Gazprom-Media Holding, the leading diversified media holding in Russia and Eastern Europe, is presenting a vertical short video platform called Yappy.
Yappy is a mobile application for creating, sharing and viewing short vertical videos that are up to 60 seconds long. The target audience of the app are people aged 14 to 34 who lead an active lifestyle, are interested in self-development and career growth and who put a value on personal recognition and material success. The platform’s first version is planned to be released at the end of the fourth quarter of 2021. The platform will be tested for the last time, in closed mode, in October and November, ahead of its release.
The Yappy mobile app is designed with two audiences in mind. First of all, the product is aimed at content creators. They already have access to the video editing toolbox through the test version of the app: the video editor, the possibility to add different effects during edits. Bloggers are testing the closed beta version of the app to make recommendations on what functionalities can be improved. There are an average 300 bloggers testing the app each month. As a result, the app’s technical team and creators can quickly find problems and fix them, thus increasing the quality of the app. The second audience is those who only want to watch video clips, put up likes and write comments. To enhance their user experience, personalised playlists are now undergoing testing.