Zoella

The success of YouTube stars such as Alfie Deyes and Zoella is driven in part by the authenticity of their on-screen personas. In a world of polished media, a world in which the mainstream media saturate us with ideal imagery, YouTubers construct products that appear unmediated to their post-millennial target market. Jump cut editing provides narrative energy and is coupled with a direct address presentation style to construct a deliberately amateur aesthetic. Relatability is constructed through the use of everyday mise-en-scène, through costume and make-up that appears deliberately natural to affect an effortless and understated aesthetic. Similarly, the clichéd bedroom setting reinforces codes of realism and takes audiences into the private space of the YouTuber, where their seemingly unscripted narratives generate a sense of spontaneity. The inclusion of presenter mistakes and retakes in final edits further augments the idea that we are being given an authentic insight into the personal worlds of Alfie and Zoella. Zoella’s simple charm is to present herself as a best friend character – to enable what Katz and Lazarsfeld would call personal identity 

How Zoella makes money:

• Collaborative content

• Sponsorship

• Brand deals

• Monetisation of YouTube videos

• Merchandise (diversification to broaden audiences- books, lifestyle and beauty, Sugg life)

Target audience

Female

• Emotive content - the show appeals to its female audience through narratives that engage with subject matter emotionally. 

• Zoella foregrounds stereotypical female based activities in her presentation: fashion, make-up, relationships. 

• Mise en scene is stereotypically female - female colour palette, fairy lights, accessories

•  Use of pets and pet orientated references, her pug Nala

• She constructs a version of ideal beauty - highly stylised, lots of makeup, attention paid to costume. • Intimate confessional tone - creates a relatable female character. 

• A quiet/passive presentation style which is more of a conversation 

13-24

• Heavy use of social media; Instagram, Snapchat and YouTube 

• Youthful collaborations

•  Deliberate amateur aesthetic suggests authenticity- mistakes, jump cuts 

• . Everyday activities of this demographic are incorporated into narratives-shopping, eating at fast food restaurants

•  Fan connections showcased in uploads - fans represent the real target audience. 

• Light comedic tone effected. 

•  Youth orientated slang deployed. 

• Use of YouTube commentary to create intimate connections with the target audience. 

BC1C2 

• Partnerships built with companies who target similar demographic groups (ASOS/H&M) - companies who represent high street fashion at value prices. 

• Language moderately formal - some extended language deployed with Standard English used to mirror lower middle class values and educational background. 

• Zoella’s house represents an ideal youthful environment - a place of fun and socialising. 

• BC1C2 targeting allows uploads to be associated with more lucrative advertising tie-ins.