Brand Analytics compared the activity indicators

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Director of Strategic Communications at Palitrumlab LLC (a system for monitoring and analyzing social media and Brand Analytics media) Vasily Cherny reported at the Brand Analytics Conference on November 2 that in 2020, during the pandemic, there was a sharp increase in authors on social networks (+30%), then in 2021 there was a lull, but in 2022 Brand Analytics analysts again recorded a sharp increase in the activity of authors (+36%): in their opinion, this morocco whatsapp number database was a response to the socio-political agenda.

According to Brand Analytics, in 2023, the number of active authors in social media continued to recover (+3.7% in October 2023 compared to October 2022), activity in content creation also increased - by 3.2%. In Russia, VKontakte remains the leading platform in terms of authors, Telegram in terms of content, and Instagram* ranks second in terms of authors and third in terms of content volume, behind Odnoklassniki in second place.

Brand Analytics data showed that a high share of authors' presence was on review sites (geoservices, marketplaces, review sites): in October 2022, it amounted to 8% of all social media authors, which is fifth place after VKontakte, Instagram*, Telegram and YouTube.

of Russians on social networks and media platforms - Russian (VKontakte, Odnoklassniki, Zen, RuTube), foreign (Instagram*, YouTube, Facebook*, Tiktok, X (former Twitter), as well as Telegram, which the company places in a separate category of Russian-language platforms, without combining it with other Russian ones. The company considered user activity as at least one message - a post, a comment, a story - per month, while viewing the feed, messages and likes were not considered activity. The indicators for comparison were data for October 2021, 2022 and 2023.

Stanislav Turbin, head of SMM at Yandex Group, told a ComNews correspondent that the more content users create, the more data the company has for analysis and the more representative its results are, but it makes no difference which platform to analyze content from - Russian, foreign, banned in the Russian Federation or permitted.

"Machine learning technologies (ML) help process information faster, better and cheaper. ML does not collect data, but analyzes it - marks it, removes spam and highlights the main thing. Yandex itself does not monitor, for this we turn to companies that specialize in this - Brand Analytics, Medialogy, etc. The most difficult format of analysis is a video sequence. First, you need to translate the information that is played there into text, but the task is complicated when the video sequence comes with a text image, subtitles, and not an audio sequence," explained Stanislav Turbin.

Managing Director and Head of the AI ​​Marketing Center at Sberbank Pavel Abramov believes that machine learning is suitable for social media analysis because it is objective and highly scalable.

"We have a highly developed expertise in determining the tonality in relation to the Sber object - these are specific models that take into account the context, language, and content classification. The most expensive project in training machine learning in 2022 and 2023 is reducing the amount of data for analysis in order to isolate signals, topics, and trends from hundreds of thousands of messages," said Pavel Abramov.

As noted by Denis Volkov, CEO of Epicstars LLC (the Epicstars social media advertising platform), AI is widely used in planning advertising campaigns (AC) to segment the audience and select the most suitable sites for placement.

"We take into account the composition, involvement and interests of the target audience, data on previous advertising campaigns, tone and formats of information delivery, geography. AI is also useful in creating effective creatives - both text and video. This helps reduce the time to launch an advertising campaign from several weeks to several hours or even minutes," he added.

"AI allows you to adjust your advertising campaign on the fly - based on feedback analysis, the target audience's reaction to advertising messages, and the dynamics of business indicators across various channels. For such solutions to be effective, AI must be able to work with multi-format data, which includes open site statistics, internal advertiser information, media materials, and information about the market and consumer behavior," explained Denis Volkov.

* belongs to Meta, which is recognized as an extremist organization in Russia.