More than 10,000 brands have created channels in Zen to communicate with their audience. The platform's analysts have studied the features of these channels, and Olga Stukalova, head of the onboarding and business development group at Zen, shared her findings.
Content Trends: How Brands Attracted and Retained Audiences in 2022
Zen specialists have summarized the experience of brands running channels on the platform and identified common features in content publishing tactics over the past year.
It is important to remember that content trends are a product of time. The trends of 2022 are very different from those of the previous year and from those we will observe this year. But although they chile mobile database are not universal advice, this concentrate of other people's experience can be taken into account when planning activities in your own channel.
Adaptability and flexibility
"Last year was a blow to the entire digital space: there was a global migration of authors and users. Flexibility and adaptability in these difficult conditions became key factors for successful communication.
If earlier we could plan a content plan a month in advance, now the agenda is so unpredictable that the audience may be completely unprepared for what you have planned for this time."
Olga Stukalova
There is a clear tendency to follow the agenda, shorten planning periods, monitor audience reactions and restructure plans. There are “days of silence” when the agenda is so complex that it is completely inappropriate to publish anything.
Multi-format
Brands use different formats, focusing on the preferences of their target audience. More and more brands publish videos in channels. Almost a third of those who previously published articles prefer the post format.