"In contact with"
According to Mediascope, the social network VKontakte is among the top 10 most popular resources in Russia, ranking fourth. About 50% of the Runet audience visits VKontakte daily, and within a month the coverage reaches 78%.
Audience
In June 2021, the number of VKontakte users in Russia amounted to 73 million, almost 5% more than a year earlier, according to the platform’s official report. The total audience of the social network in all countries is 97 million people.
Monthly reach in May 2021 was estimated by Mediascope to be about 74 million people, up about 8% compared to May last year. About 42.4 million people access the platform daily (+7% year-on-year). On average, a user spends about 35 minutes a day on VKontakte.
Socio-demographic indicators
According to Mediascope, the VKontakte audience is dominated by women by a slight margin - 54.9% of users. In terms of age, more users are from 25 to 34 years old. Most of the users are with average income (39.6% of the average monthly audience), in second place are those with above-average income (31.8%).
Mobile traffic
According to VKontakte data as of June 2021, 67 million users prefer mobile devices, which is 7.4% more than in the same period last year. Mediascope estimates the social network's mobile audience at 61.6 million people
User behavior on VKontakte
During the period of self-isolation and quarantine, users have increased interest in online services for communication, receiving news, education and entertainment. In April 2021, compared to March, the daily number of calls increased by 20%, and sent messages by 13%. Compared to last year’s statistics, daily calls increased by 45%, and sent messages increased by 17%. The number of video views also increased - by 41% compared to last year. In total, videos on VKontakte receive more than 750 million views daily from 80 million unique users per month.
Advertising and Marketing
About 1 million companies conduct business on VKontakte, according to the page of the social network for business. According to the Data Insight study, in 2021, VKontakte ranked first among other social channels in terms of volume of b2c and c2c transactions and first place in terms of the share of buyers.
Read our materials about promotion opportunities on VKontakte:
- Setting up targeted advertising on VKontakte: step-by-step instructions
- Non-toxic advertising on social networks: 6 rules for targeting on VKontakte
- 8 ways to gather people into a mailing service through the VKontakte community
- VKontakte chatbot: what benefits will it bring to business?
- Course “Targeted advertising on VKontakte”
Page traffic
The first tab is called “Attendance” - here we can see how many people were on our page and sort them by criteria.
Unique visitors and views
A visual graph on which we can see how many users visited our profile and how many views they made.
You can display two indicators separately on the graph: “unique visitors”, “views”.
Gender/age
Here we can clearly see the age groups of our visitors - this is a horizontal scale on the graph. And separating them by gender.
Geography
Here we can see where our subscribers live - country and city.
Subscribers
The last graph shows the dynamics of the growth of new subscribers. You can display on a graph the number of newly subscribed people and the number of people who unsubscribed from your updates.
Facebook's global audience, as of the end of the second quarter of 2021, accounts for almost a third of the world's population - about 2.7 billion active users per month, which is 11% more than a year earlier. The number of daily active users in June of this year amounted to 1.785 billion users (+11% year-on-year).
Audience in Russia
Despite such significant indicators around the world, in Russia Facebook is not in the top 10 resources according to Mediascope. About 39.7 million Russians log into the social network every month, as of May 2020 (+1% year-on-year), and the number of active users per day was about 9.3 million. On average, a user spends about 9 minutes per day on Facebook.
If you're interested in advertising with Facebook Ads, look beyond articles. In our course on advertising on Instagram and Facebook, you will learn how to set up campaigns yourself and analyze the effectiveness of promotion.
Socio-demographic indicators
The distribution of women and men is 53.5% versus 46.5%. The least number is teenagers and young people under 24 years of age. The audience is mostly solvent. Most of all are those with average income (41% of monthly coverage), followed by users with above-average income (36.7%).
Mobile traffic
According to data for May 2021, about 27.5 million users in Russia access Facebook from mobile devices.
Facebook behavior
Here are some Facebook activity metrics, according to Hootsuite:
- The average Facebook user likes about 13 posts per day.
- The average post engagement rate (percentage of users who interacted with a post) is 3.6%.
- Approximately 300 million users watch Stories every day.
Advertising and Marketing
Advertising is the main source of income for Facebook. The company’s advertising revenue (including Instagram) at the end of the second quarter of 2020 grew by 10% and amounted to $18.3 billion.
About 87% of marketers in the U.S. last year planned to use Facebook in 2021, according to eMarketer.
The average Facebook user clicks on 11 sponsored posts per month. Women click on more posts - 14, and men - 10.
Read our materials about promotion opportunities on Facebook:
- Why you need to start working with Facebook Ads right now
- How to set up remarketing on Facebook - step-by-step instructions
- Launching advertising on Facebook and Instagram: from selecting interests to scaling campaigns
- 11 Reasons Why Facebook Doesn't Like Your Ad
And join the Instagram and Facebook Advertising Course!
