Development of Social Networks in Russia in 2018
Social networks have gained immense popularity among Russians, with Odnoklassniki and VK being the most attractive platforms for communication and accessing both global and personal news. Additionally, a significant number of Russians actively use Facebook, Instagram, and My World for social interactions.
The continuous development of social networks is driven by the need to retain existing users and attract new ones by offering more engaging ways of communication and accessing interesting information. What can we expect in terms of social network development in 2018? What exciting innovations await us? Stay informed by reading the Quarter Billion Agency Group blog, where you can discover the important social media marketing trends of 2018.
Year-End 2017 Social Network Ratings
In 2017, social networks were highly popular among Russians, with a significant portion of users accessing them through mobile devices such as smartphones and tablets. The number of registered users from Russia continued to grow, indicating that Russians have embraced social networks as valuable sources of engaging information and effective communication tools.
VKontakte (VK)
Based on the data from the last month of 2017, VK, a popular social network in Russia, had 41.1 million users actively engaging in communication, video viewing, and reading interesting posts. Among these users, 51.7% were females. In terms of age demographics, VK saw the highest popularity among Russians between the ages of 25 and 34. However, the platform also attracted a significant number of underage users, which can be attributed to its user-friendly interface and the abundance of youth-oriented content available on the platform.
Odnoklassniki
In December 2017, the activity levels of Russians on Odnoklassniki were relatively moderate compared to VK. However, a significant number of users, around 27 million, still chose Odnoklassniki as their preferred platform for communication and accessing interesting information. Similar to VK, Odnoklassniki had a predominantly female audience, accounting for 55.6% of the user base. The platform proved to be particularly appealing to Russians between the ages of 25 and 34, although there was also a sizable percentage of users under the age of 25.
Interestingly, Odnoklassniki attracted a larger number of users above the age of 40 compared to VK. The development managers of OK.RU believe that this older user segment is more responsive, showing positive attitudes towards advertisements and news related to new products and services. Additionally, there is a significant number of young users (under 25) who are drawn to Odnoklassniki due to its well-developed entertainment platform, offering features such as movie streaming, gaming, and socializing with friends.
According to experts, Facebook has emerged as a highly appealing social network for individuals holding senior positions. In Russia, it has informally become a prominent business network, with many B2B decisions being advertised and discussed on the platform. In terms of user numbers, the Russian audience on Facebook reached 21.7 million people in December 2017. Women were more active on Facebook compared to men, accounting for 58.9% of the user base. As for age demographics, Facebook was particularly popular among Russians between the ages of 25 and 34.
At the beginning of 2018, Instagram still lags behind the aforementioned social networks in terms of user numbers. However, a closer analysis of the growth in Russian user visits indicates a consistent increase in interest towards Instagram. In December of the previous year, Instagram was visited by 16 million Russian users. The platform predominantly attracts a female audience, accounting for 76.9% of the user base. Given that Instagram revolves around the upload and discussion of numerous pictures, it is understandable why it primarily appeals to women, including Russian women, who have a greater affinity for taking pictures and engaging in visual discussions.
My World
During its early years, My World was a more popular social network. However, over time, the Russian audience of My World has significantly declined. As of December 2017, 9.1 million Russians still used this social network for communication and entertainment purposes. Women tended to visit My World more frequently than men. In terms of age demographics, My World was most popular among Russians aged 35-44.
2018 Social Network Development Trends
According to experts’ predictions, 2018 is expected to witness a further increase in feminization compared to 2017. Based on the aforementioned information, it can be observed that women dominated social networks during that period. Recognizing this trend, numerous companies have proactively started adapting their content and advertising strategies to cater specifically to the female audience. Additionally, in terms of technical advancements, the following areas are expected to experience significant development:
- Mobile
- VR and AR technologies;
- Video advertising;
- Content quality;
- Messengers.
Mobile and Its Development in 2018
The number of mobile users continues to grow steadily, with experts estimating a 9% increase in statistics data from July to September of the previous year. By October, a significant 57% of residents in major Russian cities were using mobile devices to access social networks more frequently. Advertising analysts predict that the mobile segment will soon dominate, as Russians gradually reduce their reliance on desktop computers for social networking. This shift is primarily driven by the convenience of mobile usage, allowing users to access social networks anytime and anywhere, regardless of their location. Additionally, the decreasing cost of mobile internet rates offered by operators has further encouraged this trend.
VR and AR Technologies in 2018
In our previous article discussing the evolution of the Russian advertising market in 2018, we emphasized the upcoming trend of embracing VR and AR technologies in the following year. Specifically, Facebook has been actively incorporating an image search system similar to those of Yandex and Google, while also developing the Facebook Spaces platform that enables users to engage in 3D communication.
The rising popularity of virtual reality is widely recognized, leading social networks to recognize the importance of adapting to this trend. By advancing these technologies and integrating them into their platforms, social networks not only attract new users but also effectively retain the attention of existing users who already appreciate the opportunities offered by these networks.
Trends in the Development of SMM Video Advertising
In the realm of social media marketing, the year 2018 witnessed a notable shift towards prioritizing the quality of video advertising. Facebook, for instance, has been actively developing mid-roll ads reminiscent of television commercials. Notably, these mid-rolls incorporate precise targeting techniques to capture the interest of individual users based on their specific preferences.
