Yappy, the Russian counterpart to TikTok, is set to roll out a new initiative called the Marathon project. The plan envisions content creators earning money by producing eligible posts. This update came from a public statement by the platform’s chief executive, Danila Ovcharov, during a recent interview. The project marks a shift toward monetized writing on the short-video platform and signals a broader ambition to attract a steady stream of creators in the region.
Participation criteria are straightforward but demanding. To join the program, a creator must maintain at least 300 subscribers, accumulate 5,000 total views across all videos published in the previous 30 days, and publish a unique non-promotional video each day. These thresholds are designed to ensure active engagement and consistent output from participants while filtering for genuine creators rather than casual accounts.
Each day, the Marathon project will generate a list compiling the top one hundred bloggers. Those who earn a spot on this daily ranking will become eligible for biweekly payouts that are described as being on par with current industry standards for writers. The initiative is funded by Gazprom-Media, a major media group backing the program as part of its broader content strategy in the region.
Looking at the broader landscape, the Russian market has seen significant shifts in social media access and policy. Earlier restrictions limited the ability to upload new content or view material hosted outside the country, a move tied to government policy around media distribution. Recent data from industry monitors indicates that, before the restrictions, the monthly reach of similar platforms was substantial, highlighting the potential audience at stake for any local alternative seeking scale and influence.
There have also been discussions in the industry about the potential sale or reallocation of major social networks across borders. Reports have surfaced that the administration of a leading global platform has explored options that could involve changes in ownership or operational footprint, reflecting the dynamic regulatory and competitive environment facing social media players in the region.