By the end of 2023, 31 million people use Zen every day. According to Similarweb, as of April 2024, the audience is 41% women and 59% men. In this article, we explain why this platform has become so popular, how to promote a business on Zen, and who will definitely be able to find new clients on it.
What is ZenThe Yandex. Zen platform appeared back in 2017 — back then, it was only possible to publish text posts. Until 2022, it belonged to Yandex, and then it was sold to VKontakte and renamed simply Zen. Now, you can publish not only texts on the platform, and the feed has become a recommendation feed — like social networks. Let's figure out what this means for business.
Users subscribe to the channels they want to read. But in the Zen feed, they also see other materials — potentially interesting ones. This is called a recommendation system, which all social networks now have. The audience for advertising is selected in the same way: the algorithm takes into account the user's preferences.
How the recommendation system viber database works:As a result, the content is seen by an audience potentially interested in the topic of the publication, products or services. The more comments, likes, reads and clicks on links from the material, the more often the feed will show it to other visitors with similar interests.1. The user reads publications, subscribes to channels, likes and leaves comments.2. The algorithm collects and analyzes data, determines the range of interests of a specific visitor.3. The feed includes content from channels that the person is subscribed to, as well as relevant advertising and publications that match his interests.Recommender system
The platform supports several content formats - articles, posts, videos and clips.Publication formats in Zen
An article is a text with illustrations. It can also include widgets — interactive blocks with music, films or publications from social networks. The optimal size of an article is from 3000 to 6000 characters.Articles are the main format of publications on Zen
A post is a short note that can be read in the Zen feed itself, without going to another page.Posts help you quickly share your impressions or news.
Video is a horizontal content format, ranging in length from 10 seconds to 3 hours.Video format in Zen feed
The video format is suitable for businesses that want to show their products, talk about the stages of work, or explain complex topics to clients.
A video is a vertical video up to 2 minutes long. You can only add them via the mobile app.Short videos in Zen feed
Videos are useful for businesses whose product or service needs to be not only described in text, but also visually demonstrated.