Influencer Marketing vs Celebrity Branding. What is more effective for promotion in the Russian Market?

The rapid development of technology and social media has led to a diversification of marketing strategies, which now encompass the testing of integrations with influencers across a range of online platforms, extending beyond traditional celebrity endorsements on television.

For instance, on Instagram*, where celebrities are at the forefront, luxury and premium brands can implement campaigns. On YouTube, where gamer bloggers are popular, campaigns advertising gadgets, consoles, and other similar products will be successful. Furthermore, in VKontakte and Telegram, where both stars and bloggers are represented, complex advertising integrations can be realized.

One of the key concerns for marketers and brands is choosing between stars and bloggers to promote products and services. This article will examine the key advertising metrics that will help evaluate the effectiveness of these two categories.

Coverage and subscribers

A celebrity is typically associated with a vast and engaged audience, often numbering in the millions. Their popularity is not limited to social media, but extends to other areas as well, including television, movies, music, and more. This enables us to reach a broader audience, including individuals from different age groups.

 

 

 

 

 

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Публикация от Samoylova Oxana (@samoylovaoxana)

Account of Oksana Samoylova, entrepreneur and Ozon marketplace ambassador

 

While bloggers may have a smaller subscription base than celebrities, their audience is often more targeted and active. This is particularly the case for micro-influencers, who can have anywhere from a few thousand to a hundred thousand subscribers.

 

 

 

 

 

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Публикация от

Rostov couple Instagram* bloggers Maria Falaleeva and Robert Gerber

Engagement and credibility

As previously discussed, celebrities may have the ability to reach a large audience, but their subscribers often demonstrate a lower level of engagement. Many followers to celebrities are interested in their personal lives rather than product recommendations.

For instance, the Bloody Barynya Telegram channel managed by the renowned journalist and TV presenter Ksenia Sobchak has amassed 1.1 million subscribers. In comparison, the reach of a single advertising publication is 210 thousand, yet the engagement rate (ER) is a mere 0.25%, with 677 reposts.
 

In contrast, bloggers engage with their audience on a more personal and trusting level. Subscribers view them as friends or experts in a particular field, which makes their advertising messages more persuasive and elicits a stronger response.

For example, Dmitry Kuplinov, a well-known blogger, streamer, and content creator, exemplifies this phenomenon. His Telegram channel boasts 883 thousand subscribers, with an average reach of 297 thousand people per advertising publication. Despite the fact that the number of subscribers on his channel is less than that of Ksenia Sobchak, he leads in both average reach (210 thousand vs. 297 thousand) and average engagement rate (11.67%), with 1.4 thousand repostss, 1.4 thousand comments, and 38.8 thousand reactions. 

Reputation

The participation of stars in advertising campaigns is often perceived as a confirmation of the quality of a product or service. However, bloggers can be closer to their audience, creating a sense of personal familiarity and trust. Moreover, they are rarely seen in an unfavorable light. They are not involved in scandals and try not to bring the problems of their personal life into the discussion, unlike many celebrities. 

A vivid example is the incident with popular TV presenter and actress Anastasia Ivleeva over an “inappropriate party” with other Russian stars, after which the operator MTS had to terminate its cooperation agreement with her. All advertising campaigns and events with her participation were stopped, and actor Dmitry Nagiyev remained the only MTS ambassador for the time being.  

Content nativeness

Celebrities often garner attention with their vibrant and conspicuous content, which may be perceived as less organic due to the overt promotional nature of such material. In contrast, bloggers create promotional content that is seamlessly integrated into their main material. Their audiences are accustomed to integrations and view advertising as an organic part of the narrative, making it more native and effective.

Cost

The participation of celebrities in advertising campaigns is typically a pricey endeavor, with costs beginning at 500,000 rubles for a single post. The high fee is reflective of the status and extensive reach of these individuals. However, the costs are not always recouped, particularly if the product does not align with the interests of the star's large audience.

Collaborating with bloggers, particularly micro-influencers, represents a more cost-effective alternative. They are frequently amenable to reduced rates or bartering, which makes them an excellent choice for small and medium-sized businesses. The cost of publishing a single post begins at 5,000 rubles.

Geo

Celebrities enjoy a global fan base, with many followers in remote Russian locations and CIS countries. This latter fact presents an opportunity for brands seeking to reach a Russian-speaking audience, particularly within the Eurasian Economic Union. It should be noted, however, that for local campaigns, such a large reach may be unnecessary and less effective.

 

 

 

 

 

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Публикация от Olga Buzova (@buzova86)

Instagram* account of TV presenter and singer Olga Buzova with 24.3M followers. GEO - all over Russia and the CIS countries 

Local bloggers, on the other hand, are an excellent choice for regional campaigns. They possess a superior grasp of the cultural nuances and preferences of their audience, enabling more precise customization of marketing messages.
 

 

 

 

 

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Публикация от НАСТЯ СОКОР

Instagram* account of Nastia Sokor, a blogger and makeup artist from Rostov-on-Don

 

Legal Aspect of Work with Influencers in Russia

It should be noted that in Russia, in accordance with Federal Law No. 38-FZ "On Advertising" of March 13, 2006, all online advertising must be marked with a special token. From a document flow perspective, collaborating with microbloggers may present challenges. They may not be registered with the tax authority as individual entrepreneurs or as individuals liable for paying taxes on professional income. Conversely, established major bloggers and stars conduct their own reporting through their manager or a contract with an intermediary agency.

