Even today, some Internet marketers call the VKontakte market platform in the old way - “VKontakte exchange”. What is this advertising tool and how to use it? What pitfalls does this tool have and what life hacks should you use to work effectively with it? We will tell you in this article.
Using the market platform, an advertiser can place advertisements on the walls of communities on the VKontakte social network. Unfortunately, you won’t be able to choose any community, but only those that work with the market platform as a placement site.
Getting started with the VKontakte market platform
The platform has its own advertising account; to go to it, you need to select the “Market platform” link on the VKontakte advertising page.
The algorithm for working with advertising on the VKontakte market platform is simple: deposit money into your account, create posts, click the “Submit for moderation” button on the post page, go through moderation, select communities to post, posts are posted, and you look at the statistics.
Payment for advertising on the VK market platform
The account of the Vkontakte exchange has its own account, which is paid in the same ways as the advertising account of the social network.
To pay, select the desired method on the payment page: bank cards, etc. or cashless payment.
The procedure for transferring money from the advertising account to the market platform: to transfer part of the funds from the main advertising account, you need to write a request to technical support (send a message in the “Business VKontakte” community on behalf of the account to which the advertising account and the market platform account are linked, indicating identifiers of both accounts, the amount of transferred funds and the reason for the transfer). By the way, in the same way you can transfer excess funds remaining on your platform account if you no longer want to place ads in this service.
Payment for publications is automatically withdrawn from your account only if the publication was posted in the community for 24 hours (that is, if the community administrator complied with all the requirements of the platform); at the time of submitting a request for publication, the money is only blocked in your account. The peculiarity of writing off funds and generating statistics in the market platform account can lead to some difficulties for projects where daily data recording is necessary.
Investigation
Various reviews about the “Platform” project in the style of “What is it”, “How to make money” and the like do not give an unambiguous picture. You can understand the essence of the proposal through a careful analysis of the structure of the work.
Participation in the project allows you to download applications and programs that teach you how to promote pages and groups on social networks. However, the “Platforms” group on VK has only 79 subscribers. The creators were unable to promote the project on social networks, but they are teaching others how to do it.
Vkontakte community
You can also check the effectiveness of customer feedback using group analysis. The last entry was created on December 11, 2019.
The project’s social networks were recently created
Considering that in order to get into the hh section internet-platform.ru/login they offer to register first in the group, the question arises as to why the creators of the project do not work with existing subscribers and do not develop the public.
When exposing a resource, the “multidisciplinary nature” of the project should also be taken into account. The program developers offer training materials for:
- making money on the Internet;
- passing the Unified State Exam in various subjects;
- teaching English.
The scheme of work with the need to attract new clients and receive payments is a classic pyramid.
Conflicting reviews about https:www.internet-platform.ru also raise doubts about the integrity of the project.
Creation of an advertising publication on the VKontakte layout platform, advertising formats
You can publish on the market platform only if you have at least 150 rubles in your account.
The advertising platform provides two advertising formats:
- Posting on behalf of the community in which it is posted.
- Repost a post (an existing post from your community).
In the first type of publications, text, links (including to communities with @) and attachments (pictures, videos, etc.) can be used. Posting on behalf of the community where you advertise is often perceived better by community subscribers and gives a greater response. Below is an example of a community promotional post:
In the second type of advertising - repost - in addition to the repost itself, you can add additional information. Example of a repost publication:
Internet marketers and advertising specialists mistakenly believe that native posts placed through a marketplace platform perform best. It all depends on the product you are promoting. There is no need to strive to make the post native; you need it to be bright, noticeable and reach the target audience. Therefore, first of all, think about the audience of the communities that you select for advertising. Often it is a direct call to action that allows you to get the most effective and cheap traffic using this method of VKontakte advertising.
Moderation of advertising posts on the VK market platform
The content of advertising entries on the market platform is subject to the same rules as advertising: compliance with the rules of the Russian language, prohibition of insults and profanity, as well as vocabulary related to tragic events. It is prohibited to use images of alcohol or tobacco products, provocatively dressed people, or attempts to deceive users using elements of the social network interface.
Market platform moderators are particularly strict. We recommend that, along with the advertising publication, you send an accompanying message to the moderators, which details the purpose of the product and the advertised object. Also, if the entry is rejected by the moderator, we recommend that you try again on another day.
The composition of the advertising post: text (with the ability to add links, including to VKontakte groups), pictures, videos, and other types of attachments, up to a survey. Please note that the “Short Title” of the entry is displayed only in the advertising account to identify the entry.
The created advertising post must be sent for moderation by clicking the appropriate button (automatic moderation is not provided):
What is Market VKontakte
Many online stores have their own VKontakte groups and public pages, but not all use this network’s specialized tools for e-commerce. Let's talk about the VKontakte Market and how it works.
