BRAND BEAUNIT
2.8 million views in 2.5 months from scratch
We launched a content factory for a UV nail lamp brand that had previously relied solely on marketplace traffic.
Results achieved:
CTR = 0.53% (benchmark: 0.3–0.5%)
CR = 16.3% (benchmark: 3–6%)
Project status: ongoing (month 3 of 6)
We launched a content factory for a UV nail lamp brand that had previously relied solely on marketplace traffic.
Results achieved:
CTR = 0.53% (benchmark: 0.3–0.5%)
CR = 16.3% (benchmark: 3–6%)
Project status: ongoing (month 3 of 6)
Videos created by our creators
About the client:
BEAUNIT — UV nail lamp brand
BEAUNIT — UV nail lamp brand
The product is manufactured in China under the client’s brand.
Mass-market segment with a low average order value.
Sales were generated exclusively through:
Problem:
No social media presence.
In practice, the brand had almost zero media visibility.
Target audience — women from small towns who do their own manicures at home.
Mass-market segment with a low average order value.
Sales were generated exclusively through:
- internal advertising on Wildberries and Ozon
- product cards
- participation in promotions
Problem:
- Sales had been declining for six months.
- No external traffic sources.
- Complete dependence on marketplace algorithms.
- No brand awareness outside marketplaces.
No social media presence.
In practice, the brand had almost zero media visibility.
Target audience — women from small towns who do their own manicures at home.
Objective:
Not simply to produce videos, but to:
- [1]
Create an external sales channelGenerate sales, not just views and reach. - [2]
Test content formats from a conversion perspectiveIdentify which formats drive: clicks, saves, comments, purchase intent. - [3]
Find scalable scenariosDiscover combinations of:
hook + pain point + result demonstration
that can be replicated and scaled profitably. - [4]
Build a scalable profit modelWorkflow: test → analyze → improve → reshoot → increase the number of videos that perform well → grow sales
Reduce dependence on marketplace advertising and create a steady flow of buyers from social media. - [5]
Bring warm buyers to the marketplaceSo customers:
1. already know the product,
2. have seen it in their feed,
3. intentionally search for the product listing. -
Strategy timeline
6-month strategy
First 2 months: intensive testing
Then scaling.
Preparation stage
What we did
[1] Created accounts on Instagram*, YouTube, TikTok, VK and Wibes using the client’s Russian SIM card.
[2] Analyzed trending videos in the niche and adjacent niches.
[3] Collected and refined references.
[4] Launched three trend-focused creators from our database of 450+ creators.
[5] Recruited two manicure specialists.
[6] Started publishing 2−3 videos per day.
[7] Tested more than 50 content formats.
[8] Implemented AI-generated hooks and AI-driven storylines.
[9] Set up traffic routing to Wildberries product listings.
[10] Launched a Telegram channel with daily content.
[11] Automated lead capture and subscription funnels through Salebot.
[12] Published the first content 10 days after project launch.
[2] Analyzed trending videos in the niche and adjacent niches.
[3] Collected and refined references.
[4] Launched three trend-focused creators from our database of 450+ creators.
[5] Recruited two manicure specialists.
[6] Started publishing 2−3 videos per day.
[7] Tested more than 50 content formats.
[8] Implemented AI-generated hooks and AI-driven storylines.
[9] Set up traffic routing to Wildberries product listings.
[10] Launched a Telegram channel with daily content.
[11] Automated lead capture and subscription funnels through Salebot.
[12] Published the first content 10 days after project launch.
First engagement results:
After one week — first comment
After one week — first comment
Results:
After two weeks — one video began gaining strong reach.
- saves appeared,
- comments appeared,
- engagement increased,
After two weeks — one video began gaining strong reach.
Crisis and solution:
At one point, videos started receiving only 3−5 views across two platforms.
At one point, videos started receiving only 3−5 views across two platforms.
It looked like a shadow ban.
Many teams would have stopped.
Instead, we:
● analyzed platform behavior,
● created new accounts using foreign SIM cards,
● transferred content,
● maintained the publishing pace.
Result:
● YouTube views increased 800×
● Instagram views increased 4× within a week
A content factory cannot stop after the first setback.
Many teams would have stopped.
Instead, we:
● analyzed platform behavior,
● created new accounts using foreign SIM cards,
● transferred content,
● maintained the publishing pace.
