Statistics of recent months clearly show that there are new leaders in the ranking of the most popular social networks in Russia. For example, according to Mediascope, Telegram has more than doubled since February 24 (by June, active users rose by 20 million to 40 million), but during the same period, Instagram* average daily reach fell from 39 million to 11.7. million. Both VKontakte and VK Clips show impressive numbers, while TikTok or YouTube can boast only minus signs, while avoiding blocking.
In parallel, the * Russian analogue of Instagram promises daily launches (but to Rossgram, everyone has a lot of questions, including the sale of nicknames and the constant transfers of the startup), VK Clips takes its own application, Rutube organizes a powerful updated presentation and Russia-based new business social network TenChat reported a 530% increase in registered users. Bloggers move to new sites, subscribers follow them, and everyone is asking again how to get popular (or keep the numbers they already have) without the usual algorithms and tools that brought coverage with round numbers only yesterday.
Ekaterina Santsevich and Adela Mukhametshina, the owners of the Matryoshki SMM agency, confirmed that after blocking Instagram * and TikTok, users really began to actively master Yappy, Rutube, VKontakte, Telegram, but consider the latter to be the most promising platform at the moment. . “Here you can post both expert live and sales content, and the user-friendly interface and group work make Telegram a leader among competitors.” His words are confirmed by Stepanida Chechina, founder of the S.Agency marketing agency, and adds: “Telegram gives a feeling of intimacy, direct communication between the audience and the blogger. For example, when a blogger addresses a channel by their own name, they are trying to increase loyalty and reach.” According to him, VKontakte requires more investment from users, regularity of content and site specificity. What else do you need to know for those planning to monetize content in new realities?
* Recognized as extremist and banned in Russia.
Telegram
Ekaterina Santsevich, co-owner of the SMM agency “Matryoshki”
Adela Mukhametshina, co-owner of SMM agency “Matryoshki”
Telegram has several important advantages.
First of all, it is much easier to establish a warm bond and trust with the Telegram audience because there are no clear patterns and restrictions, you can do whatever you want. If you want – record half-hour podcasts, if you want – audio circles. All this creates a closer communication. As a result, the Telegram audience is very loyal and solvent.
Secondly, Telegram does not have strict moderation. You can stream completely different content without fear of being blocked.
Stepanida Chechina, founder of S.Agency marketing agency
Since we do not buy ads from other bloggers, we can focus on thematic channels to promote a blog in Telegram. If we take the fashion field, for example, there are many channels where local brands are broadcast, columns are held, images of stars are discussed, which can attract the attention of the founders of their own brands, designers. Of course, it is important that the content is interesting. You need to put in the effort, generate ideas to drive traffic and customers, make sure you communicate with the audience (organize polls, post audio, video streams).
This is where you should post content regularly. If you want to launch your products to this audience, you need to constantly guide and give information. When bloggers translated the audience, they did this: “Go to Telegram, because I share personal information there, go to VKontakte, because there I give more expert information.” That is, to give them some kind of hook to go to a certain social network for certain information. And it worked very well. On Instagram * I just show life, parts of life, and on Telegram I do some good. Your task is to constantly manage the channel so that the viewer does not forget about you. It is also important to dilute the content, you can take short notes in 2-3 lines in small message format, send photos.
in contact
Ekaterina Santsevich, co-owner of the SMM agency “Matryoshki”
Adela Mukhametshina, co-owner of SMM agency “Matryoshki”
We believe that there is no fundamental difference for the viewer in the perception of content on a personal page or a public page. The only thing is that personal Stories show up before public Stories. But community management for bloggers is more promising. One of the main advantages of maintaining a community rather than a personal page: business tools, the ability to promote individual posts and track full content statistics.
Stepanida Chechina, founder of S.Agency marketing agency
If our task is to reach as many people as possible, it is better to publish the content from a personal page. Thus, it will reach the user’s feed in the first place. It is also important how often the subscriber visits the page.
Many entrepreneurs have not yet caught the difference between the VKontakte and Instagram * algorithms, and the difference is that VK has more “manual” algorithm settings. What does that mean? First, you need to determine the audience, ideally for conducting an interview. Remove the audience through a third-party service (it’s called a parser), then upload it to the account and show ads to that audience. Here you need more action to get targeted customers and sales, you need to think about the whole funnel and invest more money (at least twice as much as on Instagram *).
If we are talking about what VK is for now, then “just buy”, “just a discount” will not work – you need a funnel and warmth, so even blog content (and bloggers sell their expertise via text) gives them great loyalty and thus increasing sales.
VK Clips
Ekaterina Santsevich, co-owner of the SMM agency “Matryoshki”
Adela Mukhametshina, co-owner of SMM agency “Matryoshki”
In our opinion, VKontakte is more interested in content of a humorous nature intended for recreation.
1. At the center of everything is the plot. Viewers are more likely to watch videos based on a story until the end.
2. Music will help you enter recommendations. Especially popular – clips with it will acquire more organic looks.
3. Hashtags can help you get more views: viewers often follow them and watch relevant clips.
4. The length or content of the description does not affect whether the video enters the recommendation feed.
Stepanida Chechina, founder of S.Agency marketing agency
I believe that the popularity, namely the number of views of VKontakte clips, will increase exponentially every month. And that’s thanks to bloggers trying to get new traffic using a new format to attract an audience.
But VKontakte viewers initially read more, and advertising indicators also confirm that VKontakte advertising posts bring more leads and sales than Stories and clips.
To get more views or clicks on the content, you need to analyze your audience based on your goals and objectives and then use those triggers in your videos. For example, a good relationship is important to your audience – shoot a romantic video with your significant other in your brand’s attire, take time-lapse, slow motion, and be sure to include a kiss at the end. So the video will gain a lot of views, saves and reposts! Ideally, add creativity and humor. And the main recommendation: If you want your videos to “fly”, post spontaneous ideas. This is the best way to get millions of views.
Source: People Talk
