RUBRICATOR
Entertainment content in the format of YouTube Shorts and VK videos, created for the purpose of audience attraction.
Brand background and positioning
Marmeladych is a Russian confectionery brand specializing in marmalade products. Over the last few years the brand has become widely known not only because of its products, but because of its highly active social media presence. Marmeladych successfully combines product promotion with entertaining content, creating a recognizable digital identity. The company positions itself as a modern, accessible, and emotionally engaging brand. Unlike traditional confectionery companies that focus primarily on product features, Marmeladych actively develops its media presence and communicates directly with consumers through digital platforms.
The brand uses humor, entertaining short-form videos and attention catching visual storytelling as key elements of its communication strategy.
Brand values
The communication of Marmeladych reflects several core values, such as accessibility and friendliness, emotional connection with consumers, community participation, active digital engagement.
Entertainment content in the format of YouTube Shorts and VK videos, created for the purpose of audience attraction.
Target audience
The primary target audience of Marmeladych consists of young consumers, teenagers and young adults who actively use social media platforms.
The audience is characterized by high levels of digital engagement and a preference for entertaining and visually attractive content.
Entertainment content in the format of YouTube Shorts and VK videos, created for the purpose of audience attraction.
Communication channels
Marmeladych maintains an active presence across multiple digital platforms. These channels include social media, short-form video platforms and the company website.
Social media and short-form video platforms represent the central component of Marmeladych's communication strategy. The company regularly publishes videos, promotional content, interactive posts, and user-oriented entertainment materials. The brand encourages audience participation through comments, reactions, reposts, and user-generated content. As a result, communication becomes interactive rather than one-directional.
One of the main communication platforms are VK and Telegram.
The brand uses VK to publish promotional content, product announcements, entertaining videos, and interactive posts. The platform allows the company to maintain regular contact with consumers and create a sense of community around the brand. And VK VIDEO allows to publish short-form video content, which company uses to capture attention of the audience quickly, encourage sharing, and increase audience engagement. The use of absurd humor with eye-catching visual storytelling and trends helps the brand remain visible in a highly competitive digital environment.
Entertainment content in the format of YouTube Shorts and VK videos, created for the purpose of audience attraction.
Telegram serves as an additional communication channel where the brand can distribute information directly to subscribers. Unlike social media feeds, Telegram provides a more direct and less algorithm-dependent form of communication.
This channel strengthens audience loyalty by creating a feeling of exclusivity and closer contact with the brand.
his VK post has been created for entertainment purposes in order to attract an audience.
While social media platforms focus on engagement and entertainment, the website provides structured information about products, company activities, promotions, and purchasing opportunities. The website reinforces the brand's visual identity through consistent use of colors, typography, product photography, and graphic design. It also functions as a reliable source of information for consumers seeking detailed product descriptions and company-related content.
User-generated content also plays a crucial role in digital communication of the brand. Consumers often share reviews, reactions, photographs and art featuring Marmeladych products. Such content increases credibility because recommendations from other consumers are often perceived as more trustworthy than traditional advertising.
Entertainment content in the format of YouTube Shorts and VK videos, created for the purpose of audience attraction.
Theoretical framework
Two main theories were used during the analysis of the communication strategy of Marmeladych
Entertainment content in the format of YouTube Shorts and VK videos, created for the purpose of audience attraction.
Uses and Gratifications Theory
Uses and Gratifications Theory views audiences as active participants who intentionally choose media content to satisfy specific needs.
Rather than asking what media do to people, the theory asks what people do with media and why they choose particular forms of communication. According to Uses and Gratifications Theory, media users seek several types of gratification, like entertainment, social interaction,information, personal identity, emotional satisfaction. These motivations help explain why audiences engage with brand content on social media.
This VK post has been created for entertainment purposes in order to attract an audience.
Dialogic Theory
Dialogic Theory emphasizes the importance of two-way communication between organizations and their publics.
The theory argues that successful communication is based on dialogue, mutual understanding, and relationship building rather than one-way information transmission. Dialogic communication includes several important principles including responsiveness, openness, mutual engagement, relationship maintenance and audience participation. Organizations that follow these principles are more likely to develop long-term trust with stakeholders.
Together, these theories provide a comprehensive framework for understanding the brand's digital strategy.
Communication analysis
Entertainment One of the primary reasons users interact with Marmeladych's social media content is entertainment. According to Uses and Gratifications Theory, audiences actively select media that provide enjoyment and emotional satisfaction.The humorous nature of the brand's videos makes content consumption enjoyable and encourages repeated engagement. Consumers are not only exposed to product information but also receive entertainment value.
Emotional gratification The brand frequently uses emotional storytelling and expressive visual elements. These techniques create positive emotional responses among viewers. Uses and Gratifications Theory suggests that emotional satisfaction is an important motivation for media consumption. By creating enjoyable experiences, Marmeladych strengthens emotional attachment to the brand.
Social interaction Social media allows consumers to interact not only with the brand but also with other users. Comments create a shared communication space where individuals exchange opinions and experiences. According to Uses and Gratifications Theory, social interaction is one of the major reasons people participate in online communities.
Community participation Marmeladych actively engages its audience through promotional campaigns, special offers, discount codes, and collective initiatives that encourage followers to support the brand's development. These activities create a sense of shared involvement, as consumers feel that their purchases and participation directly contribute to the company's success. For example, current campaigns encourage followers to purchase Marmeladych products in the Magnit retail chain to help offset production costs. Such initiatives strengthen the connection between the brand and its audience, fostering loyalty and a feeling of belonging to a supportive community.
Information gratification Although entertainment dominates the brand's communication, informational content also plays an important role. Consumers follow the brand to receive updates about products, promotions, and events.
Entertainment content in the format of YouTube Shorts and VK videos, created for the purpose of audience attraction.
Dialogic Theory argues that communication should involve genuine interaction rather than one-way information distribution. Marmeladych frequently responds to comments and questions, demonstrating a willingness to engage in dialogue with consumers.
Responsiveness Responsiveness is a central principle of Dialogic Theory. The brand actively acknowledges audience feedback and maintains communication after publishing content. Such responsiveness signals respect for consumers and strengthens trust.
Relationship building The communication style of Marmeladych is informal, friendly, and approachable. This tone helps create long-term relationships rather than temporary promotional interactions.
Mutual engagement Dialogic communication requires mutual participation. Audience members are not passive recipients but active contributors. When the brand responds to suggestions or incorporates audience ideas, communication becomes collaborative. Over time, repeated interactions contribute to the formation of a distinct community culture. Shared jokes, references, and communication styles create a sense of belonging.This reflects successful relationship management and audience engagement.
Entertainment content in the format of YouTube Shorts and VK videos, created for the purpose of audience attraction.
