Russian social networks are continuously altering in keeping with the present wants of customers. On the identical time, they’ve a major improve in lively audiences, largely as a result of blocking of some Western social networks. This was introduced at present by market contributors through the Model Analytics Convention 2022.

Natalya Borozdina, head of the Digital Media Scope buyer assist sector, said that Telegram has been the primary beneficiary of latest occasions, the variety of lengthy consumer periods elevated from 5% in January to fifteen% in October 2022. The VK holding platform just isn’t far behind – exercise VKontakte customers have grown from 18% to twenty%. However for Odnoklassniki, it didn’t improve, however remained roughly on the stage of January.


Odnoklassniki is altering for customers


In the meantime, the Odnoklassniki staff has accomplished a whole lot of work to modernize the positioning. In accordance with Sergey Tomilov, director of strategic communications, the variety of customers registered on the social community continues to develop, now reaching about 40 million, if we take those that go to the platform repeatedly. He observed that the viewers was properly engaged, which might be seen within the Moments service, which lets you submit pictures and movies that disappear after 24 hours. As well as, customers depart about 100 million “lessons” every single day, which reveals their excessive exercise.


“For those who go to us now, you’ll not acknowledge the product. We’ve got reworked loads, together with by way of design. Furthermore, on all platforms, we’re creating enhancements within the interface, the online model of the positioning has been modified. It nearly not has the standard orange colour, we proceed to clear it additional to focus the consumer’s consideration on the content material,” he stated.


Sergey Tomilov stated that at the moment Odnoklassniki pays extra consideration to content material from the “non-personal” class. On the identical time, two years in the past, the social community consisted solely of such publications.


“Posts of odd folks and odd customers: such content material occupies 80% of the feed, it’s the important characteristic of this web site. However the pattern modified, we weighed our choices, and realized that it was time for us to maneuver in the direction of non-personal content material: firm publications, enterprise, and so forth., “he stated.


As well as, Sergei Tomilov recalled, Odnoklassniki launched a hybrid feed, which was constructed, amongst different issues, from beneficial content material chosen utilizing synthetic intelligence. Additionally, the social community started to place itself as a platform the place you’ll find any details about the pastime that somebody is enthusiastic about. For extra profitable “looking”, a particular and relatively in depth system of hashtags was launched, most of which have been entered by the staff actually manually, making the algorithm extra correct in operation.


Odnoklassniki has certainly modified and shifted in the direction of bloggers and companies, offering alternatives to publish various kinds of content material. Curiously, for profitable younger initiatives, in line with the social community staff, a free “main stimulus” is offered, which offers a double improve within the variety of impressions – as much as 20 thousand views. Due to this, the variety of created teams has grown considerably, says Sergey Tomilov.


Presently, content material creators on Odoklassniki can earn cash in a number of methods without delay: that is buyer monetization, and permission to show advertisements in their very own movies, and technological involvement from the Boosty service, which VK additionally owns. For representatives of small and medium-sized companies, there are promoting accounts in Odnoklassniki, in addition to the myTarget platform.


“VKontakte” with everybody


The pinnacle of VKontakte’s exterior promotion staff, Vyacheslav Prokhorov, realized that many individuals use a number of platforms without delay, are in search of communication factors, go to at least one or one other social community for content material and for social circles, watch movies, and so forth.


In accordance with Vyacheslav Prokhorov, VKontakte positions themselves as greater than only a social community. On the identical time, it can’t be stated that this 12 months’s occasions solely result in a rise within the website’s viewers. Many simply “returned” to it. The variety of lively customers is about 49.9 million, year-on-year development is 7.1%. Nevertheless, it’s unattainable to decide on one sample of utilizing the positioning – everybody comes with totally different objectives.


“It’s clear that VKontakte is a comparatively massive venture that tends to equalize the viewers. Basically, this can be a portrait of Runet customers from 25 to 45 years previous. There are extra folks like that, feminine viewers is most well-liked. It is only a inhabitants specification,” he stated.


Presently, a lot of totally different instruments have been launched for bloggers and enterprise representatives. Lots of them are unmatched. For instance, the video name operate, which has a connection to 4K. Conferences will not be restricted in time, variety of contributors, and the service itself is totally free. “Clip” from “VKontakte” is likely one of the hottest codecs at present. On the identical time, their viewers additionally started to flatten.


“However despite the fact that video codecs are evolving, you do not have to drop the whole lot and run to create solely video content material. A few of our customers nonetheless like the standard commonplace — the flexibility to learn lengthy texts,” added Vyacheslav Prokhorov.


In an unique remark to Specialists, the Head of the exterior promotion staff emphasised that the VKontakte content material promotion service works, however it can’t be stated that each one of them can be utilized equally for a specific enterprise.


