DIARY directory recently caught up with UK-based blogger, YouTuber and DJ Zoe Hellewell from Zoe London. Across her platforms, Zoe shares her love of fashion, beauty and travel, including her outfits and lookbooks, music interests, holiday diaries and beauty looks in her own unique style. Zoe has worked with a number of established brands and also DJs for a number of events; anything from private celebrity parties and brand events to in-store sets. Previous clients include Selfridges, Shorebitch, Forever 21, Topshop, Boohoo, Vogue Fashion Night Out and TONI&GUY, to name a few. Zoe has also been featured in publications including Vogue Brazil, Kerrang, Company, Topshop, Marie Claire USA, The Debrief and Cosmopolitan.

UK YouTuber, Blogger & DJ

"I think tailored product gifting is so important these days" 

Listed in DIARY directory in the digital influencers subsection, along with 1000+ categorised influencers for PRs to work with, Zoe provides insight on how the industry has changed since launching her blog in 2010; what she looks for in brand collaborations; how snappier, quick bite size content is leading the way; and her take on engagement vs numbers in terms of success.

Who are your core readers/viewers?

So exactly 80% of my viewers are women, of the similar age range to me - 18-34. I do have a small percentage of those aged 13-17 - about 13% - and also 35-44 - 7% - too. But really they are in their twenties, and I absolutely love that I always feel like I’m reaching out to what feels like friends of mine; smart, interesting young women (and about 10% men, too!) who love reading blogs and watching YouTube!

We knew you when your blog was The London Lipgloss, how has your blog adapted since the beginning? Any notable differences in the industry now?

Awww you are old school! It has definitely adapted, I think we all really had to move with the times. When I started blogging in 2010, it was a very different scene. You could blog quite casually, or less polished, and now that has definitely shifted a bit into a more 'professional' style of blogging. To be honest, I don't mind that all that much - one of my biggest passions lies in photography and video, and it's only natural for that to move and evolve with the times. It's so great for me to challenge myself and push myself into new things, and I enjoy feeling proud of something I’ve created. And of course there are a lot more bloggers now!

 
Do you have any professional help for your blog/YouTube channel?

I don't have a huge amount of help, although a lovely friend of mine called Tom built my new website design, and also my boyfriend George helps out with video making. George is just a camera enthusiast, like me though, so we try and keep a homegrown family in the business. Sometimes when a brand comes to me with a cool idea, and I think of ways I can bring it to life, I do hire external professional photographers and videographers, because they can do mine and the brand's vision justice and I love surprising my viewers with unique content like that.

"I think having a smaller number of people that actually listen to you and engage with you is far more enriching life wise and for a brand rather than someone with a lot more followers - but with little to no comments"

You are signed to a social/talent agency - how has that been?

I am signed to Red Hare Digital Management, and I absolutely love them! You can contact them regarding any brand collabs. They too feel like family to me.

What's an average day for you? How many emails do you receive?

Quite a lot of emails! Emails are the one thing I really struggle to keep on top of actually, I try and scan them every day on my phone for urgent/more time sensitive ones, but I often struggle keeping up with press releases/event invitations and product send outs. In terms of product that you definitely want to get to me sooner rather than later - the best thing to do is to send it to Red Hare! As I answer this I’m currently looking at my sidebar of emails and I can see there are 18,848 unread. Ouch! - Actually in the 30 mins I’ve been here it's gone up to 18,866. Send help. (!)

Do you have a rate card? Can you give us an example of a cost?

I do have pretty set rates for different types of content, but I’m always open to considering package deals for this. The best thing that we do together is that Kate at Red Hare and myself chat to the brand and we work out something that works for everyone all round. I really think that is the best approach, and because of this we've done so many successful collaborations that I’ve loved being a part of!

What catches your eye in a press release/brand collaboration e-mail?

