Bloggers earned more than 60 million rubles from advertising.
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The income of large bloggers on Instagram (owned by Meta, recognized as extremist and banned in the Russian Federation) increased by a third. The total advertising revenue of the five leading content makers in 2023 exceeded RUB 60 million. This data is provided by the Association of Bloggers and Agencies. The company studied published posts and Reels; singer Klava Koka earned the most last year – more than 21 million rubles. and fashion blogger Karina Nigai – over 18 million rubles.
How do bloggers now advertise on a prohibited network? Influencers and clients have figured out how the Advertising Law works and have begun to invest in content again, says media researcher and co-founder of the Breaking Trends communications agency Yulia Zagitova: “It has become more clear how the Advertising Law works, a couple of years ago we We didn’t understand how it would all work, but now we’ve figured it out and are actively using it.
Different social networks attract different consumers and different brands. As for what is prohibited on Instagram, this is the beauty sector, design, anything related to educational courses. At the moment, the top 5 bloggers with the highest income are actresses, singers, fashion bloggers, that is, opinion leaders who are well known and in the public space. Advertising that brings in more income are mass market brands, marketplaces, food tech companies, banks.”
In 2023, Russian advertisers invested about 900 million rubles. to promote goods and services on a social network blocked in Russia. This follows from the data of the Unified Register of Internet Advertising, a representative of Roskomnadzor said. Customers are turning to bloggers because many advertising tools have disappeared, the founder of the advertising agency Impression Agency, Alexander Blikshtein, is sure: “Advertisers simply do not have enough platforms for advertising and tools, and influencer marketing has become a worthy alternative.
Corporations understand that they can invest in bloggers, and this is becoming a clear working tool, and not an experiment, as it was before. As for the evaluation of Instagram advertising specifically, since the blocking and recognition of Meta as an extremist organization, large brands in general do not consider Instagram as a platform for advertising. Bloggers continue to maintain their pages, but rather treat them not as an additional source of income, but as a source of traffic for their YouTube channels. This is an opportunity to further communicate with the audience, somehow accumulate it, and direct it somewhere. This is self-advertising; the platform was completely rethought by them and became a tool for developing a personal brand.”
According to the Association of Bloggers and Agencies, the entire influencer marketing market will increase significantly in 2023, not just on a single platform. The increase was 90%, up to 30 billion rubles. compared to 2022.
Everything is clear with us – Telegram channel “Kommersant FM”.
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