Today, YouTube accounts for 50% of the volume of “the entire influencer marketing market,” as the ABA told TASS; just over 20 billion rubles per year. At the same time, a complete blocking of the platform could lead to “the departure of these funds from the market for a period of time until a complete restructuring of the management of Russian platforms takes place.”
Georgy Lapshakov, General Director of the influence agency “Pochva” (part of ABA), commented on the information and noted that “the redistribution of budgets will begin with a greater probability, but the process will not be instantaneous.” According to him, brands will have to reconsider their strategies and all possible approaches when choosing communication channels with the target audience. And YouTube may repeat the fate of Instagram*, which was banned in Russia.
“Most likely, YouTube will repeat Instagram’s fate; We will see a gradual decrease in traffic, which will then stabilize at a certain level. Some audiences will continue to use VPNs, and there will still be active content creators, but their numbers and influence will not be anywhere near what they were before the slowdown. Lapshakov noted that advertising budgets will begin to be redistributed in favor of the most effective combinations of channels, such as VKontakte and Telegram.
* The organization is considered extremist, its activities are prohibited in Russia.
Source: Ferra
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