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Many people are now asking the question: is it worth posting advertising information on this social network, will they be able to get decent results from using it? It is impossible to give an unambiguous answer, because the effectiveness of promotion largely depends on the specifics of the business, the ability to correctly target, and customize the form for submitting an ad. Those who are aimed at achieving success in this area need to know how to make good advertising in VK.
- Availability of target audience
- Via administrator
Step-by-step instruction
Provides a guide to step-by-step actions. With its help, owners of network resources will be able to understand how to properly advertise the services and products provided, and where to start working on VKontakte public pages.
Audience identification
The effectiveness of an advertising campaign is determined by the target audience it is aimed at. In this case, correct segmentation is of great importance, increasing productivity. Segmentation is carried out according to a number of criteria, such as: gender, age group, occupation, place of residence, education, social status, etc. There are a huge number of segments that can be distinguished.
Before you begin selecting communities, you need to imagine in detail what the future consumer “looks like.” The first step is to understand what needs he is trying to satisfy through the web pages he visits. Next, determine which of the products or services provided on the site may interest him. This should be just one position that unites the target audience.
Understanding customer preferences is not difficult with the help of surveys and forums.
You can create and post the questionnaire on your own platform. If the content of the resource is aimed at marketers, it is better to ask the question on the appropriate marketing platform. This is a good way to find out what users need and how to subsequently create advertising in VK for a group.
Knowing what your audience is interested in will make it easier to choose a topic that will attract attention. For this purpose, it’s a good idea to use Cerebro Target, which allows you to analyze customer preferences. Of course, you can manually collect suitable interactive pages. But this process will require significant time and cannot guarantee that part of the target audience will not be represented by bots.
Having opened “CT” in the “User Analysis” item, insert a link to the community in which potential clients are supposed to belong, and indicate the number of the most common interests.
The service will display hobbies, favorite books, films, musical styles and other information from the participants’ personal profiles.
In addition to Cerebro, it is worth using another tool - Audience Insights. It will allow you to find out your marital status, work position, and the top most visited resources of users who make up a certain audience.
Now you need to indicate the topic in the “Interests” column and collect statistics.
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Gender and age category are no less significant parameters. They help select public pages from your target audience and make the message more personal. You can determine your gender and age using the special Mail.Ru service. To do this, enter a key phrase/word into the search bar, and you will see a list of those who were interested in this query.
We've sorted out the first stage of setting up advertising in VKontakte communities, let's move on to the next one.
Group selection
Having an idea of the portrait of a potential buyer, it is necessary to collect the most complete list of sites from the subscriptions of the desired users. For this purpose you can:
- Use “Search” on social networks.
- Find suitable ones through the “Market Platform” in your account. To do this, you need to create and post a post, and then specify the topic.
- Use other tools, for example, Pubbler. To carry out the selection using this method, go to the “Publics/Profiles” item.
How the price of the social network has changed
Initially, in 2006, Pavel Durov had only $30,000 in initial investment, which was provided to him by Vyacheslav Mirilashvili, his school friend. The next investor in the social network was Lev Leviev, who studied with Mirilashvili at school in Israel. The new project began to develop quickly, Pavel Durov’s brother and other programmers joined its development.
The new social network was rapidly developing and gaining popularity.
2007 . Already in July 2007, Mail.ru Group acquired 24.99% of the social network. And the social network itself is valued at $65.226 million.
2008 . The capitalization of the social network is also growing rapidly, and is already estimated at $780 million.
year 2009 . The social network is valued at $1.1 billion.
2010 . The social network's valuation was $1.5 billion.
2011 . The social network is valued at $1.7 billion.
year 2012 . The social network's valuation was $2 billion.
year 2013 . Forbes at the beginning of 2013 valued the social network at $2.2 billion.
year 2014 . The current price of the social network is $2.9 billion.
