How to hit cerebral palsy with blogging, or the financial success of five-year-old Nastya Like.
To the question: “Who is the most popular blogger in Russia?” - most of the growing viewers of the domestic YouTube segment will shed tears and proudly name the names of Ivangay, Max +100500, Brian from the TheBrianMaps channel or the creator of the SlivkiShow project. But there is no need to rush, because recently the so-called crown of Russian video blogging has passed to five-year-old Anastasia Radzinskaya, who in a fairly short time managed to gather almost 30 million subscribers under her banner. About who is behind the success of a little girl from Krasnodar, how she managed to win the hearts of YouTube regulars and why parents are rebelling against such content - in the material
PewDiePie never dreamed of it
A casual viewer who, in search of suitable content, inadvertently stumbles upon a YouTube channel Like Nastya Blog, will be able to find out that young Radzinskaya’s account was created in December 2016 - at that bright time when the future star was not even three years old. From the description of the channel, it will become extremely clear to the user that his psyche will undergo tests from the category of “children’s vlogs and the online life of a little girl”, “the real life of a family and the most bright moments life”, as well as “a lot of entertainment for children, new toys and games for children, travel and the most interesting places.”
All of the above is illustrated in colors by videos with titles “Nastya and dad make slime from a bright shiny worm” , "Nastya and the beauty salon for princesses" and, for example, “Nastya and dad play in a talent show with musical instruments”. In the video, Radzinskaya, barely speaking, masterfully plays various roles with her father, accompanied by cheerful accompaniment, in the best traditions of the heroines from the series “Ranetki.” It is especially worth highlighting the acting talent of Like Nastya's dad - the man easily transforms from an over-aged senile person who has fallen into childhood into a rock star or a stylist with an extremely unconventional sexual orientation.
Like Nastya Vlog / YouTube
On this interesting note, the conventional viewer’s acquaintance with the Like Nastya channel could have ended if not for the numbers under the video, subtly hinting that 30 million people are watching with pleasure the unassuming creativity of a five-year-old girl and her parents. By the way, not every foreign YouTube star can boast of such results.
For example, the notorious American blogger Logan Paul, at the beginning of 2018, the whole world with a video mocking the corpse of a suicide, nervously stomps on the sidelines along with its pitiful 19 million viewers. Frankly inferior to Like Nastya in the number of views is the most popular YouTuber, known under the pseudonym PewDiePie(97.7 million subscribers). On average, each Kjellberg video is watched by about 10 million people. Radzinskaya's videos easily surpass the mark of 30 and even 40 million views. What can we say about Max +100500 and other Ivangais.
A punch in the gut to supposedly popular YouTube bloggers - the most successful video on the Like Nastya Blog channel. Video “Nastya and papa sleeping at the sheep farm Video for children Nastya and papa sleeping at farm sheep” gained over 695 million views. For comparison - the most famous video PewDiePie barely broke the 206 million mark.
Like Nastya Vlog / YouTube
Where do legs grow from?
It is quite possible that the fact is that neither Kjellberg, nor Paul, nor even Ivangay were produced by their own parents. But Anastasia Radzinskaya from the city of Krasnodar has a completely different story - her first channel, which is simply called Like Nastya, was created in January 2016 by Anna Radzinskaya, mother of Like Nastya. Apparently, then the woman was not satisfied with the income from the wedding salon, which, according to her, brought her about 300 thousand rubles a month, and she decided to try her luck on YouTube.
To be honest, the content of the main channel is practically no different from the Blog version. Like Nastya still rides the roller coaster, goes to visit Santa Claus and unpacks new Year gifts along with his omnipresent father, who carefully maintains anonymity and introduces himself simply as “Dad.”
Like Nastya Vlog / YouTube
The only thing that is known about the girl’s father: before the boom in his daughter’s popularity, he allegedly ran a construction company, which “would have been many times more profitable, but in reality the income was very unstable,” follows from an article on Wikipedia dedicated to Like Nastya, which is most likely , her parents scrupulously edit, noting each new success of their child.
After all, the majority of Like Nastya’s audience are children whose parents abandoned them to their fate in the vast expanses of YouTube. Judging by the popularity of the girl’s account in "In contact with", the reality of which is confirmed by the presence in the “Friends” tab of Yoola employees (a media network that works with thousands of bloggers, helping in the development, production and distribution of content), out of almost 30 million viewers of Like Nastya Blog, only a thousand people have grown to have your own account in social network.
