From Bytes to Bites: Unpacking Deliciously Ella’s Online Ecosystem
A deep dive into how Ella Mills capitalised off her online presence.
This is Ella Mills, a 32-year-old female entrepreneur.
You may have seen her brand, Plants, in the ‘Free From’ section of major supermarkets such as Sainsbury’s or Tesco. However, Ella’s disruption extends beyond the supermarket shelves. Within the saturated digital realm of health and wellness influencers, Ella carved a niche for herself when she started her blog, Deliciously Ella, in 2012. Exploring her journey from personal blog to global brand, it is evident that her expanding online presence can be attributed to tailoring communications to platforms and building community. We must consider the following:
1. The Blog: ‘Deliciously Ella’
2. The App: ‘Deliciously Ella: Feel Better’
3. The TikTok: ‘@_deliciouslyella’
The Blog
Ella’s blog is central to her digital presence. The sleek, intuitive interface appeals to nutrition enthusiasts and casual recipe seekers alike. Seamlessly blending personal anecdotes, detailed recipes and wellness tips, the blog showcases both Ella’s culinary expertise and passion for a plant-based lifestyle. Ella’s transparency regarding her health struggles resonates with readers, fostering a connection that transcends online. Through her blog, Ella empowers and educates her audience, establishing herself as a trusted information source- a rarity in the wellness industry.
-Ella Mills
Ella’s blog has effective and dynamic communication, vibrant online presence, and creates a community of like-minded individuals. Her online honesty and vulnerability are refreshing to see.
The App
Launched in 2014, ‘Deliciously Ella: Feel Better’ is arguably the most effective of Ella’s platforms. Shooting to #1 on the App Store charts, the app goes beyond the confines of a blog and offers a personalised, immersive experience incorporating meal planning tools and shopping lists. The app serves as a direct channel for Ella to connect to her audience and solidifies her position as a go-to authority in the wellness space. Integrating the app into her broader online ecosystem (a subscription to the blog unlocks the app’s features), fosters brand loyalty and engagement which creates a cohesive and digital environment, seamlessly aligning with her mission to promote a plant-based lifestyle.
The TikTok
TikTok is unique and fast-paced, revolving around trends and attention-grabbing content. Despite Ella’s content going beyond traditional recipes and offering quick cooking hacks and behind-the-scenes glimpses, the lack of participation in trends, viral audios or tailoring to the younger demographic are likely to have hindered her account growth.
However, while Ella’s TikTok may not have gained as much traction as other platforms, TikTok’s demographic is unlikely to align with Ella’s target audience. Her ingredients, products and subscription are on the pricier side, aiming for an audience with disposable income. Equally, TikTok’s ‘cheap dopamine’ hits almost oppose her brand entirely. Therefore, the slow success on TikTok might not be of significant concern to her.
And That’s a Wrap
Ella’s online journey is a brilliant example of how digital communication evolves: for better or for worse. Ella’s consistently authentic and audience-orientated approach builds community and fosters a connection extending beyond online. It’s no wonder the company is estimated at a whopping £25 million.
