Features of using social media for advertising content on bloggers’ pages

For citation: Argylov N., Okhlopkova U. Features of using social media for advertising content on bloggers’ pages // Mediascope. 2022. 1. Available at: http://www.mediascope.ru/2767

© Nikita A. Argylov

Head of the Department of communication and media, School of Arts and Humanities, Far Eastern Federal University (Vladivostok, Russia), nik-argylov@yandex.ru

© Uliana V. Okhlopkova

Senior lecturer at the Chair of Journalism, Faculty of Philology, Ammosov North Eastern Federal Uiversity (Yakutsk, Russia), evseeva.uliana@yandex.ru

Abstract

The article describes the activity of bloggers as active players of the regional media market: the features of using their accounts in the social network Instagram for the promotion of goods and services, the main customers of advertising, often used formats and tools, have been identified, with which authors create advertising content.

Key words: media market, social network, bloggers, advertising in social networks, regional advertising

Notes

Chislennost' naseleniya Respubliki Sakha (Yakutiya) na 1 yanvarya 2021 goda [Population of the Republic of Sakha (Yakutia) by January 1, 2021]. Ofitsial'naya statistika. Territorial'nyy organ Federal'noy sluzhby gosudarstvennoy statistiki po Respublike Sakha (Yakutiya). (In Russian). Available at: https://sakha.gks.ru/folder/32348

Digital 2020: october global statshot (2020) DataReportal. October 20. Available at: https://datareportal.com/reports/digital-2020-october-global-statshot

Instagram by the Numbers: Stats, Demographics & Fun Facts. Omnicoreagency. Available at: https://www.omnicoreagency.com/instagram-statistics/

Mediapotreblenie v Rossii – 2020 [Media consumption in Russia - 2020]. Ofitsial'nyy sayt «Deloyt». (In Russian). Available at: https://www2.deloitte.com/ru/ru/pages/technology-media-and-telecommunications/articles/media-consumption-in-russia.html

2021 Ob"em reklamy v sredstvakh ee rasprostraneniya v iyune-yanvare 2021 godu [Volume of advertising in the means of its distribution]. Doklad Assotsiatsii kommunikatsionnykh agentstv Rossii. (In Russian). Available at: https://www.akarussia.ru/knowledge/market_size/id9802

Ot blogerov – k inflyuenseram: bor'ba za vnimanie i vliyanie na auditoriyu, novye trendy [From bloggers to influencers: struggle for the attention and influence on the audience, new trends]. Doklad Tsentra sotsial'nogo proektirovaniya «Platforma» i VTsIOM. (In Russian). Available at: https://pltf.ru/wp-content/uploads/2020/09/vciom-platforma-blogery.pdf

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Rossiyskaya periodicheskaya pechat'. Sostoyanie, tendentsii i perspektivy razvitiya v 2019 godu [Russian periodical press. State, trends and perspectives of development in 2019]. Doklad Federal'nogo agentstva po delam pechati i massovym kommunikatsiyam. (In Russian). Available at: https://fapmc.gov.ru/rospechat/activities/reports/2020/pechat3.html

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