Blog about successful marketing strategies in russia

Top-20 Russian-Speaking Social Media Accounts: VK, Instagram, Facebook, Twitter, and YouTube

border
Instuments

DIGITAL MARKETING

Share this Post

This summer, Brand Analytics provided their own rating of Top 20 influencers on VK, Instagram, Facebook, and Twitter, as well as YouTube channels with the most engaging content in the Russian-language social media.

*Engagement is the sum of all user reactions: likes, comments, and reposts. Unlike the number of subscribers or views, engagement is less sensitive to fraud and measures real, active interest of people to content.

In VKontakte, leaders are young video bloggers who came to fame on YouTube. The top of the engagement rating on the Russian-language Facebook is taken by Ukrainians. On Twitter, there is much real and satiric politics, while on Instagram, as usual, celebrities set the tone. The most effective influencer in all four social media became Olga Buzova (a popular Russian celebrity) who headed Top 20 on VKontakte and Instagram. Apart from, two ratings out of four were headed by bloggers Katya Adushkina, Vlad Bumaga (also on VKontakte and Instagram), and Anatoliy Shariy (on VKontakte and Facebook).

Source: Brand Analytics, June, 2019

Who is Most Popular on VK?

The leader of the engagement top in the VK Russian-language segment, following the results of June, became a popular artist, singer, and blogger Olga Buzova, with 916K engaged. This is 300 thousand more than in May when Olga only took the third place of the rating.

The second place is taken by a YouTube star, streamer, and video blogger Mina Mirzoeva, with 666K reactions. Mina is 17 years old, having started video blogging at the age of 13. She is getting ready to go offline and release a full album.

The third place is taken by one more YouTube hero, a Belorussian video blogger Vlad Bumaga with 522K reactions. It is worth reminding that Vlad also took the ‘bronze’ in the previously published engagement rating of YT bloggers in June.

Top 20 VKontakte influencers with the most engaging content include 12 video bloggers who became popular on YouTube first. Apart from Mina Mirzoeva and Vlad Bumaga, these are Katya Adushkina (4th place, 459K reactions), Lesha Shevtsov (5th place, 283K), Dima Gordey (7th place, 257K), Sophia Nabatchikova (Sopha Kuper on YouTube, 8th place, 255K), Max Maximov (10th place, 215K), Nikita Zlatoust (12th place, 186K), Alexey Baranov (Hard Play, 13th place, 183K), Windy Letsgoodplays (windy31, 15th place, 170K), Konstantin Zarutskiy (AcademeG, 17th place, 143K), Diana Di (18th place, 140K). Moreover, their ‘branches’ on VK achieve better engagement results than on their ‘mother’ video hosting.

Name

Engagement

Comments

Likes

Reposts

Audience

1

Olga Buzova

915 489

38 538

874 677

2 274

1 056 494

2

Mina Mirzoeva

666 120

1

665 310

809

258 519

3

Vlad Bumaga

521 559

29 505

491 604

450

453 146

4

Katya Adushkina

458 999

10 592

448 181

226

807 904

5

Lesha Shevtsov

283 404

3

281 121

2 280

314 319

6

Yelena Temnikova

281 745

11 922

267 423

2 400

580 442

7

Dima Gordey

257 068

14 326

242 473

269

339 932

8

Sophia Nabatchikova

255 383

9 645

245 661

77

162 706

9

Alexey Navalniy

226 073

26 959

187 096

12 018

384 925

10

Max Maximov

214 706

18 346

193 050

3 310

236 616

11

Alexander Revva

186 692

6 805

179 029

858

363 751

12

Nikita Zlatoust

186 390

5 931

180 415

44

155 119

13

Alexey Baranov

183 097

9 496

172 577

1 024

193 924

14

Dmitriy Puchkov

170 834

4 549

160 934

5 351

115 790

15

Windy Letsgoodplays

169 565

10 765

157 918

882

193 275

16

Anatoliy Shariy

168 891

19 073

147 162

2 656

131 136

17

Konstantin Zarutskiy

143 236

3 846

138 600

790

214 837

18

Diana Di

140 116

40 064

99 895

157

191 891

19

Alexey Dolmatov

133 903

0

133 057

846

623 837

20

Rus’ Svyataya

125 770

0

109 487

16 283

192 243

Celebrities Rule on Instagram

On the Russian-language Instagram, the top of the rating is again by Olga Buzova who got 28.1M reactions. She is also a leader by audience, having 15.7M people.