Community Analysis
It represents the most important stage in carrying out activities in this social network. When the required volume of interactive pages in a given topic has already been generated, you should check them for compliance with certain criteria. Find out how the audience reacts to publications, what time is best to post, and whether the right direction in the work has been chosen. It is necessary to analyze based on five main factors.
Availability of target audience
To accurately identify potential buyers in the public, check the parameters of its participants: age, gender and geographic location. This can be done in the “Statistics” tab. This is a real lifesaver in studying the question: how to properly advertise on the VK service.
Activity
If it turns out that the participants are users of the appropriate age category and gender, check it for engagement. It is customary to denote the indicator using the abbreviation of the phrase engagement rate. It is calculated by the ratio of actions to coverage.
ER clearly demonstrates how actively subscribed users like, repost and comment on posts. You can make the calculation yourself or use the Publer service (or any other). The manipulations will not take much time; you just need to find the required group through the search.
To determine whether the indicator is at the right level, you should compare it with the ER of leading communities with the corresponding topic.
Bot analysis
It is convenient to determine their presence and quantity using a special application in VK - “Search for dead participants and subscribers.” To carry out the verification, you need to paste the link and activate the “Scan” button.
In addition, the percentage of special programs issued for users can be found out through “Publer”. Usually their number does not exceed 10-20%; everything else, as a rule, is the result of cheating.
Another method to find out if there are false participants is to pay attention to those who have unsubscribed. If the number of unsubscribes has increased rapidly, most of them are clearly bots.
Coverage analysis
One of the most important indicators that allows you to find out how many views a particular community post has received. In this case, only unique visitors are taken into account, and instant rewinding is not counted. The user must linger on the text block or look at the images. You can view the value of this indicator in statistics.
Subscriber reach represents the number of people viewing your ad. Viral - only those who saw the repost. General includes everyone. This must be taken into account if you are going to place an advertisement in a VK group.
It is best to focus on the first indicator, since the information is almost not shared, the post will be available only to participants. The optimal value is 10-20% of the number of subscribers.
Advertising entries
You can analyze them using Pubbler.
If competitors do not publicly advertise products that fall under your topic, feel free to test it. In the case where they checked in no more than 2-3 times, their actions probably did not bring the desired results.
In such a situation, it is recommended to carry out an aptitude test.
If competitors regularly publish information about their products, then there is a suitable target audience in the community. To get her attention, you need to stand out by using a creative approach to presenting your sales proposals.
What was Durov's salary?
According to the employment contract, Pavel Durov received 26.4 thousand rubles a month at the beginning of 2007, but already in 2008 his salary was increased to 345 thousand rubles.
In January 2010 , after Mail.Ru Group became 40% owner of VKontakte LLC, a new employment contract was signed with Pavel, which reflected a monthly salary of 552 thousand rubles. This salary increase was justified - the project showed good financial results. Then Durov’s salary began to grow much faster, while there was no connection to the financial performance of the social network he headed.
- Since May 2010, the salary has doubled, it amounted to 1.1 million rubles per month.
- In 2011, the figure was 2.3 million rubles per month.
- In 2012, the salary was 3.5 million rubles per month.
- In March 2013 , the salary reached 5.76 million rubles per month.
Advertising in the VK group: posting rules
There are two ways to place advertising posts. It is up to you to choose one of them.
Via administrator
A fairly cheap method that is suitable for anyone who selects a public page using third-party services and wants to post material on certain platforms, rather than choosing from those offered by social networks.
To do this, you need to perform a number of actions:
- Contact the administration and tell the representative your proposal. If the admin's contact information is not provided, write a message in the prompt located on the wall.
- Agree on the cost, time and conditions for advertising. By purchasing a set of placements, you will be able to get a discount.
- If there are vacancies only during periods of reduced activity, inquire about the possibility of reducing the price.
- All that remains is to send the finished post for verification of compliance with the rules. The possibility that adjustments may need to be made cannot be ruled out. Therefore, you should not delay sending it, so as not to hastily re-register it later right before posting.