This is so tricky I think because I never know until I see it and then I squeal and usually drop my phone in excitement haha. As I mentioned above however, my email is so flooded that the best thing to do is to make the subject line as fun and eye-catching as possible. This sounds so silly and makes me sound like a child but emojis really stand out in a sea of letters! I always spot the ones where the brand uses emojis! You know though, really the best answer is just a brand that thought of you in mind for a reason, and knows you're the best fit. No matter what it is - it can be a kitchen appliance or a blue lipstick, if they thought of me and knew I’d love it, I’m guaranteed to be excited about it. I think tailored product gifting is so important these days.

What advice / top tips would you give PRs looking to promote their clients through your blog, YouTube or social accounts?

Well really a bit of what I said above! If they've seen me in something similar and know I’ll love it - a quick glance at my Twitter or Instagram should give away the kind of things I like - the little element of thought *always* makes my day. To be honest I think it's really down to the brand, only they can decide if I’m a good fit for them both aesthetically and numbers wise, and if I am that's really great for me, and I can't wait to chat to find out more. The best collabs and emails are always the ones where there are lines like "we saw this and knew you'd love it" or "we think this would really suit your style" because immediately I feel drawn to finding out more. At the end of the day, blogging has never lost that element of joy, happiness and love for products and items, and I’m open to anything - as long as I love it!

Do you think traditional blogging will fade out in favour of YouTube and social channels like Instagram and Snapchat?

I mean I don't think it will ever disappear. In about September 2015, I shifted my main focus away from my blog to my YouTube channel, and I’ve got to be honest - I haven't looked back. For me, as far as my viewers are concerned, I totally get it. For them it's easier to stick a video on an iPad while they're travelling to work, or pop on something on the iPhone while they're cooking dinner. It's easier to absorb that content. I get it; I do that too. I think blogging requires more commitment from the viewer and as we see the Internet age shifting from long, dedicated articles to shorter, snappier, quick bite size content, I think YouTube is really leading the way there. I've seen my channel nearly quadruple in followers in that time, and for me that's a huge indication that the way we consume media is shifting. I really don't think blogging will ever disappear, but right now it seems to be primarily viewed as an extension of something viewed on Snapchat, or Instagram.
 

Blogging/YouTube can - to an extent - be seen as a numbers game, however we believe that numbers don't always measure up to engagement. What does success mean to you and how do you measure it?

Ah I feel like this is a huge question! There are so many types of Blogger/Instagrammer/YouTuber with different types of following that it's so important for brands to really look into who they're sending their product to and why. For me right now, I have this amazing community of intelligent and interesting people - who leave me comments engaging far beyond squealing or fangirling, and actually listen to things I do. I want to grow, but I never want to lose that. I get people come up to me in the street and tell me they went and bought an album by a band that they'd never heard of before, because I mentioned them. That to me is engagement. I might not have the biggest numbers, but I’ve got a group of people that chat to me if they spot me at a festival, or recently I did a meet up in Boots with NYX where I met makeup loving subscribers and people who tried out new looks after seeing them on my channel. I think having a smaller number of people that actually listen to you and engage with you is far more enriching life wise and for a brand rather than someone with a lot more followers - but with little to no comments.

You know for me success is that I’ve been doing this full time for three years now, and I can support myself. I can't begin to describe to you how happy that makes me!
 

You also DJ, do you welcome all brands approaching you for certain events?

Of course! I do have separate DJ management though - contact Kirsti at kirstinicole@kirstiinternational.com.

What’s the next big thing in the bloggersphere?

I wish I knew! Haha. I think snappy, short video content that is easily viewed on mobile/tablet. When I look in my analytics, over half of my readers and viewers are consuming my media on their smartphones or their tablets. That number is only going to increase! Optimise everything for smartphone viewing, and make it snappy, and I think that's what we're going to see more of!

What other bloggers / influencers do you follow and why?

I watch so many YouTubers I wouldn't even know where to begin! On YouTube I love IAmKarenO, Soothing Sista, Jenn Im, To The 9s, The Sorry Girls, Mika Francis, Charlotte Hole, Simply Kenna, Jordan Bone, Lucy & Lydia, Mr. Kate... guys really I could go on haha.

Contact

Zoe London in 'digital influencers'
Red Hare Digital in 'influencer agencies'