VK market platform - what it is and how to use it

On the social network VKontakte you can advertise in different ways. In addition to the usual targeted advertising, there is also an advertising format in communities. For advertising in the latter, the VK market platform was launched in December 2021. Through this service, advertisers can submit advertising publications to suitable communities, and community owners can monetize their public pages.

Thanks to this, the need to negotiate placement with the public administrator has disappeared - to negotiate the price, time of posting, and sometimes design requirements.

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Market VKontakte

The social platform VKontakte tries to meet numerous requests from ordinary users and entrepreneurs whose business is promoted in the vastness of the popular network. Here you can advertise goods and services in any convenient way (targeting and marketing platform VK).

In 2021, users received a tempting opportunity - “connection to the VK market platform.” This is a special service for advertisers who are looking for public sites to place commercial advertisements. They themselves select suitable communities based on certain search criteria.

The VKontakte market platform also appealed to the owners of large thematic communities. Now they can monetize their groups and receive a very decent income for performing basic actions. This is a significant step forward in the development of social media marketing.

VKontakte market: platform performance indicators (average values).

• Advertising formats

1. Market platform. Minimum number of advertising formats. Options: publishing on behalf of the group; Repost a published post from the customer’s community.
2. Targeted advertising. Advertising in various formats for specific tasks: carousels, lead collection, posts with a button, text and graphic blocks, and more.

• Search for target audience

1. Market platform. Limited number of parameters for target audience search.
2. Targeted advertising. An extensive set of characteristics for choosing a target audience: geo-targeting, age, position, interests, retargeting and more. There is also the loading of an additional audience - a CRM database and “look-alike”, which is a search for similar users to an existing audience.

• Audience Engagement

1. Market platform. Promoting a post from the public wall without restrictions. + Statistical information on social media audience interactions with posted content.
2. Targeted advertising. Promoting a post from the public wall. Limit: 1 time. + Statistics on interactions (likes, reposts, impressions).

• Advertising cost

1. Market platform. The cost of publishing 1 commercial post is determined by the administrator of the VKontakte group. Budget option – payment for 1000 impressions in a large public page. A more expensive option is to pay for 1000 impressions in a large-scale outreach campaign (through the VK Advertising Account).
2. Targeted advertising. CRM is a kind of auction. The minimum cost is 30 rubles per 1000 impressions. The more funds allocated by the advertiser, the higher the position of his ads on the social network.

• Analytics

1. Market platform. Minimum set of criteria for analysis.
2. Targeted advertising. Extensive list of parameters for analysis.

Now you know how the market platform differs from VK targeting.

The VK market platform has simplified the process of posting commercial content to the point of impossibility. Now the customer does not need to waste time on personal agreements with the public administration. Personal correspondence between the customer and the contractor is no longer relevant (only for personal needs).

The advertiser sets the necessary search criteria on the platform, selects a suitable community and submits an application to place an advertisement. The public administration approves/rejects the application (depending on the specific situation).

VK advertising account and its sections

We went to the advertising account in Contact, we see a lot of different buttons, fields, etc. and everything is somehow not very clear. It’s not scary, I, too, 3-4 years ago, when I found myself here, realized that I didn’t understand anything and quickly left, but now I’ve figured it out and am using it with pleasure.

Please note in the upper left corner of the advertising account:

• Targeting
• Market platform

These are 2 sections of the VK advertising account. All other buttons do not concern us yet. We will talk briefly about targeting in this article. But let’s look at the market and platform in more detail.

Each of these sections has its own budget, which must be replenished before you choose a site or audience for advertising. When you replenish your VK advertising account, carefully double-check the budget of which section you are replenishing. So that it doesn’t happen that you wanted to buy advertising in groups and replenished your targeting.

VKontakte market platform: how does it work?

Before you rush into battle, you need to understand all this from the very beginning.

To connect a community to the platform, you must meet some system requirements. Firstly, the public must be created at least 1 month ago. Its average daily reach should exceed 7,500 users. To check the status of the community, you need to open the “Monetization” item in the group menu.

If the public is not connected to the Market Platform, you can submit an application in the same menu. A new window will open in front of you, in which you only need to fill out a few items. Namely: indicate the amount in monetary terms (the cost of placing a commercial post on the community wall, which you consider most suitable for a particular case).