The second place of the engagement rating is taken by a TV presenter and actress Kseniya Borodina (22.6M). Top three is completed by a model and designer Oxana Samoylova (17.2M). Two socialites in the June top swapped places, as compared to May.

That is why, if you decided to promote your business on Instagram, we recommend you to read our article Blogger vs. Celebrity: Pros and Cons of Cooperation in the Russian Market.

Name

Engagement

Comments

Likes

Audience

1

Olga Buzova

28 180 033

313 906

27 866 127

15 718 295

2

Kseniya Borodina

22 564 078

1 119 973

21 444 105

12 880 844

3

Samoylova Oxana

17 165 863

1 087 687

16 078 176

8 190 033

4

Khabib Nurmagomedov

15 237 694

142 255

15 095 439

14 865 949

5

HeartBreakKid

10 803 997

206 579

10 597 418

9 881 038

6

Kate Adushkina

9 582 915

60 649

9 522 266

3 262 318

7

Sports Videos

9 386 177

83 537

9 302 640

4 603 689

8

Maryana Ro

8 450 726

44 392

8 406 334

6 015 878

9

NK | Nastia Kamenskykh

7 918 125

100 174

7 817 951

3 950 873

10

Nastya Ivleeva

7 853 373

38 487

7 814 886

11 793 884

11

Black Star

7 477 436

73 796

7 403 640

13 795 462

12

Garik Kharlamov

6 689 595

156 061

6 533 534

5 503 441

13

Goldapple_ru

6 438 354

2 948 264

3 490 090

2 347 459

14

Maxim Galkin

6 357 884

119 749

6 238 135

5 680 195

15

LOBODA

6 022 905

40 287

5 982 618

5 174 219

16

Karinakross

5 992 923

77 704

5 915 219

3 197 400

17

Natali_iashchuk

5 784 511

20 334

5 764 177

3 093 751

18

Sarafan_video

5 342 894

62 103

5 280 791

1 918 714

19

Vlad Bumaga

5 266 151

71 077

5 195 074

1 852 045

20

Ida Basieva

5 162 831

47 604

5 115 227

5 534 781

Top Russian-Language Facebook

All top places of the engagement rating on the Russian-language Facebook, following the results of June, are taken by Ukrainians. The first place is taken by Anatoliy Shariy with 355K reactions. He replaced blogger Olena Monova, who, having got 226K, fell to the second place. The third place is taken by political analyst Oleg Ponomar with 258K.

Arkadiy Babchenko, enfant terrible of Russian journalism, fell from the second place in May straight to the 14th one in June with 149K.

In total, Top 20 of the engagement rating includes 17 Ukrainians and only three Russians, one of whom is blogger Rustem Adagamov living in Prague. Ukrainian rating leaders are politicians, businesspeople, or journalists.

