March 30, Moscow hosted the second event of «Yandex» for authors, publishers and brands «Zen Friday».
«Zen» is a news aggregator and blog platform with elements of artificial intelligence. The system learns the user’s behavior and based on this offers a really useful news. Services available at the company «Yandex.Browser», and also in a separate app on Android.
«Zen Friday» can anyone register and the number of seats was limited — in the end, the event was attended by about 230 people. Among the speakers were representatives of «Tinkoff-journal», Breaking Mad, The Flow, «Ruthless PR man», and Artemy Lebedev. Everything was broadcast online, and the full four-hour recording is available on YouTube.
We will save time and tell you briefly about the most important.
Innovation platform for publishers
About the update, said Daniel Trabun, media Director «Yandex.Zen»:
1. Subscription and tops of the channels.
Now in the web or mobile version of the platform, you can subscribe to any channel of the 19 sections — from cars to humor and entertainment. Now the platform was like a smart RSS reader with its own logic.
2. New narratives.
Narratives something reminiscent of Stories from Instagram. This set of cards (now full screen), which you can place text, images and gif animations. Therefore, you can short, concise and available to convey information about a new product or show a step by step recipe of a pie, for example.
Any card can be share in social networks and evaluate it by putting a like or seen yet
3. Finally, video. But up to two minutes.
A year ago in the «Zen» promised to add a video, but it happened just now. After reviewing all the formats, the developers came to the conclusion that it is best limited to two-minute videos with any aspect ratio. There are avtopley.
Know-how from the team of «Yandex» in the form of an unusual rating. All five areas of growth — the frequency, quality, influence, audience growth and engagement. Depending on the growth of each of the settings, grows and improves your karma. The better your karma, the more often your content is shown.
Coverage of Chinese bloggers has long bypassed all Federal TV channels. This was told the chief editor of the Internet publication on China «Magazeta» Alexander Maltsev.
Bloggers in China called vangani. The most popular vangunu, Papi-Chan, 28 million subscribers in the social network Weibo. The second in importance 5.8 million subscribers and store with its own line of clothing.
Category of bloggers range from humor to beauty, but there is no policy. There are those that are taken off 24 hours, even while they sleep. Most of the audience were men. The most popular themes: food, games and beauty.
Architect Ruslan Chernicinsky published in the fashion magazines and was paid a substantial fee. But about him no one knew, so he decided to have his page at «Zen». As a result, recognition and monthly income with only a blog to 100 thousand rubles.
Sasha Paradise, publisher «Tinkoff magazine», shared the stages of development and growth of the popular publication. It all started in 2015, and today the site has 1.8 million unique monthly visitors. Moreover, every twentieth, the reader becomes customer of «Tinkoff Bank».
The secret of the success of the team — «do it yourself, not looking at anyone». Are looking for a problem, dive in and write so that was interesting to read themselves.
Artemy Lebedev, a well-known designer, has shared the format of the Telegram and what he thought about the other networks. Facebook not logged in, Instagram, too, and Telegram is a great. Notes for posts usually prepares in advance and publish on schedule.
As for advertising, here for Artemia does not matter, will place almost all without batting an eye. The text is not his problem. But our question about bad publicity, the response was the following: «If all the slag, if it bothers me, hurts or mentions me, I say sorry, you have to rewrite… But I was accused that I smear bitcoin and then advertise all those bitcoins. Because it’s a casino, adults should know where they get the money. It is clear that they will lose them. My attitude remains the same. I am pleased to advertise the fact that I don’t like».
Fashion is my profession
Emotionally and sincerely Instagram-blogger Maria Monogarova spoke about his climb to the pedestal of popularity. Did not hesitate to show your photos to a 15 years of age. Now in Instagram signed up more than 718 thousand users.
Merciless anonymous PR
Popular channel about «the kitchen» PR was also present at the event. However, remotely, because no one still does not know about the authors of the channel. The performance took place outside the box — with a chat conversation. The audience asked questions that the authors answered. And could do the voice of Darth Vader, it would be cooler.
The next «Zen Sunday» will be held at the end of June, it will be devoted to the help. And before may 29, «Yandex» will host a major international conference Yet another Conference.
Full recording of the broadcast of the second «Zen Friday»: