zoella Flashcards
(27 cards)
how did zoella brand herself in early years?
‘relatable’ girl next door branding
who did zoella used to belong to
style haul network
who were style haul network
- a global marketing services and media company that connected brands to social creators (promos)
- included fashion and style vloggers such as joey graceffa
how else can multi channel networks
(mcms) such as style haul assist vloggers?
vertical integration such as supplying ccs with a specialist team w studios n equipment
who does zoella now belong to?
left style haul network and made her own company w Alfie called A-Z creatives giving herself her own team, based in brighton
how did covid get Zoella in trouble?
in 2020 british gov offered a furlough scheme which she put her office manager on despite making £4.7m annually
- led her to publically apologise
how is the effect of monetisation reflected in her branding?
she now posts more as a brand than a person reflecting how monetisation erased her individualism eg “we” or website rebranding
how did her book “Girl online” cause controversy?
- fasting selling debut book from any author
- had a ghost writer ‘siobhan curham’ causing backlash
how did she diversify herself through app development
cofounder of editing app called ‘filmm’ with over 1 million downloads
who does she collaborate with to reach audiences?
alfie, daily grace, casper lee, family
how may regulation & algorithm control cause ccs to change their content
can cause ccs to structure their content accordingly to not get in trouble (not authentic then) and stay monetised to benefit from brand deals
how does zoella copy successful formats to max profit (hesmondhalgh)
published yt channel more zoella for more behind the scenes content to seem more personal & parasocial relationship
how was her family friendly branding harmed?
in 2024 where she posted a vlog on yt whilst driving which led to a public telling of by police of being “dangerous”
how has online advertising changed in relation to decline of print ?
online advertising has doubled in past 10 years
who regulate online ads?
advertising standards agency
how did zoella break advertising rules following sponsorships?
in 2019 received a warning by ASA for an instagram story promoting viewers to buy an asos dress - didn’t specify the sponsorship
what is the problem with social media regulation?
apps will have to be self regulatory which can make it hard with the growing amount of prosumers
what can self regulatory apps such as youtube rely on for regulation?
reliance on audiences to report however that means they have already seen the offensive material eg logan paul tree hanging
how else has zoella gotten on trouble in the past through digital footprint?
had past homophobic, fatfobic & misogynistic tweets
what does her use of single shot close ups create?
helps develop a ‘parasocial’ relationship seeming relatable to aud like a facetime
how does she encourage audience engagement?
comment like n subscribe with links to other social media reaching global audiences
how does zoella incorporate bricolage
through collaborations w modern trending youtubers
how does zoella emphasise ‘relatability’ through editing
- often keeps in mistakes to personalise her vlog and seem unscripted
how does her tone appeal to a young audience
- speaks in an informal, happy & colloquial way w slag
- direct language as if audience is her friend
