
The Advertising Standards Authority.
What do vloggers have to ensure when doing an ad?
They have to make it clear that this is a paid promotion.
This is often done with a hashtag.
Zoella has been in trouble with this in the past.
Why is regulation hard for online media and how to certain platforms prevent this?
The vast scope of the internet makes regulation of everything hard as content can easily be shared.
YouTube therefore self-regulate with their own rules and algorithms.
What does self-regulation rely on and why may this be hard?
Relies on audiences to report content.
But, videos can easily be shared before being taken down.
What is an example of one of Zoella’s videos where she gained bad publicity?
In the video named ‘Pug Party’, she was seen looking at the camera while driving and not having her eyes on the road.
This resulted in a public telling off by the police.
Why do YouTubers have to be careful with bad publicity?
This can risk certain sponsorships and cause possible demonetization.
What does Zoella generally do to avoid controversy?
She remains ‘family friendly’ with her content.
What was Zoella’s own MCN called?
A-Z Creatives.
This was after she left Style Haul.
What did A-Z Creatives provide for Zoella and Alfie?
It gave them their own team to help run their channels.
How does Zoella’s website show her shift from an individual into a brand?
Instead of writing personal blogs, the articles include words like ‘we’ showing a collective involvement.
What does diversifying into other synergetic products help to do?
Reduce risk and increase profit (Hesmondhalgh)
What are examples of Zoella diversifying?
Her book - ‘Girl Online’
She is co-founding of the editing apps ‘Template’ and ‘App Filmm’
Why was her book ‘Girl Online’ controversial despite her sales and what did this possibly do to her brand?
It was later revealed that the book was ghost-written.
This may have damaged her persona as the ‘girl next door’.
What collaborations has she done with other YouTubers and how has this benefitted her?
Alfie Deyes/ Miranda Sings/ Joe Sugg
This widens her audience.
What was her advent calendar controversy?
In 2017, Zoella released an advent calendar with Boots where the products did not match the price it was sold for.
Zoe claimed that this was Boots decision and not hers.
How has Zoella interacted with fans in the past?
She has attended fan conventions such as Vidcon.
How may Zoella reject Curran and Seaton?
She does not solely focus on money.
She has done campaigns for mental health, Band Aid and SU2C Bake Off.
What is Katz and Lazarfeld’s two-step flow theory?
The idea that opinion leaders get information from a media source and then pass this down to other people (‘the masses’).
How may Zoella be an opinion leader according to the two-step flow theory?
She often used to do videos on beauty reviews - this would infiltrate her opinion to her followers and they may be inclined to buy these products.
