The economies of many countries inevitably face problems affecting consumer market prices and money circulation.

First of all, this concerns the widely used concepts of deflation and inflation. Understanding their essence helps to understand today's problems

What is deflation?

Deflation refers to a decrease in the amount of circulating money supply using financial and economic methods. This is done to increase the purchasing power of national money and reduce prices.

Deficit problems in the state budget are eliminated in the same way. As a result, during certain period a general price reduction is possible. At its core, deflation is the opposite of inflation, where imbalances in the economy lead to rising prices.

Deflation at its beginning leads to:

• to reduce economic growth.
• curtailment of production and an increase in the number of unemployed people.
• to economic depression if there are no adequate government measures.

Types of deflation

Deflation may refer to:

• banking and credit.
• confiscation.
• growing cash balances.
• problems of economic growth.

Deflation related to bank lending occurs during the financial sector. Then clients en masse make demands to banks for the payment of their deposits. As a result, banks go bankrupt and citizens' deposits depreciate. Some banks, anticipating such a danger, are curtailing lending operations and increasing the reservation of demand deposits. Both options significantly reduce the turnover of money and increase its value.

Confiscation means the forced withdrawal of funds from bank depositors. In fact, this is a blatant violation of a person’s property rights to his money. Such actions aim to prevent deflation of loans issued by banks.

Deflation processes can be determined by the growth of the money supply in the cash balance. Essentially, this is a consequence of hoarding cash by people who often use non-cash forms of payment.

Positive processes in the economy may be associated with deflation. This happens when commodity market is oversaturated, and suppliers of goods, in the fight for customers, reduce their prices.

Why is deflation bad?

Deflation, being a process opposite to inflation, lowers prices, increasing the cost of the population's funds. In this case, it is beneficial for people to accumulate cash currency for the purpose of further profitable investment.

However, this often results in a hit to the economy. First of all, because a decrease in the flow of money that accumulates leads to problems for production. Companies are desperately short of money. This is felt especially acutely by enterprises exporting their products.

Their product loses competitiveness abroad due to changes in exchange rates. Its consumers are looking for new suppliers due to increased prices. Within the country, such products depreciate in value. Production costs are not covered by the income received.

To compensate for losses and search for new sales schemes, staff are being reduced and wages are being reduced. Loans turn out to be uninteresting due to their sharp rise in price. Banks, which feed the economy with money, are also having difficulty generating income.

How does deflation affect commodities?

The global commodity market is showing a steady decline, which, according to analysts, will continue in the coming years. The world's leading importers of raw materials have approached their supply limit. It started with falling prices for precious metals.

Then prices for copper and hydrocarbons began to decline. This has become characteristic of all raw materials used in energy, construction, industrial production and on transport. With excess supply, demand decreased.

Therefore, experts believe that some countries with a high level of development are gradually entering a period of deflation. Along with the fall in demand for raw materials, the demand for final products is rapidly decreasing. Difficulties arise when lending to the population.

This leads to a decrease in business activity. Many companies face the problem of basic existence in conditions of deflation, which, along with falling prices, reduces people's incomes.

Money becomes more expensive, and investors minimize their investment in the production sector. This leads to a sharp decrease in the volume of purchases of raw materials. During such periods, in order to avoid upheavals in society and mass layoffs, states can take the route of nationalizing the largest companies for their survival in conditions of deflation.

Causes and consequences of deflation

The causes of deflation are complex.

They can manifest themselves in a number of factors:

• due to falling prices, citizens reduce their costs and save money, often outside banks, in anticipation of an increase in their value;
• an increase in labor efficiency while the cost of money does not change leads to cheaper products;
• the artificially increased cost of money reveals its shortage to ensure normal turnover in trade;
• slowdown in the circulation of money for other reasons;
• One of these reasons may be measures taken by the central bank, which may reduce the money supply.

This is done by implementing the following measures:

• raising the central bank discount rate;
• increasing banks' required reserves;
• reduction by the central bank of the size and number of loans it issues;
• intensification of the sale of government securities.

The state may take restrictive measures:

• reduction of state budget costs;
• wage freeze;
• increasing the level of payment of taxes and fees.

