Zoe Sugg by 201727986

One of Zoe's first YouTube videos

hsawilk7 — 2025-10-13 18:48:11 UTC

This video is one of Zoella's first Youtube videos which is a very simple idea of showing viewers what she has bought from a normal and money-friendly shop. This introduces her as a girl we can all relate to as this shows an authentic, girl-next-door image. As she is just sat in her bedroom, this creates an ordinary girl image which can help build a para-social relationship with viewers.

Zoe's first blog post

hsawilk7 — 2025-10-13 19:11:01 UTC

This blog post is the first that Zoella ever made where she is reviewing products from lush, I am not fully able to access the whole content of this blog post but it is clear to see her ordinary girl star persona shine through. The informal and chatty tone of the title allows for her audience (young females) to relate to her and therefore build a form of trust and comfort. as with her early videos, reviewing affordable brands helps build a strong foundation for a relationship with viewers.

hsawilk7 — 2025-10-13 19:54:42 UTC

This comment is from a original fan of Zoella as it is from one of her first videos. The comment shows this para-social relationship as it has a very casual conversational tone where they are asking Zoe for coat ideas, and expecting the chance of a response. However, we can see the beginning of a aspirational persona for Zoe as the comment talks about the fans love for her fashion and style. This shows that at this time Zoe was still seen as an ordinary girl but also a role model figure.

hsawilk7 — 2025-10-13 20:03:39 UTC

In this comment from Zoella herself, it shows her replying to fan comments under her videos. The reply is in a very conversational and chatty tone due to Zoe asking the fan questions back as someone would in a real life conversation. At this point in her career, Zoe is firmly seen as an accessible star who is easy to relate and talk to.

Zoe collabs with other popular YouTubers

hsawilk7 — 2025-10-14 15:52:08 UTC

Early YouTube collaborations, especially with other YouTubers like Louise Pentland, helped enforce Zoella's ordinary girl persona as it shows her chatting with her friends as any 'normal' person would. The candid and unscripted chats between the two make the viewers feel as if they are also part of this friendship, building a stronger para-social relationship. Early collaborations like this felt very real rather than brand building synergy. This makes Zoe seem unfiltered and like a real friend.

Zoe opens up about anxiety battle

hsawilk7 — 2025-10-14 16:02:31 UTC

Very early on, Zoe began talking about her experiences with having anxiety and panic attacks. This puts her in a very vulnerable experience as not many YouTubers speak up on such serious and personal topics. This makes Zoe be presented in a more realistic manner as many of her viewers can relate to these experiences. It makes Zoe seem more human than celebrity as it shows she struggles just as much as everyone else, enforcing her girl-next-door persona.

The girl-next-door

hsawilk7 — 2025-10-14 16:10:44 UTC

2. The brand 'Zoella' (2014 - 2017) - From 'Authentic' to 'Aspirational'

hsawilk7 — 2025-10-14 16:25:36 UTC

From the year 2014, Zoe launched her own beauty range under her brand name 'Zoella', she began to move away from her 'Girl-Next-Door' persona to a more 'Aspirational' persona. This stage shows a pivotal step in her career as she has gone from a bedroom vlogger to a mainstream, brand-owning, polished star.

1. The beginning of 'Zoella' (2009 - 2014) - The 'Girl-Next-Door'

hsawilk7 — 2025-10-18 14:38:00 UTC

From the year 2009 - 2014, Zoella began to gain popularity through the use of her YouTube channel alongside her blogs and other social media pages. Throughout this era, Zoe was seen as an ordinary and awkward girl that young female viewers could look up to and relate to.

Emergence of the 'Brit-crew'

hsawilk7 — 2025-10-18 14:59:19 UTC

Frequent collaborations with other YouTuber's in 2012 created the emergence of the so called 'Brit-crew', filled with British YouTubers would would make videos and do challenges together as one big friend group. The group includes other YouTubers like 'Tanya Burr', 'Caspar Lee' and 'Alfie Deyes'.

hsawilk7 — 2025-10-18 15:13:00 UTC

As Zoe begins to Collab with more British YouTubers, audiences see her friendships blossom and feel as if they are part of the friendship themselves. The video is done in a natural setting and includes a friend group having fun and laughing together which creates an intimate feel. The fact Zoe constantly addresses the audience as well enforces the viewers para-social relationship with the 'Brit-crew' and makes her seem like an attainable star.

hsawilk7 — 2025-10-19 18:04:33 UTC

Fan edits of zoella's friendship between her and any of the 'Britcrew' members emphasizes how fans feel a natural bond between Zoe and her friends. The audience members feel as if they are part of these friendships and making edits may make them feel closer to them virtually.

