“Revenue for bloggers has dropped 80%, for some 100%,” is how executives of major creative agencies comment on what’s going on in the blogosphere. After the departure of many foreign advertisers and the blocking of social networks that serve as the main monetization platform, the life of young artists will no longer be the same. They’re trying to adapt to the new reality, get promoted on other information platforms, and grab the attention of native advertisers (you can’t say otherwise) – we’ve talked about that already, but what happens to their managers and the agencies they work for? for? Kirill Didenok, founder of DIDENOK TEAM, Oleg Fedushchak, COO of INVITE creative agency, and Zair Yusupov, creator of TikTok-house Hype House, discussed in an exclusive The Fashion Vibes article whether companies are facing shutdown and how to rebuild their businesses.
Oleg Fedushchak, COO of the creative agency INVITE, admits that with the changes in the work of social networks, the number of advertisers is also decreasing. And those who still remain in the Russian market prefer to work only with the best bloggers, so the less popular influencers suffer.
Oleg Fedushchak, COO of INVITE creative agency
With the departure of foreign brands, bloggers’ revenues have definitely dropped 80%, and for some, 100%. But now our domestic brands are becoming more active and are slowly starting to fill the advertising market using platforms such as VKontakte and Telegram.
Zair Yusupov, the creator of TikTok Hype House, complains about a similar situation. Huge financial losses, suspension of projects and return of funds – this is what Zaire had to face.
Zair Yusupov, creator of TikTok Hype House
“It is still not clear until the end, but the losses are huge.
Many projects have been suspended. Some advertisers have asked for refunds.
But we are not discouraged, we are looking for other ways and platforms where we can realize ourselves, as our bloggers have long been more than just influencers, ”says the creator of the Hype House TikTok house.
Kirill Didenok, founder of DIDENOK TEAM, shares the more optimistic realities of his agency. YouTube admits their earnings are down 70% but haven’t stopped and they have the advantage of earning in foreign currency. Also, many bloggers approve of advertising projects on other sites, despite the blocking of one of the most popular social networks.
Kirill Didenok, digital producer, founder of DNK-Music music publishing house and DIDENOK TEAM group of companies
“Many bloggers endorsed their projects with brands in Telegram and VKontakte. There are also those who share on Instagram*. Winnings will not be reduced to zero.
Many YouTube bloggers earn in dollars. And now it’s too good for them. Also, most influencers produce content targeting other countries.
As for Instagram*, it has been the most efficient platform in terms of earnings, media exposure and user activity. And unfortunately, the average conversion to other platforms is miserable, about 1%.
However, all the troubles and financial losses still do not give reason to think about closing the business, as the founders of the most influential agencies in the media market admit.
It’s tough, but I think I can handle it. This is my favorite thing! How can I finish this?
“I can look at facts, go to meetings, chat, tune in and point them in the most beneficial direction for my bloggers to be even happier and improve further! But I never thought of stopping,” admits Zair Yusupov.
Curiously, Kirill Didenok sees this turning point as a time of opportunity:
Opportunities for those who are not afraid and move forward. The current situation has already contributed to the loss of some talents. But they will be replaced by new ones.
Oleg Fedushchak agrees with this opinion, noting that bloggers now have many opportunities to become stars. To do this, you just need to be flexible, creative and create unique content:
In new realities, algorithms can help promote the page. If a blogger has truly unique content, this can be done very simply: get into trends and become the new Danya Milokhin.
Given that young people now have all the resources for development – new sites where the most popular influencers start from scratch, the huge lack of competition and, of course, investments from Russian sites, we do not agree with Oleg.
“Actually, there is now a change in market leaders. Influencers who occupy freelance niches faster and more effectively than others will gain a foothold in the updated digital arena.
Russian sites will invest large sums in promoting and supporting influencers. And bloggers with an inflated (twisted) audience will be unable to compete. This will ultimately affect the advertisement.
After bloggers, the most active part of their target audience and the main core of loyal subscribers moved to new sites. This shows that all ads will hit the target pointwise: Coverage is equal to views, so the number of subscribers will be almost equal to the final coverage of the post”, Kirill Didenok, founder of DIDENOK TEAM, shared his prediction.
And if you’ve suddenly decided to retrain as a blogger, here are tips from our experts that are unlikely to be voiced in SMM introductory courses.
- Study the market and reflect on your concept depending on which niches are still viable.
- Each of the sites must contain exclusive content, not cross-post on all social networks.
- Ideally, go to multiple venues to reach different audience segments.
- Generate unique ideas instead of stealing from others
- Account design: profile picture, title and work links to help people get to know you in the general information feed
*Meta Platforms Inc. Recognized as an extremist organization on the territory of the Russian Federation
Source: People Talk