Deflation reflects negative economic processes leading to a decrease in the output of goods and services and an increase in the number of unemployed able-bodied people. As a result of falling prices, investment in production is slowed down, which negatively affects demand.

A vicious circle of falling commodity prices and reduction in production activity appears.

How can deflation be eliminated?

To eliminate deflation, an appropriate anti-deflation program is needed.

One of its levers could be a significant increase in government spending on the construction of infrastructure facilities, for example, national highways. This should be preceded by measures to clarify the real prospects for sustainable profits. At the same time, the main thing is to inspire the trust of future investors. To do this you need:

• provide tax preferences for all participants in such capital construction;
• simplify lending requirements and reduce loan rates.

Another important mechanism against deflation is monetary and fiscal measures to optimize demand.

Here can be applied:

• reduction in the volume of money in circulation;
• cutting government spending;
• raising interest rates on loans;
• expansion of the tax base.

Experts note an increase in deflationary risks in the world. This can be seen in commodity assets for the currencies of individual countries. Therefore, you should be very careful about the measures taken to eliminate deflation. They can contribute to the inhibition of economic development and the emergence of crisis phenomena. However, even in conditions of deflation, there is the prospect of investment in innovative projects.

Deflation: what is it in simple words

Word " deflation“came into the Russian language from Latin, translated from which, “deflatio” means deflation. Now this word characterizes one of the states of the economy, meaning decline.

Depending on the condition, the following may decrease:

• Prices for goods and services;
• The cost of one particular category of goods;
• Profit of manufacturers of goods and service providers;
• The amount of money involved in circulation;
• Level of business activity;
• The number of loans issued by banks.

There is talk about the concept of money as a special commodity equivalent to value, then the word “deflation” is an increase in the value of money. For an ordinary consumer and citizen, this seems to be good.

If, for example, we imagine that there is now deflation in the economy, go to a store where you can buy 10 candies for 100 rubles, and then two weeks later, in the same store, buy 12 candies for the same 100 rubles, and then, after another two weeks , buying 15 candies for 100 rubles is deflation.

For the economies of the whole world, this situation is not beneficial for any state. Speaking in simple language, with deflation, a state always occurs when the cost of producing a unit of goods (cost) exceeds its selling price. That is, supply exceeded demand.

The consumer does not want to buy 15 candies for 100 rubles, he already needs 20, the manufacturer does not want to sell 20 candies for 100 rubles. The buyer begins to look for another seller who will sell him the same 20 candies for 100 rubles. If the buyer does not find such a seller, then he has available cash He will take it to the bank and wait until there is someone willing to sell him 20 candies for 100 rubles.

If the manufacturer does not sell the candies, then he will have nothing with which to pay wages to the workers who made these candies, and will have nothing with which to pay taxes to the state. He will have few ways out of this situation: reduce workers' wages, reduce the number of personnel, close the enterprise, or go to the bank for a loan to modernize production.

What about the banking system?

A loan for the modernization of candy production is not profitable for the bank because There are quite a lot of manufacturers of such sweets on the market and there is a very high risk of not repaying the loan. Therefore, the manufacturer is forced to take unpopular measures.

And then the management of the enterprise where the candy buyer works has the same problems with the sale of the enterprise’s products; this buyer’s salary is reduced or laid off. A bank in which his 100 rubles are on deposit, for example at 15% per annum, sends him a notice of a reduction in the deposit rate.

Production is declining and it is not profitable and risky for the bank to issue loans. So the buyer himself becomes a victim of deflation, and as a result of this, the buyer’s standard of living decreases.

In a word, this is a vicious circle: sales are declining, salaries are being cut, staff and the number of loans issued are being reduced, businesses are closing, and the amount of taxes paid to the state is decreasing.

This circle can only be broken by inflation (Latin “inflatio” - inflation), that is, an increase in sales, interest, wages, etc. If deflation is an increase in the value of money and a decrease in prices, etc., then inflation is the state of the economy opposite to deflation. The cost of money decreases, but sales, prices, wages and, as a result, the number of jobs and tax collection increase.

Too much large percentage inflation also leads to a slowdown in the economic development of any state with a market economy. It is believed that when an economy develops with a small percentage of inflation (up to 3% per year), this is normal. But deflation of 1-2 percent per year for a long time can lead to depression or crisis in the economy. An example of this is deflation and the Great Depression, which lasted in the United States from 1923 to 1933.