Next, you should choose the topic of the group. Customers rely on this point when choosing a contractor. Provide accurate information and do not try to outwit advertisers. Content in the VKontakte community must be relevant to the chosen topic. Otherwise, you risk being left with nothing.

The topic of the group and the cost of 1 entry can always be edited in Settings. After fulfilling all the conditions of the transaction, you will receive the specified amount as a reward. The commission is charged only to the advertiser.

Market platform VKontakte, how to use: as for the final amount, the customer will have to pay according to the following scheme:

The cost of recording is at the discretion of the performer / (100 – 30 (30% is the commission amount on the platform)) * 100 * 1.18 (VAT).

If you have difficulty choosing the optimal cost for 1 post, the system will help you with this. It will offer a price range based on similar practices. This means that administrators of similar communities indicate exactly this price for posting ads in their public pages.

The minimum fee for 1 post is 100 rubles. This is the lower price threshold. You can enter the amount at your discretion. But don’t be too greedy, because you may end up without any offers at all.

To pause the flow of offers, do the following:

If necessary, renew your community status using a similar scheme.

Want to add a “personal message” for advertisers? There is a corresponding field for this:

How to get to the VK market platform as a group admin

If your group has 20,000 members or more, then you are already big and you can connect to the market platform.

I’ll give you a hint: the market platform accepts participants of any quality. If only there were 20,000. And this means that you can simply increase them. Quickly and hassle-free on VK target, 1 subscriber will cost 1 ruble. If it’s more complicated, but cheaper, then you can create a subscription task on a SEO sprint. A subscriber can go there for 25 kopecks. Or order on quark: there are tasks for 500 rubles per 1000 subscribers.

1. Go to group management and check if you have the Monetization section. If there is, then OK and read on, if not, then you still have less than 20,000 participants, you still need to grow, but for now you can register on VKtarget and post advertising posts for money from there.

   
   Monetization section

2. Change the status to Applications are accepted. Specify the price for which you agree to publish advertising posts of other communities (it’s better to do it as recommended). Indicate the topic of your community and, if you want, a comment for the advertiser. So that they don’t offer any bullshit))

   
   Setting up monetization

3. That's it, your community is now connected to monetization. If someone wants to advertise with you, you will receive a notification.
4. You can study which particular post they want to advertise from you in the Monetization section - Applications from advertisers .
5. You can post no more than 5 advertising posts per day. The published post must remain on your feed for 24 hours, only after which money for posting will be credited. Then you can delete the entry.

Working with advertising posts

The ability to manage the placement of advertising content is available to all public Administrators. They may also grant Editors the authority to post submissions.

In Community Settings you can enable notifications about new submissions. This way you can instantly respond to suggestions from customers and start planning your schedule.

Disadvantages and advantages of the VK market platform

Therefore, the main disadvantage of the market platform is that you cannot independently select groups for publishing an advertisement. Now the list of groups for each advertisement is formed according to certain algorithms of the VKontakte social network. This will be influenced by the positions you set in the settings. We'll talk about the settings below.

I can't help but point out the advantage of the marketplace platform . Now you don’t need to contact group administrators: the advertisement will appear in their feed automatically.

Notifications on the platform:

As you can see, users are not limited in choosing how to receive “signals” from the popular social network. Determine the most appropriate option for alerting you to important information. This can be a “Personal Message”, an email sent to the specified address (e-mail), or a standard SMS.

Let's consider another important point regarding the rights and obligations of the customer himself. If an advertiser uses the VKontakte Market platform in his work, he is also forced to comply with some internal rules of the system.

For example: even if the customer has submitted an application to post a commercial entry in the community, he has every right to cancel it at any convenient time, at his personal discretion and without specifying reasons. Such a decision is considered completely justified and “legal” only if the cancellation of the application for placing a commercial advertisement took place at least 4 hours before the scheduled publication date of the post.

Note: The publication date is determined by the advertiser when submitting an application to the selected community.

If you don't like a commercial ad, you can remove it from the queue for publication, indicating the reason for this decision.

