On March 21, the Tverskoy Court of Moscow recognized the Meta company as an extremist organization violating the rights of Russians and threatening the constitutional order of the country. Influencers and their million-strong audiences began to migrate to other platforms.
Let us also recall that Google had previously telemarketing data telemarketing data suspended advertising sales in Russia, and contextual advertising in the search engine, as well as media advertising on YouTube, were no longer available to Russians.
As a result of such a radical reduction in advertising inventory on the digital market and the redistribution of the audience, advertisers have suspended their activity in anticipation of the situation stabilizing and observing what is happening.
What we did during these two weeks, and now we want to share with you our observations about the situation around the blocking of foreign social platforms, talk about the prospects of “domestic analogues” and suggest not to panic, but to remember the classic methods of promotion on the network, which did not lose their relevance even in the era of Instagram, and today have become even more popular.
So what’s going on?
Let’s start with Facebook, which has probably suffered the digital migration and social network substitution greatest audience losses. According to various estimates, the platform has lost about half of its Russian users. Considerable toxicity, acquired as a result of the official permission to call for violence against Russian military personnel, together with traditionally not the most friendly usability, have added to the effect of technical blocking, and now Facebook, apparently, is finally falling out of Russian reality.
Instagram looks much more alive, and due to de-advertising, even freer. And some have the impression that the funeral of the #1 social network, which took place in Omsk, was hasty.
Trends towards import substitution
Nevertheless, the reach has fallen by 3-4 times. Yes, it should be taken into account that when the special operation was announced, the reach soared, but from March 14 to 20 it fell by half and is now continuing to roll back slightly. In general, the forecasts are not encouraging. , active PR of Rosgram, and most importantly, the temptation to build a Chinese model, where 2-3 national holdings control the entire media space on the Internet, hint at the fact that even in our bright future, the beloved “Insta” as we knew it will not exist.
On March 6, TikTok, in response to the law on disseminating fakes about the actions of the Russian armed forces, banned users from Russia from uploading new content and andorra business directory broadcasting. Many assured that the moderation would be rebuilt in a couple of days and the restrictions would be lifted, but things are still there. Moreover, when trying to bypass the restrictions, the network promptly imposes permanent bans on bloggers, which is why there are almost no new products there now. Surprisingly, this does not greatly affect traffic and people tirelessly continue to enjoy various kinds of dances, sketches, challenges, videos with dressing up, videos with our smaller friends and other extremely entertaining and interesting content uploaded before the restrictions. All this, together with the departure of competitors, suggests that the prospects for this social network in our country are more than bright.