Through the VK exchange
This method will cost more than the previous one. Suitable for those who do not work with other resources.
To do this you will need:
- Create an ad and send it to moderators for review. After verification, it will appear in the “Active” section and become available for further manipulation. If it is included in “Rejected”, you must find out the reason and make the necessary modifications.
- Based on the indicated parameters, find suitable communities. The search criteria may be different: budget, number of accomplices, etc. At the same time, finding a specific public by name will not work. We'll have to limit ourselves to what the exchange offers.
- Send a request for display.
Features of writing a post
Having figured out how much it costs to advertise a site in a VK group and having found out all the nuances of publication, you need to correctly create an advertising entry.
- When composing an ad, it is important to take into account the preferences and needs of the target audience and explain exactly how the advertised products can solve users’ problems.
- Conduct an analysis of competitors' posts, if any. Find out which ones are the most popular. Based on the results of the research, create a creative proposal that stands out.
- The content of the public on which you are going to post requires special attention. By determining which topics are particularly popular, you can identify user interests. This will help create a more interesting post.
- To attract readers, you should take care of the presence of emoticons. The main thing is to observe the measure so as not to alienate visitors. Emoji should look natural and correspond in meaning to the content of the post.
- Excessively long links should be shortened. The ad will look neat and compact, and therefore will inspire more confidence.
- A picture that complements the text content should attract attention, and at the same time, it must be combined in meaning with the content.
- All that remains is to come up with an effective headline that will not only catch visitors, but also be useful (characterize the information being presented). Otherwise, no one will read the text.
Working with comments
It is not enough to simply make a beautiful advertisement on VK, since the posted advertisement must be constantly monitored.
After posting a post, different users will express their opinions under it. Naturally, their statements will not always be positive. You should work with negativity carefully. You need to try to move the topic into a neutral direction and, if possible, reduce the degree of tension. It is highly undesirable to ignore such reviews.
Informational comments should also be considered and responded to in a timely manner. People may ask questions: “where to buy”, “why is it profitable”, “what about delivery”, which must be answered.
But useless statements from third-party users that are not related to the content of the post should be safely ignored.
How much does a social network cost?
The value of the VK company is estimated at $2.9 billion. Its full owner is Mail.Ru Group. On September 16, 2014, the deal to sell 48.01 percent of the social network for $1.47 billion was finally closed. The shares were acquired from Palagon Limited and Blesmir Development Limited. As a result, Mail.Ru Group was able to completely consolidate the social network.
The total cost of acquiring the resource was $2.07 billion, based on the amount paid in 2007 for a 52 percent stake.
Mail.Ru, the UCP Foundation, and ex-CEO of the social network Pavel Durov agreed that with the completion of the transaction, all mutual claims and disagreements regarding issues of management and ownership will be terminated. The new owner of the social network is also the owner of the My World and Odnoklassniki networks. They are controlled by businessman Alisher Usmanov.
Assessing the effectiveness of advertising in VKontakte communities
For ease of analysis, create a table in Google Sheets or Excel with the following fields:
- group name and link to it;
- advertisement;
- placement price;
- date and time of publication;
- Contact Information;
- number of transitions;
- number of applications;
- ER;
- income.
Separately, the results of the RC should be recorded in order to monitor the effectiveness of the work being carried out.
All necessary information can be viewed in Yandex.Metrica. To highlight your own data from the general mass of content, it is worth adding UTM tags to your links.
When placing through the VK exchange in your personal account you can see:
- the total number of visitors who viewed the recording and their division by gender and age categories;
- the number of users who followed at least one link;
- how many people shared information, liked it or left a review;
- volume of applications from the group.
If you had to post through the Market Platform, you should study the statistics on the advertising campaign. You can open it by clicking the icon in the advertising company section.
In the case where the application was sent directly, but connecting the metrics is not possible, you must request the necessary information from the administrator.
