VKontakte Expands Creator Monetization in 2023, Driving Notable Growth Across Earnings, Donations, and Engagement
In 2023, VKontakte reported a robust rise in the earnings of writers who monetize their content through the platform. The total income for creators using VKontakte’s official monetization tools increased by 37 percent, reaching 5.5 billion rubles. This surge reflects a broader shift toward professionalized content creation on the social network, supported by improved financial infrastructure, clearer monetization pathways, and an expanding ecosystem that rewards high-quality, engaging work.
Earlier in the year, VKontakte rolled out a dedicated payment account designed to streamline money transfers to creators. This new feature allows writers to receive funds directly, reducing friction and accelerating access to earnings. Over more than six months, the service also maintained wage increases that align with professional income tax standards, reinforcing the platform’s commitment to fair compensation for freelance writers. In the spring, the affiliate program underwent a thoughtful update aimed at better supporting active, thriving communities. The revised criteria emphasize engagement and sustained audience interaction, while participants now gain access to expert guidance on crafting and promoting content that resonates with readers and viewers alike.
The generosity of the VKontakte audience grew as well. Donations from users to authors rose by 56 percent, and the VK Donut ecosystem saw the number of affiliated communities double, expanding the network of creators for supporters to discover and back. The platform now enables one-time donations, giving fans a simple way to show appreciation without ongoing commitments. Market data indicates that the most attractive topics for donors include manga, anime, k-pop, family content, creative projects, and apps and games. Over the course of a year, authors leveraged VK Donut to earn 780 million rubles, a clear indicator of growing monetization opportunities and audience willingness to invest in content they value.
Engagement metrics also point to a more vibrant content ecosystem. Views of video content in the feed increased by 25 percent compared with the previous year, signaling stronger viewer interest and higher exposure for creators. At the same time, users posted stories 27 percent more frequently than a year earlier, suggesting a dynamic and evolving approach to personal storytelling within the network. These trends collectively illustrate how VKontakte is evolving from a social platform into a comprehensive creator economy, where earnings, donations, and creative output reinforce one another and encourage sustained participation from both creators and fans.