In 2022, Russian millionaire bloggers lost up to 72% of their income without TikTok. The monthly earnings of ten vertical video authors with an audience of 2.7 million people decreased from 7.9 million rubles. up to 2.5 million rubles. The transition to other sites has not yet led to a recovery in earnings.
The reason was a decrease in the number of advertisers and a multiple decrease in the coverage of publications, the Association of Bloggers and Agencies told Kommersant.
Also, according to the organization, advertisers prefer rich content with a high CTR (advertising-impression ratio) in their links.
At the same time, microbloggers with an audience of up to 50,000 have no problem switching to alternative TikTok platforms, their revenues up 25% year-on-year, experts say. This happened due to the appearance of new medium-sized national advertisers that began to occupy the niches that were left vacant after the departure of foreigners /
- In March 2023, TikTok discontinued monetization of creators from Russia, including the placement of country-targeted ads. Furthermore, the platform banned users located in the Russian Federation from posting videos and live streaming.
- The net profit of TikTok Rus LLC, the main legal entity of the TikTok short video service in the Russian Federation, increased 9.8 times in 2022 compared to 2021. It amounted to 530.3 million rubles. The company’s revenue for the year fell by 29%, reaching 2.36 billion rubles. At the same time, advertising this amount accounts for 1.4 billion rubles. This is almost 2.5 times less than the previous year.
Author:
karina pardaeva
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.
