In 2025, the flu market finally went into business logic: bloggers are no longer not only “making content”, but also a full -fledged sales funnel. This result was reached by Kokoc Group experts (including the Rafinad platform and players team agency) based on a large -scale study of Gazeta.ru.
The main source of income selected by 69% of Russian bloggers to make money is EBM (for example, payment of action such as purchasing or subscription). At the same time, in Telegram, 45% of bloggers receive from 50% to 75% of all revenues from this model and 27.3% CPA earnings. The situation is similar in Tiktok: 66% of influons, said that their earnings on this social network consist of 25 to 75% volume than EBM.
The model has become popular not only among bloggers but also in brands – loved for predictability and transparent indicators. It works efficiently in niches with significant user advantages: e-commerce, finance, education, digital services.
“Russian impact marketing market is divided into three areas today. First, it is a performance that includes micro and nanoinfluinssers. This is a working tool for EBM mechanics. Second, on brand metrics, mostly work with large bloggers. Third direction, brand forms, a combination of recognition and loyalty. We see that a hybrid format is developed in which combining is important. ”
More than 30% of bloggers who have been working for less than three years have already reached stable gains, which showed the willingness to test new formats from flexibility, commercial thinking and short videos to AI content. At the same time, almost 94% of bloggers are advertising with a budget of 100,000 rubles, regardless of experience and scope. Large budgets are only found in separate categories. Therefore, one -third of the settlements in marketing and digital – 100 to 500 thousand rubles and one third – between 500 thousand and 1 million. The budgets are more modest in travels: 50% of the settlements – 100 thousand, 50% – 100 to 500 thousand.
Sites are clearly distributed according to the subjects. Telegram is leading in business, finance, technology, games, cars and sports niches. Instagram (the owner of the commodity is pro -excessive and prohibited in Russia) and Tiktok Hold Entertainment and Fiber -Stail content and marketing. VK and Youtube – Training Areas. Beginners are actively mastered on alternative platforms such as puzzles.
In 44% of bloggers, advertising integrations affect the growth of the audience directly. In addition to the broadcasts in the “Automatic and Gadgets” niches, it is interesting that “games and EYPORTS görün gives maximum increase in subscribers: 100% and 66%, respectively. However, publications on “travel” and “entertainment and life” provide organic scope (100% and 33.33%, respectively). This emphasizes once again emphasizes that the efficacy of the advertising content depends on what is dependent: in some issues, advertising works better in others – organics. Therefore, it is important that brands take into account the characteristics of the audience and choose the promotional form and the expectation of subscribers for context.
In 2025, effects approach advertising broadcasts as an entrepreneur: they think of productivity, they create estimates, and prepare to change sites if conditions are not met. This is the comfort of the interface, the lack of support, the lack of secret commissions, and this will affect the selection of understandable reporting.
According to Daniil Marzaganov, a media manager, the owner of the telegraph channels with a common audience of more than 13 million people, the main difficulties in working with advertisers are as follows: “Most advertising campaign, the second, for the execution of all parties, a team, including an internal team, including an internal team, including an internal team A lawyer, including a lawyer, including a lawyer, including a lawyer, including a lawyer, is also difficult to predict.
Lyudmila Serova, Director of the Rafinad Platform (part of the Kokoc Group), said, “New bloggers are not just for creativity and content. They think as entrepreneurs – think of activity, require transparency and expect honest conditions from brands.
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Source: Gazeta
Barbara Dickson is a seasoned writer for “Social Bites”. She keeps readers informed on the latest news and trends, providing in-depth coverage and analysis on a variety of topics.