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(English) Report: Russian digital influencer market is taking off, global brands already involved

03 августа 2019

(English) East-West Digital News has just released an in-depth report on influencer marketing in Russia, addressing the lack of internationally-available information on the market.

In its first edition, this report analyzes market trends, highlights the main players and offers practical recommendations on how to effectively manage influencer marketing campaigns in Russia.

This study was conducted in association with Epicstars, a leading end-to-end influencer marketing platform that combines self-service marketplace and a boutique agency.

Among EWDN’s partners in this initiative are also Admitad, the CPA network helping publishers and advertisers to establish mutually beneficial cooperation; VK.com, a leading social media resource in Russia; LetyShops, a cashback service.

Key findings:

      Digital influencer marketing in Russia is lagging behind the USA and European markets by at least three years. The market is at its early stage of development, and it’s on the rise. Catching up with the latest trends, the market reached around $75 million in 2018.
      Instagram is among the most powerful channels to promote businesses. YouTube is seen as the rising online media for commercial purposes. Telegram is in high demand for influencer marketing in such segments as technologies and IT products.
      Just like in the USA and Eastern Europe, and micro- and medium-sized influencers will gain power at the expense of celebrities, whose relative influence might decrease.
      Most Russian influencer marketing platforms emerged in the last three years, later than in the US and Western Europe. Some of these platforms focus only on a specific channel like YouTube or Instagram.
      Such global brands as L’Oréal, Estée Lauder, Coty, Adidas, Pepsi Co, H&M, Xiaomi, Procter & Gamble, Kimberly Clark, Unilever are actively involved in campaigns with Russian influencers for their local marketing campaigns.
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