Culture.ru is a unique project about Russian cultural and historical heritage. This is cultural, entertaining and educating media. There is no other similar project of this type in Russia.

The idea of Culture.ru is to make culture interesting and exciting for people, so that people would like to spend their free time reading an article about cultura, visit a museum or theater, watch an educating lection. For professionals this project is a cultural society where there is a possibility to tell about your organization and to join the community.

Web-site contains three main parts:
1. editorial materials about culture, history and traditions,
2. LIVE section, where users can join over 10 online streams from cultural organizations from all over the country,
3. video library, which contains more than 5 thousand films, plays, lectures and concerts.
All content is free for users to read, watch and listen on the web-site.

1,3 million of people are subscribed on social media platforms: Facebook, Instagram, TikTok, Telegram, VK, Odnoklassniki and other. Special activities for users are organized in accouts during each year. For example, Museum night and Art's night.

Culture.ru is an important project not only for users interested in culture, but also working in culture. These people can place their events in special section of web-site where you can fine schedule of events, working hours of cultural organizations, etc. This is a special marketing activity which is avaible to each professional user of cultural industry registrated on web-site. More than 115 000 events are downloaded on Culture.ru by professional users. Also there are may vebinars about cultural marketing held for representetives of cultural institutions.

https://www.culture.ru/

• Russian Federation

• Youth
• people aged 20-55, interested in cultural live and heritage of Russia, and school students visiting History and Literature classes

The project was created in 2013 and each year demonstrates growth of interest: both users and professional community. In 2020 the web-site showed twice growth: 68,5 million visits during the year. Comparing to last years, in 2019 there was 30 million visits and in 2018 - 18 million visits.

One of the most popular parts of the project is online streaming from cultural organizations. In 2020 there were more than 3 500 streams (1 800 in 2019) held on web-site and social media platformes of Culture.ru. 110 million people watched streams during 2020.

Culture.ru is not only sustainable, but also developing project. In 2020 two new accounts on social media platforms were created. TikTok account @culturno was created at the beginning of the pandemic situation in March. Five big special projects were held by Culture.ru at TikTok during the year: Night of libraries, Night of museums, Night of cinematography, Night of arts and Cultural TikTok. Each project contained absolutely new type of content for the project: short videos, briefly texts and entertaining streams.

Russian alike social media platform VK Clips appeared in October 2020. In November Culture.ru did there a project with famouse bloggers and important Russian museums, where bloggers told the audience about the most interesting artefacts of the museums. On winter holidays another project was done with museums. Different museums talked in short videos about their New Year and Christmas stories, related with their museum. More than 17 million users watched videos of these projects.

As the result, we can see, that each year people get more and more interested in cultural free and diversity content. This makes Culture.ru try new formats and platforms to involve new audience.

The main idea of Culture.ru is to make Russian culture interesting for people, especially for Russian citizens. It is important to work not only with specific audience, but with different target groups. It is sometimes difficult to visit a theater or a great museum in Russia, because the country is too big and not each person has a possibility to visit the main cultural events. We make culture be your neighbour which is always near you. For instance, working with school students we check school program. According to it we put theme-materials on the main page. Biographies of famous writers, poems and lectures on history and literature - all of these content is free and ready to get studied or help with homework. Speaking with youth we use social media platforms. For example, our TikTok account @culturno. In short videos we talk about basic terms in culture, show interesting facts of history and stream short entertaining excursions from museums. For elder people there it is - free video library of best theater plays and films in Russia. Most popular theaters provided their content to share with our audience. Culture.ru is the way to help people get friends with great Russian culture in very understandable and easy way. You don't have to live in Moscow to visit Bolshoi Theater plays. You just get online wherever you are and watch the play for free.