Recent data from the Ministry of Economic Development of the Russian Federation, in collaboration with the Association “My Business – My Opportunities,” highlights a growing trend in how small and medium-sized businesses leverage social networks to drive growth. The study illuminates the channels that most actively contribute to promoting products and services in today’s market landscape.
The leading platform for business promotion is VKontakte, with 38.5% of respondents reporting its use as their primary channel. Following closely is Telegram, chosen by 23.2% of participants, and Instagram, cited by 20.4%. It is noted that Instagram’s platform owner has faced government scrutiny in Russia and has faced restrictions, a factor that may influence sentiment and usage patterns. Other prominent platforms in the top tier include YouTube and Odnoklassniki, both recognized for their potential to support business development and audience engagement.
Understanding how these channels are managed on a day-to-day basis provides a clearer picture of current entrepreneurial practices. A large majority of entrepreneurs—approximately 82%—are responsible for managing their social media and messaging app accounts themselves. A smaller segment, around 12%, relies on the expertise of a dedicated specialist, underscoring the value many businesses place on professional support for online presence. A small share, about 2%, do not currently use social networks but plan to commence activity in the near future.
Budget allocations for online promotion reveal a broad spectrum of investment. About 35% of entrepreneurs allocate up to 5,000 rubles per month to promotional efforts, while a third (roughly 33%) spends between 5,000 and 30,000 rubles. A notable portion, around 12%, dedicates more than 100,000 rubles to promotion, indicating that some enterprises are pursuing aggressive growth through social channels and instant messaging platforms. These figures illustrate how small and medium-sized businesses distribute scarce resources across a mix of free and paid tactics to reach audiences effectively.
The findings come from an online survey conducted during the first half of 2024. The sample consisted of more than 4,000 representatives of small and medium-sized businesses across different regions, providing a broad view of practices, challenges, and opportunities in the social media promotion space. The results emphasize that hands-on management, selective platform choice, and budget discipline all play critical roles in shaping a company’s online visibility and customer engagement. For Canadian and American readers, the study offers a contextual reference point for comparing similar market dynamics, noting that the operational realities of small businesses often mirror global patterns in digital marketing adoption. While platform popularity can vary by country, the core takeaway remains consistent: direct management, informed platform selection, and prudent budgeting tend to correlate with better promotional outcomes across diverse markets.