8 out of 10 brands still choose standard integrations with bloggers

According to a report from NAMES, 80% of brands in Russia are opting for standard integrations with bloggers, while 20% choose non-standard ones, with 50% to 65% of brands considering the effectiveness of influencer marketing to be high. The main criteria for evaluating the effectiveness of influencer marketing are KPI, coverage, and engagement.

This trend matters for social commerce as it indicates a continued reliance on influencer marketing, with 65% of brands planning to increase their budget for influencer marketing in the next year. The most popular platforms for influencer marketing are Instagram, YouTube, and TikTok, highlighting the importance of social media in reaching target audiences.