posted by Hollie-Anne Brooks

There’s a LOT more to write about than a tiny bit of “drama”.

Some of you might be aware that British gossip magazine Heat have featured Zoe in their latest edition. But far from celebrating the fact she’s about to hit 10 million subscribers or reviewing her beauty range, the magazine have featured her by dragging up her blog ghost-writing drama from way back in November 2015.

They wrote… “But in November 2015, rumours started on Twitter and blogging websites that Zoe was getting help again, this time for her award-winning blog. Would Zoe really risk her credibility by using a ghost writer for her posts?” 

Er, haven’t we already been through all this?! The issue around Zoella’s blog was hotly debated a long time ago. At the time, publications covered everything from who Carrie Fry is to why Zoe would have a ghost writer and the impact it would have on her reputation.

YouTube is constantly evolving and here at Unicorns, we’re writing about it daily.

Zoe’s blog is one of the issues we have strong opinions on. But there’s also an extraordinary array of interesting, diverse and dynamic issues being covered by our favourite YouTubers that we feel it’s bordering on petty to highlight such a minor issue months on. Isn’t there a conversation to be had on how and why YouTubers have become so big in the first place?

Zoe gif


When it comes to Zoe’s blog, the issue is less about whether someone is actually writing it for her and more so about her growing success and how big the Zoella brand is. If someone is working behind the scenes, it’s no reflection on Zoe’s talents but it’s come from a need because the YouTube community and Zoe’s success has grown so much. When you consider you’ve got millions of eyes on that blog content, brands needing perfection and an ever growing demanding audience, it’s only natural to seek help- whether that’s proof reading and editing a blog post, whizzing an image up on Photoshop or filming a video.


Zoella gif

Zoe Sugg has become a celebrity, whether we like it or not. We see Zoe’s face next to the likes of Katy Perry and Kate Moss on make-up marketing material every time we enter the drugstore. She appears on huge TV shows like the Great British Bake Off, has produced her own clothing with and fills inches upon inches of column space in magazines, newspapers and on websites. But do we really need to be bashing Zoe to sell mags? Especially for something that happened ages ago.


Read More: 10 YouTubers Who Wowed On Magazine Covers


Since Heat’s feature, several other tabloid titles have dragged up the blog writing drama. Surely the conversation has moved on? Aren’t publications eager to show they know more about YouTube than just the fact Zoella films a make-up tutorial?

Magazines and newspapers could be discussing Lilly Singh’s #GirlLove campaign. Or what about how much money Louise Pentland raised for charity? And how she opened up about losing her mum to cancer? To be really innovative and push the boundaries, editors and journalists could take a look into a whole array of up and coming YouTubers- who will be the next Zoella? Who is in Zoe’s friendship group and what type of content do they produce? Or which new YouTubers are really breaking the mould?

As we’ve proved, the YouTube community and its topics of conversation are endless. There are SO many interesting characters on YouTube that it feels crazy to limit themselves to the two or three they often feature and struggle to come up with new stories for.   Zoella gif

If publications want to feature Zoe because they feel she’ll sell copies, why not write about her rise to 10 million subs? Why not write about her latest security and privacy issues? Why not look into what the year could hold for Zoe- including a potential movie deal? It’s all more relevant than slating her over some Twitter drama that came about online last year.

Whether it’s slating YouTubers for their fame, discussing how much money they make or failing to see the point of them, it all feels quite limited.

Honestly, it just makes traditional media look even more behind the times.


Zoe Sugg gif

What do you think of Heat’s article? And how traditional media feature YouTubers? Let us know in the comments below.