Bloggers raised the prices for integration in anticipation of the prohibition of advertising placement

Bloggers increased the cost of commercial integrations in prohibited social networks by 20-50% after the State Duma adoption of a bill prohibiting the placement of advertising on blocked resources from September 1. Market participants note that customers were not ready to change value and the demand for advertising for such bloggers decreased. Agencies do not exclude reductions in the inflienses market market by 1.8 billion rubles. According to the results of the year.

Bloggers raised prices for commercial integrations against the background of acceptance The State Duma on March 25 on the ban on the placement of advertising on resources blocked in Russia, including Facebook and Instagram (belonging to META, is recognized in the Russian Federation and is prohibited), as well as X (previously Twitter) in the second and third readings, the interviewed “KO” participants of the blogger and advertising markets. The project must enter into force on September 1. On average, the cost of placements has already increased by 20-30%, and for some authors – by 50%, Kommersant told Kommersant President of the Association of Bloggers and Agencies (Aba), Jami LUP CEO Julia Dolgova: “At the same time, those who strongly raised prices are gradually losing demand, and the market begins to regulate themselves.” The rising price prices is confirmed in agencies « Closer », Win2win Communications, as well as RTA.

“Microbloggers succumbed to the lower price segment and those who need additional investments to recruit the audience and promote their channels on legal platforms – VKontakte, Zen, Telegram. Large bloggers did not increase the cost, ”said CROS CEO Ekaterina Movsesyan.

Now, according to agencies, advertising for bloggers with an audience of up to 50 thousand costs from 5 thousand to 15 thousand rubles. for accommodation. If the number of subscribers varies from 100 thousand to 500 thousand, then the indicator increases to 30-100 thousand rubles. Large bloggers can earn up to 800 thousand rubles. And higher for the publication.

Companies will continue to advertise in prohibited social networks even after the bill entered into force, agencies say. “Demand, despite all the restrictions, remains stably high-they are still ready to pay for the attention of the audience,” says Tatyana Nikishina, general director of “Closer”. The format of the interaction of infliensers (bloggers) and business will change, that is, integrations will become more hindered: content will be presented in the format of a “friendly recommendation” without marking, it predicts. There will be new cooperation schemes where bloggers will not only provide brands for advertising services, but also, for example, work with ambassadors, creative partners or consulters, Yulia Dolgova believes. The general director of NMI Digital (NMI Group) Anna Planina does not agree with this: “Demand among those who neglect the status of the sites will most likely be reduced, although brands and goods whose advertisements are already limited can be exception.”

It is unlikely that the volume of placements on prohibited resources will be large – both bloggers and advertisers are afraid of fines, said the general director of Win2win Communications Ekaterina Piciresgil. Many inflouenses have already successfully switched to Russian platforms and make money there, she said: “There, the business will smoothly redistribute advertising budgets.” A noticeable renewal of investments should be expected no earlier than autumn, and the migration catalyst can be the first fines or the refusal of large advertisers to accommodate prohibited resources, said Alexander Papkov, director of innovation of the ADV group.

However, many bloggers raise prices for accommodation in permitted social networks. This is especially noticeable in Telegram, where the CPV indicator (the average cost of viewing advertising) increased by about 2024 by about 20%, says Dmitry Kireev, the head of influent-marketing (promotion through opinions). At the same time, a sharp increase in advertising for bloggers can affect negative-loss of influent marketing market can reach 1.8 billion rubles, estimates Ms. Nikishina. According to the Aba, the market volume in 2024 amounted to 44 billion rubles, increasing by 4-5% year by the year.

Yana Zagorovskaya