Teen Vogue Industry and social media
Teen Vogue: Industry and social media blog tasks
Industry: Condé Nast
1) Research Teen Vogue publisher Condé Nast. What other magazines do they publish and how much money did they make last year?
They publish Wired, The New Yorker, Glamour and many more.
2) What are Teen Vogue’s main sources of income?
Selling advertising spaces and selling their customer's data to other companies to attract relevant advertorial/sponsored content.
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
They use social media as a platform which increases their revenue, this includes YouTube, Instagram and even Snapchat with millions of views on each they have additional income.
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
Increases the likelihood of people purchasing certain products as the adverts are targeted towards consumers based on what clothes they view/posts they like.
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?
Both, they have to have content that will generate enough clicks for them to stay in business however the political content is a way of public service media.
Closure of print edition research
Read the following short articles to learn the background to Condé Nast's decision to close the print edition of Teen Vogue in 2016 and then answer the questions below:
BBC: Teen Vogue: How will going online-only affect readers?
New York Times: Condé Nast Ends Teen Vogue’s Print Run
Folio: Your Teen Vogue Hot Takes Are All Wrong
1) Why does the BBC suggest “Teen Vogue’s digital game is strong”?
They have every trending social media platform (Facebook, Twitter, Snap chat etc.)
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
Their headlines are in first person and they leave people wanting to read because they make the news article sound very interesting meaning people are more likely to read them.
3) How did Teen Vogue justify the closure of the print magazine?
They stressed the need 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.
5) How do online-only publications make money?
Through their online advertising and selling customer data/information.
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
Generation Z use social media the most so Teen Vogue take advantage of this and invest alot of time into
the digital platforms as it will surely have an audience.
7) What does the New York Times say Conde Nast is known for?
It says that originally, Conde Nast are well known for their lavish and visually-rich magazines - which is why their closure of their print publication was so shocking.
8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much?
$100m less in revenue compared to 2016.
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
Traffic surged from 2 million monthly visitors to nearly 9 million since May 2015.
10) Finally, Folio also highlights some of the aspects we have studied elsewhere. Pick out two quotes from the article that link to our work on the Teen Vogue audience, representation or design.
“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.”
“Teen Vogue has experienced tremendous audience growth across its digital, social and video platforms this past year." - Conde Nast
Social media analysis
Work through the following tasks to complete your textual analysis of Teen Vogue's social media presence:
1) Look at the Teen Vogue Twitter feed. How many followers does Teen Vogue have?
3.36m followers
2) Now look at the content. Classify the first 20 tweets you can see using the sections on the Teen Vogue website: News & Politics, Fashion, Entertainment, Beauty, Lifestyle, Wellness and Homecoming. What does the Twitter feed focus on most? Does this differ to the website?
The stories are models are mad that Kendall Jenner believes she "doesn't have to do" what others do, fans Think Selena Gomez Is Trolling Stefano Gabbana With Her “UGLY” Hair, If You Loved the Dora Milaje in "Black Panther," Meet the Dahomey Amazons, Find out when most teens are losing their virginity. This differs from the Twitter feed as it is more hard news and the Twitter seems to be more gossip based (soft news)
3) How are the tweets and headlines written? Can you find examples of clickbait?
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) How does the Twitter feed use videos and images?
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) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
5.9 million likes and 5.8 million followers
6) Click on the Videos link on the left-hand menu. What type of content do the videos feature? Does this differ to the website or Twitter feed?
The videos are related to female lifestyle , as well as "newsworthy" clips relating to hard-news based stories which differs from the content shown on the Twitter page, as the Twitter page appears to have a lot more clickbait style content.
7) Now look at the Events tab to explore past events. What are these events and what do they tell us about how audiences interact with the Teen Vogue brand?
The events tab shows us that Teen Vogue are very active in terms of creating new concepts and making them available to subscribers. The fact that they can travel across to these different states, knowing that they will have a successful turn out highlights that their readership and audience engage with their content and interact with their events very well,
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
2.4 million
9) How does the Instagram feed differ from other social media channels?
They have a lot of exclusive pictures from their events and Red Carpet events etc. There is far less political/activism content compared to the Teen Vogue website. Perhaps this is because people would be less likely to comment/like their posts when seeing political news amidst the rest of their personalized feed.
10) What examples of digital convergence and synergy can you find on Teen Vogue social media including the Teen Vogue YouTube channel? (E.g. opportunities to engage with the brand across different platforms).
They have the slogan "The young person guide to conquering the world" which is an example of synergy and they also post very hard news videos about the world and politics which is an example of digital convergence.
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