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Influencer Marketing in Russia

RMAA enhances brand awareness and drives engagement with your audience through authentic collaborations with key Russian-speaking influencers

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Influencer Marketing Platforms in Russia

VK
VK
Twitch
Twitch
YoutTube
YoutTube
Telegram
Telegram
Instagram
Instagram

Our Influencer Marketing Services

Sourcing

Sourcing

3
Influencer Contract Negotiation and Compliance
1
Influencer Identification and Selection
2
Influencer Outreach and Relationship Management
Strategy

Strategy

5
Brand Ambassador Programs
4
Campaign Strategy and Planning
6
Collaborations and Partnerships With Influencers
Creative

Creative

8
Content Creation and Management
7
Creative Concept Development
9
Influencer Events and Activations
Analytics

Analytics

12
Analytics and Reporting
11
Influencer Campaign Measurement and ROI Tracking
10
Social Media Management and Monitoring

The Digital Ecosystem of Russia

Russia’s digital space is shaped by popular local platforms like VKontakte, and Odnoklassniki and global social media. After restrictions on Western services, many users continue accessing Instagram, YouTube, and Discord via VPNs. Telegram remains a key communication platform, and Yandex competes with Google in search.

Russia’s Digital Ecosystem

Explore the key digital platforms defining Russia’s online landscape. From search engines to entertainment, a combination of local and global services shapes user behavior and digital trends. 

Created by RMAA

Owned Media
Organic Search
Brand Pages
Earned Media
ORM&SERM
Analytical Tools
Verification Tools
Mobile App Analytics
Web Analytics
Paid Media
Paid search
Paid Socials
Display Networks
Influencer Marketing
Online Retail Ads & Reviews
Video Networks
Yandex

As Google’s main competitor in Russia, Yandex has gained dominance recently. While Google previously led in search, Yandex now holds the majority share, processing 65.12% of search queries in the country.

Organic Search
Owned Media
Google

Russians continue using Google, as it remains the default search engine on many devices. However, Yandex is gaining traction with faster updates on maps and other services, making it more convenient locally.

Organic Search
Owned Media
Discord

Discord suits gaming and tech, brands, fostering direct engagement via servers. Communities host discussions, live streams, and exclusive content, connecting brands with highly engaged niche audiences.

Brand Pages
Owned Media
VK

VK is Russia’s top platform for brand communities, which is ideal for retail, entertainment, and services. Businesses share diverse content and engage users through direct communication in posts' comments.

Brand Pages
Owned Media
Odnoklassniki

OK is best for brands targeting older audiences in family, health, and local services. Pages feature interactive posts and discussions, with built-in tools for direct sales and community engagement.

Brand Pages
Owned Media
Instagram

Despite restrictions in Russia, Instagram remains key for fashion, beauty, and lifestyle brands. Brands use visual content, Reels, Stories, and influencers to reach a young, solvent Russian audience.

Brand Pages
Owned Media
YouTube

YouTube is the best place for entertainment content. Successful audience engagement relies on high-quality visuals, strong storytelling, and influencer collaborations.

Brand Pages
Owned Media
Telegram

Telegram suits brands needing direct, content-driven engagement. Ideal for brand media, finance, and tech, channels offer updates, insights, and customer interaction, with options for chatbot automation.

Brand Pages
Owned Media
Industry Media

Industry media boosts brand image through interviews, expert articles, and features. Top online news media, niche forums, and trade magazines in Russia play a vital role in reputation.

ORM&SERM
Earned Media
iRecommed

iRecommend is a Russian platform for product and service reviews, ideal for boosting brand reputation. Businesses can monitor, manage, and purchase reviews, shaping public perception and trust.

ORM&SERM
Earned Media
Otzovik

Otzovik lets brands manage their reputation by engaging with reviewers. After registration, companies can respond to feedback, resolve concerns, and build trust through direct customer interaction.

ORM&SERM
Earned Media
Social Media

Social media requires constant monitoring and fast responses to customer feedback. Brands must engage actively, track discussions, and leverage UGC content to shape reputation and maintain trust.

