The social network Odnoklassniki laid out its 2022 results in detail, highlighting solid growth across groups, feeds, and monetization initiatives. The total count of groups surpassed a milestone by adding more than 60,000 new communities, illustrating strong developer and creator engagement across the platform. With a deliberate reshaping of feed impressions to prioritize authors and their unique content, user engagement deepened noticeably. Time spent in the feed rose by 30 percent, while the author share of impressions increased by a factor of 1.5. This shift signals a clearer emphasis on original content as the engine driving user retention and activity on the service.
Support for content creators, combined with monetization opportunities and strategic group promotion, contributed to a wide-reaching impact on OK’s ecosystem. The platform relaunched its recommendation system and expanded monetization programs, and as a result, the overall reach across all publics on Odnoklassniki expanded by around 55 percent. This growth underscores the platform’s ability to connect diverse audiences with relevant creators and communities, fueling more meaningful interactions and longer session times.
In addition, the user feed’s balance shifted to reflect a healthier mix of content from friends and groups. The ratio of posts from authors and media in the user flow rose by 1.5 times within the year, indicating a stronger presence of creators in daily activity. The number of group publications appearing in users’ feeds surged sixfold, demonstrating a dramatic increase in content velocity and discovery for communities that publish regularly. This broadens exposure for niche topics and hobby-driven groups, helping users find conversations that resonate with their interests.
Since the Lightning smart algorithm went live, roughly 2,500 groups benefited from targeted support, accumulating more than 3 million subscriptions collectively. The average reach per group increased fourfold, while the total audience for the groups’ Lightning-driven content grew fivefold. These figures reflect the algorithm’s effectiveness in surfacing valuable content to the right audiences and amplifying voices that previously had limited visibility, sustaining a robust content ecosystem.
A new Hobbies section was introduced in September, aimed at connecting users with thematically aligned communities. This addition helped decode user interests into more precise recommendations, driving higher engagement for hobby-centric content. For instance, video views for hobby-related groups rose by about 70 percent, illustrating the power of topic-specific categorization to enhance discovery and interaction.
Two new monetization programs were launched to enable creators to earn revenue from video views and from presenting their content. The number of writers monetizing content more than doubled, reflecting growing participation and a clearer path to earning on the platform. This expansion of income opportunities can attract higher-quality content and more frequent posting, fueling continued growth in engagement and creator retention.
OK continued to engage with a broad spectrum of media partners, spanning individual publishers, federal outlets, and regional press. A dedicated News tab appeared within Suggestions, and media audiences grew through coordinated projects in collaboration with the platform. As a result, the overall coverage across more than 700 federal and 400-plus regional media outlets on Odnoklassniki increased by 82 percent during the year. The network’s loyal audience for these media groups also expanded, with subscriber counts exceeding 24 million in the year, reflecting strong trust and continued demand for diverse news content on the service.