A sizable share of Russia’s online audience consistently engages with content produced by bloggers and community writers on social networks. A contemporary industry survey examined how these creators intersect with brands and commerce, showing that influencer content remains a staple in everyday media consumption. The study points to a social media landscape where authentic recommendations from trusted voices help shape what people think, buy, and share.
Conducted between January 16 and March 7, 2025, the survey collected responses from more than 9,800 participants across Russia. It explored how audiences respond to ads embedded in blogger content and the practical impact on decision making, from initial awareness to final purchase. The findings illuminate how influencer narratives weave into daily shopping behavior and how brands tailor messages to fit creator voices.
Findings show that roughly 24.2 percent of Russians watch blogger content several times a week, while about 20.9 percent view it several times a month. At the same time, 36.3 percent rely on bloggers’ opinions, and roughly half describe their view of bloggers as positive or neutral. The numbers reflect a steady integration of blogger guidance into routine media consumption and purchasing considerations that extend beyond a single campaign.
Around one in five users is open to blogger ads once a week or two to three times weekly. Sixty percent are willing to see advertising several times a month within blogger content. About one third either buys the advertised products or shares the advice with friends. The data also show that about 20 percent of Russian women bought goods based on blogger recommendations. These patterns illustrate how frequent exposure, trusted voices, and social sharing combine to influence shopping behavior across demographics.
In assessing ads, more than six in ten participants analyze the product or service by weighing advantages and drawbacks. About 61.9 percent did this; 20.9 percent noted that discounts and promo codes are a key factor in ad success. Video formats led, with 38.7 percent preferring short videos and 37.4 percent favoring in-depth explorations. The emphasis on balanced evaluation and tangible offers highlights how viewers want both honesty and value from influencer content.
Industry observers say that bloggers, especially those delivering video content, serve as a potent brand sales channel. Audiences expect a non-flat approach, with incentives for honest visibility, personal assessment, and purchasing through exclusive discounts and promo codes on platforms like VK. The shift toward authentic storytelling and measurable incentives signals evolving collaboration models between creators and brands.
Earlier reports indicated a downturn in blogger earnings in Russia, with average incomes down around 13 percent in 2024. This shift has pushed creators to diversify revenue and renegotiate brand partnerships. The resilience of influencer activity lies in expanding beyond traditional posts to include longer videos, live streams, and affiliate components that broaden income streams while maintaining audience trust.
VK has launched the Adblogger platform to simplify interaction between authors and brands on its network, signaling enhanced collaboration and scalable campaigns for bloggers and advertisers. The move reflects a broader trend toward streamlined partnerships, data-driven campaigns, and more efficient program management for influencer marketing on major social networks.