Usually, media publications alone are not enough to promote a business. Some companies, especially small businesses, often begin their path to fame with social networks. After several popular platforms were blocked, their audiences significantly decreased, and many Russian businesses immediately stopped maintaining their pages there. VKontakte remains one of the most popular Russian social networks.
In this article, we will look at how well-known companies use the platform in their communications strategy.
Why VKontakte?
Opinions on the use of VKontakte in 2023 vary greatly:
Lera, 17: “I rarely use VKontakte now because for me it’s a mexico mobile database dying platform. Most of my peers, including me, use Telegram most often: for communication, for reading news, and, in general, for everything under the sun. I have the VKontakte app installed, but I go there literally once a week to see what my class teacher writes.”
Darya, 26: "I never stopped using VKontakte because I have friends there who are not on other social networks. I visit the platform every day, usually scrolling through the feed and watching VK clips. I also run my own personal community there."
Katerina, 41 : "When some platforms were blocked in the Russian Federation, I returned to VKontakte again. I tried to actively manage it, gather an audience there, communicate, but after a year and a half I still haven't fallen in love with it. It seems to me that at this point this social network has ceased to be modern. Now my page is still alive, I rarely post photos or any posts there, I almost never correspond with anyone, only when necessary."
Elena, 59: “I registered on VKontakte a long time ago and have been actively using it all this time. At one time, of course, I mostly opened Instagram (a social network banned in the Russian Federation) , but now I go to VKontakte almost every day. Most of all, I like to look at my friends' stories and the news feed. I also recently joined a community where I find like-minded people online. I often correspond with them in private messages.”
According to the platform itself , the main advantage of the platform is access to a wide audience. The active audience of VKontakte is more than 53 million users per day, and this figure is growing by at least 10% year after year. According to various sources, 54% of the target audience are women. Most of them are aged 14-35. The social network is mainly used by solvent people: 34% of the network's audience has an above-average income, 41% - average.
These figures indicate that there are prospects for brands on the platform, and not small ones. Through thematic publications and useful content, you can gradually engage interested users, who will eventually convert into clients within the community. Or a loyal page visitor will go to the site and leave a request there - marketers also include this lead channel in the VK account. By the way, now the platform provides the opportunity to create full-fledged online stores with goods directly in the community itself.