Entrepreneur Influencer

hsawilk7 — 2025-10-19 18:24:32 UTC

The launch of Zoe's first beauty brand

hsawilk7 — 2025-10-19 18:56:29 UTC

The launch of Zoella's first beauty range shows a transition from her first era of being a relatable friend, to an entrepreneur who is now less relatable. This creates a change in her relationship with her viewers as she is now seen as more of a role model than an attainable star.

hsawilk7 — 2025-10-19 19:02:50 UTC

This blog post is written in anticipation for Zoe's range to be released and discusses the products in the range as well as where to find it and how much it is. The blog discusses how the products are predominantly five pounds which shows that even though she is a business woman, she is still grounded and doesn't want to make her line 'luxury' as other influencers may.

The launch of Zoe's first book 'Girl Online'

hsawilk7 — 2025-10-21 13:59:53 UTC

Very soon after the launch of her beauty brand, Zoe announced the launch of her new novel aimed at teenage females. This creates a big shift in image to a role model rather than an attainable star as she is now a business woman not just a vlogger.

hsawilk7 — 2025-10-21 14:05:58 UTC

Zoe's book made it into headlines as her first novel becomes the fastest selling book of 2014. The book sold over 78,000 copies in its first week. This makes Zoella shift away from her Girl-Next-Door persona into an aspirational star who is admired rather than relatable.

hsawilk7 — 2025-10-21 14:15:35 UTC

This is one of many reviews of Zoe's first book. The reviewer suggests that the book is very relatable to young teenage girls as the main character 'Penny' is a 'walking disaster'. The review mentions the book includes relatable themes of anxiety which Zoe has discussed in the past. This shows that even though she is now and entrepreneur, Zoe is still relatable to fans.

Zoella's first magazine cover appearence.

hsawilk7 — 2025-10-21 14:23:44 UTC

In 2014, Zoe appeared on the Company magazines front cover which highlights her transitional shift from a small YouTuber in her bedroom to a big star in the industry who other's look up to and aspire to be like.

hsawilk7 — 2025-10-21 14:29:41 UTC

This blog post talks about Zoe being on the front cover of the magazine. Being on the front of a magazine signals that Zoe is recognisable and has a high celebrity status. The blog discusses how the female magazine is the first to put a YouTuber on the cover, which shows Zoe's high influence and power she now has.

Zoella announces Advent Calendar release

hsawilk7 — 2025-10-21 15:00:14 UTC

In 2017, Zoella announced that she would be releasing a 12 days of Christmas Advent calendar which would be released in Boots (a well known beauty shop in the UK). The calendar was priced at 50 pounds which shows how her aspirational persona has grown since her beauty range release in 2014 which was more affordable. It shows she is firmly in a higher profile than before.

3. Zoella's authenticity in question (2015-2018) - The controversial star

hsawilk7 — 2025-10-21 15:19:27 UTC

As Zoe began to become more mainstream in the industry, she began to receive more backlash for her actions. This marked a turning point in her career as where she was once seen as 'Trustworthy', she was now accused of being 'inauthentic'.