ORM&SERM
Earned Media
Local Maps

For local Russian businesses, maps like 2GIS, Yandex Maps, and Google Maps are key. Users read reviews on business profiles before visiting stores or booking services, making reputation management essential.

ORM&SERM
Earned Media
Weborama

Weborama is an international ad verification tool available in Russia. It is used in programmatic advertising to ensure ads reach real users, not bots, improving traffic quality and campaign efficiency.

Verification Tools
Analytical Tools
AdRiver

AdRiver is a Russian ad verification platform designed for local advertisers. It tracks traffic quality, and ensures accurate ad placement across Runet’s digital ecosystem.

Verification Tools
Analytical Tools
AppMetrica

AppMetrica is Yandex’s mobile analytics tool for tracking app performance, user behavior, and ads. It provides real-time data, attribution, and crash reports to help developers optimize engagement.

Mobile App Analytics
Analytical Tools
AppsFlyer

AppsFlyer is a mobile attribution platform that tracks which media source drives app installs or re-engagement. It helps marketers optimize campaigns by accurately attributing user actions.

Mobile App Analytics
Analytical Tools
Adjust

Adjust offers mobile analytics and attribution, analyzing user interactions, installs, and ad performance. It ensures accurate campaign measurement, prevents fraud, and enhances app monetization strategies.

Mobile App Analytics
Analytical Tools
Yandex Metrica

Yandex Metrica is Russia’s top web analytics tool, similar to Google Analytics. It tracks user behavior, traffic sources, and conversions, offering heatmaps and session replays to optimize site performance.

Web Analytics
Analytical Tools
Roistat

Roistat is a Russian analytics platform for business optimization. It provides end-to-end analytics, call tracking, and customer journey insights, helping companies improve marketing and boost sales.

Web Analytics
Analytical Tools
Google Analytics

Google Analytics remains widely used in Russia, but restrictions limit its functionality. Many businesses now rely on Yandex Metrica as an alternative for tracking traffic, user behavior, and conversions.

Web Analytics
Analytical Tools
Yandex Direct

Yandex Direct is the top platform for paid search ads in Russia since Google Ads is blocked. Advertisers target Russian-speaking users with keyword-based ads and flexible bidding in Yandex search results.

Paid search
Paid Media
VK

Targeted ads on VK are launched through VK Ads, the platform for advertisers. It covers VK, Odnoklassniki, Avito, and 50,000+ partner sites, offering precise targeting to reach Russian users effectively.

Paid Socials
Paid Media
Dzen

Paid Social Ads in Dzen run through VK Ads or Dzen’s native tools. VK Ads targets audiences across VK’s ecosystem, while Dzen’s tools promote branded content in user feeds as native recommendations.

Paid Socials
Paid Media
Telegram

In Russia, Telegram is a key media platform with many ad options. Paid Telegram Ads run via third-party services, while Yandex Direct places PPC ads in its partner channels.

Paid Socials
Paid Media
OK

Targeted ads in Odnoklassniki run via VK Ads and the platform’s own ad manager. VK Ads enables cross-platform campaigns, while the OK Ads Cabinet offers flexible targeting, analytics, and various ad formats.

Paid Socials
Paid Media
Yandex Direct

Beyond search ads, Yandex Direct offers extensive display advertising across 50,000+ platforms, including websites, mobile apps, and Smart TV apps, providing broad reach for brands in the Russian market.

Display Networks
Paid Media
VK Ads

VK Ads powers display ads across VK and 50,000+ partner sites. With Meta ads blocked in Russia, it’s a key tool for brands to reach users via banners, interactive formats, and native placements.

Display Networks
Paid Media
Programmatic platforms

Brands often need more precise targeting than major platforms offer. Independent programmatic solutions from mobile operators, banks, and data providers enable advanced audience reach across digital networks.

Display Networks
Paid Media
VK

VK influencers run their own communities, sharing diverse content. Brands collaborate directly or use VK AdBlogger, an official tool within VK Ads, to streamline partnerships and track campaign performance.

