Teen Vogue Industry and social media

Industry: Condé Nast

1) Conde Nast publish approx. 20 magazines, which include GQ, Glamour and Wired. Last year they made £113 million.

2) Teen Vogue's main source of income comes from selling online advertising space. They also sell their data to other companies.


3) They are now diversifying using the concept of digital convergence. They are gradually moving their content online and creating platforms top raise awareness, such as social media accounts. YouTube is an example where they generate income as they have gains 1+ subscribers so are able to gain revenue from their views.



4) Sponsored content is important as adverts target consumers based on their fashion likes. This increases the likelihood of a purchase.



5) Do you view Teen Vogue’s content as a form of public service media or is Condé Nast simply interested in clicks and profit?



I believe that it is a combination of both. They have to generate revenue in order to keep going and be successful so they need to have clicks somewhere. However, by providing political news they are keeping their readers informed so have the duty of public service. 

Closure of print edition research

1) The BBC suggest that "Teen Vogue's digitial game is strong" because they have a huge social media presence: "Six million Facebook likes. A huge following on Snapchat. Three and a half million Twitter followers."

2) Their website is successful as:
  • They create headlines like no other publication - they are in the first person, relatable and are often quite light-hearted. The way that Teen Vogue write their headlines makes their articles appear more interesting and increase the likelihood of consumers attempting to view them.
3) Teen Vogue justified the closure of print by stressing that they needed for Teen Vogue to "modernise and calibrate" how they distribute their content in order to stay in sync and up to date with how their audiences best consume their news.

4) The risks of going to online-only:
  • harder for the brand to stand out
  • hard to be 100% unique
5) Only-online publications make money through their online advertising and selling customer data.

6) Sarah Penny suggests that print editions of magazines would be harder to sell, especially to a Generation-Z audience because they were born into the digital world so have a stronger relationship with online content. 

7) The New York Times says that Conde Nast is known for well known for their lavish and visually-rich magazines - which is why their closure of their print publication was so shocking.

8) $100m less in revenue compared to 2016.

9) Traffic surged from 2 million monthly visitors to nearly 9 million since May 2015.

10) “In one of my interviews, one of the questions was, how do you grow Teen Vogue from 2 million to 10 million a month? And [adding politics] was largely the answer.” - Picardi

 “Teen Vogue has experienced tremendous audience growth across its digital, social and video platforms this past year." - Conde Nast

Social media analysis

1) Teen Vogue has 3.36m followers on Twitter

2) 
  • October cover star is not a teenage girl — she’s just really good at playing them: “I just feel honored to be a part of stories that, had I been 15 when they came out, I would have been first in line at the movie theater."
  • This is why your go-to topical acne treatment probably isn't working.
  • You’re going to want all of them.
  • Gigi Hadid and Reebok have partnered once again for a Fall/Winter 2019 collab and the color palette is *chef's kiss*
  • Spoiler: It's good for amateurs.
  • "I just want to bring the best of both worlds no matter where I am in the world."
  • More pieces are coming from Kim's shapewear line.
  • The next time you sit down for a repeat viewing of Euphoria, a new mental health–related message might be there to greet you.
  • Suddenly I need Google Assistant !!
  • Karena Evans is the future
  • The pair said their decision to stop posting weekly uploads was largely inspired by their father's death.
    "Had we not been filming a video every week, we would have been able to spend more time with our family around the time that they needed us."
  • "We’re seeing workers all over the country beginning to stand up to corporations." –
  • Listen up
  • Brenda Song talks about how she dealt with her mother's breast cancer diagnosis.
  • Liam Hemsworth has kept a relatively low profile following his split from Miley Cyrus earlier this year. But now, relationship rumors are starting to swirl.
  • Simone Biles makes history — again!
  • Talk about a party!
  • If you haven’t yet heard of Harris Reed, you’ve definitely seen their work.
  • What's it like really living with Cystic Fibros

3) The twitter headlines are typically written in first person or in a leading way - these are deliberately done in order to entice the audience into reading the articles, as they make the articles appear more necessary.

4) They mainly use images and videos as a method of encouraging the audience to click the links to their articles - the videos make them more likely to click them as it suggests that there is less reading involved. Also, because text is limited to only 140 characters, it means that images and videos can be used to communicate the narrative of the post easier.

5) Facebook page likes and followers: 5.9m likes and 5.8m followers

6) They have videos related to (female) wellbeing, as well as "newsworthy" clips relating to some of their more historical/hard-news based stories. This differs from the content shown on the Twitter page, as the Twitter page appears to have a lot more clickbait style content.

7) Teen Vogue summits and Teen Vogue meet ups show interaction with audience. 

8) Teen Vogue have 2.7million Instagram followers. 

9) Teen Vogue's Instagram feed includes exclusive pictures of celebs on Red Carpets, so they put a lot of informal and less political content online. 

10) Synergy and diversification: 
  • Their ability to grow a large number of subscribers on YouTube by posting political videos - i.e. having a pinned video on their homepage of Cara Delevingne commenting about a trans activist and the importance of activism.
  • An example of synergy would be the fact that across all of their social media platforms, they have the same slogan in their bio: The young person's guide to conquering (and saving) the world.

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