Rosie Matheson - YouTube Famous: Making it big on the internet

Zoella Zoe Sugg

Vlogging comes naturally to some people. Aged only 11, well before YouTube was a twinkle in anybodys eye, Zoe Elizabeth Sugg was already a vlogger. Armed with her parents camcorder, she created a video diary showcasing family holidays and occasions such as birthdays. In one video that she has uploaded to her Zoella YouTube account, we see the innocent, sweet and already likeable 11-year-old Zoe presenting to camcorder the contents of her suitcase before going on a family holiday to Portugal. Self-assured, she talks to the camera as if the footage is really going out to an audience. Already, theres a striking similarity to the videos she will later produce such as Style Hauls and Whats in my Bag? Was she predestined to become a superstar of social media or did she have to put in long hours to succeed?

Born in the sleepy English village of Lacock, Wiltshire on 28 March 1990, to a property-developer father (known to the YouTube community as Daddy Sugg) and a beautician mother, Zoe Sugg had what seems to have been an ordinary middle-class upbringing. Although she achieved straight A grades at A Level art, photography and textiles, she still felt undecided as to what to do next in life. After suffering serious anxiety and panic attacks, Zoe didnt see university as an option; leaving the security of her small school for a huge, faceless institution with all the difficult social situations that might entail just seemed like too big a jump to her, and in any case she was unable to decide what she wanted to study. So, while her friends went off to university, she undertook an apprenticeship with an interior design company before working as a sales assistant for the fashion retailer New Look.

These experiences left her deeply unfulfilled, so as a distraction, in February 2009, she created a blog called Zoella, focused on reviewing her favourite beauty products. Inspiration for this blog came from YouTubers such as Lollipop26 and TheCurrentCustom, who she says have taught her everything she knows about make-up today, with their detailed reviews and shopping haul videos, tailored for teenage viewers. For Zoe, being rather shy and lacking in confidence at the time, writing a blog seemed a good way of getting into the make-up community. Zoes blog had fewer than 10 followers in its first month of activity; however, the following months saw it begin to gain attention, after Zoe had devoted hours online commenting on other blogposts and chatting to others like her. Requests for video tutorials soon came flooding in from her readers, and so Zoe plucked up her courage and created a YouTube account zoella280390.

The first videos

Zoe was initially reluctant to put herself in front of the camera. As she wrote on her blog, I am awfully terrified of putting myself on the internet because I dont know what reaction I will get. eeeek. And I am almost certain I will feel like a prat & hate the sounds of my voice. BUT, I am going to record a video when I get my new digital camera & see if I can bare [sic] it. & if I can I will upload it. I also dont want to become slack in my blogging. Little did she realize that these videos would change everything.

Creating videos allowed Zoe a release a way of expressing herself and the opportunity to step out of her comfort zone, all from the safety of her own home. One of Zoes first videos included 60 Things in my Bedroom, where she simply held random objects from around her room up to the camera alongside a soundtrack, as she was still too shy to talk on camera. This worked because it allowed viewers to learn about Zoe through personal items and she felt comfortable doing it, which came across in the video. Even without talking on camera, Zoe had the YouTube spark; with her expressive, playful and friendly nature she was a natural.

The world of media was changing back then and increasing numbers of people were coming online. Zoe had unknowingly tapped into a new market, with the rise of internet use and social networking in the younger generations. Through analytics, it has been shown that a new generation of viewers comes home from school and watches 30 minutes of YouTube rather than TV, changing viewing patterns. For many teenagers, it is like having their own channel, unwatched by their parents and tailored to their interests. It belongs to them. Zoellas audience tends also to watch reality TV programs such as the X Factor and Britains Got Talent, which are some of her favourite shows. Those who follow Zoella are tremendously loyal they identify strongly with her and want to be just like her. Thats why the number of subscribers continued to snowball after hitting 1 million in April 2013.

Zoe Suggs (Zoella) at the launch of her debut beauty collection in London, England, in September 2014.

The numbers climb

By early 2015, Zoella had reached more than 7 million subscribers, which is more than Beyonce, One Direction and Coldplay. She had received over 330 million video views across the globe, mainly by girls aged 1317. A little way behind Justin Bieber, Taylor Swift and Rihanna, her channel is the 46th most subscribed to on the YouTube website. Thats pretty incredible for a quiet, ordinary girl from a small English village who was once so shy about talking on camera. Its incredible what you can do if you set your mind to it.

Zoes success has been completely self-made; shes had no training and never set out to be famous. She is like a modern-day agony aunt presenting an escape, in her bubble of happiness, from drama, politics and serious subjects covered in such painful detail by mainstream media. Youll always have a good time watching her. In a way, she is the perfect role model: she doesnt drink, smoke or take drugs. She doesnt swear. Shes clean-cut, pretty and well turned out, nice in every way. Open and friendly, she offers advice for teenage girls through her own experiences, like an older sister or friend, but without the awkward conversation.

Chat between friends is a staple of her channel. An early follower of Zoella was Louise Pentland (SprinkleofGlitter), who got in touch via email. The two quickly became best friends, adopting the nickname of Chummy for each other and making haul videos from various shopping trips, together showing viewers what they bought and from where. After you go shopping you discuss what you got with your friends its like that, but millions of people watch you doing it, Zoella told The Times. This developed into videos titled ChummyChatter, where alongside Louise, or alone, Zoe would discuss make-up, body image and boys, along with many other topics of interest to her audience such as going to uni, friendship and lifestyle. It might seem simple, almost banal, but you cant get information like this on old-fashioned media such as the mainstream TV channels, so Zoe is supplying something new. Our shy online superstar always gives her audience the impression that she really does want them to be her friend with her sweet, smiley and chirpy manner, epitomized by her trademark introduction, Hello, everybody! On top of that, shes giving viewers what they want without seeming to ask for anything in return.

Oddly enough, Zoellas most-watched video is How To: My Quick and Easy Hairstyles, a hair tutorial showing variations of ponytail styles which has had more than 8 million views worldwide. Tutorial videos create a bond between her and the viewers they feel safe in the hands of the trustworthy Zoella herself. A key aspect to her success is that she has a keen insight into the teenage mind, meaning audiences can easily relate to her as their virtual friend. Celebrities are a bit out of reach to the average teenage girl but she seems like one of them, a big sister who can pass on her experience.