Popular social networks for young audiences

Publication date: 11 Sep 2018

In August 2018, Brand Analytics analyzed 1.78 billion Russian-language messages to determine which social networks and digital platforms were most popular among youth under 18. By examining mentions and engagement levels, researchers created a ranking of the top 25 social networks that appeal to younger audiences, shedding light on what drives the youth toward specific platforms.

Top 5 Most Popular Social Networks for Youth in Russia

According to the research, five platforms lead in popularity among young people in Russia, dominating the space with significantly higher engagement compared to others:

1. VKontakte (VK) – With around 492,000 mentions, VK remains the number one social network among young Russians. Known for its user-friendly interface and diverse content, VK connects users through messaging, music, and videos.
2. YouTube – As a powerhouse of video content, YouTube received about 363,100 mentions, emphasizing its role as a central platform for entertainment, tutorials, and live-streaming.
3. Instagram – Instagram had more than 274,000 mentions, drawing young audiences with its focus on photo and video sharing, as well as Stories.
4. Facebook – Facebook only garnered 85,300 mentions, representing a small 0.6% youth audience, likely due to a perception that it caters to an older demographic.
5. Telegram – With approximately 52,000 mentions, Telegram, despite being blocked in Russia, remains popular for its privacy features and channels. The messenger of Pavel Durov almost overtook the quoting of Facebook.

The presence of these platforms reflects youth preferences for visual content and community-driven interactions, with VKontakte, YouTube, and Instagram as the primary means of digital expression and connection.

Beyond the Top Five: Additional Popular Platforms

Brand Analytics’ study further highlighted several other platforms where young audiences spend time:

• AliExpress – Known for social shopping, AliExpress received about 35,000 mentions, demonstrating the interest in accessible, affordable online shopping among youth.
• Pikabu.ru – An entertainment site with 7,300 mentions, Pikabu serves as a hub for memes, stories, and discussion.
• RIA Novosti – This news platform received 6,500 mentions, indicating an emerging interest in news and current events among young audiences.
• WhatsApp – With slightly over 5,200 mentions, WhatsApp remains a preferred messaging app for casual communication among friends and family.

The Rise of Niche Platforms Among Youth

The research also identified an increasing affinity for niche platforms that cater to specific interests, such as gaming, music, and interactive streaming. Here are a few rising platforms that have captured youth attention:

• Discord – Initially designed for gamers, Discord has become a central place for voice, video, and text communication among young people.
• Rhyme – As a music streaming service, Rhyme attracts younger users seeking a tailored music experience.
• Steam – Steam’s role as a digital gaming library and community makes it one of the leading platforms in the youth demographic.
• Twitch – With its focus on live-streaming, particularly for gaming, Twitch is highly engaging for younger audiences interested in both watching and creating content.
• Skype – Although less popular in recent years, Skype holds its ground within the youth audience, valued for its video calling features.

Youth Engagement Insights and Platform Usage

The findings indicate that younger users tend to favor platforms that allow for self-expression, entertainment, and community interaction. Networks like YouTube, VK, and Instagram are key players, leveraging visual content, while niche networks like Discord and Twitch foster communities with shared interests.

Social Media Preferences and Emerging Trends

Social media trends for young users are increasingly visual and interactive, indicating a shift toward multimedia engagement rather than static updates. Brands looking to connect with young audiences are best suited to do so on platforms that allow for engagement through images, video, and shared interests, tapping into the cultural and social aspects that drive youth interaction online.

The growing diversity of platforms also shows that young users are exploring alternatives to mainstream networks, suggesting that emerging platforms with unique experiences may continue to gain popularity among youth.