In 2009, Zoe Sugg decided to start vlogging. The 19-year-old had already set up a blog, but buoyed by other vloggers she wanted to attempt her first film. One of her first successes was “60 Things In My Bedroom”, a video composed of Sugg holding up items from her room. If it sounds simple, it was. The four minute video was twee, wholesome, banal even.

At the time of writing this article, Sugg, better known by her blogging name, Zoella, has close to 10 million subscribers, two book deals and multiple brand collaborations. Her rise charts the transformation of a 19-year-old student with a strong West Country accent to a global superstar with legions of fans. It is no mean feat, and the fact that it was social media, in this case YouTube, that got her there, makes it all the more extraordinary.

Zoella is the social media star archetype. She is the success story that frames thousands of people who have garnered large followings on social networks, such as Instagram and YouTube. She may stand as the most notable example, but Zoella’s position as an online influencer is not unique. Vine star Cameron Dallas recently caused mass hysteria at Milan Fashion Week. Ian Connor was just signed to A$AP Rocky’s elusive AWGE creative collective. And Alfie Deyes, Zoella’s boyfriend, just saw his second book reach the bestseller list.

According to publisher advertising platform, Technorati, the influencer industry is worth around £156 million. Earlier this week, WWD reported that the web’s top names are making between $1 million and $3 million a year. Dedicated Insta-PR agencies are emerging to manage the people behind the most powerful handles. Both Viacom and Tumblr have developed marketing platforms that connect brands with influencers.