Top SMM News in September

Contents:

• TikTok analogue to appear in Russia
• Yandex.Zen added look-alike and new reports
• VKontakte launches grants for projects in the field of culture and art
• Demand for online marathons has grown 3.5 times in a year
• TikTok added quick launch of advertising
• Russians chose the most popular social network
• Instagram* told how to get a blue checkmark
• Telegram has new features, and users noticed advertising posts of an unknown format
• TikTok launched an affiliate program for performance agencies from Russia
• Facebook** will create advertising that leads from Instagram* to WhatsApp
• In one line

• Russian Analogue of TikTok
• Look-alike and Other Updates in Zen
• Grants from VKontakte
• Increased Demand for Online marathons
• Quick launch of advertising in TikTok
• The most popular social network: survey results
• How to get a blue checkmark: Instagram tips*
• New features and advertising posts in Telegram
• Affiliate program from TikTok
• Direct advertising from Instagram* in WhatsApp
• Nine more news in one line

A TikTok analogue will appear in Russia

Gazprom-Media will develop a platform for vertical videos. The head of the holding, Alexander Zharov, noted that the high demand for vertical content is due to the fact that 87% of users prefer to consume videos on smartphones in this format. The name of the new service has not yet been announced, and its official release is planned for fall 2021.

In recent days, the app previously known as "Ya Molodets" (I'm Good) has been the subject of renewed media coverage. It is now being presented under a new name: Yappy. This indicates the developers are attempting to rebrand and relaunch the project, as the initial launch of "Ya Molodets" did not meet expectations and achieved the desired success. The new branding could attract user attention and improve the app's market perception.

The service will likely be promoted with the help of famous artists and bloggers. Regular users will likely be offered attractive registration bonuses. It will be interesting to see whether it can compete not only with TikTok, but also with Instagram, YouTube Shorts, VKontakte, and Yandex.Zen. The key objectives for successful promotion will be not only attracting users but also maintaining their interest in the platform through unique content and functionality.

Renat Yanbekov is a renowned TikTok producer and author of the book "TikTok Without Dancing." He shares his experience creating successful content on TikTok, offering unique methods and strategies for engaging an audience. His approach is based on an understanding of TikTok algorithms and the characteristics of user interaction with videos. Yanbekov helps beginners and experienced content creators grow their accounts without relying on dance trends, making his advice especially relevant in the rapidly changing world of social media.

Yandex.Zen Adds Lookalike and New Reports

The recommendation platform has introduced a new targeting method aimed at users similar to your company's customers. To implement this approach, you need to create a segment in Yandex.Audience and set up lookalikes in Zen. This type of targeting allows you to reach your audience more effectively, increasing the likelihood of attracting new customers who share interests and behaviors similar to your current buyers.

Audience segments can be created based on email addresses and phone numbers, as well as using data from Yandex.Metrica and the pixel. Previously, the Zen platform's targeting options were limited to user demographics and geographic parameters. Now, segment customization options have been significantly expanded, allowing you to more precisely target the desired audience and improve the effectiveness of your advertising campaigns.

The Zen system automatically identifies audience segments that may be interested in your advertising message. To do this, it analyzes who exactly opens and reads materials. Using Look-alike technology significantly speeds up and improves the accuracy of target audience search, according to platform representatives. This allows advertisers to more effectively engage with potential clients and increase the conversion rate of advertising campaigns.

Two new reports have been introduced for clients with a monthly turnover of one million rubles or more. The Post View report allows you to track conversion actions and analyze the behavior of users who have seen an ad. The Search Lift report demonstrates how often users search for a product in search engines after seeing an ad on Zen. These tools will help you better understand the effectiveness of advertising campaigns and optimize your promotion strategy, increasing overall conversion and boosting sales.

Updates on the recommendation platform can be found in the report from Zen Wednesday. This material provides information on the latest changes that may impact users and their experience with the platform. We recommend reading the report for up-to-date information and helpful tips on using the platform.

VKontakte Launches Grants for Cultural and Art Projects

Communities in the cultural and art fields have the opportunity to receive grants ranging from 100,000 to 1 million rubles. These funds are intended for promotion and can be used in the VKontakte advertising account. Grant applications can be submitted through the program's official page. Receiving financial support will help cultural and artistic projects expand their audience and increase their visibility in the digital space.