The controversial star

hsawilk7 — 2025-10-21 15:22:29 UTC

Zoe's 'Girl Online' ghostwriting scandal

hsawilk7 — 2025-10-23 13:05:36 UTC

Shortly after her debut novel came out, there was speculation over whether Zoe wrote the story alone. This BBC article discusses how Zoe soon admitted to having help on her social media in writing the story, and felt as if she did not have go disclose this information in the first place.

hsawilk7 — 2025-10-23 13:17:24 UTC

Fan reactions to this information being released were predominantly negative as fans felt they had lost trust in Zoe. As this reddit post reads, some fans saw this revelation as Zoe just wanting to make money when she hasn't put the hard work into it. This led to Zoe's star persona of being authentic, being tarnished as fans feel misled.

hsawilk7 — 2025-10-23 13:33:18 UTC

Zoe tweeted to her fans in response to the situation saying she's taking a step back from YouTube for a bit, which shows how this truly affected her. Some fans saw this reaction as her running away from her issues rather than facing them, others were proud of her for taking time to herself. This questions her accountability as a 'trustworthy' star, but also reinforces she is still a sensitive, relatable star with real emotions still.

Zoe's Advent Calendar controversy

hsawilk7 — 2025-10-23 13:54:47 UTC

After releasing her Advent calendar in Boots, many parents have sent harsh criticism to Zoe due to the price not matching the prizes inside. The article discusses how Boots had to half the price of the calendar to 25 pounds rather than 50. The article shows many mixed reviews on the product, many disappointed in Zoe for having such high prices for a product aimed at children.

hsawilk7 — 2025-10-23 14:04:49 UTC

One of the main criticisms of the calendar came from popular YouTuber 'Jaack Maate' who did a review of the product. The review is full of comedic slander towards the product and gained 6.5 million views. The video includes Jack making fun of every prize and looking at negative reviews which he agrees with. He states that one would only buy this for someone they 'despise' which threatens Zoella's lovable and trustworthy persona massively.

hsawilk7 — 2025-10-23 14:18:40 UTC

Soon after the backlash, Zoe released a public statement in her video explaining the situation. She Discusses how she had no input in the pricing of the product and consistently states she never wants to rip off her fans. The apology shows more accountability than her ghostwriting controversy, but fans also took this video as her justifying herself rather than actually apologizing which makes her seem dishonest.

hsawilk7 — 2025-10-23 14:25:36 UTC

In Reddit threads discussing the calendar, many fans are seen agreeing with Jack's criticisms on the product and even saying how it was not critical enough. This thread shows users discussing how products are not even worth 25 pounds and calling Zoe out for exploitation of her power.

'Hello World' event controversy

hsawilk7 — 2025-10-23 14:42:20 UTC

In 2017, the 'Brit Crew' created an event called 'Hello World' which was meant to include meet ups and activities with the creators. But the article discusses how parents felt ripped off as a ticket cost 350 pounds to go, but there were many issues like long queues and false promises as creators were hardly seen. This meant Zoe was in controversy of exploiting fans money in under a month of each other, tarnishing her image.

Zoe's old offensive tweets resurface

hsawilk7 — 2025-10-23 14:50:22 UTC

In 2017, old tweets from Zoe in 2009/2010 resurfaced. The article discusses how the tweets included fat-shaming tweets and even homophobic language. This had undermined how old 'Girl-Next-Door' persona as old fans may look back at those times and see Zoella differently now, losing trust in her credibility completely. Zoe did apologise for her past actions stating she has matured since then.

4. Zoella rebrand as she takes a step back (2018 - 2021) - The withdrawn influencer

hsawilk7 — 2025-10-23 15:01:49 UTC

After Zoe's controversies online, she began to slowly take steps away from uploading videos on her channel. She began focusing on behind the scene ventures rather than constant uploads which may reflect her maturing out of her twenties as well.

The Withdrawn Influencer

hsawilk7 — 2025-10-23 15:06:08 UTC

'Zoella's' last upload

hsawilk7 — 2025-10-23 15:29:15 UTC

Nearing the end of 2017 and beginning of 2018, the channel Zoella saw a decrease in uploads as they began to have larger time jumps between them. This is due to Zoe wanting to take a step back for her own benefit, as well as wanting to focus on more business ventures. The slow retreat from uploading created a gradual exit for the channel and shows Zoe is more mature now and wants to step away from the spotlight.

The creation of 'A-Z creatives'

hsawilk7 — 2025-10-23 15:42:57 UTC

Within this interview with Alfie Deyes (Zoe's boyfriend), he discusses how the pair of them created a new business called 'A-Z Creatives'. This new beginning aligns with Zoe's rebrand from her bubbly and lighthearted younger self, to becoming a successful and serious business woman. We can see her mature into a more professional career by stepping away from just being a content creator.

