Comparative characteristics of social networks. General characteristics of social networks

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Social networks covered in the article, in order
1.vk
2.fb


5. twitter
6.periscope
7.telegram
8.ask

SCHEME OF DESCRIPTION OF EACH SOCIAL NETWORK

• goals, mission, who and where the owners are from, how and when they were born, dynamics and prospects;
• audience: geography, languages, age, interests, number of users, social status;
• features: pages, communities, groups, messages, video, audio, applications…;
• opportunities for people to earn money: how, where do people earn, HOW MUCH they earn per month, how long it takes;
• opportunities for promotion and opportunities for cheating;
• business opportunities, advertising companies;
• summary, the main distinguishing features of this network from others, what is the uniqueness.

Social network In contact with was founded in 2006 by programmer Pavel Durov. Initially, the goal of the project was to provide an opportunity for students and graduates of universities to communicate in a single network, and it was possible to register on it only by special invitation and only under the real name and surname. Immediately after registration became possible for everyone, the social network began to gain momentum. By 2007, the audience of Vkontakte was already 3 million people, and the site itself was the second most popular in the Russian Internet.

During its existence, Vkontakte has undergone great changes and changed owners several times. Initially, together with Pavel Durov, the company's shares belonged to father and son Mikhail and Vyacheslav Mirilashvili, as well as programmer and entrepreneur Lev Lieu. In 2011, Mail .Ru Group acquired 39.99% of the shares of Vkontakte, and in 2014 became the sole owner, having bought out 100%.

Now Vkontakte continues to grow and develop, still overtaking the most popular Russian social networks Odnoklassniki and Moi Mir in terms of the number of users. There is an ongoing trend of chasing Facebook.



VKontakte audience

By 2017, the number of Vkontakte users reached 410 million. About 80 million people visit the site every day. The geography of users is quite extensive and covers such countries as Russia, Ukraine, Belarus, Kazakhstan and other CIS members. There are not many users from European countries, but they are. The same goes for the Americans.

Due to the large geographical spread of Vkontakte users, there is a function for choosing the interface language. The service currently works with 85 languages, including the languages ​​of almost all nationalities living in Russia.

Total: the VK audience is mostly youthful, Russian-speaking, the topics of the pages are in accordance with the interests of such an audience - music, entertainment, games ...

Opportunities Vkontakte

If initially Vkontakte offered its users only the functions of exchanging personal messages, searching for people, setting a profile, choosing a place of study and adding photos, now the possibilities have expanded significantly. Now, in addition to those listed, the social network offers features such as:

• - creation and management of groups and public pages;
• - using various applications and games;
• - saving your favorite photos to a separate album on your page;
• - forwarding private messages from one user to another;
• - creating group chats;
• - listening and adding music;
• - viewing and adding videos.

How to make money on Vkontakte

1. Groups and public pages. Which can be used in different ways. The most is to advertise in your community. But there is a condition here - the community must be promoted and have a lot of subscribers, otherwise no one simply wants to place their ads with you. Therefore, if you like this option, you should start promoting the group.
   Another way to make money through the community is to create an online store. If you manage to attract at least a small circle of customers, you can start making good money. The Vkontakte online store is a profitable business, since you do not have to pay for the content of the site, and the audience of the social network is huge, which increases the chances of getting a large number of customers.
   The third option for making money through groups is an affiliate program, that is, placing a link to a product or service in your community. If you use this link to go to the site and order a product, each time you will be charged a certain percentage of the proceeds.
With the help of Vkontakte communities, you can earn up to several tens of thousands of rubles

With the help of Vkontakte communities, you can earn up to several tens of thousands of rubles, depending on the specifics of the advertised product and the number of community subscribers.

1. Working as a moderator or community admin. The creators of groups and public pages with a large audience are often looking for people who would be engaged in maintaining these very communities. If you are well versed in Vkontakte and have certain skills in working with text and photo editors, there is an opportunity to become a moderator or administrator of the community and make money. As a rule, everyone has different rates. If you wish and diligence, you can earn up to 15-20 thousand rubles a month.
2. Working as a web designer. With design skills and good taste, community design development will be a source of income. Here, too, the condition for getting a job is promotion, but in this case, yourself. Usually, the work of a web designer for the Vkontakte group is estimated at 5-10 thousand rubles, depending on the complexity of the design.
3. Application development. This is perhaps the most difficult way to make money on Vkontakte, because the development of an application that would be popular with users is only possible for experienced programmers. But, if, nevertheless, you succeeded, it is quite possible that your earnings will reach tens of thousands per month.

How to cheat friends and Vkontakte subscribers

Vkontakte users often have a need or just a desire to make a large number of friends. This is necessary, for example, for the same online trade or for advertising. You also always want to get as many likes as possible for your posts and photos, but not everyone is able to quickly recruit as many people as they want as friends, or a large number of likes. Here, special services for promotion come to the rescue, which later become an excellent promotion tool.

The most popular and inexpensive service today that allows you to wind up friends, reposts, subscribers to a group, likes, comments, gifts for a low fee or earn likes in the system itself, and then exchange them for any service.

You can also wind up likes, friends or subscribers on:

• - promoted wrap-up harvester;
• - very simple, for some reason like those working through a smartphone / tablet;
• - service exchange, andHas slightly different interfaces for regular users and advertisers.

In addition to using special services, page promotion can be achieved for a fee by contacting people whose type of activity is assistance in promotion. The disadvantage of this method is its high cost.

In addition to services, there are programs that run from a computer:

• - business harvester for VK. There is a free version. The author is a fan of his work.
• - Sending advertisements, Vkontakte messages, conducting dialogues.
• - promotion of Vkontakte groups and accounts.
• - a parser for finding your target audience on Vkontakte.
• - the best analogue of VkBot (vk bot), surpassing it in many ways. A lot of functions, support by a toll-free line 8-800.

