Post by bitheeranidas00742 on Nov 9, 2024 4:39:20 GMT
The social network VKontakte announced new rules for communities, according to which only communities that grow by 2,500 subscribers monthly can participate in the affiliate program. Under pressure from public opinion, representatives of the platform took a break and promised to discuss with the public how exactly and what rules will be changed. Let's try to figure out what's going on and what will happen to the owners of popular communities if these changes do come into force.
What happened
What happened
First of all, it is important to understand that Mail.Ru Group, which owns the social network VKontakte, has already taken a number of steps to tighten its advertising policy. Many administrators and Internet marketers have noticed an increase in the cost of advertising on this social network and a change in the number of settings in the advertising account. Perhaps? This is due to the fact that VK's main Western competitors have left the Russian market.
Now VKontakte offers users to launch ads on automatically generated audiences, and the cost of placing ads has already increased 2-3 times. It turns out that on the one hand, VK is trying to increase its income from advertising, and on the other, it wants to reduce payments to page owners and bloggers, thereby increasing its profitability.
It is difficult to say what this policy will lead to, because VKontakte still does wordpress web design agency have worthy competitors on the Russian market. And Telegram does not count here: it cannot boast the same convenient functionality for advertising placements, plus there is no recommendation feed in Telegram yet.
Who left the Russian advertising market in 2022
Competition is good for business, and what is happening on VKontakte only confirms this simple truth. Let's remember which companies have already left the Russian market and become unavailable to advertisers in 2022. First of all, these are all services from Google. This includes not only contextual advertising in the Google search engine, but also advertising in Google Store mobile applications and advertising inserts on YouTube.
The second significant outcome, already under a direct ban by the Russian authorities, is the META company (banned in the Russian Federation), which includes the social networks Facebook and Instagram (banned in Russia). It is important to understand that the advertising accounts and advertising and analytics capabilities in the departed services were an order of magnitude higher than in Russia and allowed for the necessary operations to be quickly performed in order to optimize advertising promotion as much as possible. And the cost of placement was quite humane, which played a role as a deterrent for domestic services.
What exactly was supposed to change?
What exactly was supposed to change?
According to the initial version of the new rules, if previously a minimum average daily audience reach of 7,500 subscribers was required to be included in the affiliate program, then from January 1, 2023, the following requirements were planned to be introduced for publics with an audience of less than 500,000 people:
monthly increase in the number of subscribers by 2.5 thousand over the three months preceding joining the affiliate program;
organic audience reach of at least 30% of the total number of subscribers.
Also, starting from the new year, stories and clips of the community were to be taken into account when calculating reach, and the following requirements were imposed on groups or communities: they must be open and not violate the general rules of the affiliate program, not advertise medical products, not post fakes, and not violate Russian legislation.
The verification for program participants was to take place on the last day of the month. According to the new rules, a community that no longer meets the stated selection criteria will not receive any accruals the following month, but will not be excluded from the program. The new rules were to become mandatory for those who were already connected to the VK affiliate program - for them, the specified requirements were to come into effect with a month's delay.
What happened
What happened
First of all, it is important to understand that Mail.Ru Group, which owns the social network VKontakte, has already taken a number of steps to tighten its advertising policy. Many administrators and Internet marketers have noticed an increase in the cost of advertising on this social network and a change in the number of settings in the advertising account. Perhaps? This is due to the fact that VK's main Western competitors have left the Russian market.
Now VKontakte offers users to launch ads on automatically generated audiences, and the cost of placing ads has already increased 2-3 times. It turns out that on the one hand, VK is trying to increase its income from advertising, and on the other, it wants to reduce payments to page owners and bloggers, thereby increasing its profitability.
It is difficult to say what this policy will lead to, because VKontakte still does wordpress web design agency have worthy competitors on the Russian market. And Telegram does not count here: it cannot boast the same convenient functionality for advertising placements, plus there is no recommendation feed in Telegram yet.
Who left the Russian advertising market in 2022
Competition is good for business, and what is happening on VKontakte only confirms this simple truth. Let's remember which companies have already left the Russian market and become unavailable to advertisers in 2022. First of all, these are all services from Google. This includes not only contextual advertising in the Google search engine, but also advertising in Google Store mobile applications and advertising inserts on YouTube.
The second significant outcome, already under a direct ban by the Russian authorities, is the META company (banned in the Russian Federation), which includes the social networks Facebook and Instagram (banned in Russia). It is important to understand that the advertising accounts and advertising and analytics capabilities in the departed services were an order of magnitude higher than in Russia and allowed for the necessary operations to be quickly performed in order to optimize advertising promotion as much as possible. And the cost of placement was quite humane, which played a role as a deterrent for domestic services.
What exactly was supposed to change?
What exactly was supposed to change?
According to the initial version of the new rules, if previously a minimum average daily audience reach of 7,500 subscribers was required to be included in the affiliate program, then from January 1, 2023, the following requirements were planned to be introduced for publics with an audience of less than 500,000 people:
monthly increase in the number of subscribers by 2.5 thousand over the three months preceding joining the affiliate program;
organic audience reach of at least 30% of the total number of subscribers.
Also, starting from the new year, stories and clips of the community were to be taken into account when calculating reach, and the following requirements were imposed on groups or communities: they must be open and not violate the general rules of the affiliate program, not advertise medical products, not post fakes, and not violate Russian legislation.
The verification for program participants was to take place on the last day of the month. According to the new rules, a community that no longer meets the stated selection criteria will not receive any accruals the following month, but will not be excluded from the program. The new rules were to become mandatory for those who were already connected to the VK affiliate program - for them, the specified requirements were to come into effect with a month's delay.