Influencer Marketing
Paid Media
Instagram

With Meta targeted ads blocked in Russia, influencer collaborations are the only way to promote brands. Reels and detailed Stories from top and micro-influencers drive strong engagement and interaction.

Influencer Marketing
Paid Media
YouTube

Influencer collaborations are the only way to advertise on YouTube in Russia due to the targeted ad ban. Yet, it remains highly effective, as YouTube is the country’s top platform for video consumption.

Influencer Marketing
Paid Media
Telegram

Influencer marketing in Telegram relies on channel integrations. As Russia’s leading messenger, it hosts top influencers, and niche experts. Ads are mostly text-based with visuals, ensuring engagement.

Influencer Marketing
Paid Media
Twitch

Twitch is Russia’s most popular platform among gamers. While global viewership declines, the Russian segment keeps growing. Brands partner with top streamers for live promotions.

Influencer Marketing
Paid Media
Wildberries

Managing reviews is key on Wildberries, as ratings influence rankings. For targeted promotions, ads run through Wildberries Ads and Yandex Direct, while brands also buy positive reviews.

Online Retail Ads & Reviews
Paid Media
Ozon

Ozon has its ad platform for marketplace promotions and also supports Yandex Direct. However, boosting product rankings requires more than ads—brands must actively manage reviews, ratings, and feedback.

Online Retail Ads & Reviews
Paid Media
Sber Mega Market

The marketplace has its own ad platform powered by Sber’s programmatic ecosystem. While reviews impact product rankings, discounts via the Sber Spasibo program also drive sales.

Online Retail Ads & Reviews
Paid Media
Yandex Market

The marketplace provides broad ad options via Yandex Direct, including product galleries in search. With high competition, sellers must manage reviews and use third-party services for positive feedback.

Online Retail Ads & Reviews
Paid Media
Programmatic platforms

In Russia, there are programmatic platforms focused on video ad placements. The choice depends on ad formats, inventory, and targeting capabilities, ensuring precise reach across video content.

Video Networks
Paid Media
VK Ads

VK Ads runs video ads across VK’s platforms, including VK Video and partner sites. As one of Russia’s top ad solutions, it helps brands engage audiences through various video formats.

Video Networks
Paid Media
YandexDirect

Yandex Direct runs video ads across Yandex’s network, including top sites and apps. Advertisers use CPMv bidding to target Russian audiences with in-stream and out-stream formats.

Video Networks
Paid Media
News Reading
Listening To Music
Listening To Podcasts
Watching TV & Video
Watching Movies & Series
Game Streaming
PC Gaming
Online Shopping
Product Reviews & Recommendation
Discounts & Deals
Publish Private Classifiends
Buying Property Abroad
Travel Booking Services
Search Engines & Directories
Mobile App Stores
Geo Navigation
Messaging
Social Media Engagement
Telegram

Telegram is not just a messenger, but it has become a media phenomenon in Russia. The platform hosts influencers, media, and niche communities, making it a key digital space for both users and advertisers.

News Reading
Yandex Music

Yandex Music is Russia’s music streaming service, offering a library of tracks and personalized recommendations. Integrated with other Yandex products, it remains a convenient choice for Russian users.

Listening To Music
VK Music

VK Music is a streaming service built into VK, Russia’s largest social network. It offers frequent releases from Russian artists, making it a top choice for local music fans.

Listening To Music
OK Music

OK Music is a streaming service for users of Odnoklassniki. It allows listening within the platform, featuring online radio and themed playlists.

Listening To Music
Yandex Music

Yandex Music, part of Yandex’s ecosystem, offers users access to podcasts and audiobooks in Russian. The platform hosts thousands of podcasts, covering topics like society, culture, science, and business.

Listening To Podcasts
VK Music

VK Music features a vast catalog of podcasts, categorized by themes and editors’ picks. Users can conveniently listen without leaving VK, making it a seamless platform for discovering audio content.

