In Russia, 21% of small and medium-sized companies have completely reduced the budget for targeted advertising on social networks. Another 53% of these advertisers reduced their social media spend by between 10% and 60%.
First of all, the reduction of budgets for social networks is associated with the exit or suspension of marketing activity of international brands, Vedomosti writes.
Several advertisers are temporarily cutting back on social spending as they need a live audience, and Instagram and Facebook* reach has plummeted.
The average daily coverage of these social networks among Russians over the age of 12 dropped three times from February to May, according to data from Mediascope. Instagram* had 38.5 million users in February and 11.7 million in May. Facebook* had 6.7 million in February and 2.3 million in May.
At the same time, Telegram's average daily reach in February-May increased by 50% to 40 million users. On VKontakte, it increased by 7% to 49.5 million, in Odnoklassniki - by 5% to 20.5 million users.
But VKontakte and Telegram will not yet be able to completely replace the large global platforms for Russian advertisers due to the lack of the necessary settings for promotion.
Experts believe that by the end of the year the market expects a drop of up to 40%. In August-September, the business will enter the adaptation phase, after which it is possible to make accurate forecasts.
In May, players in the online advertising market estimated the cost of accounting for it at 10 to 20 billion rubles. In September, amendments to the law "On Advertising" come into force, which provide for the transfer of all data on advertising posted on the network to Roskomnadzor. And RB talked about how to promote your brand today and minimize advertising costs here.
*social networks belong to Meta, recognized as an extremist in Russia.
Author:
karina pardaeva
Source: RB

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