You can try to promote the page yourself. Vkontakte is not so easy, but you can, for example, join groups where users add each other as friends. This is a kind of mutual PR.

Business Opportunities Vkontakte

As mentioned earlier, Vkontakte can be used for various purposes, including for making a profit, moreover, social of a ready-made business, and for starting it. In both cases, the Vkontakte communities will come to the rescue.

An existing business can be expanded and promoted by creating a public page where you can sell products or simply introduce a potential client to the assortment, if it comes to trade, or offer your services. A great addition to this would be ordering advertising in other large communities or on pages from users with a large number of friends and subscribers.

You can also do your little business within VKontakte by opening the same group, but you should definitely initially think about promoting it.

Due to the wide opportunities not only for communication, but also for a good pastime, and, if desired, making a profit, Vkontakte has remained popular among users for many years. It is in the thoughtful organization of the service that the secret of its long-term success lies.

Facebook

Facebook Is the very first and, by far, the most popular social network in the world, founded by Harvard student Mark Zuckerberg on February 4, 2004.
Initially, there was no question of any social network, because then they did not even know what it was. The fact is that in the school where Zuckerberg studied, there was a special book called The Photo Address Book, where photos and contacts of all students were stored, and which, due to the long name, the students themselves renamed to The Facebook. Upon entering Harvard, Zuckerberg discovered that there was no such reference at the university, which caused him bewilderment.

The future billionaire turned to the university management with a request to create something similar, but was refused. And then Zuckerberg decided to take matters into his own hands and founded Facebook, a site where Harvard students could communicate. Already in the first month, half of all students registered on Facebook, then students from other universities joined them. In 2005, Facebook ceased to be a social network only for students - now everyone could register here.

After the number of accounts on the social network exceeded 50 million, Mark Zuckerberg began to receive offers to sell it, but everyone was refused. Only Bill Gates managed to buy 1.6% of the project's shares, paying $ 260 million. After that, the billionaire registered on the social network, and then entered into an agreement with Zuckerberg, according to which Microsoft advertisements were placed on Facebook.

But let's not forget that, perhaps, most of the success is due to the attention in 2005 to the then start-up of venture entrepreneurs, billionaires Peter Thiel (PayPal, XSpace, Palantir) and his partner, who spotted the project among hundreds of others and invested heavily in it. ... According to Peter Thiel, they spent a year studying the market and related information on the topic of social networks, and at the time of the meeting with Zuckerberg they had already made a decision.



Facebook audience

By 2017, the number of Facebook accounts reached 1.71 billion. Of these, slightly more than a billion use the mobile version of the social network. Even considering that some users have multiple accounts, the number of people registered on Facebook is almost 25% of the world's population.

At the same time, accounts belong to people of various ages and social statuses, but it is here that most of the accounts of world movie and music stars, deputies and politicians are concentrated.

Due to the large geographical spread, the interface language can be done in almost any way.

the number of people registered on Facebook is almost 25% of the world's population.

Facebook features

Today Facebook is not only a site where you can exchange messages. The possibilities of the social network are wide. Here you can:

• - create and participate in interest groups;
• - look for acquaintances and add them as friends;
• - play games;
• - communicate live;
• - communicate using audio messages;
• - send photos, videos, music and documents to any user;
• - upload photos and videos to your page.

How to do business and make money on Facebook

Since Facebook is the site with the largest crowd of people, it is clear that it has long been used not only for communication and entertainment. The social network, like nothing else, will help you make money and promote your own business.

The most popular options for making money on Facebook:

1. Place links to affiliate programs on your page. You can find them yourself, but if you have a lot of people in your friends, some online sellers or those who want more realization for their product can offer similar things themselves for money.
2. Place paid ads on your page.
3. Become an Author on Facebook Posts Market(“Market of records”). Or Facebook Fanpages Market.

These methods will allow you to earn from 5 thousand rubles and more per month.

Options to make money on Facebook on your own business:

1. Create a public site for the sale of any goods or services, that is, a kind of online store.
2. Create a public place to advertise your business that operates outside the network.

Facebook in 2016/2017 brought a huge number of innovations and revolutionary tools for thin audience segmentation, providing users with marketing opportunities never before seen. The dynamics of change is amazing, improvements appear every week.

Ways to promote and cheat on Facebook

Page promotion on Facebook is possible both independently and with the help of third-party programs. To recruit a large number of friends, you need to either send as many applications as possible, or make your page so interesting that users can add to you themselves. The more friends you have, the more likes your photos will have.

If you don't want to waste time, but there is an opportunity to spend money, you can use special services to cheat friends and likes. There are quite a few of them now, and some of them offer their services at quite reasonable prices and with high efficiency.

These are, for example, those mentioned above, plus.

Summary

Facebook in the Russian-speaking segment is now ahead of VK in terms of audience growth, and even more ahead in terms of business opportunities and earnings. VK is already saturated with advertising, and FB is an unpaved field, plus a rapid increase in new members.

An important point is that the most solvent audience - people 30-45 years old, entrepreneurs, politicians, experts, IT specialists - “lives” on Facebook.

Since its inception, Facebook has been at the top of the list of social networks for a reason. It was he who became the beginning for all other similar projects and this is precisely his main difference from them. Well, and we wish our native VK not to lag behind, but to catch up and overtake a competitor.

Instagram

Now, perhaps, only those people who civilization has not reached, that is, the aborigines, do not know about Instagram, but few people can assume that this project was created in just a few weeks by an American student Kevin Systrom. He was just delirious with the idea of ​​creating his own application that would "blow up" the Web, and even started working on the Burbn project, which combines some of the functions of social networks. At the same time, another programmer, Michael Krieger, was working on creating his application, and Kevin, being his acquaintance, invited Krieger to take up a joint business. They started work on Burbn, but soon realized that the project was doomed to fail.