“Why do companies go to Telegram? As a result of they’re in search of the magic button. Many attempt to work with VKontakte, utilizing a few of their very own templates developed on different platforms. One thing didn’t work out … Because of this, by the top of the 12 months, companies will understand that Telegram doesn’t save them both As a result of it’s not sufficient to decide on a device, it’s good to discover ways to After all, VKontakte gives a lot of instruments: if you would like, ship it via messenger, if you would like, fill in advertisements for targets, if you would like , launch digital media all through Moscow, however it’s unattainable to say that there are some type of common measures. Extra exactly, it exists – it is simply to try to work,” stated Vyacheslav Prokhorov.


He added that many companies – particularly these accustomed to extra conventional technique of promoting distribution – must adapt to the brand new actuality, sooner or later it might grow to be a matter of firm survival. “We perceive that the promoting market is rising, and now it’s usually simpler to launch a marketing campaign via Yandex Direct than via radio,” he stated.


As for the social community itself, which has not too long ago grow to be as versatile as doable, combining all types of codecs, plainly modifications are ready for it.


“There’s a feeling that the concept of ​​a brilliant utility could also be withdrawn just because everybody doesn’t want the whole lot. How this will probably be shared, after all, is unknown. A transparent technique won’t emerge till subsequent spring. However the international plan, after all, now. We simply want to grasp that we have now our personal method. On the identical time, there are additionally industrial requirements that come from shopper demand,” stated Vyacheslav Prokhorov.


Deal with content material providers


The thesis about doable modifications available in the market is confirmed by at present’s information coming from the “large” firm VK, probably the most necessary property of which is VKontakte. The Dutch course of left a shareholder of the Russian tech big, wiping out its shares in favor of home holdings. As a substitute, VK sells it at market value to the administration. The full value of the bundle amounted to 24.8 billion rubles.


The work of a brand new long-term motivational program for VK administration, aimed on the lively improvement of strategic areas, will now be offered by the corporate Singularity Lab, headed by Alexander Aivazov, the identical VK senior vp for funding and Enterprise improvement.


Additionally at present, VK and Absolut Financial institution signed a strategic partnership settlement involving a number of areas of labor with digital platforms and providers. As a part of the collaboration, it’s deliberate to introduce cloud providers and options to retailer and course of massive quantities of knowledge, analytical providers based mostly on machine studying, HR Tech instruments to automate processes and improve worker engagement, in addition to develop providers for company communication.


Within the first stage of cooperation, enterprise course of evaluation will probably be carried out utilizing digital twins and VK Course of Mining platform instruments. VK know-how, amongst different issues, will assist display screen the work of various areas of the corporate to find out the place there are areas to enhance and improve enterprise effectivity.


As well as, on Thursday VK printed its financials for the third quarter of the 12 months. The corporate is doing properly. Whole IFRS income elevated by 21% year-on-year to RUB 24.1 billion. VK’s complete adjusted income, bearing in mind MY.GAMES income, the sale of which VK introduced on September 27, elevated by 9% yoy to 32 billion rubles. Internet advertising is claimed to be the primary development driver of holdings.


Within the third quarter of 2022, VK’s promoting income elevated by 29% year-on-year to RUB 14.4 billion as a result of inflow of advertisers as a result of development of its viewers and engagement on the corporate’s important platform, which incorporates the identical social community VKontakte. The medium and small enterprise phase is probably the most lively amongst VK advertisers. The variety of advertisers amongst its topics on VKontakte elevated by 65% ​​year-on-year, and funding in promotion from small and medium-sized companies doubled.


The corporate’s complete adjusted EBITDA elevated by 16% year-on-year to RUB 9.8 billion (EBITDA margin: 30.6%) pushed by revenue development within the Social Networks and Communication and Training Companies segments by 3 and 34 proportion factors year-on-year respectively. However most significantly, the corporate’s complete internet revenue amounted to 41.2 billion rubles in comparison with 2.3 billion rubles of the full internet loss a 12 months earlier.


“VK continues to strengthen its give attention to content material providers and enterprise improvement based mostly on the corporate’s core merchandise: social networking, communication, leisure and academic platforms. Within the third quarter, VK closed a deal to accumulate content material platforms Zen and Novosti from Yandex. The outcomes of the platform’s actions have been consolidated within the assertion of the VK group because the first half of September,” the corporate’s press service commented.


They added that VK will proceed to spend money on advertising assist for merchandise launched within the second quarter. These embrace the Russian app retailer RuStore, the VK Play playground, particular person cell purposes VK Messenger, VK Calls, VK Clips, a platform for advertisers VK Promoting.

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