Listening To Podcasts
Apple Music

Apple Music offers a global selection of podcasts, allowing Russian users to listen to international shows in the original language. The platform provides diverse content across various genres, from business to entertainment.

Listening To Podcasts
YouTube Podcasts

Part of the YouTube Musiс, YouTube Podcasts is popular among Russian users for listening to audio. Video podcasts are also widely watched on YouTube, with humor and business being the most in-demand topics. 

Listening To Podcasts
YouTube

As Russia’s top video platform, YouTube saw its speed throttled in 2024, making it inaccessible without a VPN. However, users continue to actively consume content across music, gaming, and entertainment.

Watching TV & Video
RuTube

Rutube is a Russian video platform. It offers a wide selection of content, including foreign movies and TV shows, making it a key alternative after YouTube’s slowdown in Russia.

Watching TV & Video
VK Video

With YouTube only accessible via VPN in Russia, VK Video has become the go-to platform for users without one. It provides movies and video content from VK bloggers.

Watching TV & Video
Kinopoisk

Kinopoisk is Russia’s top platform for movie and TV enthusiasts. It offers reviews, ratings, and critiques from both users and film critics, along with a streaming service for watching films and series.

Watching Movies & Series
IVI

IVI is a leading online cinema in Russia, offering a vast library of domestic and international films and series. Users can stream in high quality on Smart TVs, mobile devices, and gaming consoles.

Watching Movies & Series
OKKO

OKKO is a Russian online cinema known for high-quality streaming and exclusive Russian content. The platform provides movies, series, and sports broadcasts with a subscription-based model and no ads.

Watching Movies & Series
Wink

Wink is a Russian online cinema offering movies, series, and TV channels on-demand. Available by subscription or pay-per-view, it features both Russian and international content.

Watching Movies & Series
Apple TV

Apple TV provides subscriptions for Apple TV+ originals or pay-per-view movies and series. Many Russians watch content on this platform in the English language to enjoy authentic performances.

Watching Movies & Series
Twitch

Twitch is the leading streaming platform for Russian gamers. Viewers watch live streams of top Russian-speaking players, game walkthroughs, and esports tournaments. Gamers actively engage in live chat.

Game Streaming
YouTube Games

YouTube remains a top platform for gaming content in Russia, where gaming bloggers dominate local rankings. Viewers watch streams of top Russian players, game reviews, and esports events.

Game Streaming
Discord

Discord remains a top platform for Russian gamers, accessible only via VPN. It hosts themed servers where users share experiences and test new game releases and demos from community admins.

Game Streaming
VK Play

VK Play is Russia’s largest gaming platform, combining a digital game store and streaming. With 75M users in Russia, it attracts gamers with frequent releases of both Russian and international titles.

Game Streaming
Steam

Over 95% of Russian gamers have a Steam account, though direct payments are blocked. Players buy games by changing their payment region, using mobile operators, intermediaries, or global activation keys.

PC Gaming
Epic Games Store

Epic Games Store remains one of Russia’s leading platforms for buying PC games. Some foreign developers have imposed restrictions, but for blocked games, players use alternative payment methods.

PC Gaming
VK Play

VK Play offers a vast library of PC games, including Russian and international titles. Players can buy, download, or stream games via cloud gaming, and the platform also hosts esports tournaments.

PC Gaming
Wildberries

Wildberries is Russia’s largest online marketplace, offering a vast selection of products. Its fast delivery is supported by a nationwide network of pickup points, making it the top choice for shoppers.

Online Shopping
Ozon

Ozon is Russia’s second-largest marketplace after Wildberries. Many Russians choose it when it offers lower prices than competitors. Ozon also presents in most CIS countries.

Online Shopping
Yandex Market

Yandex Market is Russia’s third-largest marketplace. Unlike Wildberries and Ozon, it lets users first choose a product and then compare prices from different sellers within a single product page.

Online Shopping
Sber Mega Market

Sber Mega Market is a marketplace from Russia’s bank Sberbank. Most users are his clients, as the platform offers the Sber Spasibo program. It provides exclusive discounts when paying with a Sberbank card.