Reasons why deflation may begin:

1. Oddly enough, this is a significant increase in production volumes, without increasing the income of the population;
2. Reducing the number of loans issued to the population by banks;
3. A significant increase in the demand for money, i.e. the population begins to store money not in a bank, but, as people say, “in a stocking”;
4. Unjustified austerity policies, exemplified by Spain's austerity in 2010, which led to uncontrollable deflation.

Deflation and inflation are like in a song about two faithful friends who “can’t walk without the other.” So if money begins to depreciate at a rapid pace, then the state urgently needs to make decisions that will trigger deflation processes.

And vice versa, if money begins to become more expensive, it is necessary to make decisions that lead to inflation, after which, as soon as deflation disappears and inflation reaches a value acceptable for the state, the decisions made must be canceled in time

Expert: Javid Aslanov. Manager Affiliate Program YouTube, Russia and Ukraine. YouTube team.

How to choose a topic for a video blog?

Choosing a topic for a video blog is the first and most important step for your future channel. There are several conditions here. First, be sure to choose a topic that you like. The excitement in your eyes and sincerity will immediately win over the audience. Secondly, you must be a professional in your field. Mistakes and uncertainty lead to mistrust of the audience - they will not come back to you again.

How can you ensure that your video is found by people who are interested in it? How to find an audience on YouTube?

On YouTube great amount video and wide choose content, so ease of discovery is very important. Be sure to think through titles, descriptions, and tags for each video. The description is a valuable source of information about the content of the video for viewers and for search engines YouTube. Are you using keywords, so that they fully describe the essence of the video. And well-chosen title and tags help YouTube determine the category for the video and thereby increase its views.

Another way to gain subscribers is by collaborating with other channels. Find YouTube partner creators who film similar videos. Chat, recommend each other’s channels, shoot joint videos, create common topics and playlists. All this will help you gain a new audience for your channel.

And, of course, don’t forget to post videos regularly. Constantly look for new topics, explore your field and surprise your fans. It is also important to follow trends here search queries. When a holiday approaches, many people look for videos on this particular topic. For example, for the New Year, girls want to know what is the best makeup to do on a festive night, and on the May holidays they are looking for tips for active recreation. Consider how to incorporate these trends into your channel, and your videos will appear more often in search results and related videos.

What equipment is needed to make a beautiful video?

When shooting a video, you have to think through every detail. This includes the background, the absence of extraneous noise, and, of course, a good technique for shooting. Try to use high-quality equipment, not a phone. Therefore, get yourself in advance digital Full HD camera or camera with Full HD video and microphone.

Secrets of creating a successful video

What simple video processing programs can you recommend? What do you use yourself?

The viewer loves a high-quality picture, with well-edited transitions and effects. To do this, you need to master programs for photo and video processing. Fortunately, such programs are now a large number of both for professionals and amateurs of photography and videography. For photo processing we can recommend Adobe Photoshop or Adobe Photoshop Lightroom. For video processing and editing, we recommend using Movie Maker, Adobe Premiere and Corel Video Studio. These are just some examples of shooting software. It doesn’t matter which program you use, the main thing is that you understand it well and achieve the desired effect.

How to learn to work correctly in the frame? Share your secrets of creating a successful video.

Besides high-quality equipment and video processing programs, when creating a video you need to pay attention to a few more points. Firstly, pay close attention to how you behave on camera. When you make a video, tell it in a way that makes it interesting to listen to, and at the same time, don't overact it. The viewer immediately feels uncertainty, excitement and tension. You can write out support points in advance. But don’t try to memorize entire texts and retell them - it will be boring to listen to you. Also, never cut off the video. Be sure to create your own greeting and ending.

Make sure your video accompanies high quality sound without any interference. Your voice must not be silenced extraneous noise from open window or a working TV in the next room. If you decide to add music, remember that it must comply with copyright law. YouTube bloggers can use the YouTube Audio Library, where they can find more than 150,000 songs that can be used freely and legally.

What videos are currently missing on Russian YouTube?

On Russian YouTube There is still a lot of room for food bloggers, although in the West these are some of the most popular channels. For example, James Oliver's FoodTube channel has more than 1 million subscribers and 73 million views. There are not enough bloggers talking about science and travel, and there are few channels with educational content for children.

