New and old social media: where to find an audience?

Publication date: 14 Apr 2022

The advertising market is changing rapidly around the world. For a variety of reasons, some social networks are leaving the web and new ones are emerging. How to work with audience of new social networks and how to monetize them?

New social networks: the alternative to Instagram*, Facebook* and Twitter

Instagram analogues and alternatives

  • Rossgram was scheduled to launch on March 28, but the app didn’t work as planned.
  • Social network Now ( is under active development: users have access to basic functions (posts, comments, likes, user search, feed of posts). For the time being, there is an Android application. The developers promise to take into account the wishes of small and medium business owners.
  • The social network Grustnogram ( has been launched in open beta testing mode. An Android application should be available in the near future. All photos in the social network are automatically published in black and white.  The social network has an audience of over 50,000 people.

A social network by Ilon Musk: all in defence of free speech

Tesla and SpaceX founder Ilon Musk said he was “seriously considering” setting up his own social network that would prioritise freedom of speech and respect for it.

He clarified that Twitter’s “failure to respect free speech principles” was “fundamentally undermining democracy” and asked subscribers if they wanted a new platform.

  • Another prominent critic of Twitter, former US president Donald Trump, launched his own social network Truth Social on the evening of 20 February 2022. It topped the App Store’s list of most popular apps on its first day.

Senior Planet is a social network for seniors

The American Association of Retired Persons has launched a social network for the older generation named Senior Planet.

In the USA, Facebook* has a reputation as the social network for older Americans: according to a survey, it is used by almost 72 million residents over the age of 50.

The Senior Planet community differs from other social networks in that it focuses on users over 50 years old and is not intended to be commercial. There are no ads or paid subscriptions on the site. Users are invited to join existing groups with common interests, including gardening, travel, fitness, food and technology. In this way, it’s more like a stripped-down version of Reddit or a small collection of forums. The site now supports a mobile view, and it has all the features you need, including groups, photo sharing, @-mentions, notifications and direct messaging.

How to work with a social media audience in Russia?

How to monetise content on Yappy?

The social network Yappy plans to launch a mechanism for monetising the creative content of bloggers in the near future.

  • Analysts have calculated that only during the week of March 7 to 13 the average daily audience of the site increased by 4 times. According to the social network’s own data, Rakhim Abramov, Egor Krid, Olga Buzova, Dmitry Maslennikov, Mikhail Litvin and Gusein Hasanov have already registered on the platform.

The platform’s functions are currently being upgraded: the ability to generate income from video clips will soon be added and payment algorithms will be improved. The application already works with all popular payment systems. Read more: WHAT PAYMENT SYSTEMS WORK IN RUSSIA?

Developers pay “great attention” to users’ feedback and recommendations. New products are created on their basis and launched as part of updates, which take place quite frequently, Yappy assured.

What does Odnoklassniki’s audience look like?

Since the beginning of March 2022, the number of registrations at Odnoklassniki has increased by 66%, the number of restored accounts – by 36%. Compared to the beginning of March, the number of created groups in OK per week grew by 56%, and compared to the same period last year – by 92%. More than 40 thousand new groups are created weekly at OK. Photo uploads to the social network have increased by 35% and the number of photo authors has increased by 26%. Users also upload video more actively: number of video uploads increased by more than 30% year-on-year.

Profile of the Odnoklassniki service user:

  • users aged 25 to 45 are the most frequent registrants on the platform
  • the overall share of men and women is 49% and 51%, respectively.
  • top cities of Russia for new users are Moscow, Krasnodar, St. Petersburg, Yekaterinburg and Novosibirsk.
  • the majority (44%) of mobile users of the social network use Android-based devices, iOS devices are used by 10% of users.
  • one in five (20%) visited the portal from the desktop version and the mobile version (23%) of the social network.

Where does Instagram’s audience go from here?

Russian platform Perfluence conducted a survey (data for February 15-March 17) and found out where users are migrating from Instagram.

On 21 March, the social network was declared an extremist organisation and blocked by court order. What can and can’t be done, and how do Instagram and Facebook work now?

The number of posts has dropped by 150% to 1,622 per day, while the share of bloggers has decreased by only 15%. RB.RU took a look at the results of the study.

Before Instagram and Facebook were recognised as banned social networks, bloggers were transferring subscribers to other platforms. Dynamics of referring links to additional accounts showed that the most popular were VKontakte – 14.27%, Telegram – 7.55 % and Odnoklassniki – 1.69 %. However, bloggers continue to use Instagram in their daily lives, at 62.7%. At the same time, many bloggers noted no decline in coverage.

According to Mediascope data from March 20, the time Russians spend on Instagram has dropped threefold to 11 minutes per day. The social network’s daily reach fell from 33% of the population to 20%.

*Meta Corporation, social networks Facebook and Instagram are recognized as extremist in Russia.

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