The idea for Instagram came up unexpectedly to Kevin Simstrom. He realized that he needed a service that could transform even the most nondescript photographs and make them beautiful. On the same day, he created the first Instagram filter, and on others they worked again with Krieger.

The first version of Instagram appeared on the App Store on October 6, 2010, and immediately went massive downloads. Already in the first days, the number of downloads reached 25 thousand, and the creators realized that Instagram is accepted by users, which means that more people are needed to ensure its life. Thus, the Instagram team expanded to 5 people.

The fact that the project was bought by Facebook for a billion dollars in April 2012 proves how popular it was already at that time. Today Instagram is a service that allows you not only to upload photos and videos, but also to broadcast live, like in Periscope, run your business and make money.



Instagram audience

Not registered on Instagram, probably only the laziest. If we say that his audience is the whole world, this probably will not be an exaggeration. The application is now adapted for all existing operating systems and is popular in almost every country. The number of registered accounts by 2017 exceeded 500 million. For the convenience of users, Instagram offers the opportunity to use the service in several dozen languages.

Instagram features

During its existence, a lot has changed on Instagram. Today it offers its users such features as:

• - download videos up to 60 seconds long;
• - processing of photo and video filters;
• - conducting live broadcasts;
• - restricting access to your page;
• - conducting personal correspondence.

How to run a business and make money on Instagram

Due to its popularity and a large number of people on its expanses, Instagram has become a service, Options for making money in the service:

1. Creation of a page for trading.
2. Placing advertisements on your page.
3. Placing links to products on your page, upon clicking on which and purchasing this product, the user receives a percentage of the sale.
4. Promotion of your business, which is conducted outside of Instagram, by notifying its users. For this, a page of an organization is created, where complete information about it and its services is given.

Promotion and promotion on Instagram

Each Instagram user strives to ensure that he has as many followers as possible, or that his photos receive a lot of likes. If you follow a few simple tips, then this is quite possible:

1. Fill in the profile with interesting information about yourself.
2. Add photos and videos to your page more often.
3. Choose an attractive avatar.
4. Put hashtags under photos and videos.

If you are doing business on Instagram, then the best ways for people to know about you are:

1. Subscribe to as many people as possible.
2. Like.
3. Indicate information about yourself in the header.

There are also paid ways to cheat and promote on Instagram. This:

- the use of special programs and services that also provide cheat services for money.

The first method is more suitable for business accounts, and the second - for regular users.

When using promotion services for serious income, they do not use mass services, but specialize exclusively in promoting Instagram, fortunately, the prices are comparable:

• - the service specializes in promoting on Instagram. It focuses on real work - live subscribers, promotion and not cheating and everything that brings results in hard cash, and not just beautiful numbers of likes and subscribers to satisfy our EGO.
• - analogue of Instaplus, only almost half the price and more modern. Based on our statistics, services with such functionality keep prices so low at the stage of recruiting the initial mass of users and breaking away from competitors. Then they raise prices. So take advantage of the moment.
• DOINSTA is a run-in and polished service for automated (with a minimum of manual labor) work with subscriptions, unsubscriptions, likes. Recently, the service has been unstable, we recommend others:,.

Summary

The uniqueness of Instagram is its versatility and constant updates to the system. The owners of the service are doing everything so that interest in it does not subside, and they do it very well.

The service is developing very dynamically, it is seriously considered as a source of customer acquisition in many niches.

classmates

Odnoklassniki is the second most popular social network in Russia. It was founded back in 2006 by programmer Albert Popkov and designer Dmitry Utkin, and was not at all perceived by the creators as some kind of large project, but in a short time the social network gained great popularity. Having found investors and developed Odnoklassniki, the creators of the social network were able to make it so that in six months the number of registered accounts reached 4 million. Still, the owners' investments were not enough for the maintenance of the project, and in 2010 they decided to sell Odnoklassniki to Mail .Ru Group. By that time, over 45 million users were registered on the network.

Auditorium "Odnoklassniki"

By 2017, about 300 million accounts from more than 100 countries have already been registered on Odnoklassniki. The social network is viewed in 13 languages. Almost all the Russian-speaking population of Europe, America and Australia is registered on Odnoklassniki and visits the site regularly.

Opportunities "Odnoklassniki"

In addition to messaging, Odnoklassniki allows you to:

• - create and communicate in groups;
• - play games and spend time in exciting applications;
• - give each other virtual gifts;
• - listen to music;
• - watch the video;
• - add photos;
• - restrict access to your page.

How to do business and make money on Odnoklassniki

Today Odnoklassniki is actively used to make money online. The opportunities for running your own business and earning money are quite extensive here. People who have their business offline, but want to attract more customers, can do it using the social network. To do this, you can:

1. Create a group dedicated to your business where potential customers can learn about you and your services or products.
2. Notify about your services or products on your page.
3. Order advertising from popular groups.

You can make money in Odnoklassniki:

1. By becoming an administrator or moderator for a large group.
2. By creating your own online store group.
3. By placing advertisements in your group or on your page.
4. By posting links to affiliate programs.

Earnings are very different, depending on the specifics of the activity - from several thousand to several tens of thousands of rubles.

Promotion and promotion in Odnoklassniki

To promote your page or group on Odnoklassniki is necessary, first of all, for those who are engaged in online business and who need a large audience.

You can easily recruit subscribers to a group or friends - just by inviting to the community or sending requests to friends. If they are interested in you, they will surely reciprocate, and in order to attract attention, you need to deal with your page or group, constantly updating and posting interesting content.

