Yappy (short video service)

The main articles are:

• Social media
• Mobile apps

The Yappy social network operates in UGC video stack format (UGC - abbreviated from User-generated content, or user content) with support for short vertical videos.

2024

Inclusion in the Social Media Registry

Platforms Discord and Yappy have entered the register social networks that they maintain. Roskomnadzor The owners of social networks were sent a notice of inclusion in the register indicating the requirements of the legislation. RUSSIAN FEDERATION This was announced on March 13, 2024 by the press service of the deputy. State Duma of the Russian Federation Anton Nemkin

By what criteria did the sites get into the register? It includes resources on which users distribute information using personal pages, as well as ads that are aimed at Russians. The daily attendance of such resources should be more than 500 thousand Russian users per day.

As recalled in Roskomnadzor, Russia has a law on self-control of social networks, which obliges Internet platforms to independently identify and block illegal content. It applies precisely to the sites that are included in the register of social networks.

To monitor compliance with the law, Roskomnadzor maintains the Register of Social Networks. As of March 2024, it has 15 resources: VKontakte, Odnoklassniki, Twitter, TikTok, Likee, YouTube, Telegram, LiveJournal, Pikabu, Pinterest, Zen, RuTube, Twitch, Discord and Yappy, the RKN said in a statement.

In 2023, the Code of Administrative Offenses of the Russian Federation also introduced fines of up to 8 million rubles for social networks for non-compliance with the law on self-control. In 2023, Roskomnadzor drew up 14 protocols on administrative offenses against violators, they were fined more than 21 million rubles. In 2024, 5 such protocols have already been drawn up, a trial took place on one of them. The owner of the social network was fined 900 thousand rubles.

Nevertheless, foreign social networks that appear in the register do not conduct bona fide moderation and do not post the necessary information in accordance with the law, including after receiving the requirements of the department. Therefore, at the end of 2023, for example, Pinterest, Twitch, Telegram and Google were fined 900 thousand rubles, TikTok - 750 thousand rubles, Likee - 800 thousand rubles. Unfortunately, these are clearly not the last fines regarding these platforms, since there are no global changes in their approach to content moderation yet. As for the new participants, there is no doubt about Yappy - the platform will definitely behave in a law-abiding manner, but Discord may face fines, given that in July 2023, for example, the platform has already been fined 6 million rubles for non-removal of prohibited content, the deputy recalled.

So, in May 2023, the Zen, Rutube and Twitch platforms were included in the register of social networks. And Facebook (banned in the Russian Federation) and Instagram (banned in the Russian Federation), which previously appeared in it, were excluded from it in 2022 for objective reasons, - Anton Nemkin recalled.

To combat the spread of prohibited materials on the Runet, Roskomnadzor also interacts with Internet resource moderation services. As part of interaction with the administrations of social networks in 2021, 96 thousand materials containing child pornography, suicidal and pro-drug content were removed, in 2022 - 98 thousand such materials, in 2023 - 113 thousand materials. Since the beginning of 2024, 11 thousand prohibited materials have already been removed.

Launch of Yappy Music music label

The vertical video application Yappy, part of Gazprom-Media Holding, launches its own music label Yappy Music. The company announced this on February 9, 2024.

Artists who have signed a contract with Yappy Music will have the opportunity to fully launch a music career. The label's work includes professional music recording, production, marketing, PR and promo online and offline, licensing, consulting, track distribution, and organizing events and concerts. There are three forms of cooperation with the label depending on the volume of contracts. The most complete package "Contract 360" completely removes organizational issues from musicians, freeing up time for creativity.

Yappy is one of the channels for finding artists to collaborate with the label, and producers will also conduct castings at other holding sites and a wide external scouting of promising artists.

Yappy has already implemented a number of large-scale music projects with coverage on TV channels and online platforms. At the beginning of 2024, the show "Contract for Good Luck" was launched on the 2x2 TV channel (part of Gazprom-Media Holding) with the opportunity to sign a contract with the label as the main prize. Earlier, the musical project "Yappy hit" opened new artists for the audience, and gave the artists a chance to declare themselves, record their own track, shoot a video, and also get into a reality show. Masha Mirova, participant of the show "Voice. Children, "finalist" Voice. No longer children, "the winner of" Yappy hit, "became the first artist to collaborate with Yappy Music. Thanks to the support of the Yappy brand and the work of the producers, her song "Wasteland" became the soundtrack of the series "The Poor Laugh, the Rich Cry" on TNT (part of Gazprom-Media Holding).