The Radzinsky couple began conquering the young audience with the most ordinary unboxings of toys, which, unfortunately, did not interest connoisseurs spoiled by a huge amount of children's content. Parents decided strategically the right decision: visiting all kinds of amusement parks and filming it - literally in a matter of months the channel gained more than 2.5 million subscribers.
During her still short life, Like Nastya has already managed to visit children's parks in Singapore, Hong Kong, Thailand, Bali, Malaysia and the UAE, as well as pretty much empty her parents' wallets. Nevertheless, the costs turned out to be justified. According to the SocialBlade service for 2019, the Like Nastya channel monthly brings the Radzinsky family from 230 thousand to 3.7 million rubles, and the Like Nastya Blog project - from 2.2 million to 36.5 million rubles.
Like Nastya Vlog / YouTube
It is worth noting that in the videos made by the parents of the growing blogger, there is no overt advertising of any brands. Sometimes, however, they contain an unobtrusive demonstration of products from a particular company.
Such children's content
The lack of direct advertising can be explained by the very strained relationship between the video hosting administration and parents who make money or are trying to make money from the popularity of their children. The fact is that in November 2017, YouTube signed many lucrative contracts with large brands, whose management did not like the fact that the service showed their advertising during inappropriate videos featuring children.
One of the reasons for the tragedy was the “creativity” of the Martin couple - American bloggers Mike and Heather, who won the hearts of hundreds of thousands of viewers with sophisticated bullying and mockery of their children. As a result, after numerous complaints and deathly silence from YouTube, the unfortunate YouTubers were given conditional parental rights. the largest channel in the CIS with 9.4 million subscribers is Vlad Crazy Show, the authors of which have been repeatedly accused of inappropriate treatment of children.
But the YouTube administration didn’t stop there. New and very strict publishing rules for authors of children's content were urgently introduced. According to the direct competitor of Like Nastya’s parents, Andrei Tvardovsky, who oversees the channels Mister Max (13.6 million subscribers) and Miss Katy (14 million subscribers), following the new rules, his children Max and Katya are prohibited from appearing in swimsuits and eating unhealthy sweets. camera, play pranks and touch sharp objects.
It may very well be that this is why both Tvardovsky and the Radzinsky couple deny themselves direct advertising of brands and close comments on videos, thereby protecting YouTube from the invasion of hordes of potential pedophiles who discredit the good name of the video hosting service in front of reputable advertisers.
YouTube needs this
Despite the fact that the ability to comment on the work of the Kuban girl on YouTube is completely absent, on the Internet you can find very controversial reviews of the so-called “Mommies” about the content of the Radzinsky family. “But the thing I don’t like is stupidity,” admits a viewer with the nickname dolly-slob. “Nastya does what she wants: she pours shower gel into the bathroom, then throws it on the floor, throws a cake on the floor, fights with toys. They don't do anything to her for this. They don't scold, they don't shout. What for? They have a different goal - as many views, likes, money as possible! And our children believe in this impunity, then they do the same thing in life and cannot understand why - nothing happened to Nastya,” she summed up indignantly, noting that nevertheless she likes the editing of the Like Nastya project.
The “Like Nastya” channel and thematic vlog created a real sensation on the Russian-language YouTube. About 13,000,000 people subscribed to the main Nastya Like channel, and 30,000,000 to the additional one. This is all despite the fact that the little presenter Nastya Radzinskaya from the Krasnodar Territory was barely five years old.
Many fans are wondering how the channel became a millionaire? How much does the baby earn, and also, who is her father and mother - the second question of people who accidentally ended up on the children's channel?
Little is known about the life of Nastya’s parents, since she has an inactive Instagram page. The work of the “Like Nastya” group on the VKontakte social network was suspended two years ago.
Why did the Nastya Like channel appear?
The little girl is considered the highest paid blogger on the YouTube channel. The World Jam agency indicates that Nastya receives 1,500,000 Russian rubles monthly.
The girl’s parents are well-known Krasnodar businessmen, and her mother Anna was the owner of a wedding salon, whose monthly profit was 300 thousand rubles. It is unknown who little Nastya’s dad is, but he is the owner of a construction company that employed twenty people.
Anastasia was born at the beginning of winter 2014, and a year later her parents sold the company during the crisis. At this time, there was significantly less money in the house, since weddings were also postponed until better times. The woman began to look for additional sources of income and found them when her daughter turned two.