Despite the constant confrontation with Vkontakte, Odnoklassniki remains a unique project that is interesting to users. This is largely possible due to the provision of its users with a wide range of options for leisure and income.

Facebook audience is rather active people who are looking for something, achieve, fight, prove, change the world,

the audience of Vkontakte is largely young people and adolescents, passionate about music, parties and the search for the meaning of life,

Odnoklassniki audience - calm homebodies who love to flip through photo albums, kill hours with cards-toe-noughts, sappers, stroking a well-fed cat 🙂

And there are many such people!

A typical social media PR campaign involves several successive stages. Initially, it is required to develop a communication strategy based on the data obtained during the monitoring. The communication strategy should include a list of work required to achieve the goal of the PR campaign, the desired results, the planned budget, the rules for attracting and interacting with the audience.

At the next stage, a so-called brand platform is created - a set of communities in social networks that ensure the interaction of the brand with the target audience. If the brand works for several target audiences at once, for each of them you will need to create a separate community.

After the communities are created, you have to take care of filling them with content. News, videos, photos - all this is necessary to keep the audience's interest in the group and to maintain communication. At the same time, branded content should account for no more than a third of the total content of the community, another third should be allocated for fun content and a third for useful content.

The success of any social media strategy is ultimately determined by its ability to connect with people on a direct, human level. In linguistics, there is a phenomenon known as "code switching". That is, when a person switches from one language to another and back during one conversation. The implications of this phenomenon applied on social media are massive. Social media is slowly but surely blurring the line between personal and professional. By linking this to "code switching", we get a new approach to brand behavior on social media.

The fact is that SMM does not use an advertising format. The main mechanism of interaction is communication on topics that are relevant to the user and the dissemination of content that is interesting to him. Naturally, both communication and content contain a mandatory promotional link, but at the same time, unlike advertising, they are of value to the user.

Creating a community or group is available on most social networks, most often this function is free. You can invite friends and other people interested in the company's products or products to the created groups. Next, you should take care of organizing communication between users in a group: create interesting topics, simulate a discussion between real users through the creation of artificial profiles. Interested users can be brought by searching by interests in similar groups of other services. Provide complete answers to users' questions as much as possible.

Creation of public pages (fan page). The promotion methods in such pages are reminiscent of promotion in communities and groups.

The use of media content (pictures, audio, video), where you can insert the brand name, website address, etc. The most popular network for this is YouTube.

Targeted advertising is aimed at a specific category of users. The most common method of paid promotion on social networks. This can include advertising for a specific city, country, for people with a certain age, interests.

Conducting contests, promotions, discounts for the target audience with prizes for the winners.

VKontakte (VK)

VKontakte (http://vk.com) is a social network for quick and easy communication between people around the world. The task of VKontakte is to remain the most modern, fast and aesthetic way of communication on the Internet at any given moment. The site has over 290 million registered users. More than 69 million visitors visit the site every day. More than 3,000,000,000 pages are opened daily. Approximately 65% ​​of visitors live in Russia. More than 56% of site users are over 25 years old.

VKontakte evokes positive emotions in its visitors, because most often they use the resource for communication and entertainment. This creates high user loyalty.

There are two main formats for working on VKontakte.

The second option is to “transfer” users to an external Internet resource. This option is suitable for companies that carry out basic transactions (ordering goods or services) on their website, and not through social networks. If the site is informational (blog or thematic portal), there visitors from social networks read materials about the company and products. And in this case, the community on the social network is an additional source of traffic for the main project.

Which option to choose depends on the initial conditions. Both formats are valid and can produce results. The second option is especially relevant for those who make money on their sites by selling ads, in particular for all kinds of media. Sometimes the formats are mixed: for example, all information materials are posted in the community, and sales are carried out only on the site.

Any project on VKontakte solves two main tasks: increasing profits and customer feedback. Either way, it all comes down to this. On the other hand, the task of increasing profits can be solved both directly - direct sales of goods or services, and indirectly - by increasing brand awareness, increasing its reputation and, accordingly, general loyalty to the company.

The functionality of the group, in principle, is not great. Through the "Discussions" section, you can create a small forum on a given topic for members / subscribers of the community, and the "Wall" of the group serves as an information platform where administrators and moderators of the group can post information and entertainment content. Another possibility is to send invitations to subscribers and other users of the social network to events that take place in real time and are organized by the company that owns the group.

In addition to the fact that VKontakte allows direct sales, any community has the opportunity to make repeat sales. To some extent, working with a group in modern conditions resembles e-mail marketing. Only in the case of the latter do people receive news on their e-mail, and on social networks, contact with subscribers in the news feed is constant. But the essence is the same: a community (base of potential customers) is formed and constant interaction with them is maintained. Unlike the audience that comes from search engines and most often does not return, people on social networks are constantly in touch, as they become members of the community and receive news about all new publications on its wall.

In addition, the community can act as "technical support". As practice shows, it is more convenient for many users to ask a question through the community than to call a number that still needs to be found out, or "reach out" to an online consultant on the site, if there is one. With the help of properly built communication with clients, it is possible to significantly reduce negativity and increase overall loyalty to the company.

Thanks to the section "community statistics" you can always find out about the audience of the community and its activity. There are several tabs in this section. In the "Attendance" tab, you can see the number of unique visitors and views. There is data per day and per month, plus a lot of additional factors: gender and age of visitors; geography (country and city); referral sources (where visitors came from to your community); the number of visitors who left or joined the group; which sections the visitors viewed: videos, photo albums, discussions, audio recordings.

The next Reach tab is for users who have viewed community posts on the wall or in the My News section. There is also additional data on gender, age and geography.

