Distinctive Features of Russian Social Networks
Russian social networks started to emerge after the already popular foreign platforms like Facebook and LiveJournal. Presently, VK, My World, and Odnoklassniki from Russia compete admirably with their international counterparts and sometimes even surpass them within the Russian Internet. In this discussion, we will focus on the key distinctions between Russian social media and their foreign counterparts.
Dynamic LiveJournal or Boring LJ
The Russian audience became aware of blog platforms and online diaries in the late 20th century, coinciding with the emergence of LiveJournal on the World Wide Web. However, they truly began to understand and explore it much later.
The growth of the user base was hindered not only by a lack of familiarity with the foreign language but also by the invitation-based registration system, which was not readily extended to Russian internet users, although some fortunate ones managed to gain access and establish the initial Russian-speaking community. It took a considerable amount of time for a simplified registration system and a Russian interface to become available, but the Russian Internet eventually found its own solutions.
Three years following the launch of LiveJournal, the Internet witnessed the emergence of its Russian counterpart—Diary.ru. It was developed by the creators of yuga.ru, who themselves became the platform’s first bloggers and commenters. Diary.ru quickly gained an iconic status, not only among its creators but also among media bloggers. The platform offered numerous bonuses and services reminiscent of modern social networks, including a dedicated server, subscription management, a notepad, a customizable URL address, and even profile pictures, with a limit of 168 uploads (no more, no less). However, these advantages came at a cost. While Diary.ru never amassed millions of subscribers, it did cultivate a dedicated community of conservative bloggers who continue to enjoy sharing posts with one another.
Just a year later, Russia welcomed its second social network, which not only served as a substitute for LiveJournal but also emerged as a direct competitor to Diary.ru—LiveInternet.ru. While the basic principle remained the same, LiveInternet.ru offered even more free conveniences. Today, LI.Ru carries on its operations, boasting impressive monthly visitor statistics of nearly 21 million users, according to their own records.
The notable characteristic that first emerged within the Russian-speaking community of LiveJournal and subsequently gained widespread popularity in other social media platforms is the development of Internet slang.
One of the earliest instances of such transformations occurred with the rise of Olbanian and the creation of the Padonkaffsky jargon. These linguistic developments originated from various sources, including personal standalone blogs like udaff.com and voffka.com, FIDOnet, TYT.BCE.HACPEM, and Ru.punk.rock echo-conferences.
The term Olbanian gained widespread usage after an American user named scottishtiger expressed his frustration in LiveJournal, questioning the language being used (Russian) and exclaiming, “What is this language they are speaking?!” In response, a user named maxxximus jokingly claimed that the comments written in Russian were in fact Albanian. This comical misunderstanding prompted the Russian-speaking LiveJournal community to organize a flash mob called “Learn Albanian!” as a playful way to help the American user learn Russian.
The invention of the jargon resonated with the public, and it quickly transcended the boundaries of the online realm, integrating into the spoken language of many Russians. The essence of this “new” language lies in deliberately introducing irregularities into Russian spelling, such as using “жжош” instead of “жжёшь” and “аффтар” instead of “автор,” among other examples.
The popularity of Facebook in Russia followed a similar trajectory as LiveJournal.
While Facebook was expanding globally, the team led by Mark Zuckerberg began translating the necessary elements for the Russian-language interface, including renaming the social network from “Facebook” to “Фейсбук” in Russian. Meanwhile, our talented computer experts were busy. In 2006, Albert Popkov launched the Odnoklassniki (OK) project, followed by Pavel Durov, who introduced his social network VKontakte (VK). History repeated itself, giving rise to two competing social networks, each with its own target audience and unique features. However, if we ponder the idea that “two social networks are better than one,” we may find ourselves contemplating whether it is truly the case and why we actually need both.
Interestingly, when it comes to differences, the design is worth mentioning. While Odnoklassniki took a different path and developed an interface that may not be the most fashionable but distinct from other social media platforms, the creators of VK were often accused of plagiarism. The layout of VK pages bears a striking resemblance to Facebook profiles in many versions.
First and foremost, publications on Facebook serve as a means of communication with other users and a platform for self-expression. Consequently, posts often embody both individual and social expressions. Users consciously or subconsciously aim to stand out, employing various intellectual and emotional techniques to express their opinions.
Following in the footsteps of LiveJournal, Facebook has also had a notable impact on modern Russian vocabulary. This influence primarily manifests through the widespread use of borrowed words, such as Russian adaptations of terms like ‘like,’ ‘ban,’ ‘friend,’ ‘troll,’ ‘report,’ and others. Additionally, intentional tautology, such as ‘hellish hell,’ finds its way into Facebook discourse. Overall, the Internet slang on Facebook tends to deviate least from the established standards of the Russian language.
Distinctive features of Facebook slang include:
- It predominantly consists of well-written text with frequent deliberate distortions in the written form of words.
- The Olbanian vocabulary is often employed to convey the author’s ironic attitude towards the characters being described.
- Abnormal expression and heightened emotionality are conveyed through the use of writing in all capital letters (CAPS LOCK).
- Intentional tautology is frequently observed.
- Dysphemism prevails, accompanied by an abundance of obscene and destructive language, as well as the prevalence of extreme polar evaluations (e.g., wonderful, disgusting, bitches, etc.).
However, has anyone ever pondered the factors influencing the choice of social media and the concept of social media selection as a whole?
Although many users in the Russian-speaking Internet (Runet) have accounts on both VK and Facebook, comparing the profiles of the same person on these platforms can give the impression that they are managed by two different individuals. Differences can be observed in the visual appearance of the pages, the content shared, and particularly the level of discourse.