Online Shopping
Otzovik

Otzovik is a Russian review platform where users share opinions on products, and more. Brand representatives actively resolve customer issues by responding directly to negative reviews inside the platform.

Product Reviews & Recommendation
Irecommend

iRecommend.ru is a Russian platform for product and service reviews across categories like beauty, health, and technology. Many consumers rely on its feedback before making a purchase.

Product Reviews & Recommendation
Biglion

Biglion is Russia’s largest coupon platform, providing discounts on products and offline and online services, where users purchase coupons to save money. The service operates in many cities across Russia.

Discounts & Deals
Frendi

 Frendi features daily hot deals, discounts on restaurants, travel across Russia, and various products. Users can buy exclusive offers, with some discounts reaching up to 90% in select categories.

Discounts & Deals
Avito

Avito is Russia’s top platform for publishing private classifieds. Users buy and sell new or used goods, offer services, and post job listings. The site covers everything from auto to local services.

Publish Private Classifiends
Youla

Youla is a Russian classifieds platform, focused on second-hand goods and part-time jobs. As a VK project, it requires a VK account for posting ads and purchases.

Publish Private Classifiends
Farpost

FarPost is used across Russia but is most popular in the Far East. It features listings for vehicles, real estate, jobs, and services, playing a key role in local markets and specialized industries.

Publish Private Classifiends
Tranio

Focusing on international real estate, Tranio.ru features residential and commercial properties across the world. The platform specializes in investments, providing market insights and legal guidance.

Buying Property Abroad
Prian

Prian.ru is a top Russian platform for buying real estate, covering 68 countries. It offers a catalog of properties with detailed listings, helping Russian buyers navigate the international market.

Buying Property Abroad
Cian

Cian.ru is a Russian real estate platform, mainly for domestic properties, but also includes international listings. It helps users explore overseas options, though its focus remains on Russia.

Buying Property Abroad
Yandex Travel

Yandex Travel allows users book flights, hotels, and tours. It offers bonuses and cashback in the Plus Yandex ecosystem's points. Popular destinations include locations within Russia, Turkey, and Kazakhstan.

Travel Booking Services
Ostrovok

Ostrovok became popular after Booking and Airbnb stopped accepting Russian bank cards. The platform offers hotel bookings in Russia and abroad, providing a convenient alternative for travelers.

Travel Booking Services
Aviasales

Aviasales is Russia’s top flight booking platform, aggregating offers from airlines, including international ones. It accepts Russian bank cards for convenience. The service is also widely used across the CIS.

Travel Booking Services
Google

Russians continue using Google, as it remains the default search engine on many devices. However, Yandex is gaining traction with faster updates on maps and other services, making it more convenient locally.

Search Engines & Directories
Yandex

As Google’s competitor in Russia, Yandex has gained dominance recently. While Google previously led in search, Yandex now holds the majority share, processing a major part of search queries in the country.

Search Engines & Directories
NashStore

 NashStore is a Russian app store designed for Android users as an alternative to Google Play. It hosts local apps, though some global apps are unavailable. Payments work with Russian bank cards.

Mobile App Stores
App Gallery

AppGallery is Huawei’s official app store and a key alternative in Russia, as Google Play is less convenient on Huawei devices. It hosts popular local apps, though some global services require APK downloads.

Mobile App Stores
RuStore

RuStore has always been Russia's local mobile app market. After some apps were removed from the AppStore and GooglePlay, businesses added all the essential apps there. Now, it has 50M users and 50K apps.

Mobile App Stores
App Store

iPhones are widely used in Russia, keeping the AppStore a top marketplace. Payments now go through external systems like MTS and Beeline, as Apple’s standard methods remain restricted.

Mobile App Stores
Google Play

Google Play remains Russia’s top app marketplace, with Android holding over 70% of mobile traffic. Payments require workarounds like Plati.Market or foreign cards via VPN, as Russian cards remain unsupported.

Mobile App Stores
2GIS

2GIS is an alternative to Google Maps, combining navigation with a Yellow Pages. The service operates in Russia and several CIS countries, helping users navigate cities and explore local businesses.