And the “Activity” tab contains the following data: how many users “liked” the record, that is, clicked the “Like” button; how many users have repost, that is, clicked the "Share with friends" button; how many users have mentioned the group page; how many users have hidden the group from news; the total number of comments left; in addition, this tab contains information about the number of comments to specific sections: discussions, photos or videos. The feedback graph is also presented here. It takes into account not only the actions of users performed directly on the wall of the group or page, but also the entire further path of the message. If a user posts a link to a message on his page using the "tell friends" function, the reaction of other users to such a copy is also taken into account.

Any project can be present on VKontakte in three main formats: public page (public), group or profile. Each format has its own characteristics.

The main differences between a public page and a group are their functionality. In public, content is in the foreground. There is a microblogging right under the description of the community. And unlike groups in publics above the "wall" there is no block with photos and a news block.

On public pages, users can “suggest” their posts using the “Suggest News” function. In some cases, this eliminates the need to lead your community, since users themselves generate content.

An extremely important nuance, the public page is in the block of interesting pages on the user's page. In fact, these are five advertising banners in the most prominent place of the profile. If the account owner is subscribed to a public page and regularly visits it or reposts public records from the news feed, the public will be in this block permanently.

Unlike public pages in groups, the main emphasis is on communication between users. This is facilitated by:

1. Block "Discussions", which can be fixed above the "wall" of the group, immediately after the news block. This is an analogue of a forum.

2. In a group, visitors can communicate directly on the "wall". For example, ask your own questions. This increases the communicative effect, but so does the amount of spam.

3. In the group, in the "News" block, there is a wiki markup, which allows you to create a nice additional menu.

SMM-specialists in choosing between a group or a public cannot come to a single decision. So, for example, Dmitry Rumyantsev in his work "Business Promotion on VKontakte" writes that the most effective for most niches for July 2013 is the promotion of a public page. use the format, no, since there are not many differences in the functionality. But users are more accustomed to groups and are more willing to join them.

Standard text-graphic block with payment for impressions or for clicks;

Exclusive banner 90 * 160 for premium brands with pay per impressions;

Offers with payment by CPA model;

The average lifespan of one ad on a social network is 3 days.

Also, since August 2014, VKontakte has allowed advertising through verified communities. The main feature is mandatory pre-moderation for all advertising posts. According to Roem.ru, checking advertising posts from the exchange will help to achieve uniformity in advertising publications. This, in turn, will help advertisers achieve a predictable effect from ad placement, and administrators will publish advertisements in their place in a format familiar to users.

New ads cannot be added indefinitely, there are some restrictions. First, this is rule number 5:

"Creation of more than three ads targeting the same audience and advertising the same object, or the creation of several absolutely identical ads, including within the framework of different advertising campaigns, is regarded as an attempt to spam."

Odnoklassniki (OK)

The Classmates.com site was launched on March 4, 2006 and immediately became very popular. The emphasis was placed on an audience that has recently entered university but does not want to lose touch with the school past. The secret of success was that parents of teenagers quite quickly "get hooked" on the search for their classmates, whom they had not seen for decades. Here's a viral effect.

Currently, Odnoklassniki has 220 million registered users, and the monthly audience is about 41 million. On average, a user spends 17 minutes a day on the site. And the predominant audience by age criterion: women (55%) 25-54 years old (67%).

The developers of the Odnoklassniki.ru social network position their resource as a platform for finding classmates and friends, to correspond with them, view their photos and organize meetings with them. A not very wide range of functions, however, still allows people in our time of excessive employment to maintain relationships with friends and acquaintances, to keep abreast of the events of their lives and see (from photographs) the current state of the person of interest.

The most common activities on Odnoklassniki are the publication of statuses and messages. Also, users are very fond of audio and especially visual content: they post photos, comment on pictures of friends, give ratings. In addition, watching videos and, of course, social games are popular activities on Odnoklassniki.

The ad targeting capabilities of this social network are similar in many ways to any other network. Just like on VKontakte, display ads on the Odnoklassniki website are placed on a paid basis. Until the advertisement appears in front of users, it is moderated by the resource workers. The process takes about five business days.

The promotion of the same group takes much more time and requires more effort than on VKontakte. This is due to the less functionality available in groups on the Odnoklassniki network.

Odnoklassniki strictly follow the policy of deactivating unauthorized or illegal methods of promoting groups, so success can only be achieved through permitted content and buying advertising from donors

There are two types of groups in Odnoklassniki: business groups and interest groups. In groups, you can find useful information, find friends with the same interests, and also make purchases. Groups of brands can be given an "official status" that is able to protect them from clones.

The main source of advertising in Odnoklassniki is the news feed. Unlike competitors, Odnoklassniki decided to limit the number of posts from one community per day so that the feed does not turn into a dense stream of content, where it is impossible to concentrate attention at all. This practice made it possible to slow down the "nimble" community administrators and steadily keep a high proportion of users' attention to the advertising post. To date, the feed algorithm is configured in such a way that each group has sixteen posts that will definitely fall into the feed of the members of this group. After the sixteenth post, a certain filter is turned on, which analyzes the feed of each specific user and, in the future, either lets or does not let the post go there. Both the seventeenth and eighteenth posts will also get into the users' feed, but not all 100% of the group members will see them.

The number of user invitations to a particular group is also limited, but this indicator is "floating" and depends on many different factors. This was done to combat spam.

The difference from other platforms is in the nature of the brand's interaction with the audience. As a rule, followers are very active in all events related to the brand, because they know this brand and use it in their real life. Odnoklassniki has a mass market audience, and the brand needs to adapt to its interests and preferences. To promote on Odnoklassniki, it is more efficient to use interactive and game mechanics: games, polls and contests.