Name

Engagement

Comments

Likes

Reposts

Audience

1

Anatoliy Shariy

354 482

34 326

283 262

36 894

316 926

2

Olena Monova

266 021

18 227

222 430

25 364

72 629

3

Oleg Ponomar

258 159

6 125

219 619

32 415

178 510

4

Borislav Bereza

238 440

21 615

190 704

26 121

170 342

5

Karl Volokh

235 538

5 292

191 993

38 253

76 947

6

Evgeniy Chernyak

211 551

11 802

186 739

13 010

119 589

7

Viktor Shenderovich

204 863

1 548

178 902

24 413

170 950

8

Yuriy Biryukov

199 831

10 280

131 640

57 911

165 229

9

Alexander Gutin

181 418

16 901

157 910

6 607

57 345

10

Alexander Kunitsky

177 010

4 798

33 094

139 118

61 073

11

Helgi Sharp

174 104

6 320

134 164

33 620

48 130

12

Maria Zakharova

156 932

39 748

112 046

5 138

420 624

13

Mihail  Shnayder

154 367

37 186

34 720

82 461

45 766

14

Arkadiy Babchenko

149 251

19 381

112 438

17 432

257 874

15

Rustem Adagamov

138 072

16 692

92 836

28 544

205 813

16

Liza Bogutskaya

137 136

16 851

104 724

15 561

68 244

17

Serg Marco

129 886

9 484

92 646

27 756

36 807

18

Victor Tregubov

129 088

5 719

108 034

15 335

56 589

19

Martin Brest

120 515

10 917

92 798

16 800

50 741

20

Yuriy Butusov

115 643

11 412

83 043

21 188

191 399

Twitter: Satire, Humor, and Politics

In the ranking of the Russian-language Twitter, the BTS Russia microblog, the Russian-language fan base of BTS (South Korean K-pop boyband), takes a powerful lead. Its rate is 9.5 million, or more than half of all Top 20 reactions. What is more, 9.2 million of them are reposts, which shows the record level of the audience engagement in the content.

Alexey Navalny rise from the 4th place to the 2nd one in June, having got 830K reactions. The third place is taken by the account of MDK, a famous public page, with 646K.

Top 20 on Twitter has a lot of black humor, satire, and Russian oppositional politics.

Name

Engagement

Likes

Reposts

Audience

1

BTS RUSSIA

9 510 717

302 918

9 207 799

261 400

2

Alexey Navalny

829 865

514 403

315 462

2 080 226

3

MDK

646 338

580 183

66 155

240 205

4

Drunktwi

595 942

510 496

85 446

2 684 513

5

l1zzka

472 619

64 955

407 664

733 514

6

Fake_midrf

417 005

72 740

344 265

246 008

7

Stalingulag

405 284

348 017

57 267

1 101 953

8

Literabook

353 052

295 921

57 131

2 194 967

9

Wylsacom Public Beta

309 998

108 062

201 936

1 195 140

10

Meduza

286 885

236 175

50 710

1 182 114

11

Samanta

268 795

224 866

43 929

1 441 514

12

Dabnila Poperechniy

261 261

232 718

28 543

1 069 529

13

Vitalii Volochai

259 647

24 555

235 092

210 762

14

Sandy_mustache

230 459

177 391

53 068

413 999

15

Lentach

214 604

188 769

25 835

809 646

16

Koffboy

206 696

176 718

29 978

868 126

17

Dzharahov

198 233

163 201

35 032

1 179 676

18

Artyom Treschenko

176 372

158 445

17 927

164 805

19

MH BG

173 133

165 929

7 204

420 591

20

4chan

167 887

153 571

14 316

375 546

Top Channels on Russian-Language YouTube: Stormy Reactions

The first place in Top 20 engagement in June was won by video blogger It’s Mamix who got almost 6 million reactions (229K comments and 5.8 million likes), with the audience of 6.2 people. Mamix shoots DIY (Do It Yourself) videos, he is mundanely known as Maxim Monakhov, he is 23 years old. He became well-known in 2016 thanks to an experiment in mixing 10 thousand liters of Coca Cola and 300 kg of baking soda (by the way, an unlucky one).

The second place is taken by Anatoliy Shariy, with the engagement of 3.7 million (366K comments and 3.4 million likes) and ‘only’ 2.1 million of audience. Shariy’s posts still provoke stormy reactions of viewers—much stormier than the result of the experiment that made Mamix famous.

The third top place is taken by video blogger Vlad Bumaga commonly known as A4. Bumaga works in the challenge genre; in June, he managed to get 3.6 million reactions.

Channel

Engagement

Comments

Likes

Audience

1.

It’s Mamix

5 974 626

228 783

5 745 843

6 183 469

2.

Anatoliy Shariy

3 740 344

365 489

3 374 855

2 141 002

3.

A4

3 588 349

248 169

3 340 180

8 067 430

4.