Candidates will be assessed based on the level of subscriber engagement, the quality of community content, and the effective use of platform tools VKontakte. The social network will emphasize public groups that create video clips, conduct surveys, record podcasts, and organize live broadcasts directly within the app. It is important to note that active audience engagement and content diversity contribute to increased visibility and appeal.

A project that inspires active participation on VKontakte is truly noteworthy. Success requires the support of an active community, which requires business preparation and budget allocation. Ultimately, this benefits both the company and the community members.

Yaroslav Efanov is the Head of SMM at Skillbox. His experience and knowledge in social media marketing allow him to effectively develop promotion and audience engagement strategies. Under his leadership, the Skillbox team achieves significant results using modern SMM tools and approaches. Yaroslav actively shares his experience and knowledge, which contributes to the development of digital marketing specialists' competencies.

Demand for online marathons has grown 3.5 times in a year

In the spring of 2021, there was a significant increase in purchases for online marathons: users made five times more purchases compared to the spring of 2020. In the summer of the same year, the number of purchases increased 3.5 times compared to the same period the previous year. This data was obtained from a study conducted by the publication "Secret Firmy" and the "Yukassa" service, which is part of the Sber ecosystem and owned by YuMoney. This trend highlights the growing popularity of online training and event formats.

The number of buyers increased 2.6 times, but the average check decreased by 13%, amounting to 2,603 ​​rubles. In 2020, December was the busiest month for online marathon sales, accounting for 36% of total annual sales. This indicates a significant increase in interest in online learning, despite a decrease in the average order value, which may be due to changing consumer preferences and the economic situation.

According to a press release from YuMoney, the growth in the services segment is due to changes caused by the pandemic. During self-isolation, there was increased demand for educational services, leading to increased user spending. However, with increased demand comes increased competition in the market. As a result, further market segmentation into narrower niches can be expected. In such conditions, only those companies that occupy leading positions will be able to survive and maintain their business.

The first wave of self-isolation significantly accelerated the development of online education, resulting in an increase in the number of original courses. However, not all of these are of high quality. Low-quality and unfinished products negatively impact the industry's image. At Skillbox, we prioritize the quality of educational content and strive to provide people with real opportunities to change their lives for the better. Yaroslav Efanov is the Head of SMM at Skillbox. Under his leadership, the team develops effective social media marketing strategies aimed at increasing engagement and attracting audiences. Yaroslav actively shares his knowledge and experience, which contributes to the growth and development of both the team and Skillbox's clients. His approach to SMM is based on data analysis and modern trends, which allows for high results in brand promotion on social media. TikTok Adds Quick Ad Launch TikTok has introduced the ability to launch ads directly from the app, which is an important step for users. This feature is already available on Instagram and allows users to promote their videos. The Promote feature on TikTok allows you to advertise videos containing original content, as such videos do not infringe on music copyrights. This innovation opens up new horizons for creators and brands, allowing them to reach their audiences more effectively.

To launch an ad, select a video from your feed and click the "Promote" button in the video's settings. You can also use the "Settings and Privacy" section by going to your "Business Profile." This will allow you to effectively promote your content and increase its reach.

To successfully launch an advertising campaign, you need to define its primary goal, whether it's increasing views, driving website traffic, or growing the number of subscribers. After that, you should set your campaign budget and determine its duration. It's also important to define the parameters of the target audience you plan to reach. A clear understanding of these aspects will allow you to effectively organize your campaign and achieve your desired results.

TikTok developers have taken an important step by introducing new features for account promotion. Organic promotion can be complex and unpredictable, making it difficult to achieve the desired results. Users can now choose between two types of reach: long-term, which relies on organic growth and offers no guarantees, and short-term, which provides a guaranteed number of views through the Promote feature. This innovation opens up additional opportunities for users looking to grow their audience and increase the visibility of their content. Renat Yanbekov is a renowned TikTok producer and the author of the book "TikTok Without Dancing." His work focuses on creating unique content for the popular platform, helping users grow their accounts and achieve success. Yanbekov shares practical tips for TikTok promotion, demonstrating that successful content marketing doesn't require dancing. His approach is based on audience analysis, creativity, and strategic planning, making him an expert on TikTok. "TikTok Without Dancing" is a useful resource for anyone seeking to master the skills of creating engaging content and attracting followers. Renat Yanbekov continues to inspire new content creators, opening new horizons in the world of TikTok.

