VK Video CEO became a guest of the morning show Mash

In the new edition of the Morning Exercise news show from Mash, presenters Nikita Matnishian and Vlad Antonov celebrated the 19th anniversary of VKontakte together with the CEO of VK Video, Marianna Maksimovskaya.
We discussed everything from the role of social networks in shaping cultural codes to the future of video content and the growth of micro-influencers.

According to Maksimovskaya, VKontakte has long ceased to be just a social network, now it is a whole technological ecosystem in which users can communicate, learn, and watch videos. It turned out to be an individual television for everyone:

"I used to be often asked, what is the main superpower of Russian television? And I replied that TV unites people in our country, especially when something extraordinary happens, it becomes such a unifying factor, everyone starts watching it, and cultural codes and other important things are born there too. The same story happens with VK Video. But here we have a non—trivial task, to create personalized content for tens of millions of viewers," Marianna noted.

The head of VK Video admitted that she follows everything that happens in the digital environment with professional interest, from shorts to long interviews, but stressed the importance of editing and dynamics in each project.:

"It's hard for me to watch four-hour interviews without editing. Sometimes you want to crop, remove repetitions, save people time and leave the main thing."

Maksimovskaya paid special attention to the trend towards expert content. According to her, businesses are already reorienting advertising budgets from big celebrities to microbloggers, specialists who develop in their niches and build trust with the audience.:

"When a person chooses their topic, becomes an expert in it, and creates high-quality content, they gain an audience, a reputation, and success."

Speaking about mentors and professional principles, Marianna Maksimovskaya recalled the journalist Mikhail Osokin, with whom she began her career.:

"He taught me brevity, capacity, and drama. Any video content is based on thought. When you understand what you want to say, everything else is easier to do."

At the end of the broadcast, Marianne promised to update her VKontakte avatar "for something more fun."

The release of "Morning Exercises" with Marianna Maksimovskaya is available exclusively in the Mash community on VKontakte. The Morning Exercise show airs daily at 9 a.m. and invites the public to discuss the latest news with experts from various industries.