Brand media approach
Posted: Sun Feb 16, 2025 10:14 am
During times of stress, audiences are looking to social media and content platforms for a chance to relax and unwind. Brands are changing their approach in favor of content with an emotional component. User experience is coming to the fore: the easier it is for the audience to interact with content, the more loyal they remain to the channel.
The prevalence of direct advertising is more likely to repel users. Brands speak less in the “language of sales” and publish more useful or entertaining materials that touch on related topics that are interesting to subscribers.
Creativity
Brands took an unconventional approach to content, adapting to existing tools. For example, in the absence of promotion tools, one of the marketplaces came up with its own format of "sales cards": a post with a short text, a link to the product page and 10 photos. This worked both for reach and direct sales.
Benchmarks: What content is seen more often and chile mobile database perceived better by the audience
As part of the same study on brand channels, analysts identified benchmarks - an aggregated view of how the platform most often works and how the audience reacts.
Articles that are between 2,000 and 4,000 characters long are best read .
Articles with at least one image have good reading rates .
Channels that show the most active growth in subscribers post at least 8 publications per week .
In long posts, it is important to highlight the semantic dominant: text or visual . If text, it is recommended to put no more than three images; if visual, use less text so that it fits completely, without an additional click to open the post.
These benchmarks are the result of averaging data across thousands of brand channels and should not be taken as a standard. The recommendations for different topics cannot be absolutely identical, but they can be used as a guide for further private research. What frequency of publications and article length will work best in each specific case will be best shown by analytics and audience reaction.
Platform recommendations: how to increase the effectiveness of publications in Zen
Universal recommendations are based on the logic of user behavior and are effective for blogs of any subject.
The prevalence of direct advertising is more likely to repel users. Brands speak less in the “language of sales” and publish more useful or entertaining materials that touch on related topics that are interesting to subscribers.
Creativity
Brands took an unconventional approach to content, adapting to existing tools. For example, in the absence of promotion tools, one of the marketplaces came up with its own format of "sales cards": a post with a short text, a link to the product page and 10 photos. This worked both for reach and direct sales.
Benchmarks: What content is seen more often and chile mobile database perceived better by the audience
As part of the same study on brand channels, analysts identified benchmarks - an aggregated view of how the platform most often works and how the audience reacts.
Articles that are between 2,000 and 4,000 characters long are best read .
Articles with at least one image have good reading rates .
Channels that show the most active growth in subscribers post at least 8 publications per week .
In long posts, it is important to highlight the semantic dominant: text or visual . If text, it is recommended to put no more than three images; if visual, use less text so that it fits completely, without an additional click to open the post.
These benchmarks are the result of averaging data across thousands of brand channels and should not be taken as a standard. The recommendations for different topics cannot be absolutely identical, but they can be used as a guide for further private research. What frequency of publications and article length will work best in each specific case will be best shown by analytics and audience reaction.
Platform recommendations: how to increase the effectiveness of publications in Zen
Universal recommendations are based on the logic of user behavior and are effective for blogs of any subject.