Counting Features
When studying the list mentioned above, it is necessary to take into account that it has a number of features that make it inaccurate. Using the proposed list, you can find out how many people are registered on VK in 2021, but you will not be able to get the exact number of active users. The difficulties arise from the fact that the catalog contains:
- deleted accounts;
- inactive profiles;
- fake pages.
Additionally, you need to take into account that many people register several pages at once. Such information cannot be tracked, no matter how much one would like it to be, since it is impossible to distinguish the account of a real person from the profile of a fictitious person. For statistics-based equipment, they look exactly the same.
Instagram is one of the most popular social networks in the world, with about 1 billion users using it every month. The platform's application ranks second among the most downloaded free applications in the AppStore, and on Google the query instagram is in tenth place in popularity.
In the top 10 projects in Russia from MediaScope, Instagram ranks eighth.
Audience in Russia
The monthly reach of users from Russia on Instagram in May 2020 amounted to 59.4 million users. 28.3 million Russians visited Instagram every day. On average, users spend 26 minutes a day on Instagram.
Socio-demographic data
On Instagram, just like on the above-mentioned social networks, there are more women: 59% versus 41% of men. Users with average (39.3%) and above average (32%) income predominate. Most users are aged 25-34 years.
Mobile traffic
49.8 million users access Instagram monthly from mobile devices, which is 84% of all monthly reach.
Instagram Actions
According to Hootsuite, 63% of Instagram users log into the network at least once a day. More than 40% do this several times a day. Also, 500 million Instagram users watch Stories every day, and a third of the most viewed Stories are from business accounts. Brands post an average of 2.5 Stories per week.
About 200 million users visit at least one company profile every day. Nearly two-thirds of users say their interest in a business has increased after viewing its Stories.
Adult audiences use Instagram not only as an entertainment platform. For 14% of US adult Instagram users surveyed, the platform acts as a news source.
Banner
Advertising and Marketing
In the US, 75.3% of business owners said they would use Instagram in 2021 for promotion. American marketers also noted that they spend 69% of their influencer advertising budget on bloggers on Instagram.
If you want to better understand the topic of promotion on Instagram, we invite you to our course on advertising on Instagram and Facebook. We will teach you how to set up effective advertising on Instagram and Facebook, and our curators will check your homework and answer all your questions.
More about advertising on Instagram in our materials:
- A short guide to Instagram advertising formats
- How to set up Instagram ads in three steps - guide
- How to work with creatives and placements on Instagram - the most relevant in 2021
- How to Track Conversions from Instagram Ads
"Classmates"
The Odnoklassniki social network is among the top 10 Internet projects according to Mediascope and ranks ninth in the ranking. Despite the fact that the majority of users are Russians, the social network is visited by residents of Belarus, Kazakhstan, Germany, Armenia, Georgia and others.
Audience in Russia
At the beginning of the year, the Odnoklassniki audience, according to official data, numbered 43 million Russians. Mediascope in May 2021 estimated the monthly audience of Odnoklassniki in Russia at 50.2 million users. Every day 20.8 million Russians log into Odnoklassniki. The average user spends on the social network is about 22 minutes.
Socio-demographic indicators
There are also more women in Odnoklassniki than men: according to the social network, in February 2021 there were 57% of them, while men were 43%. The largest segments are users aged 25-34 years and 35-44 years.
In terms of income level, middle-income (42.7%) and upper-middle-income (29.5%) users also dominate here, according to Mediascope data for May 2021.
Mobile traffic
To log into Odnoklassniki in 2021, users are more likely to use mobile devices than desktops.
Mobile audiences account for more than half of all traffic - 64%, desktop audiences - only 16%. The remaining 20% use both mobile and desktop.
At the same time, the vast majority use Android phones (85%), and only 16% have an Apple smartphone. These indicators take into account that one person can have several smartphones - both Android and iOS.
Behavior in Odnoklassniki
According to the platform, users send 169 million messages and upload 10 million photos per day.
Odnoklassniki loves videos. By the end of 2021, video viewing time increased by 27%, and the share of video in total content increased by a third. The record for video views for 2021 is 1 billion views per day. Odnoklassniki is in first place for video placement in Russia, according to Brand Analytics data for 2019. Thus, 984,000 posts with videos are posted on the social network per day; for comparison, there are only 89,000 on YouTube.
Advertising and Marketing
In 2021, advertising revenue exceeded 40% of the platform's total revenue. The fastest growing segment was mobile advertising, with its share of total advertising revenue exceeding 60% in 2021. The number of advertisers increased by 33.4% year-on-year.
In the coming years, according to Odnoklassniki's estimates, advertising revenue will grow, primarily due to advertising in the news feed - in particular on mobile devices, and video advertising. This is facilitated by increased engagement in the feed, an increase in the mobile audience of the social network and the development of the video platform.
- Targeted advertising in Odnoklassniki: how to set it up and is it necessary?
