VKontakte as a marketing tool - part 2: The difference between Facebook and VKontakte

How does VKontakte differ from Facebook in terms marketing?

The number of Russian users in these channels and the main language issues were discussed in previous blogs, so there is no need to mention all this once again. Instead of that, let’s consider the channels’ content statistics and online user behaviour.

According to Top 100 Facebook Pages, five biggest fan pages are:

  • Facebook
  • Rihanna
  • Eminem
  • Coca-Cola (Coke)
  • Youtube

Consequently, Facebook users are interested in brands, entertainment and celebrities.

Now let’s check the same list in VKontakte. Five biggest fan pages in this channel are the following:

  • Ti ne poverish’! (You won’t believe it!)
  • Kinomania
  • iFace
  • Korporatsia Zla
  • Chetkie Prikoli (Cool Tricks)

The content of this list is very different from the Facebook one. VK Top 5 consists of comedy, education and entertainment. iFace, Korporatsia Zla and Chetkie Prikoli are popular fun pages (more than 4 million of followers). Kinomania is a page about movies where you can find and share video files and recommendations. Ti ne poverish’! is a group where different interesting facts are posted.

To sum up, VKontakte users want to laugh, enjoy and share opinions and experiences with other like-minded people.

In Facebook people have most of their attention focused on famous people. At the moment, another popular phenomenon is technology, and this is the reason why Facebook and Youtube are in the list.

Should the differences observed benefit in the marketing field? Yes, of course! In VKontakte marketing the importance of pictures, videos, fun and other things calling forth feelings is highlighted. What is more, the meaning of interaction is emphasized. The content should induce people to participate in discussions, ask questions and comment what others say. That's why marketing resources must be also provided for interaction, customer service practices and customer responsiveness.

So, marketing success is not based only on the right channel selection. Concepts should be suitable for people using the channel as well.