ZULA recently celebrated its fifth birthday, congratulations! Can you talk us through ZULA? What are the sites about and what does ZULA aim to achieve?
ZULA is a female-centric website and YouTube channel that caters to open-minded Singaporean millennials and Gen Zs. We produce content that celebrates both mainstream and alternative perspectives, to empower women and to provide a safe space for opinions to be heard.
 
We do this by shedding light on stigmatised characters and social groups such as single mums and sex workers, alongside content encompassing pro-LGBTQ+ perspectives, sex education and causes like sustainability and being zero-waste.
 
What is the key milestone the publication has reached for the past five years?
A key milestone we have reached is creating content for 350,000 monthly unique visitors on our website. We have also hit over 12 million page views on our website and 10 million views on our YouTube channel in 2020.
 
Since ZULA is catered more to millennials and Generation Z, what do you wish your readers can take away from ZULA?
We wish for our readers to be more open-minded to people of different backgrounds, and through our content, help them understand how some are misunderstood so they are able to empathise with those who face societal stigmas. We don’t expect our readers to agree with all the opinions shared, but we hope to broaden their views and create a space that brings people up, and discourage people from being quick to judge and put others down.
 
Can you share more about your editorial selection criteria? How do you and your team determine what to feature on the site?
We curate our content based on what has proven to resonate well with our readers - ranging from personal perspective stories to the latest Starbucks merchandise collection. ZULA aims to be the relatable gal pal in your friend group, always dishing out the latest news and stories to keep you up to date.
 
2021 is coming to an end soon, can you share what is the editorial focus for 2022 and what can readers expect and look forward to?
We are excited to return to more travel-related features and stories, now that the world is adapting to living with Covid-19. We will also continue to share buzz-worthy news posts, relatable articles and work alongside brands to deliver catchy content!
 
Since the pandemic began, what are some of the more distinctive changes that have taken place at ZULA? 
Since the pandemic we had to cut down on filming outdoors, but because of that, we changed our direction to focus more on podcasts and highlighting unique stories, with our segment Ask ZULA and ZULA Answers which is a modern take and our version of a 2021 “Aunt Agony”. This has been extremely popular with our audience as it has become our top viewed segment and provided us with much growth in 2021.
 
ZULA also focuses heavily on its YouTube channel, can you share how PRs can collaborate with you for content on that?
We have done many collaborations with clothing, female-centric, and lifestyle brands on our YouTube channel. Recently, we have also added a product placement feature in our videos at an affordable rate. This format may be suitable for clients who want their products to be mentioned briefly rather than having a dedicated long-form video. Do reach out to us at hello@zula.sg if this format is suitable or if you are interested in collaborating with us.
 
What is the most unique and or memorable video ZULA has put out in 2021?
In 2021, the most memorable video we put out was an Ask ZULA episode titled: Restarting My Life After Working in Geylang And Getting Pregnant At 15: Ling, which garnered over 415k views. Our interviewee, Ling, shared her touching story of how she struggled growing up living on the streets and what she went through to overcome that to become the Founder of Project Green Ribbon.