Types of requests and their meaning:

1. "Awaiting publication." The advertiser's application has been processed and queued for placement;
2. "Active". A commercial publication is posted on the community wall and is in 1st place for 60 minutes. The post is on the public wall for 24 hours. A transaction can be considered successful and closed only if these conditions are met. The money goes into the community account;
3. "Completed." Archived commercial advertisements that were posted previously;
4. "Not fulfilled." The first option: the artist violated the terms of the deal by deleting the post less than 24 hours after its publication. Second option: the customer canceled the application for advertising in the community. Third option: The public administrator submitted an application to cancel the publication of the advertisement at his personal discretion. The application was approved.

Viewing statistical data is carried out using buttons.

Advertising VKontakte market platform has its limits:

• Per day: no more than 5 commercial publications;
• Per hour: no more than 1 advertising entry.

Such restrictions are extremely important to consider when using third-party services to publish advertisements in the community. As soon as you place a commercial ad on a public wall, this function is deactivated for exactly 1 hour. It is not possible to bypass this rule. The market platform dictates its terms. If you really want to make money from this, they should be followed unconditionally.

Other posts scheduled for the same time will simply not be published, no matter how much you might want them to. Pay more attention to planning this type of content to avoid unpleasant consequences and dissatisfaction from other users.

Market platform in VK

The market platform in VK is convenient due to its automation. There is no need to contact the community admin directly. The advertiser can easily select groups with the target audience, select the date and time of publication and book advertising space.

Admins don’t have to do anything at all - the advertising post will be posted in the community at a certain time automatically.

Let's look at the whole process from the very beginning. First from the advertiser's side.

1. First of all, go to the market platform using the link https://vk.com/adsmarket.

2. Next, click on the “Create record” button.

3. Now let's create an advertising entry. Select “Post Type” - a post with text and an attachment (regular post) or a repost of another post (for example, from your community or page).

• You can attach up to 10 attachments to an advertising post, and any text and 2 attachments to a repost;
• After registering, do not forget to create a new campaign and write a short name;
• You can promote a group on VK if you advertise a repost (for example, a competition);

4. As soon as you create an advertising record, it will need to be sent for verification.

• The check usually takes from 30 minutes to 2 hours;

5. Has the entry been verified? Then it's time to post it in communities.

6. We select communities that contain your target audience.

• We indicate the budget, topic, gender, age, coverage (number of views), if necessary - region, time of publication;
• Based on the above data, you will be offered communities to place an advertising entry;
• If the community is not suitable, you can exclude it from this list and update to find others that are more suitable;
• Finding a specific group in the market platform is difficult (there is no search), so it is better to directly contact the community admins;

How to get your earned money

An application for advertising is considered completed if the post is posted on the wall within 24 hours. The funds are transferred to the account of your VK community. They can be stored on the account for an unlimited time. To withdraw money, use the SocialCentrum service or check out other withdrawal methods at: https://socialcentrum.com/.

“Advertising Support” deals with various user issues. If you have any difficulties or confusion in working with the Market Platform, contact a specialist.

If the problem is related to the withdrawal of funds from the VKontakte community account, it is recommended to contact the Technical Support of the SocialCentrum service. Before sending a message to Technical Support, you must log in to the site.

How to withdraw money from the VK market platform

1. To withdraw earned funds, you need to go to the “Monetization” section and click on the “account transactions” link.

2. You will be transferred to the Socialcentrum service, where you will need to log in. Then you should indicate the details to which the money will be transferred, transfer money from the community to your account, and withdraw it in a convenient way.

• The minimum amount for withdrawing funds to electronic wallets and bank transfers is 500 rubles ;
• For ruble bank cards - 600 rubles ;
• To other bank cards - 1,100 rubles ;
• You can find out the current commission in the “Tariffs and Limits” section;

The general opinion about the market platform from the point of view community administrator : you can make money in VK, but for this you need to do a tremendous amount of work to promote the community. Fortunately, there is a special section on our website that will help in this difficult matter.

How many subscribers do you need in the community to get started? At least 30,000 active participants! And the more, the better. At first, the earnings will be small, 200-300 rubles a day, but then, if you take this business seriously, you can reach a level of stable earnings of 80,000 - 100,000 rubles per month. There would be desire and time.