Nastya Like is among the top highest paid YouTube bloggers. According to the World Jam agency, she receives more than 1.5 million rubles every month.
What is her channel about? An angry person will answer that it’s nothing special.
The kids are playing in an inflatable pool with balls, Nastya is driving around the playground with her mom and dad entertainment centers and amusement parks...
Children and cats are the kings of the online community. They are the ones that get a ton of views. This is what Anna Radzinskaya decided and created a channel for her three-year-old daughter.
Biography of Nastya Like
Nastya was born in Krasnodar into a family of businessmen. Nastya's mother Anna is the owner of a wedding salon. Dad ran a construction company, which at the time of the blog’s creation had only 20 employees.
In 2015, a crisis related to the foreign policy situation began, and the income of the girl’s parents fell sharply. Anna noticed that they no longer buy expensive dresses, weddings are held with less luxury, or are even postponed until later, until better, non-crisis times. There were also few orders for construction.
Anna began to look for a new type of business, because the family was used to living in abundance. In an interview with the RBC agency, the young blogger’s mother does not hide her income. IN Good times the wedding salon brought in 300,000 net rubles.
Anna does not disclose the income of her husband’s company. But during the crisis, the family decided to sell their shares in the business and start promoting their daughter Nastya’s video blog.
The young parents had no blogging experience and only knew good operators and those who could promote an Instagram account. Anna hired a cameraman and began filming regular children's videos - unpacking toys, costume shows, and games.
At first, the blog only took away Anna’s personal savings. It did not generate income, there were few views. Yes, Nastya is a sweet child, and her parents tried, coming up with different stories, but there was no progress.
On YouTube video hosting
YouTube lives by its own laws. It is extremely difficult to promote a channel simply by ordering advertising, even from popular bloggers. It is necessary for the viewer to catch his eye on some “trick” and stay on the channel.
What can you come up with with a child? Everyone is unpacking toys, everyone is playing games, everyone is doing something together with mom and dad again. What should I do?
Anna decided to go all in and visit all the popular children's amusement parks in the world with little Nastya. All the family's savings were spent on this business. To shoot a video, for example, in Disneyland in Paris costs at least one and a half million rubles, because you need to pay the team, fly to France, and negotiate filming.
But it was precisely this desperate idea that made the Radzinsky family very rich. Just a couple of such stories, and the number of views exceeded 2.5 million. The Nastya Like channel reached the top of YouTube, and remains there to this day. Nastya is growing up, the stories for her videos never end.
How much does he earn
Anna Radzinskaya does not hide that she approached the creation of the channel in exactly this way. She does not say in an interview that she “just wanted to post a video of her cute daughter somewhere so that friends and relatives could watch,” as most of these bloggers do.
There was a decent investment in the business, I had to give up running the main project and work “full time” as a video mom for a young blogger.
Nastya Like today brings from 1.5 to 3 million rubles monthly. This, according to Anna Radzinskaya, is twice as much as the family had before the crisis and this whole YouTube story.
- advertising of places of entertainment and children's leisure;
- promotion of games and toys;
- promotion of other products related to the blog topic
Nastya Like is a developing business project, and in an interview with RBC, Anna says that the whole family is so passionate about blogging that they will only do projects in this area.
Content
Yes, child bloggers are millionaires. But their life, according to experts, is not long. Now the first generation of YouTube heroes is growing up, and in other countries children's blogs are losing popularity as their owner grows.
Old videos are reviewed, but not so actively as to support income. A teenager has a completely different target audience, and the situation where viewers grow up with the blogger is quite rare.
Basically, teenagers are moving into the “lifestyle” genre, where competition is the highest and the price for advertising is the lowest. Russian-speaking lifestyle bloggers are especially unpromising financially.
In the case of Nastya, there is hardly any need to fear ruin. The girl is still small, about five years old, a children's audience will be able to enjoy her adventures. Parents who are businessmen will find a way to multiply their investments during this time.
Popularity
It is not Nastya Radzinskaya herself who is popular, but her mother Anna. She is invited to an interview by leading news agencies, Anna talks about how to conduct a popular children's blog, about your investments in business.
The girl is quite frank. She says that unboxings of Chinese toys filmed on a cheap camera are now of no interest to anyone. Games with children are watched only if they are truly artistic children and have fun games.
Well, visits to the local pizzeria and some children's center entertainment with a slide will also not attract millions of views. A blog needs a feature, a concept, some way to stand out.
