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Switched to domestic: 10% of business empires remained in hostile social networks
The most popular social network among Russian business leaders is VKontakte. It has 72 participants out of the top 100. In terms of number of subscribers, Sber is in first place with 3.3 million, Pyaterochka is in second place with 2.036 million, MTS is in third place (2 million), and Magnit is in fourth place (1.8 million). Although the study specifically mentioned the accounts of the Pyaterochka retail chain, it is worth noting that the holding company that manages them, X5 Group, is among the top 100 most profitable companies. But the accounts of other holding networks studied by DP do not really change the whole picture. For example, an account in the Perekrestok chain has fewer than 100,000 subscribers.
"The top three leaders in comments and likes are made up of representatives of the retail trade. The Magnit store community is in the lead with 10.3 million comments, and Krasnoe i Beloe is in second place in likes. "With 861,000 hearts" is a highlight from LiveDune. At the same time, the authors of the study evaluate individual retail chains, not companies as a whole. We remind you that Mercury Retail Group manages not only the Krasnoe i Beloe chain, but also the Bristol chain, which has more than 250,000 subscribers to its VKontakte account.
62 companies included in the Forbes list have their own Telegram channels. In terms of the number of messenger subscribers, Pobeda Airlines took first place with 1.09 million channel subscribers. The authors of the study note that this year the company attracted more than half of its audience by selling cheap air tickets. However, they are silent about the fact that Seungri dropped out of the top 100 in 2024. In the 2023 list (which formed the basis of the study), he took 99th place. Banned likes: who is harmed by refusals to advertise on hostile social networks?
"Of the top 100 companies in Russia, only 10 update content from blocked networks. Most of the remaining content on Instagram (belongs to the Meta organization, an extremist company banned in the Russian Federation) are companies from the b2c sector. , the Krasnoe i Beloe chain, Sportmaster, the Fonbet bookmaker, the S7 airline, T-bank, the developers of PIK and Samolet, Yandex. The exception is the small accounts of EuroChem companies. All the companies on the list have one thing in common. This means that private companies do not risk remaining in the blocked social network," say LiveDune researchers.
Four out of 10 companies that remained in blocked social networks were able to increase their subscribers. Yandex did this most successfully (from 121,000 to 199,000). Analysts explain this by the fact that blocking is most effective for audiences related to IT topics.
"The best video for Yandex was one that revealed the secrets of the company's services. A prime example is the "Red" account, which explains how to save on taxi fares. and White" also increased significantly. This number grew from 39,000 to 51,000. The clue is that IT professionals are not the only ones who know how to use a VPN.
Kristina Petrova, founder of the PR Perfect communications agency, says that state-owned enterprises and well-known companies in the commercial sector have largely kept social networks blocked to avoid image and legal risks.
"The companies that left were faced with the need to find alternatives to the disgraced social network. They had no choice. For the text format, it's Telegram, and for video, it's VKontakte. VKontakte is also actively investing in attracting content creators to its site. For example, we have now launched a grant program for bloggers who make long videos," explains the DP source.