EWDN Report: Russian digital influencer market is taking off, global brands already involved

Industry: Media

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.

Moscow, Russia (PRUnderground) October 30th, 2019

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.

Key findings:

  • Russian Influencer Marketing is behind the US, but is catching up. Catching up with the latest trends, the market reached around $75 million in 2018.

  • Global brands like L’oreal, Estee Lauder, Coty, Adidas, Pepsi Co, Procter & Gamble, Kimberly Clark, Unilever are one of the most active brands and niche players working with Russian influencers for local marketing campaigns.

  • 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.

Get more insights in the full version of this report

About EWDN

East-West Digital News is a news, research and event agency dedicated to tech innovation and digital industries in Eastern Europe. Through its news sites and industry reports, EWDN provides international audiences with updated information and deep market analysis. A consulting branch provides international players with assistance for market research and business development in the region and advises local companies on their international strategies.

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