Advertising revenue of major Russian-speaking bloggers grew by 41% in the second quarter

Advertising revenues of Russian-speaking bloggers registered as individual entrepreneurs increased by 41% in the second quarter of 2023 compared to the same period last year. This is evidenced by the data of the Solar Staff service for automating work with freelancers and bloggers.

According to the results of a study by analysts, which leads RBC, we are talking about the leading bloggers with the highest earnings on average in the market. In the period from the beginning of April to the end of June, they received an average of about 182 thousand rubles. per month.

According to the results of the second quarter of 2023, advertising revenues of other categories of bloggers also increased. According to Solar Staff, self-employed influencers began to earn 22% more per month compared to 2022, 48.5 thousand rubles. per month. The monthly income of bloggers-individuals increased by 27%, to 14.5 thousand rubles. per month.

Experts note that in terms of share, the number of bloggers with IP status remains small – only 2% of the total. However, their number is growing. In April-June of this year, it increased by 6.4% compared to the same period in 2022. And the share of individual bloggers, on the contrary, decreased year-on-year by 2 p.p. At the same time, they still retain a dominant position in the market – about 93% of the total mass of influencers.

Solar Staff analysts linked the growth in bloggers’ income to the increase in advertising expenses of brands on this particular promotion channel. “The budgets of companies that were previously spent on performance and targeting are being redistributed to influencers,” Solar Staff believes. The experts also noted that the costs of working with bloggers are growing in parallel with how the market is preparing for the introduction of penalties for the lack of labeling of advertising content.

Milena Kostereva