Zoella

 Zoella

• Started posting videos in 2009
• In 2014 she launched Zoella beauty, and this was called the 'biggest beauty launch of the year'
• She amassed over 10 million subscribers
• She has business revenue of 3.8 million per year

Video notes

• Tries to communicate a relatable tone throughout the video, for example, the inclusion of the 'blooper' laugh before the camera cuts, presents Zoella as a down-to-earth individual as she is comfortable with viewers understanding that shooting a video does not always go perfectly. This also illustrates Zoella to be an expressive person with a sense of humour.
• The mise-en-scene of costume is colourful, relating back to her expressive and humorous personality which was introduced during the opening shot of the video. The dress is interestingly the colour of pizza, matching the video's theme and title. This communicates Zoella's dedication to her YouTube channel, as the audience will recognise the effort Zoella has imputed into maintaining the same aesthetics throughout the video.
• Lexis of dialogue, "between us I would say we eat a good amount of pizza," illustrates both Mark and Zoella to be relatable, due to their normal food tastes.
• The audience is presumed to be working-class, due to the references of restaurants such as Pizza Hut, Pizza Express, Zizzi etc, which are familiar high-street, chain brands.
• They both have office workers helping with the video, which establishes Zoella as a wealthy individual, as she has her own office and those she employs.
• The language is very colloquial and informal, which further reinforces the relatable tone which is present throughout the video.
• Interactive features; the audience can play along with the video, through judging the appearance of the pizza. Zoella purposefully mentions the high-street brands the pizzas are from, so the audience can play along, and decide which pizza is from each store.
• The comment section allows for fans to interact with the content and provide commentary on their thoughts throughout. Surprisingly, all the top comments are overwhelmingly positive and enthusiastic, which differs greatly from most social media comment sections - where there is always some form of negativity.
• Fans are asked, 'let us know if you think you'd be able to do that', promoting interactivity
• Zoella asks fans to 'give the video and thumbs up, and subscribe if you haven't already,' which boosts her channel in the algorithm. 
• In the description box she has links to her social medias and websites, creating digital convergence between multiple platforms and stores, where fans can purchase items sold by Zoella, and interact with her on other social networking sites.
• The montage of small clips cut together at the end, shows Zoella and Mark trying to take a photo for the thumbnail, once again reinforcing the relatable tone, and creating a personal mode of address to fans. This is anchored through the positioning of the camera, which places fans in front of them at eye-level, immersing fans into the shot, and making them feel as if they are there. The behind-the-scenes content makes fans feel as if they are gaining exclusive knowledge, making them feel valued and important as an audience.
• The camera angle throughout is placed at eye-level, establishing a sense of equality and reinforcing a relatable mode of address, as the fans feel as if they are with Zoella and Mark. This is further anchored through the minimalist mise-en-scene of setting, as the audience can feel themselves there
•  eliminates any factors which may make fans feel less financially lesser than Zoella and Mark.