In 2022, due to the blocking of social networks, some media channels became unavailable, while the multi-million audience of Zen is only growing. The specifics of the platform and the opportunities it offers to businesses were discussed at a webinar with Olga Stukalova, head of the onboarding and business development group at Zen.
"Zen" today: figures and facts
Zen is a content creation and viewing platform with 23.7 million daily users, focused primarily on the Russian audience. According to Similarweb as of January 2023, Zen is one of the top ten most popular websites in Russia.
The most visited websites in Russia according to SimilarWeb
The most visited websites in Russia according to SimilarWeb
The platform has a potential audience of any gender and age with a roughly equal ratio of men and women. Zen recently ran a federal online and offline advertising campaign aimed at attracting a younger audience. If we talk about the geography of users, the breakdown by region is individual for each channel. At the same time, a large share of the paraguay mobile database audience is made up of residents of large cities - Moscow and St. Petersburg.
"Zen" according to Mediascope Cross Web data for the first quarter of 2023: many authors and a potential audience for any topic
"Zen" according to Mediascope Cross Web data for the first quarter of 2023: many authors and a potential audience for any topic
The platform focuses on authors, i.e. bloggers, brands and media who professionally run channels, broadcast to a wide audience and publish content regularly.
Among the advantages of Zen we can highlight:
a variety of formats that are common for brands present on social networks;
a smart algorithm that helps you reach an interested audience;
many popular authors who have already gathered a certain audience.
Formats
Zen uses two text and two video formats, “native” to those who are used to generating content for corporate social networks.
1. Articles
Until last year, this was the most popular content format, presumably due to the lack of character limits, the ability to place multimedia, promo codes, and clickable links. The article can detail the benefits of the product, generate demand, work out objections, etc.
Statistics show that the highest percentage of completions is for articles with a length of 2,000 to 4,000 characters. Articles with at least one image are even more successful in completion.