Result:
● YouTube views increased 800×
● Instagram views increased 4× within a week
A content factory cannot stop after the first setback.
What changed after 2.5 months
● More than 200 pieces of content published.
● Content distributed across 5 social platforms.
● 800,000+ views accumulated.
● Daily output of 3–5 videos.
● Audience growth.
● A large pool of successful content formats identified for scaling.
● Editors added for content standardization and reposting.
● Testing of AI voice avatars.
● Number of creator-manicurists increased from 2 to 10.
● High engagement:
● likes,
● comments,
● saves,
● shares.
● Content distributed across 5 social platforms.
● 800,000+ views accumulated.
● Daily output of 3–5 videos.
● Audience growth.
● A large pool of successful content formats identified for scaling.
● Editors added for content standardization and reposting.
● Testing of AI voice avatars.
● Number of creator-manicurists increased from 2 to 10.
● High engagement:
● likes,
● comments,
● saves,
● shares.
Video formats
- Process videos (highest retention rates)Step-by-step demonstrations combined with a clear result. These videos deliver the strongest retention and consistent growth in views.
Examples:
● "How to apply gel polish correctly"
● "Why gel polish peels off"
● "Frozen glass effect"
● "15-minute manicure at home"
Process-driven content consistently outperforms trends. - Mistakes and pain points"You're doing it wrong."
Designed to increase comments and audience engagement.
Examples:
● "Why your gel polish doesn’t last"
● "3 mistakes when curing gel polish"
● "This is why your manicure cracks"
● "Never do this…"
Conflict + pain point = higher watch-through rates. - Everyday scenariosRelatable situations and emotions.
Build trust and strengthen the connection with the brand.
Examples:
● "When you booked a nail appointment, but…"
● "Girls, I urgently need a UV lamp"
● "When your nail breaks right before an important meeting"
This type of content creates emotional engagement. - Trend-based videos (for reach)Adapting current trends to the niche.
A fast way to generate reach and attract new viewers. - AI-powered storylinesUnusual visuals combined with a strong hook.
Format:
● unconventional presentation
● unexpected scenarios that creators cannot physically film themselves
AI-generated content delivered above-average reach. - Engagement-driven videos for recruiting nail techniciansWe launched videos about hiring nail technicians →
generated comments →
increased engagement →
boosted platform algorithms.
The content simultaneously solved a recruitment challenge and expanded reach.
We enhanced a single video and increased its performance from 40,000 to over 300,000 views
This was not a new video.
It was an optimized version of content that was already performing well.
We use the same approach to scale other high-performing videos.
It was an optimized version of content that was already performing well.
We use the same approach to scale other high-performing videos.
Strong performance for a new account
40,000 views
Video #1
Video #2
Same format. Stronger hook. New angle.
300,000+ views
7x growth
● Strengthened the first 3 seconds
● Added a more attention-grabbing opening
● Kept the process-focused format
● Increased the pace
● Refined the copy
What exactly we changed:
We don’t chase something new.
We amplify what already shows potential.
We amplify what already shows potential.
A content factory is not about producing content for the sake of volume.
It’s about scaling formats that already perform.
It’s about scaling formats that already perform.
The team that works with content every day
Founder of the Beaunit brand.
The person who sees the project not as a collection of "videos," but as a growth model.
She focuses on the numbers, the momentum, and the potential — and decides where to invest and scale further.
The person who sees the project not as a collection of "videos," but as a growth model.
She focuses on the numbers, the momentum, and the potential — and decides where to invest and scale further.
Svetlana — Founder
Natalia — Head of Content
The brain behind the project.
She analyzes retention, identifies where viewers drop off, rebuilds hooks, adjusts the presentation, and strengthens the opening.
If a video grows 6x, Natalia is usually the one who broke it down and rebuilt it.
She analyzes retention, identifies where viewers drop off, rebuilds hooks, adjusts the presentation, and strengthens the opening.
If a video grows 6x, Natalia is usually the one who broke it down and rebuilt it.
Tatiana — Project Lead & Scriptwriter
Connects strategy with actual production.
Writes scripts, coordinates creators, and keeps everything moving.
When three videos are published every day, that's not luck — it's process management.
Writes scripts, coordinates creators, and keeps everything moving.
When three videos are published every day, that's not luck — it's process management.
