Moments can be opened by clicking on a button in the center of the app’s lower panel.
“A wide variety of content can be shared through Moments—about impressions, important moments in one’s life, user lifestyles, travel, about anything,” the company says. “So the videos will be as interesting as possible for the audience and will enjoy high demand.”
Videos can be liked, and users can subscribe to especially memorable creators. Users of the Ozon mobile app will also have a Moments profile, where they can see their own content and subscribers, change their username and upload a photo.
The main way to monetize content will be by adding in-video links to products; creators don’t have to buy the products—it’s important only that the products be available on the platform. At the same time, Ozon says that there will be other options for monetization, as Moments will undergo constant development.
Unique content created by Ozon users will increase customer engagement and the amount of time spent on the platform; by combining the mechanisms of social media and storefronts, sellers will be able to enjoy a new way of interacting with customers.
For marketplace sellers, Moments will provide an additional channel for promoting their products—in addition to all the tools available through Ozon’s advertising platform. They will be able to use Moments as an additional point of contact with customers, and in the future they will also be able to involve bloggers for the creation of native content. Some 200 sellers are already testing the feed.
In April, monetization will be available to bloggers and creators who submit a request in advance. Based on their experience and feedback, monetization will be made available to all users in the summer of 2022. To calculate the payment for content, Ozon plans to measure various engagement metrics, such as the rate at which content is viewed to the end, the conversion rate and the number of views. At the initial stage, earnings could reach RUB 80 thousand a month, which will increase in the future. Moments also anticipates elements of gamification for creators: they will be able to receive tasks from marketplace sellers and earn money through native integration. To support content creators, Ozon plans to invest RUB 1 billion.
“Ozon is a huge community of sellers and customers. Fifty million unique users visit Ozon every month. They read reviews, look for recommendations, watch video reviews of products and also share their own opinions about products they’ve purchased. We believe that this community needs content that is about more than just products. That’s why a wide variety of content can be shared through Moments—about impressions, important moments in one’s life, user lifestyles, travel, about anything,” said Evgeny Shirinkin, Ozon’s head of social commerce.