If it wasn’t obvious from the increased resources, features, and blogger… “encouragement” programs that Yandex’s Zen team have been rolling out in recent weeks – Zen right now has the potential to become a very potent part of any marketing mix in Russia.
As part of this increased activity, the Yandex Zen team have published an article, and socially shareable graphics, showing the more popular Zen article and channel categories that were consumed by readers in June 2020.
Topic popularity has been measured by the number of unique users who have consumed Zen content within said topic area.
This data listed the ten categories below as being most popular in June 2020:
|Topic Area||Unique Users|
|Construction & DIY||35.8|
|Clothing, Shoes & Accessories||29.7|
|Food & Drink||26.3|
|Health & Beauty||13.8|
Other highlights from within the data included 7.67m viewing content relating to cats, compared to 3.13 consuming content related to cosmetics.
Zen’s 2020 Growth
Already this year the platform has seen significant growth, and publishing data like this will help Zen channel authors and advertisers not only produce content users want, but also help with internal conversations in getting resources to grow Zen channels – a win-win for Yandex Zen as a platform.
Anastasia Avgustovskaya, Client Director at Zen was quoted in the press release saying:
With the overall growth of the Zen audience, the audience of advertising materials also grows: in the second quarter of 2020 grew by 74%. A study of the interests of users will help advertisers from various fields evaluate the prospects of advertising launches in Zen before the start of the campaign.
You can read our guide on optimizing your Zen channel here.