Jellylift homepage.

For this peer review, I was delighted to find out I would be looking at Antalya’s blog, cleverly called Jellylift, for a couple reasons: 1) I’ve worked with Antalya in previous courses– she’s lovely!, and 2) I am also a hardcore Jellycat fanatic. I mean, what better way to spend (way too much of) your adult money on stuffed animals? (See my prized possession on the Indigo website.) So, when prompted about how Jellylift markets to their intended audience, I immediately think “well… that’s me!” Before getting into the marketability portion of this peer review, I’m first going to dig further into Antalya’s intended audience.

Who (else) Is the Intended Audience?

From the name “Jellylift” and also the About page, it is very clear that this blog is dedicated to two things and two things only: weightlifting and Jellycats. Side note: I have to add to the pre-existing compliment pile for this super awesome juxtaposition– it’s super awesome. Individually, both weightlifting and Jellycats have their own passionate counterpublics, a term discussed by Michael Warner. So, it seems that these groups make up Antalya’s intended audience. 

I know that the gym community, both online and in real life spheres, is quite a tight-knit and supportive counterpublic, usually circulating discourse around tips on form, advice on the best pre-workouts, flexing their personal bests, etc. (Is it painfully obvious that I’m absolutely NOT a member of this counterpublic?) On the other hand, the Jellycat counterpublic is bonded through obsessing over and collecting the cutest, softest plushes on the planet. Check out the Jellycat website to see for yourself.

So, Jellylift is clearly a hub for members of both of these counterpublics to enjoy. However, by combining the two comically different interests, Antalya may be single-handedly creating a whole third counterpublic through Jellylift– a counterpublic consisting of those who love to sweat and pump major iron AND embrace their inner child with cuddly toys. 

I’ve talked a lot about these people who surely would love Jellylift, but how exactly does Jellylift market to them to solidify this love?

Marketability Through Content and Design

I have determined that both the weightlifting and Jellycat counterpublics are part of Antalya’s intended audience, but this is not to say that you have to be a part of both / Antalya’s up-and-coming third counterpublic to be a Jellylift enjoyer. Take me, for example, who a) would rather die than step into a public gym, but b) has no problem dropping $40 on a hand-sized stuffed cauliflower with legs, and c) loves Jellylift. Antalya does a great job of balancing content about both interests– check out her content categories for Lifting and Jellycats– while keeping them separate enough for pure lifters and Jellycat lovers to enjoy one and not the other. This is important as it opens the door for more (regular) site visitors– I’m not sure the same effect would be achieved if Antalya’s content posts each featured an integration of both interests. 

Additionally, the overall ironic and casual tone used across Jellylift makes the content clearly suitable for Antalya’s audience, or at least a subsection of them. She talks about how Jellycat lovers and weightlifters could be generalized into a “youth” demographic in her process post Knock Knock… Who’s There? Antalya’s style of writing definitely sells to this demographic perfectly, as the language she uses is very Gen-Z-friendly, with dry humour, lowercase titles, and expletives used (tastefully and quirkily) in every post.

Jellylift’s blog design also contributes to supporting its marketability to these intended audiences. At first glance, the pastel text against the rich chocolate brown background is definitely not a conventional website colour palette, but it is undeniably aesthetically pleasing to the youthful eye. Jellylift is also very easy to navigate with the clearly-labelled menu, systematically organized and categorized posts, and use of tags. Although Antalya loves to use a fun title for her posts– such as “What the F**k is Content?”– all her posts can easily be located, and are additionally very readable and scannable due to her use of headers and links. All of these elements, according to our PUB 101 Week 10 lecture material, are ingredients for good SEO. And, according to Sam Hollingsworth, having a good SEO is extremely beneficial for marketability. He further explains how site performance suffers if these elements are missing, but Antalya’s got it covered.

Summing Up

Overall, Antalya’s content and design of Jellylift is all noticeably intentional and carefully executed, which evidently pays off in its marketability as well as user-satisfaction (cite: me). I can’t wait to keep up with Jellylift and see what Antalya has up her sleeve for the rest of the semester!

Bonus Content: A Short Response to Antalya’s Peer Review

If you aren’t Antalya, this peer review post ends here. Thanks for reading! If you ARE Antalya, keep scrolling.

Hi Antalya! I enjoyed your peer review for my blog so much I just had to respond to it here. Thank you for the kind words, I truly am so flattered that someone I admire so much academically and personally likes melatonin gone missing! I am obsessed with the justgirlythings posts you pulled for me, truly thank you so much. melatonin gone missing feels so seen. Keep your eyes peeled for when those make their appearance on the blog.

Me and you after our peer reviews:

Two buff guys, with their arms around each other, flexing for the camera at the gym.


Hollingsworth, S. (2021, August 9). 15 reasons why your business absolutely needs seo. Search Engine Journal. Retrieved March 29, 2023, from

Norman, S. (2023). Data and SEO [PowerPoint Slides]. Department of Publishing, Simon Fraser University.

Warner, M. (2002). Publics and Counterpublics (abbreviated version). Quarterly Journal of Speech, 88(4), 413-425. 

Leave a Reply

Your email address will not be published. Required fields are marked *

Skip to content