The audience of social networks continues to attract the closest attention of webmasters and arbitrators who are ready to actively monetize traffic. Due to recent events, the capabilities of some of them, especially those blocked by Roskomnadzor, have significantly decreased.
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- TikTok
- X (Twitter)
- The future of social media
- ShakesPro
- What not to forget
- Cpaexchange
- ShakesPro
- Instagram
Instagram
The number of Russian Instagram visitors decreased in 2023. If the average monthly audience has decreased by only 2.5 times in two years (25.1 million), then the average daily reach has decreased by as much as five times in one year (7.1 million).
Nevertheless, there are still 7.1 million unique daily visits. This means that, potentially, they can be quite successfully monetized. The only question is exactly how to drain this traffic without violating the law or arousing suspicion from regulatory authorities.
According to available statistics, this social network continues to attract active authors who create large amounts of relevant content. Moreover, despite the decrease in the number of users, the number of published materials for each of the remaining ones is steadily growing.
Facebook
A social network that is less popular among Russian users. The reduction of the audience over the past few years is not so critical here. However, the number of Russian-speaking users has decreased.
The average monthly audience has roughly halved to 18.1 million users. The average daily reach does not exceed 1.8 million people.
Over the past year, Facebook has lost about 33% of active authors publishing useful materials. As in the case of Instagram, the remaining users are more actively creating content, so its volume is decreasing more slowly by 14% per year.
TikTok
The restrictions imposed by the Chinese social network had virtually no effect on its traffic by domestic users.
The average monthly audience in Russia by October 2023 was 67.6 million people. Then there was a steady increase in the number of accounts. The average daily reach also continues to grow and has reached 31.7 million people.
At the same time, there has been a slight decrease in the number of authors in 2024, but the remaining ones are much more active in creating useful and relevant materials.
X (Twitter)
Perhaps, it is X that is losing relevance faster than other social networks. Even though the users who remain here continue to post extremely actively, the opportunities for monetization of popular accounts in X are the most scarce.
The future of social media
Against the background of negative statistics on social networks, which were once extremely popular, the users who remain there are becoming active and starting to create new materials at a rapid pace. As a result, there is a very acute question about the possibilities for monetization of the traffic they attract.
Today we will find out:
- How have CPA networks adapted to the conditions of sanctions and restrictions over the past few years?
- Which traffic whitening solutions and tools have become the most popular? Have landing pages become more in demand among webmasters and arbitrators working with social networks? Do other tools, such as automatic forwarding, find use?
- Are there any standard sets of basic recommendations for young webmasters and arbitrators who are not yet experienced in spilling traffic from banned social networks?
- How do representatives of the CPA segment see the future of advertising on social networks? Will there be new earning opportunities, or will they continue to stagnate until the domestic audience completely leaves them?
And representatives of our partner companies will help us figure out these issues with you.
ShakesPro
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How have CPA networks adapted to the conditions of sanctions and restrictions over the past few years?
1. Traffic diversification and geo-operation: Many partner networks have shifted to new markets, reducing their dependence on sanctioned countries. They began to focus on entering the markets of Asia, Latin America and the Middle East, as well as other regions with high development potential.
2. Localization of services and business processes, including translation and adaptation of platform interfaces to local audiences.
3. Partner networks have begun to work more closely with local advertisers, expanding the range of geo and developing their own stability in the market.
4. Shifting the focus to alternative payment methods for webmasters. Although cryptocurrencies were used in the market before the sanctions were imposed, they have recently become the main payment instrument in the CPA market.
5. Partner programs began to invest in their own arbitration services and technologies, including the development of services for creating virtual cards and replenishing advertising cabinets.
6. Partner support: consultations with webmasters on the transition to foreign services and their own new products,to help adapt to the changed market conditions and find new earning opportunities.
Which traffic whitening solutions and tools have become the most popular? Have landing pages become more in demand among webmasters and arbitrators working with social networks? Do other tools, such as automatic forwarding, find use?
Cloaking is still an effective way to pass moderation on social networks, which involves sending users and moderators of advertising platforms to different versions of pages. Users see a Black Page, and moderators see another, “clean” one.
