Advertising turnover on Instagram* in 2023 amounted to 900 million rubles – Kommersant

*belongs to extremist and banned Meta.

Russian advertisers spent 900 million rubles on promotion on blocked Instagram (owned by the extremist and banned Meta) “Vedomosti” representative of Roskomnadzor (RKN). The income of major bloggers on this social network in 2023 increased by 35% compared to 2022, according to data from the Association of Bloggers and Agencies (ABA), cited by the newspaper.

ABA lists the five influencers with the highest income from advertising integrations on the blocked social network, who regularly post content and have more than 1 million subscribers. Among them:

Singer Klava Koka – 21.2 million rubles. (-2.8% by 2022), 8.2 million subscribers on the social network;

Stylist Karina Nigai – 18.2 million rubles. (+84.6% by 2022), 2.9 million subscribers;

Actress Anna Khilkevich – 9.9 million rubles. (+25% year on year), 9.9 million subscribers;

Singer Karina Cross – 8.6 million rubles. (129.3% more than in 2022), 11 million subscribers;

Singer Dava – 4.7 million rubles, growth by 2022 – 59.3%, 13.5 million subscribers.

Among the brands, the leaders in the number of advertising integrations are:

Clothing and accessory brands (including Finn Flare and Kari) – about 17% of the total number of advertising integrations for these bloggers;

Food brands (Green Milk drinks, Golden Life chips and others) – 15%

Content platforms (Yandex ecosystem services, social networks VKontakte and Yappy, video hosting Rutube) – 12.9%;

Perfumery and cosmetics brands (“Golden Apple” and others) – 12.2%.

Equipment brands (including the brand of the company Aistudio.rf, which sells Apple devices in Russia) – 8.2%.

In March 2022, shortly before being declared extremist and banned, Meta turned off its advertising tools in Russia; advertising integrations into content are now the only source of income for bloggers on Instagram, Vedomosti notes. The entire influencer marketing market, according to ABA, last year increased by 90% to 30 billion rubles. – significantly more than the advertising segment on social networks.

According to Mediascope at the beginning of 2024, the Instagram audience (owned by Meta, recognized as extremist and banned) after blocking decreased more than doubled, to 25.1 million, and the social network is now the fifth most popular in Russia.

About advertising in social networks – in the material of the Kommersant supplement “Advertising has arrived on Telegram”.