Yes, Nastya Like earns millions, but she also invested a lot into the blog. First of all, the video needs to be shot with a professional camera. A live operator is needed, since the child will have to be filmed in motion.
A camera on a tripod will not solve this problem. Trips cost money, and travel too. In addition, no one cancels the usual expenses of a young family.
Therefore, those who want to repeat the success of the young blogger should know that they are unlikely to succeed without a studio, equipment and a plot for videos. Blogging becomes a business and requires investment, like any other business you own.
Anna Radzinskaya says that the family was able to improve their living conditions and buy a new car only with income from the video blog. Now they are setting new goals for themselves, while children's blogs are still trending on YouTube, and Nastya is popular. Perhaps it will be a line of children's clothing, or toys, who knows?
The Like Nastya channel and her second project, a vlog, created a boom in Russian-language YouTube. More than 13 million users have subscribed to the first one, and more than 30 million to the second one. By the way, the girl is only 5 years old. The heroine of popular videos, Anastasia Radzinskaya, lives with her family in sunny Krasnodar. Many people are concerned about the success of the channel “Like Nastya” and “Like Nastya Vlog”. How much does she earn and who are her parents? It is difficult to find out about the life of mom and dad, since the girl has an inactive Instagram. There is only one photo on the profile. The “Like Nastya” group on the social network VKontakte was suspended in 2017. But there is information of interest to readers.
What is the secret of success of Like Nastya. How the project was created
YouTube Like Nastya Vlog
Like Nastya's parents were engaged in business in Krasnodar. Anna Radzinskaya, the girl’s mother, owned a bridal salon. She says that the monthly profit from it was 300,000 rubles. The father's name has not been revealed. All we know is that he belonged to construction company. It had only 20 employees, but it brought in more profit, although it was unstable.
Nastya was born on January 27, 2014, and in 2015 her parents sold their companies. When their daughter turned 2 years old, they created the “Like Nastya” channel. At the end of 2016, “Like Nastya vlog” appeared. The girl was still very small. But even then she was honing her skills as a future blogger. The plots of the videos were standard, and similar to many other children's channels. Nastya unwrapped boxes of toys, looked at them, and was delighted. This move did not bring many subscribers. Then the parents decided to change their tactics and approach to the project.
Changing the format is a justifiable risk
YouTube Like Nastya Vlog
The following videos were released in a new format. Viewers could see how the girl and her family travel to different amusement parks around the world. In 7 months she visited 6 countries: Thailand, Malaysia, Singapore, Hong Kong, UAE and Bali. Subscribers were wondering where the family got the money for such a vacation. An RBC article from 2017 reported that this required 1-1.5 million rubles monthly. That is, for 7 months of travel, the family had to invest from 7 to 10.5 million rubles. At the first stages, parents took amounts from the family budget. But after a while, the Like Nastya channel began to make a profit. The YouTube Partner Program helped the channel as it began to grow.
The founder of the blogging agency WildJam, Yaroslav Andreev, expressed his opinion about the income of “Like Nastya” in 2017. Presumably it could be in the region of 5 million rubles. This is the amount of earnings for the month.
Also, videos based on cartoon plots and with favorite children's characters began to appear on the channel. For example, the domestic animated series “Masha and the Bear”. The girl continues to unpack surprises, play with her dad and have fun on camera. But now the channel’s content is more interesting for viewers. He has fresh ideas for the children's YouTube segment.
Themes for games are very different. On the “Like Nastya” channel you will not see banal games at a white table, of which there are a great many on the Internet. A real carnival is happening on the screen. Dad transforms into a pirate, a rock star, a prisoner and other characters. Like Nastya is also not far behind. During this time, she managed to change so many recognizable outfits that she couldn’t even count. The girl was dressed in Belle's dress from the cartoon "Beauty and the Beast", as well as Rapunzel, and tried on the image of a police officer and superheroes. Nastya Like plays detective, pirates, ice cream shop, car wash, farm, restaurant and animal clinic. By the way, other characters besides dad appear in the videos. The blogger girl’s friends and even animals are involved in the filming. Parents filmed an episode about the birth of a kitten from a little YouTube star.
All this together led the channel and vlog to success. Of course, parents turned to agencies to “promote” bloggers. But if the concept is weak, then even they will not be able to help grow the audience and revive the project.
