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Video Content in Russian Social Media in 2019



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While one year ago, according to the study by Brand Analytics, every tenth post in Russian-language social media had video content, in April 2019 users already post video in every sixth post.

  • What social media are video leaders?
  • Where do video clips successfully displace texts and pictures?
  • Where do users discuss what they watched and where do they want to watch quietly?

The answers to these questions are in a new study by Brand Analytics.

Where is Video Content Most Prevalent?

In April 2019, there were 2.4 million posts on average containing video, published in Russian-language social media every day. This is 20% more than a year ago when the everyday volume of video accounted for 2 million publications.

Source: Brand Analytics, 2018-2019

As compared to the last year’s study, every social network retained its position in the rating regarding the volume of the video content published. At that, the video volume grew almost twice both in Odnoklassniki and in VKontakte. Facebook, Instagram, and YouTube did not show such dynamics, letting Russian social media make a quantum leap.

The video volume published during one day by OK users equaled to almost 1 million posts (948K) vs. 570K a year ago. In VK, the increase is a bit smaller—the social network showed a daily video growth from 495 thousand posts in March 2018 to 837 thousand in April 2019.

Where is Video Published More Often?

The video content share grew in all social media (but YouTube). In light of the fact that social media go on generating more and more textual and photo content, an outrunning video growth proves a long-term trend for expansion of video consumption and ambitions of video to become the main format in our communications.

Source: Brand Analytics, 2018-2019

  • Odnoklassniki – every third one. If we exclude YouTube where 100% content is video, Odnoklassniki has the biggest video share, or 30.7% of all publications. Almost every third post there is one containing video. Last year, only every seventh post had a video clip.
  • Facebook – every fifth one. In terms of video invasion, in 2019 Odnoklassniki did better than the Russian-speaking Facebook where the video content share has grown little during the year—from 19.1% to 21.3%. Now every fifth post in this social network contains video. At that, Facebook still bets on video, having launched Facebook Watch worldwide in 2018. In the English-speaking Facebook, video is published more often, in every third post.
  • Instagram – every eight one. Even with a thriving format of Stories, frequency of video publications in the Instagram main feed has grown anyway—while this is every 8th publication this April, it used to be only every 11th post last March.
  • VKontakte – every tenth one. Here the video share made up almost 10%—every 10th publication contains a moving picture. A year ago it could be found only in every 16th post. There is an evident video consumption growth out of VK Stories.

Where is Video Commented?

Source: Brand Analytics, 2018-2019

While video consumption, as we saw above, keeps on growing, it is impossible to say the same about comments to video clips. The comment growth was only shown by Instagram, YouTube, and Facebook. As for Odnoklassniki and VKontakte, growth leaders in terms of video published daily, the quantity of comments has slightly decreased there.

For OK, it is worth noting that their communication mechanics encourage users to comment not only fresh, but also ‘time-proven’ posts—a comment thread can survive several years. Commenting posts published more than one year ago was not covered by this study.

Keep on Watching

Everybody believes in video. Users buy smartphones with 4K support, massively buy up shooting gadgets, do editing in their phones, and jump to uploading their creations—where? Right you are, in social media.

Social media take up the torch and do everything for your video to become open to public, as wide as possible. Odnoklassniki put a stake on interactive video, VKontakte promote VK Live, Facebook relies on Watch, Instagram on IGTV, and YouTube just won all at the moment, having become the main platform for the youngest audience, hosted authorial shows of TV people, and gathered a pool of influential YouTube bloggers.

That is why a trend for video consumption growth has come to stay.


If you want to be in tune with modern online marketing, take note of video content that you use to promote your brand:

  • Use storytelling;
  • In all cases, adapt video to social media formats (remember that vertical videos are mainstream for stories, while horizontal shooting is more preferable for posts and on a YouTube channel);
  • Cooperate with video bloggers;
  • Add video into emailing (you must test such mail-out if you have not tried it yet);
  • Do not forget about paid video content promotion.


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About the Author

Head of Digital, editor-in-chief of the RMAA Agency Blog

Author Yulia Vasilyeva

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