For those unfamiliar with the labeling of digital advertising in Russia, we have prepared a comprehensive overview. 

Which social media to choose and how to find the right influencer?

To select the optimal platform and blogger, it is essential to evaluate the unique characteristics of each social network.

Instagram*

Despite the blocking, it continues to enjoy popularity among bloggers and brands. The platform boasts a diverse range of users, including established stars and bloggers, as well as micro-influencers. It is particularly well-suited to visual products and fashion brands. To identify relevant content creators, it is advisable to utilize dedicated platforms and services. 

The rise of micro-influencers is also a noteworthy trend. Brands are increasingly leveraging these platforms to create authentic content and reach more narrowly focused target groups. This is due to the fact that influencers have a small but highly engaged audience. As a result, their recommendations are often perceived as more genuine and intimate, which increases the level of trust and engagement.

 

 

 

 

 

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Публикация от Valeria | бьюти блог

Instagram* post by Valeria, a microblogger in the beauty sphere, featuring a Dyson Airwrap hair dryer-style

 

VK

VK provides the option of paid social for specific communities and bloggers' pages. Additionally, it can be leveraged to connect with subscribers of celebrity and blogger communities. 

Furthermore, you can establish collaborative relationships with bloggers in the format of video content, as evidenced by the partnership between renowned singer Klava Koka and automotive brands.
 

 

YouTube

This format is ideal for long video presentations and detailed product reviews. The top section of the page is populated by gamer bloggers and letsplayers, who often have a loyal audience willing to spend time watching long videos. Consequently, developers frequently use this social network to disseminate information about their products. 

But stars are also not left out. For instance, TV presenter Ida Galich has achieved considerable success with her YouTube channel, which boasts 1.92 million subscribers.

 

SportMaster brand advertising on Ida Galich's YouTube channel

 

Specialized platforms and services can be utilized to identify and connect with bloggers and influencers.

Telegram

Telegram's user base continues to expand, with 950 million monthly active users as of the time of writing. 

The channels of bloggers and celebrities can be exploited for the dissemination of news and promotional materials. The audience on this platform is frequently more engaged and interested in current, timely content. 

In addition to blogger marketplaces, it is advisable to utilize popular channels for the promotion of your product. It is recommended to focus on channels that offer content on specific themes and have a high engagement rate.

For example, a popular Russian video blogger, Anastasiz, has built a successful business by running not only a YouTube channel but also a Telegram one, "O!nastasiz," where she has 713 thousand subscribers and an average engagement rate of 13.21%. The vlogger provides reviews of cosmetic products and discusses aspects of her personal life.

Advertising integrations featuring recommendations of cosmetic products from various brands receive a high level of engagement. 

 

Advertising post of the Golden Apple brand in the O!nastasiz Telegram channel

 

The post was viewed by 286.9 thousand people, 733 forwarded, 1 thousand people commented on the publication. In addition, the brand's Telegram channel received 1,285 new subscribers. 

Odnoklassniki

In the first quarter of 2024, the platform demonstrated remarkable growth and garnered the attention of numerous bloggers and influencers, which substantiates its rising popularity. There was an 18% increase in the number of author collectives compared to the first quarter of 2023, with the total exceeding 100,000. Additionally, the platform is witnessing the emergence of new blogger initiatives. In March, Tim Kirby, author of The Most Russian American, launched a show in which he travels around Russia and engages with other bloggers to gain insights into their interests. The show has amassed over 8 million views and has received over 16,000 reactions from users. 

 

Tim Kirby visiting Victoria, author of the OK blog Recipes for Lazy People

 

Furthermore, authors can utilize this social network to not only reach an audience but also earn money on their content through monetization programs, which became available in November 2022. Below is an overview of the process. 

These programs enable authors to monetize their videos and other publications by receiving a share of the site's advertising revenue. As of 2023, bloggers have begun to earn in excess of 100 thousand rubles per month. It resulted in a doubling of author income compared to previous programs, with total payments increasing by 160% year on year.

However, the network's audience remains predominantly older, which presents a significant opportunity for growth. Celebrities and bloggers who work with a more mature demographic can achieve positive results on this platform. It would be beneficial to consider integrating with influencers who work on this network, particularly in the context of B2B communications.

Identifying the most suitable blogger can be achieved in a similar manner to that employed on VKontakte and other networks. This can be done either by targeting specific accounts or through the use of dedicated platforms.

Fast Insights

In conclusion, the decision between celebrities and bloggers should be based on the specific campaign objectives, target audience, and budget. To achieve optimal results, it is advisable to leverage both categories, considering their distinctive benefits. For further details on influencer marketing in Russia and the CIS, please refer to our industry report. 

Influencer marketing is one of the fastest-growing advertising trends. To remain informed of the latest developments, we invite you to subscribe to the RMAA blog. 

If you are interested in launching an influencer campaign in Russia and CIS but require guidance, please contact our manager via the contact form. 

 

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*Meta's activities are banned on the territory of the Russian Federation.