Polina Repik, the host of a popular beauty blog (more than 140 thousand subscribers and 22 million views), shared her secrets of success with us:

“To become a popular blogger, you need to find your audience. Your own audience is one that is interested in what you talk about, what you show, what you talk about. To do this, you just need to listen to yourself and find in yourself what others lack.

For a blog to become popular all you need to do is find unique theme. What could be more unique than you? We are extraordinary from our fingerprints to the tips of our hair: our thoughts, knowledge, skills are unique and this is what is worth sharing. I found the ability to make beautiful hairstyles and show them off on myself, explaining each action in detail. Listen to yourself - what do you want to tell the world?

No less important is how you present information, whether you provide high-quality and beautiful picture. All this is very important for the viewer. So don’t save time on preparing and processing the material. Sometimes just an idea is not enough. And, of course, you must love your subscribers and answer their questions, maintaining a dialogue.”

The era of disbelief in digital is coming to an end, and the majority of those who want to digitize their business have already done so. Some are successful and show others “how it should be done,” while others are just trying out Internet marketing. Everyone understands that it is necessary to contact clients on the Internet, and if you belong to the second category, then you don’t have much time to build up, you need to immediately choose the most effective ways how to express yourself online. Would you rather not read this than watch a well-produced educational video? As they say in market research4 out of 5 millennials will choose video!

Indeed, interacting with your audience is YouTube already an established trend that is not slowing down. Have you also decided to create content on YouTube for marketing purposes? Use our recommendations to get started.

What will be interesting about your channel?

To educate or to entertain, that is the question. Do you want to be funny or useful? Choose what is more typical for your brand, the main thing is to be “on the crest of the wave” of news in your segment. Are you baking buns? Don’t forget, on the eve of Easter, to film a story about holiday baking and conduct an interactive session with viewers on best recipe in the comments, etc.

Define goals

If you see a goal, you have a basis for action. In fact, the goals of creating a YouTube channel coincide with the goals of digital marketing. These are all the same traffic to the site, sales, interaction with clients, building trust and demonstrating expertise. Which one is right for you? Or maybe all together?

Steps to achieving your YouTube goals:

1. Know the trends.

If you don't set trends, you need to follow them first to attract attention. Google itself will help with this. You can use a special Google service Trends and the “Trends” tab on YouTube, despite the fact that there is mainly either entertainment or current news, the vector of interests of the general public is still observed in them like nowhere else better. One of the simple “guerrilla” methods is to see what your competitors are filming.

2. Identify and understand the target audience.

Make a portrait target audience Your marketer or Google search will help. The viewer’s characteristics can be as detailed as possible - from hair color to their favorite character in the TV series “Friends”, or basic, which will include data such as gender, age, demographics, Family status, occupation and income, hobbies and interests, etc.

The obvious benefits of understanding the portrait of the target audience is the ability to competently work out the main message to a potential client/customer, understand and identify the key factors that motivate a purchase or interaction.

3. Promote audience engagement.

The format of the content itself can be the reason for the activity of the audience. In this format, both the plot and the characters are interesting to the audience, and with a competent call to action, the desired result will be guaranteed. You can suggest following links or voting in the comments - this is popular and familiar. Show your imagination, surprise even the most sophisticated audience by involving them in a digital quest, and get maximum loyalty and improve your brand image. Good example The Samsung team demonstrates on their channel:

4. Conduct segment analysis.

We recommend evaluating a sample from several channels in order to highlight the average and maximum indicators for the segment in this moment. This will roughly help you understand the required level of resource expenditure and the return in the form of increased coverage or loyalty. It is difficult to calculate even the approximate level of sales from a channel in the early stages, since this will be influenced solely by the content itself and the format of interaction with the viewer. A tool for exploring other channels can be VidIQ or Socialblade plugins.

Pay attention to the following parameters:

• number of publications;
• video duration;
• audience retention;
• level of engagement with content;
• subscriber growth.

