Income of opinion leaders from advertising at the end of 2023 amounted to 30 billion rubles
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Kommersant got acquainted with a study of the Russian influence marketing market (promotion through opinion leaders, including bloggers), conducted by the Association of Bloggers and Agencies (ABA) and the platform for managing online advertising eLama. It follows from it that last year the segment’s turnover amounted to 30 billion rubles. At the same time, back in 2022, the segment’s turnover showed a drop of 5%, to 15 billion rubles. (see “Kommersant” dated February 3, 2023). As part of the study, more than 200 small, medium and large businesses were surveyed, and an analysis of requests from clients of agencies included in the ABA was carried out.
Last year, the market stabilized and grew due to the “positive economic situation in the Russian Federation” and the redistribution of advertiser spending from departed foreign platforms to other forms of marketing, the study says. The growing interest in the field also had an impact: 41% of advertisers who used this tool in their work in 2023 did so for the first time, ABA says.
The growth trend in the segment will continue next year, the organizations predict. According to their estimates, market turnover in 2024 will reach 50 billion rubles. Thus, the number of advertisers using this tool will increase by at least 33%, which will entail an increase in spending on the segment.
How influencer marketing will develop in 2024 – in the material of Kommersant FM “Bloggers add influence”.
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