Geo Navigation
Yandex Maps

Yandex Maps has become the main alternative to Google Maps in Russia. Integrated with Yandex Go, it provides navigation, taxi services, and delivery, making it a convenient all-in-one solution for users.

Geo Navigation
Telegram

Telegram has become a media phenomenon in Russia. If only viewed as a messaging app, Telegram allows private and group chats, voice and video calls, file sharing, channels for news and discussions.

Messaging
WhatsApp

Initially used for personal chats, WhatsApp remains popular for private messaging but has also become important for local businesses. Business accounts enable automated replies and customer mailings.

Messaging
Telegram

Telegram is not just a messenger, but it has become a media phenomenon in Russia. The platform hosts influencers, media, and niche communities, making it a key digital space for both users and advertisers.

Social Media Engagement
Instagram

Despite being officially blocked in Russia and accessible only via VPNs, Instagram remains the most popular social media platform among modern Russian consumers.

Social Media Engagement
VKontakte

VK is a Russian local social network and was an alternative to Facebook. It offers a messenger, communication with friends, music streaming, videos, short clips, and communities.

Social Media Engagement
Youtube

As Russia’s top video platform, YouTube saw its speed throttled in 2024, making it inaccessible without a VPN. However, users continue to actively consume content across music, gaming, and entertainment.

Social Media Engagement
Tenchat

Tenchat is Russia’s alternative to LinkedIn, tailored for the B2B market. It helps entrepreneurs and businesses network, share expertise, and build brand reputation through top managers' accounts.

Social Media Engagement
Likee

Likee is a short-video platform popular in Russia, similar to TikTok. Users create and watch content with effects, filters, and music. It attracts a young audience, serving as a hub for entertainment.

Social Media Engagement
Yappy

Designed as a TikTok alternative, Yappy! caters to young creators, especially musicians. The platform encourages self-expression, collaboration, and participation in challenges with popular Russian artists.

Social Media Engagement
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Industries We Work With

Our Work

Celimax
Celimax: Native Advertising on YouTube Drives Complete Sold Out in Russia

We Work Closely with Brands and Companies While Also Collaborating with Advertising and Media Agencies

We Serve as a Regional Partner in Areas Where Russian is One of the Primary Languages

Russia
Russia
Belarus
Belarus
Moldova
Moldova

Armenia
Armenia
Georgia
Georgia
Azerbaijan
Azerbaijan

Kazakhstan
Kazakhstan
Turkmenistan
Turkmenistan
Uzbekistan
Uzbekistan
Kyrgyzstan
Kyrgyzstan
Tajikistan
Tajikistan
Mongolia
Mongolia

Our Digital Marketing Services

  • Lead Generation
    Lead  Generation
  • Social Media Marketing
    Social Media Marketing
  • Paid Social
    Paid Social
  • Programmatic ads
    Programmatic ads
  • PPC
    PPC

FAQ: Influencer Marketing in Russia

The largest reach in Russia belongs to VKontakte (89 million MAU), Telegram (used by 74% of the population), YouTube (89 million MAU), and Yandex Zen (77 million MAU). Significant audiences are still on TikTok (67.6 million MAU before the block) and Instagram* (25 million MAU). Smaller yet relevant platforms include Odnoklassniki (36 million MAU) and RUTUBE (70.5 million MAU).

VK has 89 million MAU, with a strong 25–44 age segment. It offers robust ad tools and analytics.

YouTube remains Russia’s main video platform, with 89 million MAU and 42 million DAU. Half of users watch Shorts; long videos, reviews, podcasts, and educational content also perform well.

Telegram has a 74% reach and 55% DAU, with users spending about 47 minutes a day. It is used for news, business, and expert channels, suitable for native ads and CPA models.

Yes, despite the ban. TikTok maintains high engagement with 67.6 million MAU, a mostly female, young audience. Brands often rely on VPN and native content to reach users.

For brands targeting older audiences and smaller cities. Popular features include virtual gifts, communities, and games.

