Advertising in Zen: recommendations for

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Native articles. These are usually aimed at attracting the attention of a wide audience. They fit organically into the feed, generate interest and reach more users. However, their conversion into specific sales may be lower, since native publications focus more on engagement and emotional response than on a detailed presentation of the product.
Product articles . These are best suited for working with a cold audience that is not yet familiar with your brand or the problem that the product solves. This format helps convey the value of the product to the reader, explain why it is needed, and motivate them to take a target action, such as visiting a website or making a purchase. This approach makes product materials an effective tool for generating demand.
Whatever article format you choose, it is important to approach content creation wisely.

Keep a balance: the text must be both interesting to keep people reading it and compelling to encourage them to take the desired action. A successful Zen article is built on three key elements: an attractive cover that immediately grabs attention, engaging content, and a well-thought-out call to action (CTA).

Research shows that the most popular formats are thailand telegram data educational materials, customer success stories (case studies) and product reviews.


The effective length of the material is approximately 3500–6000 characters. This volume will allow you to cover the topic in detail and hold the audience's attention. At the same time, there are no strict volume restrictions regulated by the platform in the articles.

In addition to the text, you can use various visual elements: images, videos, GIF animations, which make the content more visual and interesting. Links to websites, landing pages or channels are easily integrated into the text using hyperlinks, which helps direct the audience to the necessary resources.

To collect requests, it is convenient to use Yandex Forms, which simplify the process of interaction with users and help organize responses.

If you're just starting out, create three posts to test their effectiveness and see if the platform is right for your product.

For a more stable result, it is recommended to launch about seven different publications, replacing those that do not resonate with the audience. This approach will help you understand which format works best for your target audience.