The Association of Bloggers and Agencies analyzed the income of the five largest bloggers (with 800 thousand subscribers) on Instagram* in the first quarter of 2024 and observed that they doubled (plus 106% year-on-year), to 18.6 million rubles , which is explained by the stabilization of the advertising market on social networks after the introduction of tagging, which temporarily slowed down the marketing activities of opinion leaders.
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The total number of advertising integrations in the content of leading bloggers in the first quarter of the year increased by 71%, writes Kommersant citing ABA. Of all advertising posts, 50-70% are tagged (despite the ban on social networks in the Russian Federation). The most popular integration format is Reels.
Labeling requirements appeared in the Law “On Advertising” in September 2022, and until 2023, advertising posts on the banned network were labeled “just in case”, until the RKN forced bloggers to label materials also on Instagram*.
Now, market experts believe that “advertisers have managed to figure out how to work with innovations in labeling” and “bloggers have proven themselves well in new realities.”
The leader in terms of revenue and dynamics in the first quarter on Instagram* was Anna Khilkevich, who multiplied her advertising integrations sevenfold (649% to 6.4 million rubles). The second was Denis Kukoyaka (+344% to 3.2 million rubles), the last among the top three was Ilya Sobolev (32% to 700 thousand rubles), but the latter increased not the volume, but the cost of publications .
* belongs to Meta, recognized as extremist and banned in the Russian Federation
Author:
Ekaterina Alipova
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