Young musicians try to promote their work in a variety of channels in the hope that they will be noticed. It's a pretty tough and long road. Vertical videos have already become a convenient, fresh and popular promo format. Entering the Yappy tape, the performers broadcast their songs immediately to a large audience. Our label provides residents with a professional start in their music career, "commented Danila Ovcharov, CEO of Yappy.

2022

Active audience of Yappy - more than 8 million people

Gazprom-Media Holding on December 1, 2022 announced the results of the first year of operation of YAPPY, a vertical short video platform launched on November 29, 2021. During this time, the active audience of the application exceeded 8 million people, and the total volume of downloaded content amounted to more than 6 million videos.

Over the year, YAPPY has become one of the significant digital platforms for viewing and creating content, as well as a place where creative and talented people from different fields and countries have united. This is primarily evidenced by the figures: in November 2022, the monthly audience of the application exceeded 8 million users, and the number of authors, including millionaires bloggers, has increased 14 times since the beginning of the year and amounted to more than 1.4 million people. The fact that they all realize themselves today and share their content in YAPPY is the best gift for us, "said Danila Ovcharov, CEO of YAPPY.

Since its launch, YAPPY has greatly expanded its geography of presence. At the beginning of December 2022, the application is actively used not only by residents, Russia but also by others:, countries,, Armenia,, and Belarus Kazakhstan. Uzbekistan Azerbaijan Moldova Kyrgyzstan Tajikistan

Throughout the year, YAPPY improved functionality and introduced additional tools for working with audiences and content. So, the application improved navigation and the camera, released and expanded the music library. Also, users have the opportunity to add a link to any resource directly to the video, and the videos themselves, both from beginners and from professional authors, began to gain more likes and views thanks to new algorithms.

In October 2022, a section appeared in YAPPY - open rooms. These are thematic chats, where for 24 hours an unlimited number of users can communicate, create collabs and increase coverage. In just a month, users created more than 25 thousand open rooms.

The application has changed not only inside, but also outside. YAPPY redesigned and changed the logo, fonts and color palette. Now the key elements respond to the request of both adolescents from 12 years old and more adult audiences of 25-34 years old.

{{quote 'author = said Gazprom-Media CEO Alexander Zharov.|We never doubted the potential of Yappy, whose philosophy has already attracted such a huge audience. And it continues to grow. Young people liked our functionality: people come to the platform for self-expression by creating content in collaboration with famous bloggers. It is very important that Yappy is a Russian product. We managed to change the line of 8 million subscribers in just a year, }}

The service is attacked by hackers. User data was in the public domain

In November 2022, it became known that Russian the Yappy video service. attacked hackers User data was in the public domain.

Yappy said that the service security service regularly detects attempts at hacker attacks, and the data in the public domain contains irrelevant impersonal user data with nicknames and phone numbers.

Russian video service Yappy is attacked by hackers. User data was in the public domain

Service representatives stressed that Yappy does not collect surnames, dates of birth and other personal data from its users. It is noted that no leak could lead to the risk of uncontrolled data dissemination, especially since the service's cyber defense system is constantly intensifying.

Earlier it became known that "Ukraine-related" hackers attacked the Gazprom-Media vertical video service Yappy and stole user data. Profile Telegram channels wrote about this, later the information was confirmed by sources of Kommersant.

According to the publication, tables for 2 million lines with full names, registration dates and mobile phones of service clients, information about the device from which the entry was made, and so on, were publicly available.

According to the Telegram channel "Information Leaks," this data was received on July 19, 2022. We are talking about four text files that contain:

• Phone (more than 2.1 million unique numbers);
• Name (less than 400 thousand significant records);
• Login (half autogenerated);
• Email address (about 300 thousand);
• Hashed (PBKDF2) password (76 in total);
• Mobile device and OS.

According to the telegram channel "Information Leaks," the data of Yappy users was posted by the same source that previously "leaked" the data of participants, loyalty programs Tele2Russian Post Office"," an educational portal, GeekBrains a delivery service Delivery Club and a ticket purchase service. tutu.ru^[1]

Increase in bloggers and representatives of the media sphere by 2 times

From January to March, the number of well-known bloggers and media representatives in Yappy increased 2 times. Gazprom-Media Holding (GPMKh) announced this on April 4, 2022. The number of Yappy installations has grown by more than 3.5 times, and the volume of loaded videos - by 3 times.

The dynamics were influenced by the activation of Yappy in Huawei's AppGallery app store. As a result, in March alone, the volume of monthly active audience increased by 56% compared to February.