To do this, webmasters use White Page generators, create pages on the designers or make up their own.
You can set up cloaking through special services and even through some trackers. Many people use the Keitaro service, which is popular in traffic arbitration. By the way, we provide through our Store the opportunity to purchase it for points.
Are there any standard sets of basic recommendations for young webmasters and arbitrators who are not yet experienced in spilling traffic from banned social networks?
Uploading from social networks is, let’s say, a complex process, with many nuances and rules. To succeed, you will need to interact with all kinds of resources, services, and other market participants.
What you should not forget
Do not be lazy and test new approaches and algorithms all the time, communicate with managers of partner networks to get the best conditions for spillage, use SPY services to be inspired and create converting prelands, do not hesitate to ask advice from fellow arbitrators. Remember that the CPA market is a close community where everyone has learned everything and earned their first money by studying independently and asking for advice from professionals, traffic arbitration is not taught at the university.
How do representatives of the CPA segment see the future of advertising on social networks? Will there be new earning opportunities, or will they continue to stagnate until the domestic audience completely leaves them?
CIS countries continue to operate and generate revenue for their advertisers and arbitrators. Indeed, it is becoming more difficult in the Russian Federation without banned traffic sources, but nevertheless, local social networks remain popular and effective, and everyone works with them. Facebook is available in other CIS countries, and there are no prerequisites for disabling it in these geos right now.
In addition, social networks are changing, adapting and developing as well as the bourgeois segment, new ones are emerging, and therefore one should not expect the withdrawal of post-Soviet geo from the arbitration market in the foreseeable future.
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Cpaexchange
The audience of social networks still plays an important role in the work of webmasters in the Russian Federation. Yes, buying traffic is prohibited in Western social networks. Telegram is growing very actively among the Russian-speaking audience all over the world. The Russian digital market has changed a lot since February 24, 2022. In just 3 years, it was rebuilt and rebuilt. Moreover, this process is not finished and is happening right now. What should webmasters do in terms of traffic in 2025? This is perhaps the most pressing issue. Here it is necessary to proceed from the skills and achievements that were previously available.
For example, if the webmaster had a VK post about the job. It continues to work in 2025, but many people make dubs in Telegram. They observe how the audience grows and interacts on this site. VK has ambitions to become a direct competitor to Youtube in Russia, which is why VK has bought literally a ton of bloggers, buying not only their content, but also the audience.
I would like to say separately about the growth and development of Telegram. This is a super-convenient and conversion platform. If or when Telegram rolls out the “post video” feature, it will be a really cool product. We are witnessing the transition of webmasters from VK to telegram, or rather, the owners of VK channels are doing something similar in Telegram. We also started actively working with bloggers in 2024, and we are also actively investing in our B2B channel. https://t.me/CPAInform
In 2025, there is no need to neglect email newsletters. Only we are talking about those that users have subscribed to on their own (not spam mailings).
In general, if we talk about conversion traffic in 2025, this is a topic for a whole book. Each category of goods and services is unique. Each has its own set of platforms and a way to advertise. For example, the HR category actively uses Avito, VK, and HH.ru . Real estate – classifieds. Automotive workers – Telegram. FMCG – email newsletters.
We will be glad to answer any questions you may have, demand@cpaexchange.ru Ekaterina Shinkevich, CEO, cpaexchange.ru .
The results of the conducted research
In the course of my work, I interviewed several dozen representatives of the CPA segment. And the vast majority of them replied that they did not work with traffic from social networks and could not (or rather did not want to) provide any meaningful comments about the monetization of this type of audience.
Based on the information collected, we can confidently conclude that many aggregators have significantly reduced their attention to their own advertising and marketing departments.
Companies that continue to actively promote their brands, adapting to the current market conditions, become all the more valuable. While some are waiting out difficult times in the hope of a brighter future, others are actively working and expanding their own presence on the Global Network, discovering new tools and creating opportunities for earnings.
Information sources:
- Social networks in Russia: numbers and trends (brandanalytics.ru );
- The audience of the nine largest social networks in Russia (ppc.world).