Many Russian entrepreneurs – including photographers, artists, store owners, content marketers and influencers – rely heavily on Instagram to generate income. For them, the ban on the platform after Russia began its invasion of Ukraine was a blow. Russian-language posts on the image-sharing platform fell 30 percent between February 24, the day of the invasion, and March 24, reports Brand Analytics , a social media and media monitoring and analysis company in the CIS market.
Almost one in three authors gave up
“Facebook and Instagram belong to Meta, an extremist organization recognized as such in Russia,” says the Brand Analytics homepage, which also speaks of “special action” instead of “war” in accordance with the system. The number of active Instagram users fell by 31 percent during the period under review, reports Brand Analytics. Usage of Facebook and Twitter, which were also banned earlier this month, also fell, but at a lower rate, while Russian social media platforms such as Vkontakte, up 11 percent, and Telegram, up 6 percent, saw an increase in usage Record data volume.
The number of authors on Telegram rose by 23 percent, VKontakte recorded an increase of 14 percent and the Russian platform “OK” was up six percent. The Chinese-based platform TikTok, which is booming in the USA, among other places, has not yet really arrived in the CIS. By “number of active Russian-speaking authors per day”, Brand Analytics means the number of those who published at least one message, story, comment or repost on the corresponding day. The investigation rules out the activity of spambots on the Telegram platform, which accounts for over 30 percent of the platform's traffic. More than 4.5 billion Russian-language social media messages were recorded.
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