Russians have chosen the most popular social network

SuperJob conducted a survey among 3,000 Russian citizens from various regions, asking them to choose one social network in case they had to give up the others. According to the voting results, VKontakte became the most popular platform, receiving 21% of the votes. Instagram came in second with 17%, and YouTube rounded out the top three with 14%. The results of this survey highlight Russians' preferences in choosing social networks and their popularity in the country.

The study conducted by SuperJob analyzed the popularity of social networks among various professions. The results showed that Instagram occupies a leading position among marketers, who account for 28% of the total number of respondents. Security guards (34%) and purchasing managers (33%) prefer VKontakte. Salespeople (26%) and sales managers (25%) most often choose YouTube for their needs. Facebook received the highest recognition among designers and economists, receiving 15% and 8% of the votes, respectively. These data highlight the importance of choosing the right social platform depending on your profession and target audience.

The study sample is small, which raises doubts about its reliability. VKontakte remains the largest social network in Russia by number of users, making its victory entirely expected. Facebook statistics are puzzling: it is compared to Odnoklassniki in terms of age category and audience, but real data and practice indicate otherwise.

Yaroslav Efanov is the Head of the SMM Department at Skillbox. In his role, he is responsible for strategic planning and implementation of social media campaigns aimed at increasing the brand's presence in the digital space and engaging with the target audience. His experience and knowledge in social media marketing allow Skillbox to effectively promote its educational programs and attract new students. Yaroslav strives to implement innovative approaches in SMM, which helps the company remain competitive in the online education market.

Instagram* explained how to get a blue checkmark

The social network simplified the application process and provided recommendations to increase the likelihood of its approval.

To successfully participate in the program, the company or individual must be real and active. The account must be public, contain an avatar, a completed biographical description, and at least one post. The social network checks mentions of the applicant in news sources, while advertising and partner publications are not taken into account.

To increase the chances of approval, we recommend providing links to five of your publications in the media. Instagram prefers accounts with high popularity, but does not specify the minimum number of followers required for successful consideration. Citing publications in the media can significantly increase the credibility of your account and increase the likelihood of approval.

The blue checkmark on social networks is not available to all users. Typically, it is received by well-known personalities, such as celebrities, politicians, athletes, government officials, and large brands. For bloggers, it is more difficult to obtain account verification. To qualify, you must have media mentions and a significant following. Followers from other social media platforms may also be considered when considering your application for a blue checkmark.

If you weren't able to get verified the first time, don't despair—you can try again. Denial of verification at the first stage is common among Facebook support staff. It's important to remember not to trust scammers offering "guaranteed" blue checkmarks for money. The key to successful verification is meeting all requirements and providing the necessary documents. Be diligent and follow official guidelines to increase your chances of success.

Ayta Luzgina is the Project Director of the Interium agency. She is responsible for project management and team coordination, enabling her to create unique and effective solutions for clients. Ayta's experience in design and project management contributes to the successful implementation of projects of varying complexity. Her focus on quality and deadlines makes Interium a leader in its industry. Under Ayta's leadership, the agency team achieves high results and meets client needs, offering innovative approaches and customized solutions.

Telegram has introduced new features, and users have noticed advertising posts of an unknown format

The messenger's latest updates have introduced two interesting innovations for private chats. Users can now customize unique color themes for each individual chat, making communication more personal. New emoji effects have also been added, adding visual variety to messages. Furthermore, group chats now feature a feature that allows participants to see who has read a sent message. These changes improve interaction and make communication more comfortable and visual.

Video chat capabilities have been significantly expanded: users can now record not only audio but also the video stream of a broadcast. This innovation opens up new horizons for communication and collaboration, allowing you to capture important moments and share them with others. Video stream recording makes video chats more functional and user-friendly, offering a new level of interaction.

Telegram 8.0 beta users have noticed the addition of posts labeled "advertisement." This could become a new advertising tool on the Telegram platform, opening up new opportunities for promoting products and services.

A list of those who have read a message is a useful feature that eliminates the need to confirm with group members whether they have seen it. Video conferencing is an interesting communication format, but the question remains as to how actively it will be used. A similar service has already been implemented on VKontakte, but most users continue to prefer Zoom. Chat topics will also prove useful, as they will help avoid confusion in discussions and make communication more structured.

