The departure of foreign brands has impacted marketing budgets.
The emergence of new players on the market and the need to promote them from scratch.
Cutting advertising budgets and instability are forcing companies to reconsider their approaches.
Marketing in Russia in an Era of Restrictions: How Brands Can Adapt and Grow
Advertising Restrictions: Key Changes
Since 2022, Russian marketers have faced a madagascar telemarketing database number of restrictions. Roskomnadzor designated Meta* as an extremist organization, banning Instagram* and Facebook*, depriving the Russian market of 53.5 million active users. Google also limited monetization opportunities on YouTube, and TikTok restricted access to content for Russians. Advertising on Apple Search Ads platforms was also discontinued.
Marketing Adaptation: New Growth Drivers
Despite the restrictions, the market is gradually adapting. While traditional tools have become less effective, new approaches are emerging, such as localization, digital transformation, and the use of domestic platforms.
Localization and import substitution . The departure of foreign brands created space for Russian manufacturers. Local companies began actively expanding, and to achieve success, they had to rethink their approaches. Patriotism and national identity became the foundation of communications.
Creating new brands . Companies promote previously unknown products, adapting marketing to the changing market structure.
Focus on cultural and emotional values . Instead of focusing on product differentiation, companies began to focus on connecting with audiences through cultural and emotional aspects.
Channel Change: The Digital Revolution
Following the departure of Instagram* and Facebook*, marketers have increasingly embraced VKontakte (VK), Russia's largest platform. VK has transformed into a powerful ecosystem where content can be created in various formats: posts, videos, and stories. In 2023, bloggers on VK earned a record 5.5 billion rubles, a 37% increase from 2022.
Influencer marketing . Promotion through bloggers and ambassadors has become one of the main tools. Native advertising on platforms like VK and Telegram allows for contextual integration of products, making them more appealing to the audience.
Telegram . The platform continues to gain popularity. With an active audience of over 1 billion users and the ability to target advertising campaigns through exchanges (such as Telega.in), Telegram has become a convenient tool for brand promotion.