Teen Vogue Industry and social media

Teen Vogue: Industry and social media blog tasks

Create a new blogpost called 'Teen Vogue Industry and social media' and work through the following tasks to complete the final aspects of your Teen Vogue case study:

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?

The other magazines Teen Vogue publishes are: Glamour, Gentleman's Quarterly, Architectural Digest, Wired, House & Garden, Conde Nast Traveller, Tatler and Vanity Fair. Last year Conde Nast revealed that revenue was down 6.6%, from £121m to £113m.

2) What are Teen Vogue’s main sources of income?

Teen Vogue's main sources of income are social media such as YouTube, Twitter, Instagram and their website.

3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?

They have successfully diversified and have moved online on to most social media platforms and they've gained a lot of followers, subscribers etc. which help them generate revenues through ads, sponsorship's and many other ways.


4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?

It is important because readers who read about the Teen Vogue fashion and then see sponsorship's/adverts will most likely click on the advert or look into the sponsorship which could lead them to buying the product.

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?

It could be argued that Conde Nast could simply be doing this just for the clicks and the profits because this has gained a large reach.


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”?

The BBC suggests that Teen Vogue's digital game is strong because it has a highly successful website along with six million Facebook likes and three and a half million Twitter followers. 

2) What does the BBC suggest is responsible for the Teen Vogue website’s success?

BBC suggests that Teen Vogue increased its political coverage and social activism in recent years while still delivering its entertainment, fashion and beauty content.
3) How did Teen Vogue justify the closure of the print magazine?

Teem Vogue clearly stated that they needed to 'modernise and calibrate' .

4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?

David Hepworth suggests that the risk of going digital is the fact that you're no longer unique.

5) How do online-only publications make money?

Advertising online.

6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?

Sarah Penny suggests that generation Z has a much stronger connection with consuming online content compared to millennials.

7) What does the New York Times say Conde Nast is known for?

New York Times says that Conde Nast is known for its lavish spending and its visually rich glossy magazines.

8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much?

$100 million less 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 roughly 2 million monthly visitors to almost 9 million.

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.


“Teen Vogue has experienced tremendous audience growth across its digital, social and video platforms this past year. ” - This indicates how media in general is evolving and getting bigger.

“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.” -
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 (you don’t need to sign up to Twitter to see it but may need to log-in at home). How many followers does Teen Vogue have?

Teen Vogue has 3.3M followers on Twitter.

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?

 Why would we settle for anything less at this point? Why not aim for a candidate who gets us fired up and ready to go?"- Politics 
"Working people are sick and tired of being exploited, of not seeing any pay increases, of having to pay more and more for the health care that they get....we’re seeing workers all over the country beginning to stand up to corporations." - Politics 
Weekly horoscopes are here!-Entertainment
Mark your calendars for the biggest debate...ever! #DemDebate-Politics
Have you seen it!?-Entertainment
sorry!(skin care products)- Beauty and Lifestyle
thank you, @theestallion-Entertainment, Lifestyle
Hi, Mosaic Blue!-Entertainment
Let the shopping begin.- Lifestyle
Cart = FULL!-Lifestyle
Found my new statement coat -Lifestyle
Get into it!-Politics
It's not easy, but that doesn't mean it's not possible.-Politics
Get familiar with @brentfaiyaz-Entertainment
Facts on facts on facts.-Politics 
This energy!-politics

3) How are the tweets and headlines written? Can you find examples of clickbait?

The tweets on twitter are written in first person so the audience feels like its actually someones real point of view.

4) How does the Twitter feed use videos and images?

Twitter uses videos and images in order to attract and engage audiences.

5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?

Over 5 million likes and followers on facebook.


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?

Twitter's content is more 'clickbait style' whereas, Facebooks style isn't. 

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 is active in coming up with and creating new concepts. They make this available to their subscribers/readership across the United States. The fact that this can reach out to a wide audience across the states clearly illustrates that Teen Vogue will have a successful turn out.
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?

On Instagram, Teen Vogue has 2.7M followers.

9) How does the Instagram feed differ from other social media channels?

On Teen Vogues instagram, I'd say it is more fashion/beauty related and there is barely any relation to political content whereas, on different platforms you can clearly see that Teen Vogue is political.

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). 

Across all of Teen Vogue's social media platforms, they all have the same purpose.
They've successfully been able to post pictures and videos that appeal and target their target audience.