We are rapidly growing and doing everything possible so that residents of Russia can develop in blogging, promote their content and effectively interact with representatives of media and business. To do this, the developers of Yappy have improved navigation on the platform and an editor for working with video and sound. In 2022, we will launch additional tools for working with subscribers and content, including a monetization mechanism, "said Danila Ovcharov, CEO of Yappy.

From January to March, users from more than 600 cities in Russia registered with Yappy. The total number of authors increased 5 times. The average session time in the app, including viewing content, rose 84%.

2021

The total number of active users is over 700 thousand, the number of downloads is more than 1 million

Since the launch, the Yappy application (part of Gazprom-Media Holding) has been downloaded by over 1 million people. At the same time, the total number of active users exceeded 700 thousand. The volume of videos available for collapses is more than 350 thousand units. This was announced on December 27, 2021 by Gazprom-Media Holding.

The source is life.ru

A social network based on UGC-video stack for creating and viewing collapses became available to users on iOS and Android platforms on November 29, 2021. Previously, for 7 months, more than 1,500 bloggers participated in the beta testing and launch of YAPPY. Among them: Anna Khilkevich, Alexey Savko, Alexander Zarubin, Anatoly Tsoi and other celebrities.

Features of the platform are an intuitive interface and one-touch connection to joint projects. A wide range of tools is available to users to create and edit viral videos - future collapses with their like-minded people or bloggers.

So, in a special media room, you can go through all the stages of content creation together: discuss the script of the video, edit and publish it. All this reduces the time required for production, and makes it possible to more often please subscribers with unique content.

The review function is no less in demand among users. With its help, you can increase the viral potential of videos by completing your addition to the trends already launched on the site. Snippets for the review are easy to find right in the application feed, library or personalized collections.

All videos are divided into 24 categories. Of these, lifestyle is the most popular (30%), songs (14%), lipsing^[2] (10%) and others.

In 2022, the developers of YAPPY are preparing updates to the application, thanks to which there will be new advanced functions for creating collapses and working with the audio stack.

Availability on iOS and Android

The development team from Ritm Media, which is part of the Gazprom Media holding, announced the availability of the Yappy application on iOS and Android platforms on November 29, 2021.

Users have access to a wide range of tools for creating and editing viral videos with the ability to easily make both local collaborations with their like-minded people and reach the level of top-end celebrities. The ability to create collaborations together in a special media room reduces the time spent by users on production.

In addition to standard collapses, the "reuse" function will also become available to users (from the English reuse - reuse): you can increase the "virality" of the video not only thanks to recording a joint video and subsequent display on the splitskrin, but also completing your addition to the trends already existing on the site. There is no need to spend a lot of time looking for fragments for a review - a smart tape and custom collections will help you follow rating videos. The video editor is suitable for both content creation professionals and beginners. The sets of filters and effects will continue to be replenished and modernized. The content library with which you need to make a review, the function of sharing content to other social networks and the ability to add your sounds to the application increase the convenience of working with Yappy.

When developing an application, the Ritm Media team took into account all the latest trends in the UGC video industry (UGC - abbreviated from User-generated content, or user content).

Running the Application as Part of Testing

At the end of September 2021, it became known about the launch of the Yappy application by the Gazprom-Media holding, which is a social network where you can "realize your creative potential" by creating a video lasting up to 60 seconds.

According to Kommersant in Gazprom-Media, the main target audience is users aged 14-34 who are "passionate about self-development and career and for whom personal recognition and material success are important. The Yappy service is aimed at content authors and viewers who will watch videos in their personal feed. The media holding added that it is supposed to attract an audience using "classic marketing tools, including in the digital environment."

Gazprom Media launched an analogue of TikTok - the Yappy application

According to the general director of Gazprom-Media Alexander Zharov, the vertical video platform is a strategic direction for the holding. "The central role in our application is assigned to authors and creators of content," he said. More than 87% of people consume content in smartphones vertically, and Yappy focuses on them, he said

By September 27, 2021, the application is posted in the App Store and is available as part of testing, in which about 300 bloggers participate monthly.

The founder of the communication agency for working with bloggers Salo, Alexander Kuksa, noted that the development of the new application will require a "huge army of users" - content producers and even more who will consume this content. It will take years to noticeably reduce the lag behind global competitors, Cooksa added.

The platform invests in supporting and educating authors; among the latest results - Bashkir sculptor Salavat Fidai was able to gain the first million subscribers in a month, they said in. TikTok^[3]

Notes