Today in the social network Odnoklassniki more than 1000 groups have over 1000 members. This is a very average value because there are dozens of groups with over 1 million followers. These are groups related to cooking, coffee brands and, for example, our official Odnoklassniki group (2.7 million users). At the same time, for several years, the M & M’S brand group has remained the leader in terms of the number of subscribers in the social network.

Odnoklassniki also provide free statistics on groups with the ability to upload data in the form of graphs. For example, you can see information about the number of users who visited the group, their involvement, the relevance of the content, and you can also find out where they went to the group, demography and geography of users, analytics of the popularity of content in groups.

There are many types of advertising tools in Odnoklassniki, the most accessible of them are the following: targeted advertising (text and graphic blocks), display advertising (banner, video ads, non-standard projects for solving media problems) and advertising in groups.

In addition, there is mobile advertising. Mobile advertising is native, that is, it is presented directly in the news feed. On the one hand, it does not take up static screen space, on the other hand, it occupies a larger percentage of the screen area compared to the web version (this significantly increased the CTR of advertisements). There are a huge number of users who log into Odnoklassniki mainly from mobile phones. Now the daily audience of the mobile version of Odnoklassniki is 16.5 million visitors.

Another option for promoting a brand / company is a branded application and placing it on the portal. The cost of "shareware" placement is 140 thousand rubles per month, which are spent on media and / or targeted advertising, and the placement itself, it turns out, costs nothing.

According to the study, most of the users of "My World" are Russians (58.7%), and every fifth is a resident of Kazakhstan (19%). The third largest population is occupied by Ukrainians (8.7%).

Among the users of My World there are more women (64%) than men (36%). The core of the audience is young men and women 18–34 years old: there are 43% of them on the social network.

Users play games more, post content and comment in groups, communicate less through chats and messages. At the same time, a user who starts buying something in games spends on average more on games than the same user on other social networks.

The activity of the MM audience is 2.5 times higher than in similar groups of other social networks.

According to Artem Ovechkin, Development Director of the Internet Marketing Agency Matik, there are several reasons for this:

1. Company budgets

3. Lack of PR on the part of MM

4. Competition with social networks VK and Odnoklassniki, which are similar in audience composition.

Most of the medium and small companies allocate not the largest budgets for SMM. Monthly expenses for this area are in the range from 25 to 60 thousand rubles. Obviously, with such amounts, it is impossible to qualitatively cover all social networks, so things do not go further than FaceBook and VKontakte.

Of course, only large companies can widely spread their corporate "tentacles", but even they are expanding their reach through Twitter, Odnoklassniki, Youtube and only in the last place look towards "My World". Among the social media buttons that hang on many sites: My World icons are rare.

The second reason is the lack of promotion of this social network, multiplied by limited budgets and, in general, a test attitude towards SMM on the part of most companies. They reason like this: why spend money on social networks of the "second echelon" when not everything is clear with the first one?

Among the advantages, it can be noted that there are managers who work personally with each specific group. If a group has good content, then there is the possibility of its free promotion - this is not the case with other social networks.

Also, My World adheres to the policy that there should not be two identical groups, and therefore the clones are removed.

In My World, display advertising is placed, and there is also a wide range of Target options. In addition, you can place ads in pre-rolls for the video. Moreover, MM can give free initial traffic, raise it in the catalog or in the "We recommend" block. Of course, this applies to good products with high retention. The same applies to groups with interesting, regularly updated content.

The ability to create groups in MM appeared only in May 2013. Today, My World has hundreds of thousands of communities that unite users by interest. For ease of search, there is a directory that breaks down all communities by thematic group.

Audience: over 800 million users. There are more than 9.3 million users in Russia. The monthly increase is 20 million people (in the world). If Facebook were a country, it would be the 3rd most populous country after China and India.

There are many Facebook users: businessmen, entrepreneurs, marketers; bloggers, geeks, webmasters; people who have acquaintances abroad.

Main activities: reading commentaries (68%); chat (62%); commenting (59%); viewing / reading recommended (38%); apps, videos (33%); visits to brand pages (12%).

Many brands use Facebook groups for: team communication, customer feedback, exchange of ideas, word of mouth.

On pages, the administrator usually communicates with subscribers on behalf of the company, hiding under the "page name", while groups suggest a more intimate conversation, where the user immediately sees who he is dealing with. In addition to publications, there is a built-in search, file sharing, convenient moderation.

A distinctive tool is the banner (cover) at the top, it can display the brand logo, or if you don't download the banner, then the profile pictures of the band members will be displayed instead.

Other tools include events, files, notifications (user activity in a group). In the group, any member can upload files up to 25 mb.

You can set up a group so that none of the members can invite other users without the administrator's knowledge. The main point of groups is precisely to establish closer ties between users, united by one interest.

In addition, the group can serve as a collector of information: for example, you can start an event, publish it in the group and invite participants to register, leaving contact information (for example, an email to receive a reminder or additional information).

And we will not consider functions at all. Let's think about what characterizes a social network best? Of course, these are the people who are its regular users! It is the audience registered in a particular social network that we will consider. You can be sure it will be very interesting!

And we will start, perhaps, with the most visited social network on the Runet.

In contact with

A truly youthful social network. Basically, young people under 35 are registered in it. Moreover, there are a lot of schoolchildren. There are not many people here who can openly, on their walls, express their own opinion on this or that account. Basically, most people prefer to repost other people's thoughts and opinions.

But on the VKontakte social network there is a lot of interesting content, which is exactly what young people are interested in. Funny videos, films of various genres, music, images. All this is enough here and you will enjoy this business. Here you will also find communities of interest. In which, however, there is very little unique content. All of it, basically, migrated to the social network from the Internet.

