Business does not leave the network – Kommersant FM
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Every third Russian business continues to promote itself on prohibited social networks. Based on the results of a survey, platforma analysts came to this data. Most often, entrepreneurs place advertisements on Facebook (45%) and Instagram (about 40%) – both social networks belong to Meta, which is recognized as extremist in Russia and is banned. Just over a third of respondents named TikTok as their platform for promotion. Since 2022, users from Russia cannot download and watch new videos on this site, and there is no access to international content at all.
Among Russian platforms for promotion, entrepreneurs most often chose VK, followed by Yandex. Direct” and Avito. 22% of respondents named Telegram.
And although advertising on foreign social networks is risky today, entrepreneurs go there for the audience, explained Maria Lapuk, co-founder of the PR agency Vinci Agency: “There is an inertia of use, that is, we still use the social networks we are used to. So there is an audience there. What do advertisers do in this case? They use this audience.
The question arises, how exactly does a business buy advertising there, because it is prohibited on Facebook and Instagram in Russia, that is, it is technically impossible to do this. Perhaps this means cooperation with bloggers or some other tools.
At the same time, if Facebook in the Russian Federation has a replacement – this is VK, then Instagram does not have one, and there are really big numbers there.
Obviously, Russian VK and Yandex are the simplest, most accessible and working tools that remain. They have always been big in terms of money.
As for advertisers, for example, banks as financial organizations have greatly shifted their budget towards television. If we are talking about catering, then these are often small and micro businesses, and therefore they most likely use all available opportunities.
What large corporations cannot afford, very small companies can most likely afford. In the case of automakers and dealers, there is a big redistribution of the market, because all Western brands have left Russia.”
Meanwhile, retail items, the automotive industry and catering services are most often promoted through social networks, say the authors of the study. According to Marat Muradyan, regional director of public relations at the Nikoliers consulting company, large businesses will not go to prohibited sites, and the effectiveness of Russian ones is not yet entirely obvious:
“As for Telegram, it is still unclear how to place advertising, and the benefits from it are not entirely obvious. After all, a paid publication, despite the fact that the feed is often updated, can very quickly move up and disappear from view. I think that cooperation with bloggers was most likely not taken into account.
At the same time, Telegram has the best chance of taking a leading position. As for placing advertisements on prohibited social networks, I would not do this, especially since there is a very large outflow of Russian users from these sites.”
According to the analytical service Digital Budget, from January to September 2023, brand spending on online promotion in Russia exceeded 130 billion rubles, which is almost a third more than the same period in 2022. For the 30 largest advertisers, the total budget for these purposes over the same period increased by 37% and reached 53 billion rubles.
Everything is clear with us – Telegram channel “Kommersant FM”.
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