"One and a half seconds to catch attention": young journalists at the National Centre RUSSIA learnt the main rules of new media
Audience attention is becoming increasingly fragmented. Media now have less than two seconds to catch a person’s interest, explain why they should stay and why this particular channel is worth their time. Head of Employer Brand Development Aisa Badmayeva explained how to plan content in these conditions, formulate the goal of a project and organise the work of a new media editorial team at a Young Journalists School class at the National Centre RUSSIA.
At the beginning of the meeting, the expert and the participants examined what is now meant by "new media" and why journalists, editors, SMM specialists and content specialists need to be able to work in this format. Aisa Badmayeva explained that this is not only about platforms and technologies, but above all about an approach: understanding the audience’s needs, responding quickly, working with algorithms and knowing how to speak to people in their familiar digital environment.
"The description of any channel, public page or social media page should make it clear why people should subscribe to you. This is not a contest in creativity. The wording can be simple, but it must answer the reader’s question: "Why should I subscribe to you?"," Aisa Badmayeva emphasised.
The participants discussed how content plans work in new media, which formats help retain an audience and how platform algorithms operate. The students listed familiar types of content: cards, videos, both vertical and horizontal, reports, polls, stories, podcasts, digests, series and sketches. The speaker noted that the important thing is not a "correct template", but an understanding of platform logic and the channel’s objectives.
"There is no such thing as an ideal content plan. There is one that suits a specific task. But one rule is universal: you need to work with different formats. Firstly, because your audience contains different subgroups: some people find cards more convenient, others prefer reports, and others prefer vertical videos. Secondly, because each algorithm promotes its own type of content differently. The card algorithm is one thing, the video algorithm is quite another. If you understand this, you use your efforts more effectively," the expert explained.
The school students then moved from theory to practice: working in teams, they were asked to come up with and defend a weekly content plan for fictional media, from a channel about broccoli to a page run from the perspective of a school backpack, a paperclip factory and a bar association for indoor cactus cases. Within a limited time, each group chose the platform format, developed sections, descriptions and a scenario for interacting with the audience, and then presented their ideas.
"I really liked how you keep several levels in mind at once: not only the topic, but also the format, algorithms and monetisation. Many adult specialists still think only about 'likes', while you are already talking about partnerships, collaborations and integrations. That is very impressive for your age," the speaker noted.
Aisa Badmayeva also focused separately on effectiveness criteria: why it is important to look not only at subscribers and reach, but also at shares, reactions, churn and link clicks. The students discussed how to explain to management "why we need all these videos" and how to connect creative formats with real goals, from image-building to website traffic.
"Today, you helped me step outside my usual way of thinking as well. I very much hope that you will keep this interest in the profession. Journalism and media are changing a lot now, but one thing remains the same: it is important to understand why you are doing this and what benefit you bring to people. Then no content plan will be "just for show"," Aisa Badmayeva concluded.
Young Journalists School is a multi-format project of the National Centre RUSSIA. It helps teenagers gain basic professional skills, get to know leading Russian media and practising journalists, learn to work with information and take their first steps in their future profession. The project is implemented by the National Centre RUSSIA together with the Movement of the First with the support of the Ministry of Education of Russia.
Participants in the “Young Journalists School” project know how to ask a question in a way that makes it interesting to answer.
The opportunities offered by the National Centre RUSSIA to young people were presented at the International Festival of Childhood and Youth, known as the Movement of the First Festival, held at VDNH.
