Russian Online Marketing Trends in 2019

In 2018, a significant 81% of Russians were active Internet users, with 65% accessing the online world on a daily basis. Moreover, MediaScope reported that as of November 2018, an impressive 95% of Russians between the ages of 18 and 34 were utilizing the Internet.

In our blog, we aim to highlight the emerging trends that will not only enhance our media outreach but also enable us to effectively engage with Russian users in 2019.

Strategic Planning and Holistic Approach

In recent years, the number of contacts required to capture a potential customer’s attention has increased from three to five. In other words, earning a user’s trust now necessitates receiving information about your brand from five different sources. Consequently, one of the prevailing trends in 2019 will be the adoption of a comprehensive presence accompanied by a coordinated strategy. This entails actively engaging with social media while also utilizing other channels to disseminate brand information, such as websites, emails, messengers, contextual ads, video ads, and digital mass media.

Nonetheless, it is essential to recognize that each business requires a unique combination of communication channels. For example, selling real estate may be more effective through blogs and analytical content on Facebook, while showcasing Teddy bears may be a perfect fit for Instagram.

Story Highlights

Instagram is not only experiencing dynamic growth but also making deliberate efforts to align with users’ interests. A notable example of this is the recent reworking and upgrading of the Stories format. One significant enhancement is the introduction of themed Story collections. This development offers two key advantages. Firstly, it provides users with a more streamlined experience, allowing them to choose and focus on content that genuinely interests them, rather than being inundated with irrelevant information. Secondly, it enables companies to differentiate their messages, ultimately saving valuable time for their clients and facilitating their daily lives. For instance, a bank can effectively communicate the advantages of using specific bank cards through dedicated themed Story collections.

Live Streaming

The popularity of live streaming is on the rise, with a growing preference for unedited, on-the-spot broadcasts. According to Social Media Today, a significant 85% of Facebook users favor watching live streams over traditional TV broadcasts. Additionally, live streams tend to receive more likes, shares, and comments, indicating that people desire to form their own conclusions rather than relying solely on journalists and commentators.

In Russia, companies primarily opt for Facebook and Instagram as platforms for live broadcasts. Therefore, if you have compelling content to share in real-time, we highly recommend embracing this trend and incorporating live streaming into your strategy for 2019.

IGTV Video Placement Strategy

Instagram continues to make waves in the digital landscape. In the summer of 2018, a much-anticipated development finally took place: the launch of IGTV—a platform that allows users to upload videos up to 60 minutes in length on Instagram. While non-verified accounts have a maximum video length of minutes, it still provides a significant extension beyond the standard one-minute limit. Currently, IGTV is undergoing extensive testing, including in Russia. By establishing an IGTV channel today, there is a good chance of being featured in the recommended videos, greatly expanding your reach.

Forecasts suggest that video content will account for up to 80% of all Internet traffic in 2019. As a result, companies must consider how to create engaging and valuable video clips in both traditional formats and specifically optimized for IGTV.

Chat Bots

Chatbots are becoming increasingly prevalent across various platforms. A chatbot is a program designed to act as a conversational partner within a messenger. It can engage in dialogue, provide answers to frequently asked questions, and offer products and services. According to polls conducted by LivePerson, a company specializing in client communication studies, only 19% of the 5,000 respondents showed disinterest in chatbots. In contrast, 48% remained indifferent until chatbots helped them resolve their issues, and 33% evaluated chatbot performance positively. These statistics indicate that in the years ahead, particularly in 2019-2020, chatbot programs have the potential to fully replace human operators, at least within messenger platforms.

VKontakte Public Messaging Integration

Introducing a special VKontakte app that follows a messaging principle, where communication occurs through private messages rather than traditional emails. While one might assume this approach could potentially irritate users, marketers have discovered that the opening rate for such messages exceeds 90%, surpassing even the engagement rate of email marketing, which stands at 60%. What’s even more intriguing is that nearly 20% of users who receive these messages actively respond, sharing their opinions or posing questions, thus initiating a direct dialogue with customers.

Shopping Tags in Instagram

Instagram has unveiled an exciting new feature called shopping tags, which has been activated on the platform. Currently, only a few accounts in Russia have been granted access to this functionality. However, we have high hopes that in 2019, this feature will be made available to all businesses operating in Russia via Instagram.

But what exactly are Shopping Tags? They are special tags that, when clicked on, redirect users to a dedicated product page. This page showcases pictures, descriptions, prices, and includes a link to the company’s website. It appears that the trend of providing comprehensive services, allowing users to explore products or services without having to leave their favorite social network, is becoming increasingly popular and is expected to endure in the long run.

Shifting Focus: Embracing Microbloggers

In recent years, social media influencers have risen to prominence, giving rise to Instagram celebrities, YouTube millionaires, and renowned bloggers on Twitter. Their messages, opinions, and content captivate the attention of millions, surpassing the viewership of traditional television.

The impact of these influencers is undeniable, leading to a surge in the number of popular internet personalities. Consequently, the demand for their services has driven prices upward. This has prompted an interesting shift, with more and more brands turning their attention to microbloggers. These individuals thrive within specific marketing niches and possess a relatively modest number of subscribers (fewer than 10,000). However, they boast an incredibly attentive and loyal audience.

There are several compelling reasons why microbloggers are gaining momentum. Firstly, their audience is more vibrant and responsive. Secondly, their services come at a more affordable price point, while delivering significantly higher levels of engagement. Thirdly, the audience has become discerning when it comes to following celebrity endorsements, recognizing that recommendations for products like yogurt or restaurants are often influenced by paid partnerships.

As a result, the spotlight is shifting from mega-influencers to microbloggers who offer an authentic voice within their niche. These micro-influencers are capturing the attention of brands and consumers alike, creating valuable connections and fostering trust among their dedicated followers.

From Storytelling to Storymaking

The dominance of branded content is being challenged by the increasing power of user generated content, as brands relinquish control and embrace customer-driven marketing. Creating a strong and positive impact on customers’ minds and emotions has become crucial for brands. To achieve this, the focus is shifting towards new models that prioritize customer-oriented content, with an emphasis on collaborative content creation between brands and consumers.

In 2015, Nielsen conducted a global advertising poll to determine the most trusted type of content among customers. The results revealed that a staggering 84% of respondents worldwide were more likely to trust recommendations from acquaintances over TV ads, social media posts, or YouTube videos. Since then, this trend has continued to gain momentum, becoming one of the key online marketing trends of 2019.

Brands are recognizing the influence and authenticity of user generated content, which resonates more deeply with consumers and fosters trust. By encouraging customers to actively participate in the creation of content, brands can tap into their invaluable insights, experiences, and perspectives, resulting in a more engaging and meaningful brand-customer relationship. The shift from storytelling to storymaking signifies a new era where collaboration and customer empowerment drive marketing strategies forward.

So, in 2019…

• Videotape more.
• Broadcast live.
• Amplify Your Brand: Share Your Story Widely.
• Seek Customer Feedback: Encourage Collaboration and Testimonials.
• Leverage the Full Spectrum of Online Channels.
• Establish Effective Client Communication.

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