5. Be savvy in matters of creating and promoting a brand channel.

Always at the beginning of new projects there are more complex and easier ways to achieve goals. They usually differ in the amount of the main resource invested - time. Gain knowledge and practical experience that will serve as a launch accelerator successful channel for a brand on the course from AIR Academy “YouTube for Business”:

If you have read this far, know that you can watch a video with the same information content It would have taken half the time. You can add the same links, recommendations and, most importantly, voice calls to action to instantly get a response. Video content, more than other types of content, involves and arouses interest in what is happening, and contributes to the emotional connection of the audience with the brand. Create a channel and realize your goals on YouTube!

Video lecture from our experts “How to create and promote a personal brand on YouTube”.

Alexey Tokovenko, trainer of Talent Management Team

Many of the best creators on YouTube have built an audience of millions by being themselves in front of the camera. For a newbie vlogger, talking on camera may seem a little strange.

Everything is fine! We will advise you how to master the art of vlogging. Uncertainty will disappear without a trace. Also remember that only training and practice will achieve perfection.

Authenticity in behavior when addressing viewers via a webcam is often this detail that distinguishes the process of winning an audience from creating a community.

The audience consists of listeners. The society is formed by people who want to accompany you to every subsequent film. In fact, many of them perceive you as a friend.

Consider the words of Michelle Phan, makeup guru:

“It's a different type of relationship. Developers are not celebrities who are looked upon as idols. For viewers, they are, rather, friends, brothers and sisters” - Michelle Phan, 8 million subscribers (probably more).

Real relationships are formed on YouTube. This can be clearly seen during meetings where developers invite fans to meet them in person. Numbers and comments “suddenly” turn into real people.

Just sit in front of the camera and start a conversation. Sounds easy, right?

In practice, however, it is an activity that can cause many people great anxiety for the first time. In the end, the lens may seem quite scary, and you will feel like you are at a public performance... Try, however, to overcome this feeling and at least partially forget about the fear. The benefits will be huge!

Benefits of Vlogging

Perhaps you don't have much desire to stand in front of the camera and show yourself to the world. This is completely normal. However, this video format has quite a few advantages.

Here are some of them:

1. Creating a More Loyal Fan Group: Vlogging on YouTube allows viewers to see who you really are. In this way, you will gather around you a group of more devoted fans who will always and everywhere be with you.
2. Contact with similar people from all over the world: Revealing your true self to the audience will give you a better chance of meeting people from different parts of the world and communicating with people with whom you share common interests and similar type of sensitivity.
3. Videos for a blog are usually easier to shoot: Vlog production is generally less complex than filming other types of films. Sometimes these are just hand-held materials consisting of one frame. This makes it much easier to produce more films.
4. A channel that is easier to run: Streamlined production may mean it's easier for you to keep videos uploaded consistently. YouTube channel, and by the way, its content will be more consistent.

6 Ways to Conversate on a Vlog

Do not know, how to create a video blog?

Here are some popular varieties of this format:

note that they all have the nature of a conversation and are framed in an informal tone. The authors conduct them as if they are talking to their friends. Which of the following strategies is best suited for your YouTube channel?

1. Personal topics: Most people associate the term “vlog” with someone’s personal life. And this is true because authors often record at home, exposing themselves to the audience, and sharing some personal thoughts. For the viewer, who feels like an observer of someone's life, it can be a fascinating experience.
2. General topics: in this kind of recording you can address the audience directly and speak from yourself, but the topic of the video blog will no longer be your private life. This time you can choose something from a general topic - a product review, a lesson, a travel video, etc.
3. Stories: history on webcam is also great way talk to the audience. Can you tell me what happened to you in Lately on the way to work, or tell a funny story about how Uncle Petya skateboarded for the first time. The story can be funny, sad or just interesting.
4. Fictional character : Films can be based on fiction - then the actor plays a character. What does it look like? Instead of answering, just look at some of the most popular vlogs on YouTube: The Guild, Lizzie Bennet The Vampire Diaries (the series won an Emmy Award), and new ones, for example, Breaking Out. In any case, we are dealing with a fictional character who speaks to the camera. The audience probably knows they are dealing with actors, but that doesn't bother them.
5. Complementary videos: What if you don't want vlogging to be your main YouTube channel? Then you can use the conversation format in videos that will complement the main materials. They can be completely separate segments or add-ons at the beginning or end of other videos. In the first case, for example, it could be a free greeting with the audience, and in the second it could be a call to action.
6. Reply to comments: Being able to hear the filmmaker say their name is usually a great experience for the viewer. By responding to comments, especially on camera, you will show viewers that you are listening to them, trust their opinion and are ready to make contact. All this contributes to growth. If you don't feel like making a video blog in this format, then remember that even a simple answer in the comments will work in your favor.

