3 things businesses need to know about marketing on VK

If your business is targeting the Russian market, then you need to be active on the social media site VK.

VK is the most popular social media network in Russia, with 80 million daily users.

The social network has various features for businesses wanting to connect with users on the platform, so the opportunities are ripe for businesses willing to seize them.

Here are three things you need to be aware of if you want to succeed at marketing on VK.

1. Advertising

There are two main advertising options on VK: targeted ads and paid posts in communities. Targeted ads can display in a user’s news feed or on the left-hand side of the site. As the name suggests, they can be targeted based on a wide range of factors, including demographics, location, education, interests and political views. Paid posts in communities are promoted posts that are published in a group or a page of the advertiser’s choice.

2. Analytics

If you set up a page, group or ad, VK offers a variety of analytics options. For pages and groups, you can see information such as the number of unique visitors and views, the demographics and location of your audience, and where traffic is coming from. For ads, you can see the daily number of clicks, click-through rate and expenditure.

3. Language

VK is available in 85 languages, which means that it is very easy for anyone in the world to open a VK account and set up a page or group. However, when writing posts, creating ads or communicating with users, it is strongly advised to use the Russian language. Russia has quite a low level of English proficiency, so publishing content in English (or any other non-Russian language) will alienate the vast majority of users and could turn them against your brand.

I hope this has given you a useful introduction to social media marketing on VK. For more in-depth information, read our free guide below.

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Emma Urjasova

Account Executive at Webcertain

Emma is an Account Executive at Webcertain, where she supports B2B clients with multilingual digital content optimisation. Emma holds a Master’s degree in advertising and marketing and has experience in public relations, business and academic administration, and international market research, specifically in the B2B sector. She is an avid reader, a jogger and a follower of the yoga philosophy. Originally from Latvia, Emma now lives in the UK.

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