On Facebook, individuals tend to behave in a pseudointellectual manner because their friends list may include relatives, colleagues, or even their boss. This societal context imposes certain limits on their behavior and communication style. In contrast, on VK, people feel less constrained in their interactions since their friend lists typically consist of close acquaintances and peers from their immediate social circles.
Facebook users generally refrain from sharing excessive brand news that could overwhelm the feeds of their friends, relatives, and colleagues. Instead, they primarily engage in discussions on business, social, and political matters, often engaging in meaningful conversations with one another. People often visit Facebook to read and share news, as the user interface is well-suited for such activities.
In essence, Facebook serves as a digital representation of an individual, functioning as their digital passport that grants access to numerous resources without requiring additional registrations. It simplifies and enhances online life, allowing users to showcase their achievements while concealing their potential flaws.
VK
VK users view their social network as a more lighthearted and carefree version of Facebook, where they can freely indulge in their guilty pleasures without any reservations. They have no qualms about cluttering their feeds with reposts of brand news, sharing meme jokes, or expressing their unique taste in music. In essence, VK users treat the platform as an entertainment hub rather than associating their accounts with their personal identities.
VK can be likened to a fast-paced experience where users quickly skim through content—limited text, accompanied by visuals—to have a glimpse, find amusement, and swiftly scroll onward.
OK – reserve of sincerity
Odnoklassniki (OK) tells a different tale. The user base of OK comprises a truly unique audience—those individuals who frequent the internet daily, yet persistently claim to not use the internet or deliberately restrict their online presence. The content shared by “classmates” on their pages is rarely politically oriented.
The creativity of OK users becomes abundant with jokes and legends, leading OK-style content to rank high among the most outlandish creations found on the internet. While some find amusement in carpets, levitating cats, rose bouquets adorned with jewels, and characters reminiscent of provincial gangsters, others recognize the genuine potential behind such artistic expressions.
Renowned designer Karim Rashid discovered the untapped potential of User Generated Art (UGA) on OK, revealing a realm of true artistic expression that had long gone unnoticed. Through a collaborative effort between Karim and OK, a new design for the main page was born, featuring dynamic images that captivate and mesmerize visitors.
OK exists in a somewhat unconventional world. When compared to Facebook users, “classmates” are less focused on trends and social activism. And in comparison to VK users, well, OK users simply embody the essence of goodness.
YouTube
When it comes to social networks, trends, or novelties arriving in Russia from other countries, they invariably undergo modifications, adaptations, and acquire distinct characteristics. Surprisingly, YouTube in Russia thrives much like its global counterpart. Russian users enthusiastically embrace worldwide trends, uploading “let’s play” videos, actively streaming, maintaining video blogs, and swiftly adopting other up-to-date formats. Naturally, there was an attempt to create a homegrown alternative, leading to the emergence of rutube.ru.
Coub
Undoubtedly, one of the notable accomplishments by Russian developers in the digital realm is Coub. It stands out as more than just an analogue or adaptation; it represents the successful realization of a brilliant idea conceived by two individuals, transforming into a virtual reality. The platform’s unique proposition of combining GIFs, videos, and audio to create user-generated content garnered an international audience, and as its popularity soared, brands also joined in.
Since its inception in 2012, Coub has experienced rapid growth in the number of unique users. By December 2013, the website welcomed 28 million visitors, and within a year (February 2014), monthly traffic surged to 45 million unique users, with a staggering 320 million “coubs” viewed per month.
However, according to comScore, the growth rate of unique users witnessed a decline of 88.2% by 2015. Presently, apart from Russian users, the platform’s reach has diminished, with 49.67% of traffic originating from Russia, while the remaining 51.33% is dispersed globally at a relatively modest proportion.
Twitter ft Instagram
We must not overlook the impact of niche platforms like Twitter and Instagram. While the visual nature of Instagram is universally understandable, and English language skills are unnecessary (Instagram creators even replaced words with icons for four buttons representing specific functions to simplify user experience), Twitter initially struggled to resonate with Russian users.
The turning point came with the dissent at Bolotnaya Square, when people realized they had a platform to voice their opinions and be heard. Twitter experienced a significant influx of permanent bloggers and readers, particularly among the adult audience. The popularization of Twitter in Russia continued during the Maidan unrest, with the monthly number of Russian Twitter users reaching record highs, exceeding 12 million people.
However, this surge in popularity was short-lived. By September 2014, the number of Twitter users in Russia had drastically declined to approximately 4 million.
Speaking of Instagram peculiarities for Russian users, the Russian language offers an advantage that enables targeted communication with Russian-speaking users using specific symbols. This advantage is unique to Russian users and cannot be utilized in the same way for Europeans or Americans.
Promoting through social media
When entering the Russian market, it is crucial for brands to have a presence on both domestic networks like VK and Odnoklassniki, as well as popular foreign platforms such as Facebook, YouTube, and Instagram. Implementing an effective social media marketing (SMM) strategy will not only help reach a wider audience of Russian internet users but also establish a trusted relationship with the brand.
Another emerging trend in brand promotion on social media is the increased focus on collaborations with opinion leaders and bloggers. This trend has influenced various platforms, from Facebook to Odnoklassniki. Utilizing influencer marketing allows brands to quickly build loyalty among a broad audience, particularly millennials.
Conclusions
It is evident that every social network is distinct, catering to specific audiences and employing different methods to engage users. Each platform has its own unique style of communication and content consumption, including promotional content.
As a result, various social strata are likely to dominate each social network. However, there are also users who desire a comprehensive experience, seeking to enjoy humorous jokes on VK, engage in discussions about social and political issues on Facebook, and share personal thoughts with like-minded individuals on OK.