VKontakte, otherwise known as VK, is the largest social networking service among Europeans. It was also ranked as the second largest global social network, with over 100 million active users. VKontakte is available in many different languages, but is found to be extremely popular among Russian-speaking users.

How does VKontakte maintain its large user base?
VKontakte can be accessed by its website (vk.com) or by its application (VK) for mobile use. It’s also available in multiple languages, making it very versatile for its large, diverse user base.

How can brands use VKontakte?
Just like most social media sites, brands can create their own pages on VKontakte for campaigns, content marketing and customer service forums for consumers.

According to a post by Hannes Ben, in Econsultancy, “For a long time VK has been seen purely as a marketing platform to boost brand awareness. Over the last two years, however, it is increasingly being recognised (especially in the retail and travel industries) as a revenue driving channel that is outperforming traditional marketing channels such as search and display in terms of reach and ROI.”


VKontakte is well-known for its detailed profile information, which provides brands with an opportunity to uncover social insights from demographic data. Users can be broken down and filtered by basic info, contact info, interests, education, work, military service and personal views. Brands can drill down as deep as views on smoking, views on alcohol or even political views. This allows you to learn so much about your brand’s audience and provide them with campaigns that you know they’ll be interested in.

Understanding the Russian market with VKontakte
Brands and agencies can leverage Social Listening to analyze VK social data for effectively understanding the Russian market and Russian consumers. VK is the most popular social networking service among Russians, holding thousands of valuable conversations about Russian pop culture, interests and lifestyles.

Every day, people turn to social media to discuss their opinions, talk about their lives, and air grievances around negative customer experiences and even discuss positive experiences with a brand or product. This is why social media is known as the world’s largest focus group. It holds unfiltered, uncensored and unsolicited opinions. Brands and agencies turn to Social Listening to mine and analyze massive amounts of social data, for valuable demographic consumer insights as well as product development.

Brands and agencies use our platform’s advanced global capabilities to track the success and reach of each of their global campaigns. With global companies and campaigns comes new markets and new cultures. Learn all you need to know about launching a new product in a foreign market, with our guide, Cultural Differences and Social Media: How Can Brands Benefit?