VKontakte Market is an online showcase of goods and services from 200 thousand sellers. Products are grouped into 13 main categories. When visiting it, the user first of all sees products from his friends and communities to which he is subscribed.
Main page of the VKontakte market
Also available in the Market are searches for products, a list of user orders, and information about discounts and promotions. Based on the geography, age and gender of the user, interests and hobbies indicated by him in the personal information section, as well as the season, personal selections and recommendations are available.
How the Market works and what opportunities are available to sellers and buyers
Essentially, the Market is a showcase that displays all the goods and services from the relevant sections of the communities. If your online store has a group or public VKontakte, all products added to them automatically go to the Market. If the store organizes delivery of goods and online payment, positions in search results automatically increase.
An example of displaying products in the VKontakte market
The Market contains offers not only from operating online stores, but also from individuals. For example, a person is not engaged in selling goods and services on an ongoing basis, but wants to sell some personal item: then he can place an offer on the Market. It’s the same with services: for example, a real estate agent can write about properties for rent, a private tutor can write about his classes, a psychologist can write about consultations.
You can add your product in the “My Products” tab
Sellers of goods and services are responsible for logistics, but VKontakte can meet them halfway by enabling online payment for orders or organizing cooperation with popular delivery services (SDEK, Boxberry)
Market Advantages
The main advantage of the VKontakte Market is that this marketplace allows you to take advantage of the benefits of a social network. Each VKontakte user, when entering the Market, sees goods and services from people from his friends’ feed and communities to which he is subscribed. And the more accurately a potential buyer indicates his gender, age and interests on his personal page, the more accurate will be the personal recommendations of products that may interest him.
If you have already decided to create an online store and its representative office on VKontakte, pay attention to the Market: this way you can get an audience that will be interested in your product range!
What should you pay attention to when choosing communities on a market platform?
First of all, on the community audience: topic, activity, involvement, percentage of bots.
The second important parameter is the coverage of the publication; the greater the coverage and the cheaper the cost of display, the better. At the same time, we must not forget about the frequency of publications. The community can publish advertising publications (according to the platform rules) no more than 5 times a day (no more than once an hour), and the number of regular publications is not limited in any way. If a community publishes posts every hour, then even with large coverage, there is a risk that too few users will see your advertisement.
Third, the audience’s reaction to publications in general and, especially, to advertising publications. You should be wary if all advertising posts in the community have approximately the same number of likes, and comments are always left by the same people.
And, of course, publication time. Placements should be made at a time when the audience is most likely to see it. Therefore, you should not stay at night, in most cases, on Friday and Saturday evenings. Sunday and Saturday mornings.
Even after submitting requests for publication in communities, you can cancel a publication that has not yet been posted by clicking the “cancel request” button. Published applications (with the status “Active”) can no longer be canceled.
How does the marketplace platform work for advertisers?
The market platform allows you to place only two types of publications:
- a new regular post with text and attachments - in this case, in the community feed, this post is posted on behalf of the advertiser with the mark “advertising”;
- repost of an existing publication from a community or account - in this case, the publication is posted as a repost by the community itself, in whose feed the post appears.
The functionality for creating an advertising post is the same as for any other publication.
The market platform does not make it possible to find a specific community to place an advertising post. Communities for placement are selected automatically according to specified criteria (a fairly limited set):
- community theme;
- cost of accommodation;
- number of participants;
- daily coverage;
- age;
- floor;
- region.
The posting time range is also set so that the post is published during the most active hours. Before placing an application, it is important to review the communities and determine how effective advertising in the feed will be: how many people will see the post, what content the community publishes, what is the percentage of advertising posts, how often posts are made in communities and what kind of reaction they cause from users.
You can’t focus solely on the number of subscribers. As a rule, some of them are fake, some are inactive, fake or long-abandoned accounts.
You can select several communities to publish at once. This will reduce labor costs and increase recording coverage.
The community administrator can reject the publication of a post. According to the rules of the platform, no other posts are posted in the community within an hour after the publication of an advertising post. That is, with the right placement time, you can get maximum coverage. The advertising post will be at the top of the feed.
An advertising post cannot be deleted within 24 hours of publication.
Assessing the effectiveness of publications on the VKontakte exchange
How to evaluate the effectiveness of publications? In addition to general statistics for the entire advertising account of the market platform, you can view statistics for each individual application for placement. Statistics are available on the publication page:
Here you can see the number of views, likes, reposts, link clicks, the number of subscribers who saw your publication, as well as the gender and age composition of this audience:
In addition to the indicators available in the market platform statistics, we recommend that you track performance using unique utm tags in publications, as well as tags in instant messengers.
