After launching a YouTube video in 2009, Zola attracted 5.3 million subscribers
In my career, my daughter never asked me to sign the name of anyone I interviewed. Whether they are prime ministers, generals or business leaders, all are ignored by all. But when I, the 13-year-old, heard I was going to meet Zoella, she was in an ecstatic state. “Daddy, do not forget!” My daughter sent me this message firmly when I was going to lunch with the 24-year-old fashion and beauty blogger.
Before leaving, she told me everything she knew about my lunch partner. She told me the interviewing tips and even advised me on the questions I could ask – except the music and food I liked.
That’s why when I arrived at the Modelo Lounge, a somewhat desolate seaside cafe, I felt I was well prepared. I know a lot about Zola himself – she’s an online big sister, an aunt for counseling, the ultimate fashion expert, and a key figure in attracting millions of enthusiastic young consumers who have not yet become angry young people. Not only that, but I also have a fair amount of support for Alfie Deyes, PewDiePie, Tanya Burr, and Brit crew on the YouTube video (video blog) To understanding.
If you do not have children of a certain age, these names may not make sense to you. But they are small screen stimulants for teenagers, just as BBC television stars John Noakes and Tom Baker were as good as I was in childhood in the 1970s.
True, the content of these videos is completely different from “Blue Peter” or “Doctor Who.” There is nothing worth mentioning about the work; the main themes are video games, pranks and those that fascinate all teens s things. But it is these videos that have attracted a large audience. Thousands of children and young people watch each day attentively.
Perhaps the reddest star to stand out from this group is Zola himself. Her video is mainly based on the bed to give beauty advice, make hair or play a her shopping “booty” – she and her friends to show off the product they just bought.
There is also a fixed play time called “ChummyChatter” that includes Zola and her girlfriends, Louise, who exchange tips on key issues such as friendship, build, boys and whether to attend college. You can see the common sense that will be supported by parents from some recently broadcast titles. These questions include: “Why are you so thin?” Or “Borderline and say no.”
It is hard to tell outsiders how attractive she is to young people ages 13 to 20. But her charm is undeniable. Since she launched her YouTube video in 2009, Zora’s video has successfully attracted 5.3 million subscribers – just 2.3 million subscribers in January alone – through a universal, all-enchanted magic power.
Reward also arrived on schedule. Last year she was voted the UK’s Best British Vlogger at the BBC Radio 1’s Teen Awards, and she has won Nickelodeon’s Kids’ Choice Award this year. Offline career is also waving to her. She recently signed with Penguin Press; her first novel, Girl Online, will also be published in November.
Zola is named Zoe Elizabeth Sugg in real life. She was the first person to admit that her fame was an accident. “It’s amazing because we never expected it to be our job,” she said. “No one knew what it would be like when we first started exploring these exciting new things.”
Zola’s delicate appearance, looks like a doll-like, dyed hair tied into a ponytail. In order to reassure Zola, her manager Madi followed. But Maddy agreed to hid her laptop from a distant desk.
We had intended to eat lunch outside, but the bad weather forced us to change the plan. Zola chose the quiet Modo clubhouse (with an ominous atmosphere), almost empty of people. Several seemingly business-minded guests looked up from their burgers or steaks and chips. I wonder how they think a messy, middle-aged man meets a twenties woman in an elegant gray blouse with a gingham scarf and a petite figure. Do they think I’m her godfather, or am I interviewing a home aunt?
Zola has lived in Brighton since last year. She rented a “superb” seafront loft apartment that cohabited with two guinea pigs under the “luxury” arrangement of IKEA furniture. Percy and Pippin often play an important role in her video, the last show is all their bathing shots.
At that time, thanks to the downturn after the economic crisis, her interior design job was fired. But her first career as a shadow movie was delayed by her anxious parents. “My dad is really confused and he always tells me to step out of my bedroom to find a formal job.”
I admit that I agree with her father at this point. But in fact, holding a laptop sitting in her bedroom is the best way for Zola. Perhaps she was not the first teenage teenager to try a movie, but she started off at a fortunate moment: just as Google acquired YouTube in 2006, the funny video of cats falling off the skateboard was completely transformed from an online platform to more Like a television network.
Google wants to encourage “creators” to produce more professional and engaging content. This will allow the U.S. Internet giant to take a share of the annual market of about $ 250 billion spent on television commercials.
Google hosts and publishes creators’ videos and shares their 45% advertising revenue. Although Google did not specifically disclose, investment bank analysts believe that advertising sales last year brought about about 5 billion US dollars in revenue for the company.
