Russian bloggers’ profits increased 30% in 2023 as advertisers began to reallocate budgets and invest more in promoting influencers. In 2022, the income of bloggers, on the contrary, fell due to the cessation of monetization on Youtube and the withdrawal of foreign advertising buyers from the market.
The income of Russian bloggers was calculated by specialists of the Solar Staff service, which automates work with freelancers and bloggers.
In the first quarter of 2023, Russian individual bloggers (their share is 95%) began to earn 27% more than in the same period of 2022. Their monthly income averaged 15.8 thousand rubles. The earnings of freelance bloggers (4% of all bloggers) increased by 35% to 57.1 thousand rubles per month.
In Personal Solar, the situation was explained by the redistribution of advertising budgets. Where advertisers used to spend money on targeted and contextual advertising, now they are spending more on influencer promotion.
In 2023, the cost of advertising for Russian bloggers increased by an average of 10-20%, a study by the Kokoс Group showed. The company predicted that in 2023 the income of bloggers will increase by a factor of 2022.
By the end of 2022, the top 10 Russian bloggers’ earnings from advertising fell by 12.4% to 1.1 billion rubles. The drop in revenue was affected by the disabling of monetization on YouTube and the withdrawal of foreign advertisers from the market.
Author:
Kirill Bilyk
Source: RB
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