The Russian influencer marketing industry continues to grow despite government restrictions on foreign platforms, with Telegram emerging as the primary beneficiary, according to Bloomberg. 

As Instagram remains banned and YouTube access restricted in Russia, influencers have adapted by migrating to alternative platforms, particularly Telegram.

According to data from Perfluence, Russia’s influencer marketing business reached 15 billion rubles (~$186M) in 2021. Despite initial disruption following Russia’s invasion of Ukraine in 2022, the sector has grown by more than a third in 2024 and is forecast to reach 55.7 billion rubles (~$692M) in 2025, reports Russia’s Association of Bloggers and Agencies.

Sensor Tower data shows Telegram’s monthly active users in Russia have increased 60% since 2021 to 120 million, representing more than 90% of the country’s internet users. Meanwhile, Instagram’s user base in Russia has fallen from 52 million in 2021 to 33 million by mid-2025, while YouTube has lost nearly 40% of its monthly active users over the past year.

Karina Kasparyants, who previously built a following of over 2 million on Instagram, exemplifies this transition. “I couldn’t just ditch the part of my audience who were no longer on Instagram,” she said in a statement. “Within four months, we got used to the new realities.”

Monetization Opportunities

Telegram offers Russian content creators vital monetization pathways through compatibility with local payment systems. The platform allows transactions via YooMoney, owned by Sberbank, which works with Russia’s Mir cards, a crucial link as the country remains largely cut off from mainstream payment systems.

The average cost of advertising on Telegram nearly doubled between 2022 and 2024, according to advertising marketplace BeSeed. Micro-influencers with 10,000-15,000 followers can earn $300-$1,000 per advertisement, while larger influencers command up to $5,000 per post.

Telegram recently enhanced its monetization tools by introducing “Star Reactions”, allowing users to support channel owners directly, and “Star Subscriptions”, enabling creators to generate invite links for paid monthly access to exclusive content.

Uncertain Future

Russia’s digital market is poised for further disruption as new regulations come into effect. Starting September 1, Russian companies will be banned from advertising on Instagram, and the government-approved app “Max” will be pre-installed on all tablets and phones sold in Russia.

“We see synchronization: the Instagram ad ban starting on September 1 and the push for VK Max are happening in parallel,” said Sergei Lyashenko, CEO of Beseed. “It creates a vacuum that Russian platforms are expected to fill.”

The Russian authorities have already banned voice calls on Telegram, and industry watchers anticipate potential further restrictions as the government continues to reshape the country’s digital ecosystem.