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Facebook, Twitter, Instagram, and You Tube dominate the social media world in most countries, but Russia (and some surrounding areas such as Kazakstan and Ukraine) often prefer regional replacements for these platforms.This difference in social media use is of huge importance for brands who use social media sites for advertising, as it can completely change a marketing strategy that is used in other parts of the world.There is definitely something to be said for social media sites that are targeted at a specific user base, whether geographically (as in these examples) or based on activities (as can be seen with Snapchat’s special filters).
Thankfully, livejournal integration is still supported Twitter is another classic social media site that does quite well in Russia.
Vk (previously known as VKontakte) is by far the most popular social media platform in Russia, with over 46.6 million monthly users.
There are a lot of interesting facts about VK, but the platform is best described as a combination between Facebook and a file sharing platform.
This shift in popularity is thanks in large part to cross-posting between Instagram and other platforms, where users will use Instagram’s great photo editing tools to enhance and caption a photo, and then post it both to Instagram and to other popular social media websites.
The success of unique social media platforms such as VK and OK in Russia and surrounding countries can be surprising to those of us who are used to Facebook, Twitter, and Instagram holding a complete monopoly over all social media communication.
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That aside, it’s also just interesting to see how online communication can differ in different parts of the world!