Advertising on Instagram* is illegal under Federal law № 72-FZ. Nevertheless, 25.1 million MAU remains and 25% of influencers see it as the easiest platform for monetization. It is still possible to have an account on Instagram, and it's pretty easy to gain an audience.

RUTUBE grew after YouTube restrictions: 4.4 million DAU and 70.5 million MAU. It offers domestic video content.

Women make up around 63% and men 36% of VK users. The most active groups are aged 35–44 (29%) and 25–34 (23%).

Approximately 64% of YouTube watchers are men. The leading age groups are 25–34 (29%) and 18–24 (25%).

Many access TikTok through VPNs. The audience is mostly female (66.6%), very young, and spends about 1 hour a day in the app. There are fewer creators, but they post more short videos.

Instagram* had 25.1 million MAU and 7.1 million DAU, with 82% female users. Despite the ban, the network retains significant reach and ease of monetization.

In major cities (Moscow, St. Petersburg, Ekaterinburg), Instagram*, TikTok, and YouTube have higher user shares. In Siberia, the Far East, and the North Caucasus, VKontakte, Odnoklassniki, and Zen are more prominent. Exact regional statistics are limited.

Odnoklassniki serves a mature audience in smaller cities. MAU is around 36 million, with growth in content volume and popular features like virtual gifts and games.

The largest audience in RUTUBE are men, mainly aged 25-34. That is sixty-one percent of users.

Zen — a Russian blogging platform for creating and viewing content. It combines text-based articles and video content. Zen appeals to older users (45+), ranking second in time spent among those over 55, blending articles, posts, and videos. MAU is 77 million and DAU 30 million; the revamped monetization program benefits creators.

Telegram attracts a more affluent audience: 58% male and 42% female; age breakdown is 25–34 years (20%) and 35–44 years (22%). About 73% of users follow at least one channel.

Facebook* had 18.1 million MAU and 1.8 million DAU. The audience is older (45–54 years make up 33%) and 62% female. It is declining but still used for B2B and professional communication.

According to the Association of Bloggers and eLama, the market reached ~₽44 billion. Telegram and VK were the main growth drivers.

It increased by about 37%, due to greater activity on Russian platforms and budget shifts from blocked services.

According to a number of forecasts, the market may reach 55-57 billion rubles, which means an increase of about 30%.

Roughly one-third of advertisers had used influencer marketing, while another 32% planned to start next year.

Business, finance, gaming, and educational topics on Telegram, VK, YouTube, and Zen are showing the most momentum.

Budgets shifted to domestic platforms, leading to growth there. Major brands stopped campaigns on Instagram* and Facebook*, but small businesses and bloggers continue via VPN.

Estimates suggest it accounts for around 5–7% of the total digital advertising market and its share continues to climb.

Law 72-FZ has eliminated the entire "grey area." Any mention of a product or brand for compensation (including barter) is now considered full-fledged advertising. This imposes all the obligations of an advertiser on the influencer, requiring strict adherence to labeling rules and content restrictions.

The post must be clearly labeled with the word "Advertising" (Реклама). Using hashtags like #promo, #partner, #ad, etc., is now insufficient and may be considered a violation. It is mandatory to indicate the advertiser in the format: "Advertising [Name of Legal Entity]".

Influencers who are private individuals are strictly prohibited from advertising: Anonymous online casinos and bookmakers, cryptocurrency, NFTs, forex services, microfinance organizations (MFOs), and online loan services, medicinal products and dietary supplements (BАDs).

Both parties are held responsible: The influencer (blogger) themselves as the distributor of the ad. Fines for individuals can reach 500,000 rubles. The advertiser (the legal entity) that ordered and paid for the advertising. Their fines can be even higher—up to 1,000,000 rubles.

Collaboration has become more formalized and complex. The parties are now obliged to: Sign official contracts outlining all terms, approve final content for compliance with the law, and maintain documentation proving the service was rendered and paid for. This increases the administrative burden and requires the involvement of lawyers.