Olga & Yana — SMM and Distribution
They make sure the algorithms don’t "fall asleep."
They publish, test, redistribute content across platforms, and relaunch accounts when needed.
When some videos received only three views, they quickly reworked the distribution strategy.
They publish, test, redistribute content across platforms, and relaunch accounts when needed.
When some videos received only three views, they quickly reworked the distribution strategy.
Trend creators
Yana, Vika, Yulia
Each creator films and edits up to 30 videos per month.
They adapt trends to the niche, test different approaches, and create multiple variations of the same concept.
This is what drives reach.
Each creator films and edits up to 30 videos per month.
They adapt trends to the niche, test different approaches, and create multiple variations of the same concept.
This is what drives reach.
Expert creators
Elena, Regina, Alina, Kristina, Taisiya, and others
They bring expertise and real-world experience.
They demonstrate how the nail lamp works in practice.
Their videos delivered the strongest retention results.
Process-focused content is their specialty.
They bring expertise and real-world experience.
They demonstrate how the nail lamp works in practice.
Their videos delivered the strongest retention results.
Process-focused content is their specialty.
Speech at VKontente’s VTB Project Session — Alina, March 24, 2026
More than 10 people are involved in the project
This allows us to:
● publish content daily
● test ideas quickly
● amplify top-performing videos
● scale successful results
A content factory is not a one-person operation.
It’s a team fully immersed in the project.
● publish content daily
● test ideas quickly
● amplify top-performing videos
● scale successful results
A content factory is not a one-person operation.
It’s a team fully immersed in the project.
Next stage
Turning reach into consistent sales growth
We’ve completed the testing phase.
Now the focus is scaling what generates revenue.
Turning reach into consistent sales growth
We’ve completed the testing phase.
Now the focus is scaling what generates revenue.
Increasing the share of formats that influence purchasing decisions
Process-driven videos delivered the strongest response.
What we’re doing:
● increasing their share within the content mix
● bringing in additional experts and creators
● strengthening visual demonstrations of results
The goal is to increase influence on purchase decisions.
What we’re doing:
● increasing their share within the content mix
● bringing in additional experts and creators
● strengthening visual demonstrations of results
The goal is to increase influence on purchase decisions.
Scaling strong videos instead of creating new content blindly
If a video performs above average, we:
● analyze retention
● strengthen the hook
● reshoot and improve it
● scale distribution
This reduces the cost of attracting attention and increases the likelihood of sales growth.
● analyze retention
● strengthen the hook
● reshoot and improve it
● scale distribution
This reduces the cost of attracting attention and increases the likelihood of sales growth.
We optimize for conversion, not views
The focus shifts from:
"How many people watched?"
to "How many people clicked and purchased?"
We strengthen:
● pain-point-driven openings
● comparisons
● proof of results
● routing traffic to the marketplace listing
Content becomes a tool for driving revenue.
"How many people watched?"
to "How many people clicked and purchased?"
We strengthen:
● pain-point-driven openings
● comparisons
● proof of results
● routing traffic to the marketplace listing
Content becomes a tool for driving revenue.
Managing the share of high-performing content
At the start: 100% testing.
During the scaling phase, we increase the proportion of formats that:
✔️ deliver higher retention
✔️ generate saves
✔️ encourage comments
✔️ drive clicks and traffic
This is a profit-growth model, not a random viral hit.
During the scaling phase, we increase the proportion of formats that:
✔️ deliver higher retention
✔️ generate saves
✔️ encourage comments
✔️ drive clicks and traffic
This is a profit-growth model, not a random viral hit.
Reducing dependence on marketplace advertising
The more qualified external traffic you generate, the less dependent you become on paid promotion inside the platform.
Goals:
● increase the share of external demand
● improve sales stability
● reduce pressure from marketplace ad auctions
Goals:
● increase the share of external demand
● improve sales stability
● reduce pressure from marketplace ad auctions
Our goal is not to get a million views.
Our goal is to build a sales engine.
The content factory is moving from the "reach growth" stage to the "profit scaling" stage.
Our goal is to build a sales engine.
The content factory is moving from the "reach growth" stage to the "profit scaling" stage.
If nobody sees your product, nobody buys it.
We’ll build a steady flow of attention to your brand and convert it into sales.
nataliarosa@vkontente.com
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