Aid [VyacheslavOO

3 482 678

389 225

3 093 453

6 224 884

5.

Hard Play

2 166 788

113 289

2 053 499

1 709 419

6.

Like Nastya Vlog

2 159 266

0

2 159 266

26 489 193

7.

SlivkiShow

2 000 496

99 364

1 901 132

13 399 729

8.

Masha Zoom

1 759 663

344 228

1 415 435

1 924 752

9.

Coffi Channel

1 664 060

87 624

1 576 436

5 833 573

10.

HiMan

1 605 991

182 720

1 423 271

8 660 617

11.

Bulkin

1 591 852

107 509

1 484 343

2 361 929

12.

Demaster

1 580 536

101 326

1 479 210

3 207 734

13.

German *El Classico

1 568 817

31 636

1 537 181

1 891 211

14.

Pozzi

1 537 178

101 558

1 435 620

5 668 435

15.

Quantum Games

1 505 727

57 094

1 448 633

3 314 696

16.

Kuplinov Play

1 495 333

96 694

1 398 639

7 032 762

17.

Wylsacom

1 455 722

391 141

1 064 581

7 352 475

18.

Marmok

1 409 624

103 779

1 305 845

9 337 333

19.

vanzai

1 389 725

47 841

1 341 884

1 336 698

20.

EdisonPts

1 312 504

76 729

1 235 775

3 856 996

Top YouTube Themes: Game Addiction

Game tutorials and overviews are still the most engaging genre on the Russian-language YouTube. In June, letsplayers took 8 places in Top 20 of engagement. Aid [VyacheslavOO (4th place), Coffi Channel (9th), Demaster (12th), Pozzi (14th), Quantum Games (15th), Kuplinov Play (16th), Marmok (18th), EdisonPts (20th) got 14 million reactions in total. Streamer HardPlay (5th place), being only one step removed from the gaming theme, adjoins them with 2.2 million likes and comments. In total, almost half of the Top 20 engagement partakers are immediately related to computer and online games.


Look through a detailed list of YouTube gaming bloggers in our White Paper Guide to Online Games Promotion in the Russian Market. You can also find there useful information on how to promote games in the Russian market.


The second most popular theme is still DIY (do it yourself). In the June ranking, it is presented by 4 adherers to show experiments: It’s Mamix (top leader), Slivki Show (7th), German *El Classico (13th), and a newcomer Top-20 Vanzai (19th). The four of them carried out experiments for 10.9 reactions, having almost caught up with the eight letsplayers.

The third and last engaging theme is challenge genre. In June, it has been presented in Top 20 by already mentioned A4, as well as Masha Zoom (8th) and HiMan (10th). The three of them got 7 million likes and comments.

Wylsacom (17th), a gadget blogger, has not been disabling comments for some years now, being the most discussed author of the Russian-language YouTube, having got 391K comments and got over even such a polemic figure as Anatoliy Shariy. Wylsa also has one more ‘record’—in June he got 1.1 million likes, i.e. …least of all in Top 20! Gadgets are still a topic for the hottest disputes, taking into account that it is not that easy to win approval of gadget fans.

How was the rating made?

To make the ratings, 2.2 billion Russian-language messages in social media, published in June 2019, and more than 140 million posts in the Russian-language segment of YouTube were analyzed.

The ratings are made by engagement metrics, or a rate of readers’ reactions to a influencer's messages. The engagement is seen as a sum of comments, likes, and reposts to all posts on the author’s page within a month.

Source: https://br-analytics.ru

Russian Digital Market Overview 2019

Complete Guide to Create a Digital Marketing Strategy in the Russian Market

Download for free

Download for FREE

Ready to partner with the specialists in Russian marketing and advertising?

Contact us

About the Author

Digital marketing manager, editor-in-chief of the RMAA Group Blog

Author Yulia Vasilyeva
Cookies on Russia-Promo.com

We use cookies to improve your online experience. Take a look at our Cookie Policy to learn more and change your preferences.
By continuing to use our website we assume you are happy to allow the use of these cookies.

More information