No, these are not outright bans but factors that constrain and professionalize the market. They slow down its rapid and uncontrolled growth, weed out dishonest players and risky topics, forcing all participants (both bloggers and brands) to operate within the legal framework, which increases costs and reduces spontaneity. The market is not shrinking but is becoming more structured and complex.

Instagram and Facebook, as well as their parent company Meta Platforms Inc., were designated as extremist organizations by the Tverskoy District Court of Moscow in March 2022. This decision led to a complete ban on their activities within the Russian Federation.

No, the use of these social networks themselves is not a criminal offense for ordinary citizens. The ban primarily targets the activities of the Meta company itself (its business operations, administration, advertising, and content distribution within the Russian Federation).

This is a mandatory labeling requirement introduced in the autumn of 2022. Since Meta is recognized as an extremist organization, all Russian media are legally required to accompany any mention of its services (Instagram, Facebook) with this disclaimer.

The majority of users access blocked resources, including Instagram and Facebook, by using special software and applications—VPNs (Virtual Private Network) — which mask the user's location.

According to the survey data cited in the text, over 60% of Russians use VPN services. Furthermore, 40% of respondents use a VPN to access blocked networks daily.

Statistics show a varied effect: for 38.6% of users, the necessity to constantly turn on a VPN reduces their frequency of using Instagram, Facebook, and X (Twitter). However, for 18% of users, this barrier is not an obstacle, and they continue to use the services actively.

Fines range from ₽2,000–2,500 for individuals, ₽4,000–20,000 for officials, and ₽100,000–500,000 for legal entities.

Yes, using VPN is allowed. Only VPN advertising (₽50,000–80,000 fines for individuals; ₽200,000–500,000 for organisations) and intentional searches for extremist content via VPN (₽3,000–5,000 fines) are penalised.

Paying for Meta services, such as Instagram Verification, was classified as financing an extremist organisation. It could result in fines or even imprisonment of up to 8 years.

Amendments to the Administrative Code (Federal law № 281-FZ) fine individuals for intentionally seeking extremist materials via VPN and prohibit advertising VPN services.

Since 1 April 2025, a 3% tax applies to online advertising services aimed at Russian users. Advertisers, agencies, and platforms must pay; failure results in administrative penalties.

Brands are shifting to native content, micro-influencer collaborations, and cross-platform campaigns, while ensuring contracts are legally compliant and avoiding VPN promotions.

The law only covers content classified as advertising. Personal opinions or experiences are allowed if they don’t promote goods or services.

TikTok is blocked but not labelled extremist, so users and brands operate via VPN. YouTube is throttled but remains legal; advertisers should account for possible speed and access issues.

If they place ads on forbidden platforms, pay for subscriptions like Meta’s, promote VPNs or finance extremist organisations, they risk fines or criminal liability.

Key trends include multi-platform strategies, a rise in micro-influencers, dominance of short-form video (Shorts, Reels), the move toward native advertising, and the use of AI to optimize campaigns.

Micro- and nano-influencers (under 10k followers) tend to have high trust levels. 64% of marketers worked with them, and 47% found those campaigns most effective.

Budgets are moving to Telegram, VK, Zen, and TikTok. Spending on foreign platforms is decreasing due to bans and regulatory risks.

Brands form long-term relationships with influencers to build trust and organic reach, while distinguishing partnerships from explicit advertising to reduce legal risks.

The CPA model (pay per action) continues to grow; 69% of bloggers use it. Hybrid schemes and revenue shares are gaining popularity, making partnerships more transparent.

Experimental formats like virtual try-ons, AR filters, and metaverse activations boost engagement and help brands stand out. They remain niche but are tested by major players.

Services like eLama and GetBlogger provide transparent metrics, engagement data, and influencer verification, helping advertisers avoid fraud.

After Federal law № 72-FZ took effect, large companies stopped advertising there. Small businesses and individuals still operate via VPN, but risk fines even for past integrations.

Gaming, esports, eco-products, fintech, and educational content are expected to grow. Demand for local experts in healthcare and wellness is also rising.