Facebook

It is worth saying that more serious and successful people are registered in this American social network than in the previous one. Your own opinion and thoughts on this or that occasion are very much appreciated here. As you know, many world celebrities, politicians, businessmen and other successful people are registered on Facebook. So if you want to become the same, maybe you should choose the same social network as they are? But, in fact, this is just a matter of taste.

Twitter

If you're not used to sharing your own opinions, then Twitter is not for you. Despite the fact that this is a microblog, we also included it in our review article. Social media characteristics would be incomplete without this dying resource. Yes, you are not mistaken! The site is really dying. Alas, this is its main characteristic.

There is no interesting content here. And the "trick" of this microblogging is that you can post tweets to your wall - short notes on one or another occasion. Yes, this resource was popular before social media existed. And now, he is like LJ, who will remember about him?

classmates

This social network has an audience of 35+. Housewives, men bored in the evenings, lonely ladies. You will see all this in Odnoklassniki. The name of this social network perfectly characterizes it. After all, here people are really looking for their former classmates, classmates, colleagues, with whom they have not seen for a very long time and want to communicate.

Frankly speaking, when entering Odnoklassniki, sometimes there is a feeling that you have moved 10 years into the past by a time machine. Posts asking for financial help, some tearful stories, strange photos and pictures edited in Paint "e. In other words, progress has not yet come here. And what in other social networks can be considered bad manners or something backward, in Odnoklassniki he gets along well and “likes”.

These, in our opinion, are the characteristics of modern social networks. Which one to use is up to you.

Today social networks are so firmly rooted in our lives that the composition of the five most popular social platforms practically does not change from year to year. However, the extent of penetration and use of these social networks differs depending on geography and demographic factors. Understanding these differences plays a big role when targeting a specific audience. When comparing the most popular social networks, it is important to pay attention not to the number of registered accounts, but to the number of active users. From the review, you will find out which social networks are growing faster than others, and which are now in decline.

Most Popular Social Platforms

The chart, produced by analytical agency Statista, gives a clear idea of ​​the number of active users (in millions) on the most popular social networks in the world. Tops the Facebook list. This can hardly surprise anyone. Facebook has a large market share with over 2 billion active users. In January 2017, the giant's closest competitor was WhatsApp, which is also owned by Facebook. Then he was in second place. Today, YouTube is on the second line with 1.5 billion active users. Facebook Messenger and WhatsApp come in third and fourth places, respectively.

They are followed by platforms, the majority of whose audience is located in the Asia-Pacific region. These are QQ, WeChat and Qzone (with over 600 million active users). This shows that there are a number of popular social media in the Asia-Pacific region. After them, we see a cluster of sites popular mainly in the West - Tumblr, Instagram and Twitter.

And what about Russia?

In Russia, the penetration of social networks is estimated at 47%; 67.8 million Russians have accounts in them. According to Statista, YouTube is most actively used in Russia (63% of respondents), followed by VKontakte - 61%. The global leader Facebook is only on the fourth line with an indicator of 35%. Skype and WhatsApp dominate among messengers (38% each).

Social networks that grow faster than others

Marketers usually don't spend a lot of time on SMM. What social network should you focus your efforts on? Twitter, which managed to reach an audience of 313 million users from 2010 to 2017, posted the slowest growth rate compared to its largest competitors Facebook, WhatsApp and China's WeChat. Founded in 2013, Instagram surpassed Twitter in terms of audience size by 2014.

New research from Statista found Twitter lagged far behind its rivals in 2017. It showed the lowest monthly active audience growth, which from Q3 2015 to Q3 2017 was only 23 million. Facebook, meanwhile, grew by 461 million.

How users interact with brands on social media

Knowing how to behave and what kind of publications to make in social media is also important, since this forms the image of your brand and, as a result, encourages users to buy your products or, on the contrary, unsubscribe from your groups. Social media is increasingly used as a platform for working with customers, where customers, existing and potential, want to get answers to their questions in real time. A chart from the Sprout Social report shows that 48% of users can be persuaded to buy by quickly answering questions in a group. 46% respond positively to promotions, and 42% can choose a brand product if its page contains educational content. 27% of surveyed users admitted that they would want to make a purchase if they were shown materials that usually remain behind the scenes.

Half of Sprout Social survey participants said they would unsubscribe from the brand community if they post annoying content there, and 27% said they would flag the brand and its page as spam and block it. This is why publishing relevant and engaging content that resonates with your target audience is so important to reach and engage your potential customers.

Social networks with the most active audience

An important factor that influences how much time we should devote to SMM on a particular social network is the level of audience engagement. Here again Facebook dominates, and also has the highest engagement by time, according to data collected by analyst comScore from a survey of a group of US consumers.

Facebook's success is amazing. In addition to the social network itself occupying the top spot, other platforms owned by the corporation also occupied the second and third places. The penetration rate of Facebook Messenger is 47%, with Instagram following right behind it.

From the fresh data from Pew Internet, shown in the diagram below, we can see that Facebook is also leading in terms of the number of active audience per day. 76% of users log into the social network every day, while on Instagram this figure is 51%. Only 42% of Twitter users check it daily, almost half of Facebook's.

The average daily duration of using social networks in the United States is 2 hours 1 minute, in Russia users spend a little more time on social media - 2 hours 19 minutes.

Engagement rates across different social media

Analytical marketing firm TrackMaven analyzed 51 million posts from various companies across 130 industries to find out which social media platforms have the highest engagement rates. The results showed that Instagram is the absolute leader in terms of engagement per 1000 subscribers. This is so much higher than other social networks that I had to draw up a separate diagram to illustrate the difference between Facebook, LinkedIn and Twitter.

