Contents
- What is social media blocking?
- Reasons for blocking social media and messengers
- Blocked platforms in Russia
- Impact of blocking on marketing
- Alternatives to blocked social media
What is social media blocking?
Social media blocking refers to restrictions on access to internet resources within a specific country. This phenomenon is not limited to social networks; messengers, online platforms, and other digital resources may also be blocked if deemed by authorities to violate legislation. The main methods of blocking include:
- Prohibition of access to a specific domain or IP address.
- Limiting server operations within the country.
- Prohibition of app downloads in stores, affecting content access.
In the case of messengers, blocking may also mean a ban on data transmission, complicating the situation further.
Reasons for blocking social media and messengers
The main reasons why authorities block social media and messengers can be divided into several categories:
- Violation of legislation: Platforms may be blocked for publishing extremist content or promoting violence.
- Failure to provide data: Laws in some countries, such as Russia, require user data to be stored within the country. Non-compliance with these requirements may lead to blocking.
- Censorship: Social media may be blocked for spreading information deemed inappropriate by authorities.
- Decision of platform owners: Sometimes, blocking occurs at the initiative of the social networks themselves if their values do not align with the country's legislation.
Blocked platforms in Russia
As of now, several significant social networks and messengers are blocked in Russia:
- Meta (Facebook*, Instagram): Both resources were declared extremist and blocked after the company temporarily allowed calls for violence against Russian military in 2022.
- TikTok: The app limited the distribution of new content in Russia after the adoption of the fake news law, making its functionality restricted.
- X (Twitter): Blocking occurred after repeated refusals to remove materials deemed extremist by Russian authorities.
- LinkedIn: The professional network was blocked in 2016 due to improper storage of Russian user data.
Despite the blocking, the messenger Telegram still functions, although it has faced threats of blocking due to refusal to transmit user data.
Impact of blocking on marketing
The blocking of popular platforms has significantly impacted marketing and business in Russia. Companies that actively used Facebook*, Instagram*, and Twitter have lost a substantial portion of their audience, affecting traffic and reach of advertising campaigns. For example, a LiveDune study showed that users are reluctant to switch to other platforms, further complicating marketers' tasks.
The challenge lies not only in finding new approaches and tools but also in adapting to a new environment. Implementing new tools, testing, and training employees require time and financial investment, which is particularly sensitive for small and medium-sized businesses. On average, in 2024, most small companies are willing to spend no more than 50,000 rubles on advertising, which is insufficient to attract a significant number of users.
Alternatives to blocked social media
In light of the blockages, companies and users are seeking alternative platforms for communication and promotion:
- “VKontakte”: The largest Russian social network with extensive opportunities for brand promotion.
- Telegram: After the lifting of the block in 2020, it has become an important tool for content promotion and channel creation.
- “Odnoklassniki”: Popular among the adult audience, actively developing advertising tools.
- “Zen”: A platform for publishing articles and video content, which is also gaining popularity.
Each of these platforms offers unique opportunities for marketing and communication, helping to adapt to new conditions and continue business.