Summary of "Забудьте про качество контента! Что на самом деле хотят от вас соцсети? Никита Ванторин"
Interview with Nikita Vantorin, Founder of Vertok
The video features an in-depth interview with Nikita Vantorin, founder of the Vertok company, who has achieved extraordinary success in creating viral social media content. His work includes over 15 billion organic views and a video with 501 million views on Instagram. Nikita’s company collaborates with global brands such as Netflix, Amazon, Lamborghini, Porsche, and Nike, producing projects for major events like the Olympics and FIFA World Cup.
Key Points and Insights
1. The Reality of Viral Content Creation
- Viral videos are not random; they result from systematic study and application of platform algorithms, audience preferences, and current trends.
- Success depends on understanding what platforms (Instagram, TikTok, YouTube) prioritize—mainly user retention and engagement, especially sharing content with friends.
- Algorithms reward content that holds attention longer and encourages interaction, as platforms compete to keep users engaged.
2. Mathematics and Value Creation
- Creating viral content is a mathematical and strategic process involving data analysis, competitive research, and trend integration.
- Content must provide real value—whether entertainment, inspiration, or information—to the target audience.
- Familiarity and recognizable trends help capture attention because the brain prefers patterns that require less cognitive effort.
3. Experimentation and Adaptation
- There is no guaranteed formula; many videos fail, even from experts. Success comes from producing large volumes of content, analyzing performance, and iterating accordingly.
- Regular posting and consistent quality build trust with both audiences and platform algorithms.
- Timing, current events, and subtle factors like lighting or location can significantly impact a video’s performance.
4. Authenticity Over Production Quality
- Authenticity and relevance are more important than high production value. Audiences connect better with genuine, relatable content than overly polished videos.
- Regular, authentic content builds a loyal audience and favors algorithmic promotion.
5. The Role of Language and Accessibility
- Videos aiming for massive reach (hundreds of millions of views) often avoid spoken language to maximize global accessibility.
- Visual storytelling and universally understandable content increase potential audience size.
6. Use of AI and Technology
- AI tools (ChatGPT, Google Gemini, etc.) accelerate content creation, analytics, and idea generation but require clear goals and understanding to be effective.
- AI can help automate mundane tasks, analyze data, improve video editing, and even create augmented reality content.
- The key skill is asking the right questions and using AI as an accelerator, not a crutch.
7. Strategic Content Creation for Business
- Brands must align content with their business goals—whether brand awareness, client acquisition, or direct sales.
- Understanding the target audience and platform specifics is crucial before investing in complex content formats like mixed reality.
- For smaller businesses or entrepreneurs, authenticity and regularity in a manageable format trump expensive, high-tech productions.
8. Marketplaces and Sales Integration
- Marketplaces also require understanding their “rules of the game” and creating engaging content that stands out to attract buyers.
- Content should create value and be integrated with the product presentation to build loyalty and drive sales.
9. Future Trends in Digital Marketing
- Personalization will dominate, with AI enabling hyper-personalized content and shopping experiences.
- The line between offline and online will blur further, with immersive technologies enhancing engagement.
- Adaptability and continuous learning will be the most important skills in the evolving media landscape.
10. Nikita’s Journey and Philosophy
- Starting from scratch, Nikita’s team focused on creating authentic, valuable content and tested extensively.
- Their breakthrough came from focusing on graphics-driven videos and understanding client needs deeply.
- Persistence, belief in their product, and readiness to adapt quickly were key to breaking into a competitive market.
Practical Advice for Content Creators and Businesses
- Start by understanding why you want views and what your goals are.
- Research platform algorithms, audience preferences, and current trends rigorously.
- Produce content regularly and authentically, focusing on value rather than perfection.
- Use AI tools thoughtfully to speed up processes and gather insights.
- Experiment extensively and learn from failures without losing confidence.
- For viral reach, avoid language barriers and create universally understandable content.
- Align content strategy with business objectives and target audience needs.
- Keep adapting to platform changes and evolving audience behaviors.
Presenters / Contributors
- Nikita Vantorin — Founder of Vertok company, viral content expert
- Interviewer/Host — Name not specified
Category
News and Commentary
