Russian Influencers Are Thriving on Telegram

Karina Kasparyants, who embarked on her influencer journey as a teenager by sharing beauty tips and daily life vlogs on YouTube, quickly expanded her reach to Instagram. By the mid-2010s, she had amassed over 2 million followers and formed partnerships with prominent brands like Samsung and H&M. However, the landscape shifted dramatically following Russia's invasion of Ukraine in February 2022, which prompted many Western brands to withdraw from the Russian market. Social media platforms owned by U.S. companies also restricted payment options for Russian users. In March 2022, the Russian government banned Instagram, severely impacting influencers’ incomes. Many, including Kasparyants, migrated to Telegram, a private messaging app, to rebuild their revenue streams. In the last three years, Telegram has fostered a resilient influencer economy, continuing to thrive despite sanctions and censorship. Yet, this success is precarious. The Russian authorities are intensifying efforts to control foreign platforms, urging users towards domestic alternatives. "Telegram could face a ban at any moment," warned Sergei Lyashenko, CEO of the social media advertising platform Beseed. As the market continually evolves, influencers must frequently reassess their strategies to align with legal and operational shifts. Launched in 2013 by brothers Nikolai and Pavel Durov, Telegram has a controversial history, previously facing attempts by the Russian government to block it due to data access disputes. Despite those efforts, the platform has seen a remarkable rise in users, reaching 120 million monthly active users in Russia, according to Sensor Tower. The app's ability to provide a space for independent media and creators has solidified its place as a crucial platform for expression. As influencers adapt to Telegram's unique interface, they utilize a variety of content formats, including short videos, voice notes, and mixed media for collaborations. Many have reported increased engagement on their posts, attributing it to a more dedicated following. Maria Chervotkina, an influencer based in Moscow, noted that users on Telegram are more selective about their subscriptions, resulting in a more loyal audience despite smaller numbers. Importantly, Telegram offers a means for Russians to monetize their content, especially as many have been cut off from conventional payment systems. Unlike Western platforms, Telegram supports payments through YooMoney, enabling creators to earn income. As brands pivot from Instagram to Telegram for advertising, the costs have surged, with micro-influencers earning between $300 and $1,000 per ad post. Kasparyants, for example, continues to promote both foreign and local products through her channel, adapting her marketing strategies to the current landscape. Looking ahead, the future remains uncertain. Recent legislation in Russia indicates an intention to further curtail foreign social media, with a new law prohibiting Russian companies from advertising on Instagram effective September 1. Amid these developments, Telegram faces potential restrictions, as authorities have already curtailed its functionalities. The simultaneous rollout of VK Max, a government-approved app, seeks to capitalize on Telegram's popularity, with warnings from officials hinting at stricter regulations ahead. As the digital landscape in Russia continues to shift, influencers and brands alike must navigate the challenges and opportunities presented by these developments.