Comp 2 Sect C Zoella

Direct links to social media as an audience engagement strategy

On Zoella’s homepage, there are icons of Instagram, Twitter, Facebook and Pinterest which take you to the respective accounts Zoella has on there

The homepage also shows a preview of Zoella’s Instagram posts, creating an enigma code

How is the audience engaged through direct links to social media?

Allow the audience to choose which aspect of Zoella’s brand to engage with: more personal link with her through her personal Instagram @zoesugg or less personal through @zoella

How does her video ‘Full Face of Glossier makeup|Honest Review & First impressions| Zoella appeal to the female audience?

She talks about the problems she faces, showing herself as a relatable figure

She focuses on stereotypically feminine activities like fashion, makeup and relationships

Consistency of branding across social media platforms

Both Instagram and Twitter Zoella has the same minimalistic black Z logo, with the Handle Zoella, same bio of ‘empowering content to watch, traffic, learn and shop, good vibrations and breaking taboos, more self pleasure, less BS’ highlighting herself as a feminist icon breaking taboos

The repetition of feminine imagery across Zoella’s website

Pastel colours like white yellow pink, categories all in bold and are historically feminine topics such as Books, Beauty, and Lifestyle, cursive font suggests femininity and sophistication

Demographic

Female

13-24

BC1C2

Psychographics

Bachelorette

Interest in fashion, makeup, beauty

Mainstreamer, aspirer