Zoe and Alfie get put into Madame Tussauds

hsawilk7 — 2025-10-23 19:06:41 UTC

Zoe and Alfie were asked to be part of the first YouTubers ever to be made into wax figures in the Madame Tussauds museum. They would be in the same space as celebrities like Kim Kardashian and even Micheal Jackson which shows how her star persona has evolved from being a small vlogger in her bedroom, to being an idol that people can come to visit, highlighting her aspirational persona.

hsawilk7 — 2025-10-24 09:16:04 UTC

Business insider discusses the fact that the 'Zoella' channel has been left dormant for years. The article explains how as generations are growing up, so are their wants from YouTube and the 'Brit Crew' we're not making the cut anymore. Their audiences have matured alongside them and the article states their videos were not as drama filled as others like Tati's 'Bye Sister' video. Therefore, younger audiences are more captivated by other YouTubers now.

Zoe becoming more reflective of her YouTube experience

hsawilk7 — 2025-10-24 09:32:20 UTC

Within this Grazia article, we see Zoe reflecting on her past years online and talking about how they were the 'best years' of her life. The article never refers to her as Zoella, but instead discusses how that name is in the past for her, which indicates new beginnings. The reflective tone suggests how she has taken steps away from being in the limelight and discusses how being online was very overwhelming for her. This shows her star persona evolving to be more mature.

5. Zoe Sugg Today (2021 - Present) - The Family-Orientated Influencer

hsawilk7 — 2025-10-24 09:43:50 UTC

Without her old persona 'Zoella', Zoe has now gained a more mature image for herself. After having 2 children and getting engaged, Zoe has evolved into an evolved figure who shows her new lifestyle of being a mother.

The Family-Orientated Influencer

hsawilk7 — 2025-10-24 09:44:53 UTC

Zoe gives birth to her first child

hsawilk7 — 2025-10-24 12:46:52 UTC

In 2021, Zoe and Alfie announced the birth of their first child 'Ottilie'. This step in her life redefined her from the sweet and innocent 'girl-next-door' to a mature, family-orientated figure. Her brand identity has shifted along with her audience as her main fan base are from the beginning of her career and many would have their own families too.

hsawilk7 — 2025-10-24 12:58:20 UTC

Zoe has written multiple blogs about motherhood and the ups and downs of it. This highlights how Zoe has evolved from being a very polished star to being an authentic version of herself. It allows her to stay connected to her original audience of similar age.She is branding herself as a nurturing and wise figure to take advice from.

hsawilk7 — 2025-10-24 13:36:16 UTC

This image is from Zoe's video, introducing her second child 'Novie'. The comment is very nostalgic discussing how they are so happy to have grown up watching her life, from when she was first with Alfie to now. This nostalgia shows how her original fans are all very proud of her and still feel this para-social relationship that is seen in her early videos. This suggests her new era is more relatable.

Zoe creates new app 'template'

hsawilk7 — 2025-10-24 15:58:12 UTC

This is an app she has co-created which includes different templates for Instagram posts and stories. This reflects her new era as a mother as since she does not upload loads herself, like she used to, she is still creating opportunities to help her followers with their social media growth and creativity which shows care towards audiences. It could almost be seen as her 'passing the creative baton' to audiences.

Zoe collabs with Lush to create 'Digital Detox Day'

hsawilk7 — 2025-10-24 16:11:13 UTC

This new initiative shows how Zoe has matured into a responsible role model, who is now using her platform to spread positive messages about the dangers on being constantly online. Zoe has been vulnerable and open in the past discussing her anxiety and so this highlights her authentic image. This ties in with her new nurturing and caring image as it shows she is looking out for her younger audience.

hsawilk7 — 2025-10-24 16:13:16 UTC

In 2021, Zoe was involved in the 'Good Influence' podcast where she discusses life online as well as mental health. The podcast shows Zoe discussing how digital detox's are important in maintaining good mental health. She talks about how social media glamourizes people's lives and hides any of the bad. She has openly discussed anxiety in the past to try and show fans it is okay to have problems and that she is not 'perfect'. This podcast delves deeper into Zoe's progress from 'Zoella' to just "Zoe Sugg' who is mature and wise.

