Brand Analytics has published fresh statistics on changes in Russian-language social networks and platforms since February 2022.
The first thing analysts point out is a 21% drop in the number of active Russian-speaking Youtube authors and a 26% drop in the amount of content they publish from February 24 to April 20, 2022. This is in spite of the failed Youtube blocking.
At the same time, the overall activity of Russian-speaking users on social platforms by April 20, 2022 decreased slightly from pre-crisis levels – the number of daily active authors on key platforms, overall, decreased by 9%, and the amount of content published decreased by 7%.
TikTok lost the largest share of authors, with a decline of 87% in the number of active authors and 93% in content. This is a direct consequence of the ban for Russian authors to publish on the site, as well as the impossibility for bloggers to earn money.
In second place in terms of the share of gone authors is the social network Instagram (banned in Russia, owned by Meta, which is recognized as extremist in Russia), which lost 56% of the authors and 55% of the content.
User migration led to a 22% increase in VKontakte in the number of authors and a 17% increase in the volume of content. Telegram was up 24% in authors and 5% in content.