Increasingly, social media users have been resorting to ad-blocking measures, a trend expected to persist throughout 2018. However, mid-rolls have shown promise in mitigating the negative perception of advertisements among Russian audiences. As mid-roll viewers are presented with content of their interest, they are generally less inclined to interrupt their viewing experience. As a result, advertisers are expected to witness a significant rise in the popularity of mid-roll ads.
Budget allocations for the creation and dissemination of video ads on social networks have been expanding. Experts estimate that over 25% of investments in advertising campaigns on VK (formerly known as VKontakte) are directed towards video formats. This trend is further supported by various technical features such as automatic video start, multiple promo format options, and flexible targeting. Odnoklassniki, another popular social network in Russia, is striving to keep pace with VK by offering automatic video start for advertising and leveraging the myTarget platform to provide advertisers with audience selection capabilities.
Enhanced Content Quality in 2018
Every year, the demand for high-quality content among Russian social network users continues to grow. Users are increasingly drawn to information that is not only visually appealing but also contains relevant details catered to their specific interests. In today’s social media landscape, the visibility of posts is heavily influenced by the quality, uniqueness, and audience engagement of the content. This trend is expected to persist throughout 2018.
The modern Russian social network user is no longer easily captivated, necessitating concerted efforts to grab their attention. Advertisers will need to showcase more creativity in their campaigns. Additionally, foreign companies aiming to reach Russian audiences should have a thorough understanding of the specific topics and areas of interest to them. Only by delivering truly interesting and original advertising content can one ensure successful promotion of goods and services within the social networking platforms frequented by Russian users.
Decline in Brand Content Ranking on Facebook
In addition to the aforementioned points, it is important to highlight a statement made by Mark Zuckerberg, the founder of Facebook. In 2018, there was a deliberate decrease in the ranking of brand content on the platform. According to Zuckerberg’s statement in January 2018, the focus of Facebook’s developers was to encourage users to spend more meaningful time on the platform, engaging in conversations and connecting with others. This shift was prompted by the realization that content from companies, brands, and media outlets was overshadowing personal interactions among users.
Consequently, Facebook conducted a thorough examination of this trend, studied various research findings, and conducted its own analysis in collaboration with leading experts. The analytics revealed that the social network’s appeal lies in the enjoyment people derive from conversing with each other. While engaging with articles and videos, even if they are interesting and informative, can be seen as advantages of visiting Facebook, the primary emphasis remains on fostering interpersonal connections and alleviating feelings of loneliness.
After careful consideration, a momentous choice was made to implement significant alterations to the functionality of Facebook. Users can expect a reduction in the visibility of public content, including advertisements from brands, companies, and mass media. Going forward, all posts concerning business or social activities must prioritize fostering meaningful interactions among individuals. The ranking of content will be influenced by factors such as the percentage of user engagement through comments and the overall engagement generated by the posts. As a result, brands and companies will need to reshape their strategies on Facebook. If they fail to cultivate a community of engaged users, their content will be relegated to lower positions in the ranking.
The Rise of Social Network Messengers as a Trend in 2018
Instant messengers have become widely popular due to their ability to facilitate quick information exchange. Recognizing this growing interest, social network developers have adapted accordingly. Previously, instant messaging was integrated within social network applications, but now there is a clear separation, with messengers becoming standalone resources. Facebook has already separated its main application from its messenger, and Instagram has followed suit. In 2017, Instagram developers began testing a new messenger called Direct, which focuses on facilitating private message exchanges.
It’s worth mentioning that the Russian authorities have already responded to the increasing popularity of messengers among Russians. On January 1, 2018, a new law was implemented to prohibit anonymous usage of mobile messengers. Henceforth, mobile instant messaging services are only available to individuals who have undergone an identification process, which requires a customer number and a corresponding contract.
Telegram as an Emerging Tool for Promotion
The emergence of Telegram messenger deserves special attention as a noteworthy development. Telegram channels, serving as valuable sources of diverse and useful information, have gained significant popularity. Experts predict that this trend will continue to thrive in 2018 as well. The creation of Telegram channels has attracted business owners, mass media outlets, and numerous innovators. Those who have already utilized these channels for promotional purposes have achieved favorable outcomes in disseminating information about their activities. It is important to highlight that messenger-based promotion is still in its early stages. In this regard, Telegram stands out as a pioneering platform, making it reasonable to anticipate that it will surpass its competitors and become an effective means for promoting various goods and services.
SMM Trends: Concluding Remarks
Based on the aforementioned data, it is evident that social networks are striving for renewal, modernization, the implementation of new technologies, and enhancing the quality of existing tools. These efforts are aimed at retaining Russian users within the realm of social networks. However, the success of these endeavors will largely depend on the advertisers themselves, as they leverage social networks for promoting their goods and services.
Quarter Billion Agency Group experts are prepared to provide professional services for leveraging social networks in advertising campaigns. With their assistance, it becomes feasible to optimize SMM advertising campaigns, generate interest among Russian users, and capture their attention. For more comprehensive insights into popular Russian social networks’ visitation analytics, we invite you to download our free edition of the book “Digital Marketing in Russia 2018.” This resource offers valuable information on the engagement patterns of different categories of Russian users who actively engage and seek interesting content within social networks.