Zoe starts openly talking about sex

hsawilk7 — 2025-10-27 15:19:22 UTC

In 2021, Zoe started talking more openly about female pleasure and sex with her audiences. This blog post is about her reviewing a collection of vibrators which is aimed at a more mature audience than her old content, mirroring her star persona into a more mature content creator. Her content is no longer aimed at teenagers, but at other adults who share similar interests.

hsawilk7 — 2025-10-27 15:49:29 UTC

Zoe was apart of the GCSE A-level curriculum but the board ended up removing her from the exams due to backlash around her discussing taboo topics on her website. This article discusses how Zoe herself responded to this saying that even though her blog is aimed at young adults, teens can still benefit from learning about female pleasure, etc. She says she is discouraged at how frowned upon these topics still are which many applauded her for, highlighting her mature and wiser persona.

Zoe later explains why she took a step away from 'Zoella'

hsawilk7 — 2025-10-27 15:59:51 UTC

This TikTok clip is from a vlog that Zoe posted in 2021, where she is discussing why she took a step away from 'Zoella'. She discusses how she much preferred watching vlogs of others than sit down and curated videos. She discusses how the videos she did on 'Zoella' did not reflect her lifestyle as a late 20 year old anymore, and so decided to make away and focus on natural vlogs. This shows her natural progression into becoming more mature.

Zoe collabs with Colourpop

hsawilk7 — 2025-10-27 16:16:04 UTC

This Instagram post was posted in 2019, announcing the launch of her Collab with Colourpop, during the time she reduced posting online. This shows how she maintained keeping up with her entrepreneurial ventures behind the scenes. The product includes a packaging and style aimed at teens which shows this tension between Zoe's old persona and her desire to evolve and mature.

hsawilk7 — 2025-10-28 16:23:56 UTC

Despite the love from many fans for this Collab with Colourpop, many fans in this particular Reddit chat were not too happy about Zoe being chosen. This is because after the controversies, her image had declined. The comments mention her as almost being snobby, potentially due to her not uploading but still collabing with brands.

Zoe hides Ottie's face

hsawilk7 — 2025-10-28 16:43:50 UTC

Zoe and Alfie announced that since Ottie is now starting school, they are making efforts to hide her face online until she can make the decision what she wants to do in the future. This shows Zoe is valuing privacy over publicity in her new protective mother era. This is a change from her old persona who used to show her whole life online, marking her growth and maturity as she begins her own family.

Zoella begins posting more mature blogs for older audiences

hsawilk7 — 2025-10-31 00:24:39 UTC

When Zoe stopped posting on her main channel, she began writing more blogs that would be aimed at women aged between 25-40. For example, this blog post discusses post-covid clothing like blazers, in a mature tone. Zoe's older audience demographic of teens would not be interested in this content, highlighting her re-branding shift in demographic.

Academics on 'para-social relationships'

hsawilk7 — 2025-10-31 12:51:49 UTC

This academic article discusses the phenomenon created by Horton and Wohl in 1956. This idea helps us understand how and why audiences feel this close bond to a complete stranger. It says how viewers feel close to celebrities that are informal and seem 'real', which is exactly what Zoe started off acting like as she was videoing insights into her life.

Academics on the commodification of celebrities

hsawilk7 — 2025-10-31 13:19:12 UTC

Marshall (2021) discusses the phenomenon of the commodification of celebrities. The article discusses how celebrities are both 'extra-textual' (which means that they move from their origins into more promotional and commercialised fields) and inter-textual' (which means they spread into other cultural areas and platforms to create new meanings). Zoe does this in this era as she expands into magazines, news and creates a brand of herself.

Academics on 'burnouts'

hsawilk7 — 2025-10-31 13:34:38 UTC

This article discusses what a burnout actually is from social media, which is a type of mental exhaustion from constantly being online and feeling overwhelmed by social media being so negative. This relates to this era of Zoe's career as her step back was not purposeful but meaningful to protect herself which shows maturity. After all the controversies, it is clear to see that Zoe was having a burnout and needed a break.