Big Russian bloggers increased their income from Instagram integrations* by 35% in 2023

According to the Association of Bloggers and Agencies (ABA), cited by Vedomosti, top Russian bloggers earned 35% more on Instagram than in 2022, when the social network was declared extremist and banned in Russia.

As for the entire influencer marketing market, by the end of 2023 it grew by 90%, up to 30 billion rubles. As part of the study, ABA studied the ad integrations of five popular bloggers with over 1 million subscribers. His income from the banned social network in 2023 amounted to 62.6 million rubles. This amount does not take into account sponsorships.

The highest income from Instagram integration* among the bloggers studied was 21.2 million rubles. Very often, clothing and accessory brands are advertised on this site. Among the bloggers studied by the association, this type of placement represents 17%.

In second place are food products, they occupy 15% of advertising. Also on the banned social network are advertisements for platforms and services with content (Yandex, VKontakte and Rutube ecosystems (12.9%). The integration of cosmetics and perfumes occupies approximately the same amount (12.2%). Another 8 .2% of locations are in the “Technology” Category.

In 2022, Meta* blocked access to advertising tools in the Russian Federation and Roskomnadzor blocked the company’s social network, Instagram*. In two years, the site’s average daily coverage decreased 5.6 times.

*Instagram belongs to MetaPlataformas, whose activities are recognized as extremist and prohibited in the Russian Federation.