What Is VKontakte? 7 Things You Should Know About the Russia’s Facebook

Let’s talk about VKontakte – the Russia’s Facebook!

When we think of social media giants, Facebook usually comes to mind – it’s connected to everything, from ride-sharing to payments to messaging.

But in Russia? It’s a different story. Over there, “Russia’s Facebook” is actually VKontakte, or VK for short. VK has cemented its spot as one of the top social networks, and nearly everyone in Russia uses it to stay connected.

If you haven’t heard much about VK, you’re not alone. It’s still a mystery to many outside Russia, but today, we’re pulling back the curtain.

In this post, we will be showing you seven surprising things about VK that make it such a powerhouse!

7 Things You Should Know About VKontakte

#1: VKontakte is the Most Popular Social Media Platform in Russia

While Facebook is the social media giant worldwide, VKontakte reigns supreme as Russia’s Facebook and beyond.

With nearly double the activity compared to its closest competitor, VK has solidified its place as the country’s go-to platform for social networking. According to Alexa, VK is the third most-visited site in Russia, trailing only behind Google and YouTube.

On an average day, VK’s mobile app alone draws around 45 million users. This engagement level outpaces Facebook, making VK a cultural cornerstone in Russia and a digital hub where people share, chat, and connect on an enormous scale.

#2: Youths Occupy the Largest Portion of Vkontakte User Base

VK’s audience skews younger, with most users falling between 25 and 34 years old – an intriguing contrast to Facebook, which has a larger proportion of users aged 35 and up.

VK attracts this younger demographic with features tailored to their interests, like easy file-sharing for music and videos, and a social structure that encourages users to connect outside of their immediate circles.

Unlike other platforms that cater more to older users (such as Odnoklassniki), VK’s vibrant, youthful energy makes it the ultimate hangout spot for Russia’s millennial and Gen Z users.

#3: VK Has a Complicated Political History

VK’s backstory is just as dramatic as it is influential. Like Facebook, VK was initially launched by a young, ambitious entrepreneur – Pavel Durov.

The platform thrived, but in 2012, Durov faced increasing pressure from the Russian government, as VK had become a popular hub for activist groups opposing the government. When authorities asked Durov to ban these groups, he refused, leading to a series of tense encounters with the law.

In 2014, Durov ultimately relinquished his stake in VK, transferring control to Alisher Usmanov, one of Russia’s wealthiest figures. This shift marked a new era for VK, highlighting the platform’s ongoing intersection with politics in Russia.

#4: VK’s In-Depth Profile Creation Stands Out

VK takes profile creation to a whole new level. Unlike Facebook, which focuses on current updates and posts, VK’s setup dives into specifics rarely seen on other platforms.

From entering your education details – including the exact college and department within your university – to adding your major and emphasis, VK’s onboarding process is meticulously detailed.

This extensive approach helps VK connect users based on nuanced, shared experiences, like former classmates within a specific program. This high level of personalization allows users to find people with unique connections, enriching the social experience on VK.

#5: Russians See VK as Better Than Facebook

In Russia, VK has the home-court advantage – and users are happy to keep it that way. Many Russians simply prefer VK over Facebook, and not just because it’s more widely used.

A study by Germany’s Heinrich Heine University found that VK is viewed as superior in enjoyment, ease of use, and trustworthiness.

Russians feel a stronger sense of connection and fun on VK, making it Russia’s social network of choice and reinforcing its reputation as “Russia’s Facebook.”

#6: VK Has Suffered Major Security Breaches

Even Russia’s Facebook, VK, isn’t immune to major security issues. In June 2016, VK suffered a substantial data breach that exposed the private information of more than 171 million users.

Names, email addresses, and even passwords were compromised and soon found their way onto the dark web.

VK’s breach serves as a reminder to all social media users: no platform, no matter how big, is entirely safe. Always be cautious about what you share online, even on a massive network like VK.

#7: The Most Common Password on VK Is “123456”

In a surprising yet revealing twist from the 2016 data breach, one of the most common VK passwords turned out to be “123456.”

If you’re guilty of using something similar, it’s time for a quick update!

Researchers analyzing the breach discovered that over 700,000 users used “123456,” while another 400,000 opted for “123456789.” This glimpse into VK users’ password habits highlights the importance of choosing strong, unique passwords to keep your data safe – especially on a platform as large as Russia’s Facebook.

How Can You Leverage VK for Your Brand?

If your brand is looking to make an impact in the Russian market, leveraging VK – Russia’s Facebook – can be a smart strategy.

Let’s quickly show you some ways you can tap into VK’s unique audience and make the most of its platform features.

Create a Strong Brand Profile

Just like on Facebook, your VK profile serves as your brand’s public face. Make sure to complete all sections with clear, engaging information about your business.

Use high-quality images, highlight your products or services, and choose a consistent voice that resonates with your audience.

VK users appreciate detailed profiles, so don’t skimp on showcasing your brand’s personality and values.

Targeted Advertising with VK Ads

VK’s ad platform, VK Ads, offers robust targeting options to reach specific audiences based on demographics, interests, and behaviors.

It’s a great way to drive traffic to your website, increase app downloads, or promote product launches. You can start with a small budget and gradually increase based on performance, making it a flexible option for businesses testing the waters in Russia.

Engage Through Communities and Groups

VK’s Communities are similar to Facebook Groups but play an even bigger role in Russian social media culture.

By creating a community for your brand, you can foster direct engagement with followers, share updates, host discussions, and build a sense of community around your products.

Participating in other relevant communities can also help increase your brand’s visibility and credibility.

Leverage Influencer Marketing

Influencer marketing on VK allows brands to partner with local influencers who have established trust with their followers.

Collaborate with VK influencers who align with your brand’s values to create authentic content, from product reviews to live Q&A sessions. This strategy can build awareness and drive conversions through trusted voices on the platform.

Content Localization

Remember, VK is a platform where users primarily speak Russian. Localizing your content – translating it into Russian and considering cultural nuances – is crucial. Content that feels tailored to the audience will perform better and foster a more genuine connection with VK users.

Post Interactive Content

VK users respond well to interactive content, such as polls, quizzes, and live streams. Try incorporating these features into your posts to make your brand more engaging.

Live streams can be especially effective for launching new products, hosting tutorials, or holding virtual events that encourage real-time interaction.

By strategically using VK’s tools and features, brands can effectively establish a presence in Russia and reach a massive new audience.

So, if you’re looking to expand globally, VK offers a unique gateway to Russia’s engaged social media users.

How to Create a VK Account

Setting up a VKontakte account is simple and quick. This means you’re just a few steps away from tapping into the platform’s potential to grow your brand in Russia. Here’s how to get started:

• Download the VK App or Visit the Website: Begin by either downloading the VK mobile app or heading to their website at vk.com. You can do this on your mobile device or desktop.

• Click “Sign Up”: Look for the “Sign Up” button and click it to start the process.

• Enter Your Phone Number: You’ll need to provide a valid phone number. VK will send a verification code, so make sure the number is accessible.

• Verify and Secure Your Account: Enter the code sent to your phone, create a strong password, and you’re in! Your VK account is ready to use.

However, creating the account is just the beginning. To make an impact and attract followers, take a few extra steps to optimize your profile, ensuring it’s polished and inviting for your target audience.

We already have a guide written on this. You can take a moment to check it to see how you can optimize your VK profile to make it stand out!