Ways of finding Russian and CIS clients for your business through VKontakte.
July 19, 2017
Vkontakte is one of the most popular social media platforms in Russia and the CIS countries. Today, in 2017, the total population of Russia is 144.1 million and the population of CIS is 138 million. By April 2017 VK achieved 91.01 million users per day. On average more than 80 million people use VK every day and 65% of VK are Russians. So how exactly can VK improve your business? First of all, VK contains a lot of groups which form different communities and target people by age, gender, interests and most active hours. Using demographics, businesses can promote their product to target audience through VK groups. Most groups with 1 million followers will charge around 50 pounds for one promotional post. One promotional post stays at the top of the group page for 24 hours and gets deleted after or goes down into the general newsfeed. Those posts allow companies to promote themselves and acquire new customers through social media.
At the moment VK can target people from most countries and cities around the world.
Most businesses in Russia found teams of SMM specialists which will provide their business with more sales from advertising and promotions. It is better for a company page to have official verification because official pages will always be in the top groups of results when searching for keywords.
The Facebook audience of Russia is 14.4 million(May 13,2016) which compared to 91 million users of VK is very small and that's why most companies use VK instead FB for promotional campaigns. Instead of having a company page as a profile in FB,VK allows users to create a group for a company page which provides more features, such as direct sales of products and it shows the amount of views on each post. Games within VK have many users of different ages and could be an alternative way of promotion. From previous updates of VK, games started to have more value in advertising, because now you can target audiences through adverts during the loading of browser games. Also, banners on the side of a VK profile increased in size after the redesign of VK. There is also an option to put banners on the side of VK page only when someone opens group/groups with a specific topic. A good example would be a banner with betting groups for users who open a group about football.
For branding, VK offers the creation of branded emoticons and chatbots. Those emoticons are more likely to be given to users through easy quests. Last year The Coca-Cola Company created a big project during their New Year promotional campaign. During December, every user could write to the Coca-Cola chatbot which was highly promoted in VK games by creating additional skins and giving them to game users for posting their selfie to Coca-Cola bot. Branding also includes the organisation of special events and creation of branded gifts through VK, which I will describe more in next blogpost.