About 39% of Russians avoid reading advertisements because they feel uncomfortable with the formats and placements that often accompany social content. This finding comes from a study whose results were reviewed by socialbites.ca, aimed at understanding how users respond to promotional posts on social networks.
Another 37% express a lack of trust in advertising content, arguing that bloggers tend to exaggerate the real features of products. When asked whether social media users can reliably distinguish an ad post from a post that seems heartfelt, only 21% reported confidence in their ability, while 20% believed bloggers have become adept at making sponsorships look like personal recommendations. A majority, 50%, said they would reject an advertisement post outright, with some respondents indicating they cannot tell the difference at all.
The survey also explored how subscribers might change their behavior if they could clearly see which posts were ads and which were not. Nearly 36% said they would swipe away advertisements immediately, and 46% warned they would unsubscribe from a blogger if ads appeared too frequently. These figures highlight a growing desire for transparency and relevance in influencer communications.
Kokos Group experts noted ongoing shifts in the social media landscape over the past year. Although many bloggers have migrated to Russian platforms, a notable 27% of respondents believe the total amount of advertising has not changed. The trend shows audiences encountering fewer ads from bloggers overall, and only 7% feel uncertain about which product to choose in the current environment.
According to Alexander Shokurov, chief executive officer of Kokos Group, the influencer trend is poised to advance as new creators emerge who quickly gain attention with strong support from social networks. There are limited alternative channels for paid traffic on these platforms, which keeps influence squarely in the spotlight of the media mix for many brands. The number of advertisers willing to collaborate with bloggers continues to rise, signaling sustained momentum in influencer marketing campaigns.
Previous observations also noted that the cost of advertising for bloggers rose by as much as 30% following the introduction of content tagging requirements. This shift reflects evolving regulatory frameworks and audience expectations that influence pricing and placement strategies for creators working with brands. (Kokos Group)