Yaroslav Efanov is the Head of SMM at Skillbox. In his role, he is responsible for strategic planning and implementation of marketing campaigns on social media. Efanov has extensive experience in digital marketing and content management, allowing him to effectively attract target audiences and increase user engagement. Under his leadership, the Skillbox team develops innovative approaches to SMM, contributing to the brand's growth and strengthening its market position.

TikTok Launches Partner Program for Performance Agencies from Russia

The program has already united 13 agencies operating in Russia. Partners include international companies such as Bidshake, InTarget Group Srl, and Nativex, as well as Russian agencies including Zifirium, Rocket10, and eLama. A full list of partners is available in the TikTok Marketing Partners section, which allows you to get up-to-date information about all program participants and their offers.

TikTok presents its partners on the official website, highlighting their professional competencies in various fields. In Russia, agencies have received classifications such as "Campaign Management," "Ad Buying," and "Agency Services." All Russian partners hold "Agency Services" status, confirming their qualifications and experience in digital marketing and advertising.

Large agencies that meet TikTok's requirements can expect a significant increase in clients. Small agencies face difficulties in becoming partners on the platform. The main reason is that they don't receive invitations due to a lack of serious clients. In turn, a lack of serious clients limits their opportunities for collaboration. This creates a vicious cycle that makes it difficult for smaller agencies to enter the market.

Renat Yanbekov is an experienced TikTok producer and author of the book "TikTok Without Dancing." He specializes in creating content that engages audiences and helps users grow their TikTok profiles without the need for dance elements. Yanbekov shares his knowledge on how to effectively use the platform to gain popularity and increase reach. His book will be a useful resource for those looking to master TikTok and learn how to create unique and engaging content.

Facebook** will create ads that link from Instagram* to WhatsApp

Instagram now offers the ability to add links that link directly to WhatsApp, without the need for third-party services. This simplifies the process of connecting with customers and improves the user experience. Users can now easily switch to WhatsApp for communication, making interactions more convenient and faster. The new feature opens up additional opportunities for businesses, allowing them to effectively attract customers and improve communication.

Instagram now offers the ability to start a WhatsApp conversation directly from your profile. A special button is available for this purpose, simplifying interaction between the two popular platforms. This innovation makes communication more convenient and faster, allowing users to easily switch from viewing content on Instagram to communicating on WhatsApp.

In the previous digest, we discussed the new stage of integration of the WhatsApp messenger and the Facebook social network ecosystem. Facebook now plans to use WhatsApp conversation data for targeted advertising. To do this, the company needs to develop a system that can extract information from messages without compromising their encryption. This move represents a significant change in the advertising approach and may impact user privacy. WhatsApp messaging is a convenient solution for small businesses because it allows the company to store the customer's phone number. Given the successful collaboration between various services, it is expected that the integration of messengers and social networks such as Facebook and Instagram will deepen in the future. This will create new opportunities for businesses to interact with customers and improve the customer experience. Yaroslav Efanov is the Head of SMM at Skillbox. His experience and knowledge of social media help Skillbox effectively promote educational programs and attract new students. Under his leadership, the team develops strategies that increase brand visibility and audience engagement. Yaroslav actively applies innovative approaches and analyzes trends, which allows Skillbox to remain at the forefront of online education.

In a nutshell

Odnoklassniki has launched a new platform designed for content monetization. This initiative opens up new opportunities for users and content creators, allowing them to earn money from their publications and audience interactions. The platform offers various tools and features that will help optimize the monetization process and increase revenue. Users will be able to utilize new mechanisms such as subscriptions, advertising, and donations, making Odnoklassniki an attractive place for those looking to develop their business or creative work online.

Community administrators now have the opportunity to receive donations from subscribers and post paid content in groups, accessible exclusively by subscription. This feature allows for the creation of new revenue streams and the offering of unique content to subscribers that is not available to the general public. Subscriptions to paid content strengthen the bond between administrators and community members, providing an additional level of engagement and support.

TikTok has surpassed YouTube in average user time spent watching videos. The platform has become a leader in short-form video, attracting the attention of millions of users worldwide. Engaging content and algorithms that promote virality make TikTok particularly attractive to its audience. As a result, users spend more time on this platform than on YouTube, highlighting changing preferences in media consumption. TikTok continues to gain popularity, setting new standards in the social media industry.