Parents took risks by creating a children's YouTube channel. When they invested money from the family budget, it was difficult to predict whether their idea would pay off. Now we can say with complete confidence that they were able to achieve their goal. The success of the channel determined the parents' view of creating videos. Professional filming, experienced operators, high-quality editing and brightness of the picture made even adults watch the videos.
The SocialBlade service, which deals with statistics and analytics, indicated that this year the “Like Nastya” channel has an income every month ranging from 230,000 rubles to 3.7 million. The second project in the vlog format “Like Nastya Vlog” is even more successful. Every month he brings 2.2-36.5 million rubles to a family from Krasnodar.
Combo of popular bloggers in one video
3 months ago, a video appeared in “Like Nastya Vlog” in which you can see 3 stars of children’s channels at once. This is not the first time children's YouTube stars have met. The video shows Nastya getting ready for Diana’s birthday party. The birthday girl is a famous heroine of the Kids Diana Show. The audience may also be familiar with her brother, who also has his own Kids Roma Show channel. The decision to combine popular bloggers in one video was able to attract even more viewers. This was a mutually beneficial promotion, after which subscribers of one channel could switch to another.
The gap in popularity between Nastya’s and Diana’s channels is small when compared with the overall audience. The first girl blogger has almost 31 million subscribers, and “Kids Diana Show” has 33. The difference is almost 2 million people.
Growing number of views
"Like Nastya Vlog" has received almost 113,956,993,920 views as of August 12, 2019. “Like Nastya” has much fewer views, but even this figure would be the envy of a teenage lifestyle vlogger. The second channel of Anastasia Radzinskaya collected 4,352,824,820 views. Many people cannot believe such figures. How can a 5 year old child be so interested in users? And what kind of users too – kids with their parents’ smartphones and tablets.
The high number of views can be explained by simply watching children's YouTube throughout the day. Even if your child is watching an episode of a cartoon, the Like Nastya video may appear in the list of recommendations. The child is attracted by the bright picture on the screensaver and clicks on the video. The second option is that after the end of the cartoon, the next video will automatically start, which, according to the video hosting site, is interesting. This could be another episode of Like Nastya.
Mothers say that children stare at colorful scenes with cheerful music. The viewing time is running out, and accordingly YouTube judges that the video is interesting. He puts Like Nastya’s videos on the recommended list again and again.
According to some parents, videos of a little girl’s travels with her family have become quite educational. You can choose which country you can go to on vacation and have a good time with your children.
Criticism of the children's channel “Like Nastya”
Despite the fact that “Like Nastya” is a children’s channel, it is subject to criticism. Each parent has his own view on raising children. The heroine in the frame can cheerfully play pranks, knock over a cake on the floor or fight with toys. Nastya is not scolded for this in the video; which of the children would like to watch this? Opponents of this believe that their child may incorrectly assess the girl’s behavior. If they then repeat this in life, then they are counted out and forbidden to behave this way. The child becomes offended, why is he not allowed, but Nastya is allowed? Parents are trying to protect their child and do not subscribe to the channel. But it still “pops up” on the list of recommendations. The only way out is to manually hide it from displays.
It is interesting that adherents of the opinion that Nastya can interfere with education still let their children watch the latest episodes early. One of the mothers in the reviews says that if the child likes it, then you can watch the video together. An adult can simply comment on what is happening on the screen. Explain why you shouldn’t behave this way. The easiest way is to remove the channel from the feed, but will this help the child? You don’t have to prohibit it, but simply communicate with your child. How else will he learn what is good and what is bad if not from his parents.
Another category of moms and dads are concerned about the financial side of the channel. There are beautiful outfits in the video, Interesting games, toys and amusement parks. Not everyone can afford this to a child. In addition, even if you managed to save up for one similar toy, Nastya will have a new one next week. The child will demand new purchases from his parents. On the other hand, a similar situation may arise not only because of this channel. There are many children's bloggers on the Internet who deal exclusively with disassembling toys. “Like Nastya” has a variety of content that is not focused only on purchases.
“Like Nastya”: educational videos
Nastya’s parents listen to the opinions of subscribers. They added to the channel useful videos for children. For example, how to swim correctly, how children should not behave. Two separate issues are devoted to the rules of conduct. It turns out that little viewers grow up and learn about the world together with the girl on the screen. Another video shows a dad getting his daughter ready for school while singing a funny song. True, it was performed on English language. The plot is simple and will be understandable for children who do not know foreign languages. On the contrary, some parents like that a number of videos are accompanied in English. This helps babies learn it from an early age.