How to enter the Russian market
Frequently asked questions
It’s easy to forget that search engines other than Google exist, but if your target Russian audience, you’re missing most of your target audience if you’re not showing up in their preferred search engines. In Russia, Yandex is by far the biggest search engine. There’s also significant Yandex usage in neighboring countries, such as Belarus, Kazakhstan, Ukraine and even Turkey. Yandex is the fourth largest search engine in the world.
VKontakte (or VK, which means “In Contact”) is by far the most popular social network in Russia. The layout is basically the same as Facebook.VK is also a social network with the most steady growth. Most Russians are active on VKontakt. For account creation on VK all you need is a valid phone number to receive a confirmation SMS.
Facebook in Russia continues to grow. Interestingly, this growth is mainly due to the visitors using Facebook for B2B or B2C communication. Facebook users in Russia were initially more highly educated and with good English skills. Many are businessmen and top managers.
Whether it’s advertising via old standbys like TV, newspapers and radio or newer media like mobile and online, earning consumer trust is the holy grail of a successful campaign! Vesti.ru reported in 2016 that 40% of the population living in cities with more than 100 000 inhabitants in Russia generally trust advertising and promotional messages.