According to research by App Annie, users spend an average of 24.5 hours per month on TikTok, exceeding the 22 hours they spend on YouTube. This highlights TikTok's growing popularity as a platform for entertainment and interaction, making it important for marketers and brands looking to engage their audience.

The social network VKontakte has introduced its own email service. The new functionality allows users to exchange messages, create folders to organize emails, and utilize various tools for managing email correspondence. The integration of the email service into the VKontakte platform will improve communication between users and make the process of exchanging information more convenient. With this new feature, VKontakte aims to strengthen its position in the digital services market, offering users comprehensive solutions for communication and work.

Users can create an email account with the @vk.com domain. This email service features a sorting function and intelligent responses based on machine learning technologies. These features allow you to effectively manage your incoming messages and speed up communication, making email more convenient and productive.

TikTok has launched a new Trends Hub, allowing users to stay up-to-date on current trends on the platform. This tool provides access to popular videos, challenges, and music trends, helping users find inspiration and create their own unique content. The TikTok Trends Hub will be a useful resource for both creators and viewers looking to stay up-to-date on the latest trends and fashion trends in the world of short videos. With this hub, users can more easily navigate the diversity of content and quickly find the topics that interest them.

The social network has introduced a new category hub, allowing users to easily find top trends, popular videos, creators, hashtags, and music tracks. Content in the hub is organized by categories, including Beauty, Fashion, Home & Garden, and Food. This update makes it easier to find relevant content and helps users stay up-to-date with the latest trends in various fields.

Twitter has introduced new topic-based communities, allowing users to connect around interests and discuss trending topics. These communities create opportunities for deeper interaction and exchange of opinions among participants. Users can join various groups, find like-minded people and share experiences. Topical communities on Twitter promote the development of content that interests specific audiences and help them find useful information. This new feature makes the platform more interactive and responds to users' needs for specialized discussions and content.

Community tweets are open to all users of the social network, but the ability to post tweets in discussions is available only to members of these communities.

Facebook has unveiled new smart glasses created in collaboration with Ray-Ban. These glasses combine stylish design and modern technology, allowing users to take photos, record videos, and listen to music. Smart glasses from Facebook and Ray-Ban open up new possibilities for communication and interaction with the world around us, making everyday moments more memorable. The integration of augmented reality technology into familiar accessories creates a unique user experience and underscores the company's commitment to innovation. Smart glasses from Facebook and Ray-Ban promise to be a popular gadget among both young people and those who value style and functionality.

The devices allow you to shoot video and enjoy music without the need for headphones. The price is $299.

VKontakte has doubled its speed. This significant improvement allows users to download content, exchange messages, and interact with other users faster. Platform optimization is aimed at increasing usability and improving the overall user experience. With this update, VKontakte is becoming an even more attractive social network for millions of users.

The social network has implemented the QUIC Internet protocol, which allows content to be downloaded even with an unstable internet connection. This improvement will significantly improve loading speed and stability, providing users with a more comfortable platform experience. Users can now enjoy unimpeded access to content, even in poor internet conditions.

Odnoklassniki introduces a new platform for job and employee search. This tool allows users to easily find vacancies and suitable candidates, significantly simplifying the employment and recruitment process. With this service, users can post their resumes, view current job offers, and employers can search for qualified specialists. The new Odnoklassniki service meets modern labor market requirements and provides a convenient interface for interaction between job seekers and employers.

Job seekers can search for vacancies and use the smart feed to receive current job offers. Posted vacancies are available not only on the Odnoklassniki platform but are also integrated into the VK ecosystem, including the popular social network VKontakte and the VK Jobs service. This significantly expands reach and increases chances of successful employment.

The Wall Street Journal has uncovered evidence that Facebook provides special privileges to celebrities. This raises questions about the platform's fairness to ordinary users. The social network, through its algorithms, demonstrates an unequal approach to content, which could negatively impact the platform experience for most users. It is important to understand how such preferences affect the visibility and accessibility of information for a wide audience.

According to information published in the publication, the social network maintains a whitelist of famous personalities. Users included in this list receive more lenient penalties for violating the platform's rules than other users. This raises questions about the fairness of the application of the rules and their equality for all users.