The key is to encourage adoption of content to reach out-of-reach consumers, such as those in their early teens and early twenties, who do not cling to traditional television. (Zola itself seldom watches TV.) “In my generation, at least the people I know, watching YouTube and the television ratio is 70:30.”) As said, the current wave of YouTube users is getting ready Debut
Zola focused her attention on the 13 to 20-year-old market, but also the best target group for this change. Although she told me that her audience was actually a much older age group, it surprised me. “Nine percent of my audience is male, and I think most of them are 45 to 50.” Noted my eyebrows rising rapidly, she added, “I always tell myself it’s just like my dad is watching. ”
Zola and other members of “British Gang” may be relatively star rookie, but they are highly sensitive to the value of their franchise. Only a few years away from the first cash of £ 60 she received from Google. But now Zola is a member of YouTube’s “Style Haul” radio network. The program promotes fashion and beauty-related topics for “millennials” (between the ages of 13 and 30) and matches its video creators with “brand name and lucrative deals.”
She is also managing her increasingly complex affair with Social Talent. Gleam Futures This organization seems to represent all of the UK YouTube picture. “It’s like helping with finishing,” she added, “I’d be exhausted without their help.”
The main members of the film are closely related, and they often appear on each other’s channels. This cross-promotion helps bring together viewers. Zola’s group includes her boyfriend, her brother Joe (whose blog now has 2 million subscribers; she insisted it was only after she started), Marcus Butler, Louise (aka Sprinkle of Glitter) and Tania Burr, a make-up artist who advises in her Norwich home bedroom, and her make-up line recently featured in Zola’s video Be recommended. “We all want to help each other so that we can bring together all of our channels,” Zola said. “That’s the whole point of social media: sharing.”
I told Zora that she is known in the advertising world as “the champion of crowd-sourced people.” She smiled and said, “It’s cool, I have not heard of this yet.” But she also admitted that well-known brands are waiting in line to cash her popularity. “They know YouTube users have always had a way to connect with viewers, even if they already have all the money in the world.” One of her most influential examples is the signing of Unilever, Sell their skin care products to younger users.
Advertisers have said they are willing to pay £ 20,000 a month for banner ads on well-known YouTube channels, and £ 4,000 for each mention of their products in the video (at roughly the same cost as the one on Twitter). Zola does not like to mention how much money she made. But based on the pricing of the most successful moviegoers, she is now able to earn hundreds of thousands of pounds a year from her advertising alone.
Of course, this opportunity also brought a conflict. We talked about this as we dealt with the lunches. I reprimanded Zola for not eating her sandwiches, and she promised she would pack it home. (In fact it was still abandoned on the table when we left.)
Zola’s mastery of her followers, like God, is essentially a matter of trust and even intimacy between a filmmaker and an audience. I asked her how to maintain the relationship when she took money from advertisers and recommended their products.
She said it is basically a matter of judgment. When she chooses a “partner,” she thinks about the company she’s respected or the product she thinks is good. “No matter how large a sum of money can not attract me to market something I do not believe,” she states. “I built this community that trusted my opinion and it cost me a lot more than a big check.”
She claimed to have rejected 90% of the deal offers. Some products such as alcohol are directly rejected. Her anxiety meant that she had never been a drinker – “I hate loss of self-control,” so she quit drinking a few years ago. For cosmetics and clothes, she runs a simple rule of thumb. “If it’s something I do not know how to wear or do not like, I will not think about it.” She supports the product’s disclosure to users in the description on the URL.
As lunch is coming to an end, we talk about the offline career opportunities that Zola has created.
She is excited about her book. The topics involved are important to her, such as anxiety, online relationships and cyberbullying. Talking about her anxiety actually helps her. “Doing things outside my comfort zone and supervising myself is good for me.” Zola remained open to other ideas and advice; but she kinda wanted to have her own line of homeware.
Most notably, she has a vested interest in her newfound reputation. “I never imagined anything of this would happen; so I would only go with it and take control of it,” she said. “Who knows what happens in five years.”
When we got up and left, I remembered my promise. Did Zola care to send a message to one of her young fans? She agreed to record a greeting on my Apple phone (the sign was already out of date) and I left with no hesitation.
But when I checked the record on my home train, I found out that I covered my thumb with the microphone at the crucial moment of filming. Smiling expression, a unique wave, but can not hear any message Zola message.