Hypee

Hypee is a video editor that allows you to overlay visual effects and music on video.

History

2021: Yandex bought Hypee

June 10, 2021 it became known about the sale of Hypee to Yandex. Thanks to this transaction, the buyer plans to develop short vertical rollers at  Zen. The financial component of the agreement is not disclosed.

According to Kommersant, the development team from  4spaces studio, which owns  Hypee, will go to Yandex.Zen, and the video editor will be built into the Yandex application.

Yandex bought a video editor to compete with TikTok

The video editor will be in demand for the development of the  format of short vertical videos, which will appear in a separate Yandex.Zen tape . They should supplement the already existing formats of the platform and attract  new authors, noted in Yandex. Video "Yandex.Zen" has been developing as a separate format  since 2019.

Bloggers can already publish short vertical videos in Zen - they are already showing good results in engagement and viewing. Therefore, the next step for the development of this format is its own camera and video editor in applications,  "said Vitaly Grigorash, Yandex.Zena product director.

According to him, the tools for creativity "will help to grow the number of authors of original short videos in Zen." In addition, the site plans to monetize a short video format.

The creative director of the Sol agency Dmitry Chigirin says that Yandex is somewhat late with the release of short videos in the segment.

But, probably, the new format will add more entertainment component to the site, which specializes in more professional content, "he said .

A short video service like TikTok  in the Yandex ecosystem will be a new growth point, said Sergey Baryshnikov, co-founder of the Salo communications agency.^[1]

Notes