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Over the last few years of development, the Russian SMM market has changed dramatically. Some tools and methods have become outdated and have been replaced by new ones. We will tell you about the trends of modern promotion in social networks in the article.

The feed that looks like a product catalog is no longer relevant
Just a few years ago, a company page with high-quality photos of products or services with a price and description was the norm. Not anymore. Modern social networks are overflowing with sales accounts. The abundance of product offers in the feed irritates the user and can even play a negative role – cause negativity towards the seller.

Rubinka Kamalova , senior account manager at RBS , is confident that such a feed will not work:

"Considering the new realities and constant changes in content consumption, the answer is simple - such a feed does not work. Now it is important to consciously approach the construction of a brand image in social networks and build relationships with users, entering into a direct dialogue with them.

The content plan and the content itself are the main and integral part of the SMM strategy on which communication with users is built. It seems that there is so much content that it is very difficult to capture a person's attention, but this is not true.

Understanding your user, their needs, pains and desires, you can easily move from a simple feed with products and prices to a unique account in which you reflect what your end customer expects"
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Appeal to emotions
Today, successful promotion in social networks obliges the seller to create unique content. Appealing to feelings, to personal associations is becoming the norm. The seller has to refuse a direct offer to buy and hide it under a layer of useful, beautiful, exciting, funny information. It is worth working with the mind through emotions.

What becomes relevant is the offer of the seller's brand, not the final product. Stories about the team, about the managers, about the company's philosophy, its values. All this shows the audience an interest in something other than making a profit, and therefore helps to win loyalty. Humanity is the new capital.

Rubinka Kamalova believes that openness will benefit the brand:

"People are interested in knowing who is behind a product or service, what is put into it, how it works and what benefits it brings to the buyer.

Thanks to a fairly open position, a dialogue will be built between the brand and the user, and this, in turn, will help build a longer and more trusting relationship with him."
Natalia Nagornova , Marketing and PR Director at Vladimir Turov's holding company , suggests several ways to revive the feed:

"It is important that the topics are not hackneyed: it should not be a million-dollar article on the topic of "how to choose a vacuum cleaner". Any hackneyed topic can be played up.

Surprise with unusual visuals. Create works of art on your topic using a neural network.

Use newsjacking (a game on the news). But here it is important to remember that news usually lives for 24 hours.

Comics. Each post is a story with its own hero, who solves a certain problem with the help of your product"
Anastasia Belaya , an expert in high-ticket sales of original information products and services on social networks, shares her successful experience of working with meanings :

"Thanks to the reflection of the mission and principles in social networks, the right target audience comes, and this is where the easiest sales happen, the number of dissatisfied people decreases, since "not our own" are filtered out. And this, in turn, leads to an increase in "word of mouth" and recognition of the company.
Thus, in my SMM agency, when promoting a cosmetology center through a demonstration of the mission, values, and doctors, we attracted 23-28 new patients monthly for expensive operations, costing ~150 thousand rubles."
How does advertising work with bloggers now?
The effectiveness of working with opinion leaders has noticeably dropped. Now no one perceives the account of a million-follower blogger as his personal space, which he has allowed to look into through the keyhole. The audience realizes that in most cases this is a business project, which is being worked on by a team of professionals. The abundance of advertising posts also does not add trust. It should also be taken into account that each million-follower blogger has his own army of ill-wishers, who will always hate him, and at the same time the product that he advertises.

And another important point is money. Mega-influencers usually charge a lot for placing an advertising post. High coverage figures can easily turn the customer's head, but engagement can be discouragingly low - as low as 1%.

Maria Vylegzhanina , Managing Director of MDK Creative , points out that the effectiveness of advertising among bloggers directly depends on preparation:

"Advertising with top bloggers has website development service always had roughly the same effect. Another question is how you work with the blogger. Here are several reasons why advertising may not produce the desired result. Your product is not interesting to their audience. You prepared the content yourself and did not focus on the characteristics of the audience, did not try to adapt to the tone to which they are accustomed. Such advertising looks plastic, unreal. The audience does not believe it. And no matter what the reach, there will be no effect.



The number of subscribers does not matter. You can take 15 microbloggers instead of one top one, get the same reach and not get the result if the content is irrelevant"
Alexandra Konsuvakova , SMM specialist of the Profilans Group team , also believes that advertising with popular bloggers works, but recommends soberly assessing your budget and paying attention to real coverage:

“Advertising with million-plus users still works to this day, if you present it correctly. Let’s say, if you have an advertising budget of 1 million+, then by reaching 5-10 million-plus users, you will achieve the effect that everyone will talk about your brand. But if you buy advertising from a major influencer one-time, counting on instant sales, then there will be no result. Why?

The blog of a million-plus user is structured in such a way that the content changes one after another and is supported only by acute situations. If an influencer gained his audience several years ago, then with a high degree of probability we can say that his active audience is no more than 20% of the total number of subscribers. Thus, you are advertising not to 1 million people, but to 200 thousand.

What is also important: most modern bloggers are TikTok stars, and as we know, this social network was initially popular among children and teenagers. Therefore, modern stars are leaders for schoolchildren, and this audience has a very narrow segmentation of needs and low solvency.

Conclusion: advertising with millionaires works, but you need to approach it carefully, delve deeply into the blog topic and the influencer's style, and be prepared to take risks. I would not advise taking a millionaire if your budget is very limited."
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