The market of influencer marketing will decrease by 15% due to the ban on advertising on unfriendly sites

© изображение сгенерировал ИИ

By the end of the year, the Russian market of influencer marketing (promotion of goods and services in social networks through bloggers) may decrease by 15% year-on-year. This is reported by Kommersant with reference to Okkam Creative data.

The reason for the reduction is the ban on advertising on the social network Instagram (owned by Meta, recognized as extremist and banned in the Russian Federation), which was one of the key platforms for distributing advertising through bloggers. The downward trend is also attributed to the transition of the market to gray schemes, such as native placements.

In a positive outlook for the end of the year, the market will remain at the level of the previous year, in the range of 57-60 billion rubles. According to experts, the growth of the influencer marketing market in 2024 was 15-20%.