Definition of vlogger

This is short for “video blogger”; a person who regularly posts films on the internet about some aspect of their lives — typically comedy, beauty, fashion, music, cooking, adolescent trials and tribulations.

If your teenager has locked themselves in their bedroom, chances are they have fallen under the spell of a vlogger. For the generation that has grown up with on-demand internet, traditional television with its strict broadcast schedules is anathema. Rather than viewed from the sofa in the family sitting room, vloggers’ shows are consumed on mobile phones, tablets or computers in the privacy of bedrooms, shopping malls and school playgrounds.

Vloggers are celebrities, earning money from merchandise, sponsorship and product lines, such as make-up and clothing. For fame-hungry teens vlogging is the latest route to stardom, just like X Factor before it. In part the appeal is bypassing the media gatekeepers.

Vloggers were not invented in 2014. As a profession, their short history can be traced to 2007 when Google — which acquired YouTube, the video-sharing site in 2006 — launched its partnership programme, enabling vloggers to monetise their content.


Vlogger in the news

In 2014, the beauty and fashion vlogger, Zoe Sugg aka Zoella, made publishing history when her first book, Girl Online, registered the highest first-week sales for a debut author since records began. Penguin, her publisher, had offered Zoella a two-book deal worth £50,000. For risk-averse publishers and music companies that have seen the internet eat their profits, vloggers are a godsend: a pre-prepared package with a proven audience.

And then it turned out she had help from a ghostwriter, just like Hollywood actors and rock musicians. In a time of disruption, here was reassuring proof that some things really never change. [1]

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