- Online store in Odnoklassniki: how to create and promote
- We shoot a video for advertising on Odnoklassniki without a budget, cameraman or editor
YouTube
The total YouTube audience is more than 2 billion users. The platform is available in 91 countries, and the interface is translated into 80 languages. The number of views reaches 1 billion per day.
Audience in Russia
In Russia, YouTube ranks third in the top resources, right after Google and Yandex. The monthly audience reach is 82.8 million users. YouTube is visited by 35.6 million users every day. The average user spends 51 minutes on YouTube.
Socio-demographic data
Women predominate on the site, about 52.8%, the remaining 47.4% are men. Most of the users are aged 25-34 years, in terms of income - with average (40%) and above average (32%).
Mobile traffic
According to data for May 2021, monthly reach from mobile devices is 69.9 million people. This is 84.4% of all traffic.
YouTube Actions
At the end of 2021, 1.11 billion videos have been uploaded to YouTube. Users spend 1 billion hours watching videos every day. In just one minute, 500 hours of video are uploaded to YouTube.
Users often use YouTube videos to learn something. According to the Think with Google blog, four out of five respondents say YouTube videos help relieve stress and gain new knowledge. At the same time, respondents say that the content must be sincere and engaging in order to motivate them to take action, be it applying the acquired knowledge in practice or even making a purchase.
Advertising and Marketing
Videos aren't just used for entertainment, they're also a great way to showcase your products and services, tell the story of your brand or product, and attract new customers. Thus, 62% of companies use YouTube to publish video content. More than 50% of users who have made online purchases note that watching a video about a product helped them make a decision about choosing a particular brand.
As mentioned, people often learn things on YouTube. After watching such videos, users feel inspired and motivated to apply knowledge in practice—seven out of ten respondents did. Marketers use this feature and the next step to apply knowledge or expand their capabilities is to buy something.
Even if people don't want to buy something specific, when they watch a video, they are open to new things. And if they are interested in the brand, this can encourage the user to further research. Among those who watch videos on YouTube, 90% say they discover new brands and products while watching videos. Also, 80% of respondents say that when searching for information about a brand or product, they often switch between a standard Google search and a search for videos on YouTube.
If you haven't launched video advertising on this site yet, be sure to test it. Our materials and Google Ads Practice, where you will learn how to set up video advertising on YouTube, will help you understand the topic.
Read more about advertising on YouTube in our materials:
- Advertising on YouTube: working with formats
- How to evaluate the effectiveness of promotion on YouTube: analysis of 13 indicators
- How to set up and optimize YouTube campaigns: a guide for beginners
- Making a media plan for video advertising on YouTube
When can you view page statistics?
This tool will be available after more than a hundred people subscribe to your page (see how to find out who follows me on VK). This option can be seen under the profile photo, in the “My subscribers” block (see change VKontakte photo).
Subscribers are those users who have subscribed to your account updates, but whom you have not yet approved as friends (see how friends differ from subscribers in contact). They'll see your updates in their news feed, but won't be able to access information that's only available to your friends.
At the same time, you can remove a person from your friends list by transferring him to the “Subscriber” status (see how to remove a friend in a contact).
I deliberately removed several people from my friends in order to gain the required value. The picture above shows that at the time of writing, the number of subscribers to my page was 108. This suits us.
And now the “Statistics” tool will be available for use - to launch it, find and follow the “Page Statistics” link. It is located below the “Audio Recordings” block.
There are three types of reports available here; we will look at them in more detail.
TikTok
TikTok is a rapidly growing social network. The global audience of the site, according to the company itself, is about 689 million users per month. In 2021, the TikTok app was downloaded 738 million times.
Audience
In Russia, TikTok is not yet among the top most visited resources, but the popularity of the site is already considerable. Thus, monthly coverage in Russia, according to MediaScope, is 20.4 million users according to data for May 2021. TikTok is used by 6.3 million users every day, and they spend an average of 27 minutes on the site.
Socio-demographic indicators
It is generally accepted that TikTok is a social network exclusively for teenagers. This is not entirely true. Indeed, the majority of users on the social network are aged 12-24 years (18.2% of the monthly female audience and 15.1% of the male audience), but the share of those aged 25-34 is 12.5% of the monthly female audience. and 12.7 from the monthly male audience. The female audience is traditionally larger - 54.8%, men - 45.2%. Users with average (38%) and above average (33%) income predominate.
Mobile traffic
TikTok is primarily a mobile application, so 18.6 million Russians access it from mobile phones every month. This is 91.2% of the entire social network audience.
TikTok Actions
TikTok users watch about 20 billion videos every month. The average account owner logs into TikTok about seven times a day.
Some users still believe that the content on TikTok is of low quality and is only interesting to unassuming teenagers. However, according to a report from Conviva, many sports, news and streaming brands are actively using TikTok to distribute content and attract new users.
