Online Reputation Management Blog

Fashion Guru Zoella Upgrades Living Situation, Gives Online World a Lesson on the Influence of Blogging

Social Media with Blogging
Fashion blogging sensation Zoe Sugg — labeled by InStyle as the “undisputed pin-up girl for the digital generation,” has cashed in on her success and bought a stunning new Brighton home in the U.K.

Sugg, better known by her blogging name Zoella, is only 24 years old. She began her online career when she was just a teen, reviewing beauty products from her bedroom in YouTube videos.

Six years later, she now pulls in over $30,000 each month from advertisers who want to place their products alongside her videos. She has seven million subscribers and gets about 12 million hits per month.

Her new home has five bedrooms with ensuite baths, a gourmet kitchen and even an additional log cabin for casual relaxation. She will share the residence with her 21-year-old boyfriend, Alfie Deyes, and has announced on social media that they have dubbed their home the “Zalfie Pad.”

Many other fashion bloggers make a living — though perhaps not as luxurious a living as Sugg’s — by linking to products for which they receive commissions, Yahoo! Finance reported Feb. 19, and fashion bloggers are fast becoming the best avenue for major designers and retailers such as Bloomingdales to reach customers.
Blogging and Branding
Sugg’s success doesn’t just indicate her personal charisma; it’s a perfect example of the rapidly expanding power of blogging, both for individuals and major brands.

“Blogging is an opportunity you do not want to miss out when it comes to publishing for your personal brand,” Susan Gilbert wrote in a Feb. 13 article for the website Business 2 Community, neatly summing up the potential blogging offers businesses of all sizes.

Instead of simply advertising products, blogs rely on a persona with whom customers can identify (even on blogs where that persona is actually constructed by multiple individuals). Blogging, therefore, can help businesses develop a more comprehensive brand identity, create conversations and make customers feel that they’re being included in an inner circle — as opposed to simply being told what to buy.

In this case, as in many others, better branding leads to better sales, as well. Research shows that blogs are actually 63% more likely to impact buying decisions than newspapers are. That’s an important lesson for any online marketing experts debating the nature of online influence.

About Todd William

Foodie. Bruce Springsteen fan. Citizen of Red Sox Nation. Online reputation management strategist. Founder of Reputation Rhino. For more, follow us @reputationrhino

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