Russia (bbabo.net), - Now it is quite difficult to find a person who does not have an account on social networks or messengers. Experts believe that in 2022 the growth of the audience of social networks will continue, and TikTok and Telegram will be on top.

“TikTok will continue to grow in the world in general and in Russia in particular, as a result - the short video format of content will retain its positions,” says Evgenia Lampadova, founder of the LAMPA communications agency. Mark Zuckerberg will bring back the algorithm for updating content by time, so "Stories" will receive fewer views and reactions, and posts in feeds - more. " According to her, the Telegram messenger will continue to look for ways to monetize.

"In addition, YouTube in Russia is already today as a TV, only YouTube. In 2022, they will probably struggle to retain the audience and think about a variety of formats. return to the world of offline communications, minimizing the presence in social networks as much as possible. The opportunity not to live online is already a privilege, "Lampadova concludes.

Each of the social networks has its own audience, continues Ivan Samoilenko, managing partner of B&C Agency. "Young people prefer social networks, where the video format is the main one, short videos can tell about interesting events in the life of stars and famous bloggers, can be devoted to popular TV shows, cartoons, tell interesting facts. This attracts advertisers to the platform, including large companies with large budget for advertising, which serves as an additional driver for the development of the site and makes it attractive for investment, "he adds.

Older people are more focused on those social networks where direct communication with relatives, friends and colleagues takes place. "Such platforms often advertise goods, which also allows them to develop. There are several reasons why a social network can give up its positions: a blow to the image (high-profile scandals related to top management, data leaks, password theft), or a budget cut for development ", - the expert concludes.

According to Vladimir Zykov, director of the Association of Professional Users of Social Networks and Messengers, social networks that will actively grow in 2022 are TikTok and Telegram. "They will continue to grow in an attempt to become leaders in the Russian market and catch up with VKontakte," he concludes.

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