VK Holding will launch a grant program for bloggers working with long video formats for the first time, with a total grant amount of 100 million rubles. Bloggers registered as individual entrepreneurs, as well as communities with an audience of 1,000 subscribers or more, will be able to apply for these payments. This initiative aims to replace YouTube, which has experienced a slowdown in Russia since mid-summer.
Bloggers wishing to participate in the program must create non-advertising content in the format of horizontal videos lasting at least 10 minutes. Preference will be given to authors producing entertainment and educational content, particularly in the how-to format.
The number of grants and the amount of financial support for each blogger will be determined by members of the coordination council, which will include well-known personalities. After the completion of the project, the authors are obliged to provide links to the videos and reporting documents, as well as fulfill certain KPIs, such as an increase in subscribers.
Experts are divided in their assessment of VK's ability to attract YouTube's audience. The head of TelecomDaily, Denis Kuskov, believes that 100 million rubles is a small amount for bloggers, and comparing VK to YouTube is incorrect, since YouTube is a global project with a large library of content and developed recommendation systems. In contrast, VK is a local service, which nevertheless demonstrates growth in the current environment.
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