Please pay attention to the way he speaks, clearly and calmly - as if speaking to his best friend.

Fictional character

First episode The Breaking Out series begins as a personal vlog before transitioning to a more traditional, scripted format.

Complementary films

Creators movie from the WongFuWeekends channel they took it, so to speak, “out of the box”, designing it in a free style.

They reminded viewers that behind the production of carefully crafted short films are ordinary people made of flesh and blood. In this way, they try to establish a closer relationship with the audience.

Replies to comments

Sandi from the CutePolish channel answers selected questions that fans ask her via social networks.

Notice that to encourage them to ask follow-up questions, she even puts a hashtag in the title.

Enough chatter, let's go! Now for the details: what should you consider when preparing for your first performance on camera? remember, that better effect You will achieve by being yourself and behaving naturally.

1. Think: The most popular vloggers often choose a topic that they clearly display in the title and thumbnail, which they later talk about in their video. You have to define exactly what you want to say and then stick to it. List with control points will help you stick to the plan.
2. Select a location: Location can say a lot about who you are and what you say on camera. Experiment with different rooms in your home or on a walk. This way you will provide yourself with an interesting background.
3. Think about your appearance: Most viewers decide within the first five seconds whether they will continue to watch this video, so your appearance may be important. Do you want to look very neat and tidy? Or maybe you prefer a free, casual style?
4. Remember the lighting: usually the most best result Provides full illumination, which allows you to achieve optimal color and sharpness. Soft lighting - such as the sun, translucent paper, curtains or diffused lamp light - is usually best when it comes to changing skin tone. General rule says that your eyes should shine.
5. Compose your shot: The camera should be installed as close as possible so as not to cause discomfort. Remember that most of your viewers will be watching your video on a small screen. Think about the height of the tripod and your position in the frame. Some creators like their head to be exactly in the middle, while others prefer it to be shifted to one side or the other. And last but not least: don't forget to focus!
6. Keep the microphone close: It's best if you get a clear, distortion-free recording from the very beginning. Good sound sometimes matters more than good picture. If the audience does not hear you, then your text will not reach them. Try to keep the microphone close to you or use an external directional microphone at the right distance.
7. Determine the tone of speech: The tone in which you speak expresses your overall position and attitude, and also directly relates to your brand. How should the audience perceive you? As a person who is confident in himself? Simple? Crazy? Many developers are people full of energy and enthusiasm in their voices, but maybe you will become someone completely different. Experiment with the tone of your statements.
8. Work on Freedom: Training makes the master. After reviewing your notes, make a list of things you need to improve. Your videos will probably get better and better over time, and you will feel more and more at ease. When you feel it's time to develop and move on to more high level, send a video to the channel, and fans will tell you what they think about it.
9. Add energy: The best developers love to show enthusiasm and energy. You can also try this once you feel more confident in front of the camera. If your normal energy level registers as a 5 on the scale, try raising that number to an 8 or 9. Of course, if that's not in your nature, you may choose to show off your cold attitude. This works too.
10. Start with the highlight: It's about showing at least a little of the best that the viewer will see at the very beginning of the film. This helps to grab the viewer's attention and helps prevent the viewing experience from being interrupted early on.
11. Do the editing: The term “jump cut” may not mean anything to you, but, of course, it is in the films you have watched. This is an editing technique that involves removing two similar frames to remove all the "uh..." and "umm...". The resulting fragments are then combined. Whether you like it or not, this is effective method increasing the pace of the film and smoothing out the narrative. Remember, there are millions of other movies on YouTube that your viewers can watch, so try to make an exciting impression.
12. Upload a video and get discovered: Remember that the title of the film must match its content. Try to keep the thumbnail, title, and description consistent with what you want to say. We call this “promise fulfillment.” It's about making sure the audience gets what they expect.

The main rule is to be yourself, talk about what you love and not overdo it with self-criticism. Unique and authentic vlogs attract attention!