The most popular social network among the Russians is vKontakte (vK.com) with almost 80% of the internet users in Russia, having an account there. The popularity of the social platform can be explained by the wide diversity of content, the user friendly interface, that is comfortable and easy to handle for teenagers but also for a more mature audience. There is a wide range of online games and other interactive applications and a comfortable mobile version. Through the option to create communities and fan pages, and filtering the target audience this platform is very effective for brand promotion and PR.
When it comes to social media marketing in Russia, it is safe to say that it is an essential tool, without which it is hard to survive in today’s competitive market. With more than 67 million active users on social media accounts and 87.5 million active internet users overall, the possibilities which the Russian digital market has to offer are almost limitless.
In the Russian social media market there are two major players who get the biggest share of Russian speaking users: vKontakte and Odnoklassniki. Here is a short overview of these two social channels.