Bloggers who have lost income due to the blocking of a number of social networks in Russia and sanctions will be able to earn money in the new NUUM application. MTS has developed "our answer" to Chinese TikTok and American YouTube, allocating 6 billion rubles for the project and its promotion. Part of these funds was spent on attracting former employees of the Russian division of TikTok to the project: a quarter of the NUUM content team consists of them.
As Natalya Bratchikova, head of the NUUM project, said in an interview with RBC, the new video platform has been in beta since December 5, 2023. There you can conduct streams, publish short and long horizontal and vertical videos. Like TikTok, NUUM has a recommendation system.
The platform is based on the MTS WASD.TV gaming project for streams, and part of the audience therefore migrated to the new service from there: more than half of it is made up of men. In general, the project is focused on users of any gender aged 18 to 24 years, with an expansion in the future to a range of 15–35 years.
In six months, as of April, the monthly audience of NUUM amounted to more than 5.2 million unique users. There were 40 thousand authors on the platform, of which 33–35 thousand people were non-professional bloggers.
Only a thousand authors have launched contests, trends and activities from the NUUM community core so far — but, according to Bratchikova, in Russian TikTok, before all restrictions on its work, this core consisted of three thousand people. And, it turns out, the project has quite a good result in six months.
For bloggers who are registered as self-employed or individual entrepreneurs, NUUM has an affiliate program:
- the platform shows advertising in horizontal videos, in return the author receives 55% or more of the advertising revenue;
- you can withdraw your money without commission;
- bloggers with more than 50 subscribers and more than five hours of content views in the last 30 days can apply to participate in the program.
In terms of monetization, NUUM is planning several updates that will make the video platform more attractive to popular YouTubers and ordinary bloggers. These are:
- "offer exchange" for bloggers from advertisers or sellers of various goods;
- the possibility of video reviews — sellers of goods will be able to leave a link or QR code to their product with a request for a review about it for a bonus, prize or reward;
- paywall — paid content that will be shown only after paying for a subscription to the blogger. The blogger will choose what to make paid from his work himself.
However, there are exceptions. Only a blogger who is currently in Russia will be able to work with the platform and earn money on it. For example, Danya Milokhin, who was popular on Russian TikTok, but has now left the country, will not be able to count on earning money in NUUM.
Foreign agents will also not be able to earn money on the project. As Bratchikova noted, "if a conditional foreign agent wants to come to the platform, we [NUUM] will not restrict him if he does not violate anything, but he will not be able to earn money either".
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