As you can see in the second graph, Facebook is well ahead of Twitter and LinkedIn. The reason for this is largely because more posts are being published on Twitter, because there is no algorithm here to show content to only a small portion of the audience. Because of this, brands have to bombard their feeds with posts to break through the information noise. This, in turn, lowers the response rate to publications. Below is the average daily number of posts per account in three social networks.

General statistics on the use of social networks around the world

Every year, WeAreSocial updates its comprehensive statistical report, the Global Digital Report, which brings together useful data on social media around the world. From it you can find out how differently social platforms are used in different parts of the world. It is surprising that Western countries are seriously lagging behind in terms of social media penetration.

Below are the main findings of the studies.

• The number of Internet users in 2018 reached 4.021 billion people, which is 7 percent more compared to the data a year ago.
• The audience of social networks in 2018 totals 3.196 billion people, which is 13% higher than last year's figure.
• The number of mobile phone users is 5.135 billion, which means 4% more than last year.

The numbers are growing rapidly, especially for active users of social networks from mobile devices - the penetration rate is 39%, which is 5% more than in 2017.

If we talk about the structure of web traffic depending on the type of device, then most of the traffic is generated by mobile users (52%, which is 4% higher than last year). Only 43% of all web pages are visited from desktops, which is 3% less than last year.

North, Western and Southern Europe, as well as North America, boast the highest Internet penetration rates - 74% -94% of the total population use the World Wide Web. In Russia, 110 million people use the Internet - 76% of the total population.

The global social media audience has grown by 13% since January 2017. The fastest growing user base is in Saudi Arabia. Since January 2017, their number has increased by 32%, with a global average of 17%. Other countries with the highest growth rates are India, Indonesia and Ghana. The reason for the jump was the development of technology, which made it easier for the population to access social sites. The slowest growing social networks were in the UAE, South Korea and the UK -<5%. В России пользователей соцсетей стало на 8 826 000 человек больше (+15% к прошлогоднему значению).

Since the largest proportion of users are on Facebook, it would be helpful to know how the content you post will perform on this social network and what features to use to increase its reach. According to the statistics of the social network, the average coverage of a publication is 10.7%, while organic posts have 8% (organic coverage in Russia is 11.3%), and for paid posts this value is 26.8% (27.4% in Russia) ... Organic and paid Facebook posts have huge potential. It is important to correctly target publications in order to receive high-quality leads.

You can get a more complete picture of the state of the global digital market in 2018 by studying our review of the Internet 2017-2018 in the world and in Russia: statistics and trends, which we prepared based on the Global Digital 2018 study.

Popularity of social networks by country

The graph from the GlobalWebIndex report below, based on a survey of Internet users, perfectly reflects the popularity of various social networks by country. Indonesia, the Philippines, Mexico, India and Brazil are among the ten most active audiences for each of the social networks, and are significantly ahead of the USA, UK and European countries.

Of the four social networks represented (Facebook, YouTube, Twitter, and Google+), Russians are the most active users of the video service. Twitter and Google+ are relatively often used by only 20% of our compatriots, while Facebook is regularly viewed by just over 40%.

Demographic statistics of social media usage

As can be seen from the graph, a similar pattern of social media use is observed in different age groups. This suggests that social media has reached a stage of maturity where it can be used to reach all demographic groups, regardless of age and gender. The exceptions are Instagram and Tumblr with a younger audience.

Social media audience engagement strategies

According to a study by The State of Social 2018, 96% of brands have a presence on Facebook.

At the same time, only half of the respondents have a documented SMM strategy. Big business is a little more responsible in this matter than small companies (60% stated that they have such a document).

When it comes to the types of content brands publish, images, links, and copy are leading the way. While video posts tend to get the most engagement, video content only ranks fourth here. This is primarily due to the complexity of creating such materials.

At the end of 2017, Smart Insights, together with Clutch, conducted a survey among business representatives, in which they asked which social networks are of the most value to them. It turned out that among B2C companies, Facebook is considered the most effective (93% of respondents), and most B2B companies prefer LinkedIn (93%).

The value of social media for brands in 2018

1. If you think that your target audience is not sitting in social networks, you are mistaken.

Through social networks, you can reach any audience, regardless of gender, age, social status. 98% of online consumers are registered in social networks, quite a large part of them are adults 55-64 years old.

1. A third of all time on the Internet, people devote to social networks.

The average user spends 2 hours 15 minutes a day flipping through the feed and chatting on social platforms, while young people aged 16-24 spend almost three hours. If you do not consider SMM as a channel for attracting customers, then you voluntarily cede the attention of your target audience to competitors.

1. Half of all social media users follow brand pages.

4 out of 10 Internet users follow their favorite companies' social media pages, and a quarter follow brands when they plan to buy something. People have a positive attitude towards this kind of content, so an active presence in social media is of great value for companies.

1. Social media is the main source of information for consumers.

People aged 16-24 prefer to search for brand information on social media rather than search engines. A quarter of users in this age group admit that a large number of likes on a brand page can lead them to buy. In the 35-44 age group, 20% of the respondents stated the same. Social commerce can be considered one of the main channels for generating profit, which means that it is important to diversify efforts, and not rely on advertising alone.

1. Watching videos is a favorite activity on social networks.

Facebook is the largest social network in terms of the number of users, but YouTube takes the first place in terms of traffic and the reason is precisely in the video. Video posts receive the most active response, which is why leading brands are constantly posting videos on their pages.

In preparing the article, the following materials were used:

1. Global Social Media Research Summary 2018 by Smart Insights
2. Report The State of Social 2018 by Social Media Week
3. The Biggest Social Media Trends Shaping 2018 article posted on the GlobalWebIndex Blog
4. Social Networks Study: How social networks were used in 2017 by Metricool analytical agency
5. Global Digital 2018 Report Pack by WeAreSocial Analytical Agency

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