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Russia & Runet

Odnoklassniki: users, features and the power of communities

13 Dec 2013

Odnoklassniki

 

Along with Vkontakte, Odnoklassniki is the biggest social network across the Russian Internet – particularly in countries like Ukraine, Belarus, Kazakhstan and Moldova.

Not only it’s been among the fastest growing SNS in the world in 2013 – according to Global Web Index – it’s also a very important part of the popular culture for hundreds of millions of people across Europe and Asia.

 

Odnoklassniki: the movie

If popularity of social networks was measured by movies talking about them, we could say that Facebook (The Social Network, 2010) and Sina Weibo (Lost in Thailand, 2012 – the top grossing Chinese movie ever) are the kings of the Internet in the Western World and China.

That’s the thing: on December 12th 2013 a movie called “Odnoklassniki.ru: naCLICKay udachu” came out (tranlsation: Odnoklassniki.ru: Let’s get lucky with a CLICK). The film – directed by popular music-video director Pavel Hoodyakov – features American rapper Snoop Dogg, and talks about a magic laptop that makes wishes come true.

The poster you can see at the top of this post is visible on the log-in page, at Odnoklassniki.ru. If you don’t believe us, here’s the trailer:

 

 

Odnoklassniki: numbers and demographics

What are the numbers of Odnoklassniki? Here is an infographic provided by Mail.ru, the Russian Internet company that owns the platfomr. Numbers are provided by different market research groups active in Russia, including TNS, Liveinternet and Comscore:

 

Odnoklassniki users

 

Figures are relative to daily and monthly active users of the social network.

This research by Digit.ru puts together the total users of the two biggest SNS in the Runet, Odnoklassniki and Vkontakte, according to Comscore:

  • Vkontakte: 79.4M users, (46.8M users in Russia).
  • Odnoklassniki: 65.3M users, (39.4M users in Russia).

 

What we can learn is that Odnoklassniki is visited by 10 to 20 million people every day – which is realistic, if we look at the numbers and activity level on its communities.

Let’s keep in mind the fact that Facebook counts 8.4 million total users in Russia.

Also, demographics play an important role: according to a 2012 Ignite Social Media report, Odnoklassniki’s top cities are Chisinau (Moldova), Yerevan (Armenia), and Tiblisi (Georgia).

The biggest Russian city on the social network is Rostov-na-Donu, located some 1,000 kilometres south of Moscow, with the Russian capital ranking 8th, after Ukraine’s biggest city Kiev.

What’s even more interesting is the average age of the users, clearly shifted toward the over-30 segment, as opposed to the more younger target of Vkontakte:

 

Odnoklassniki demographics

 

Odnoklassniki features

Considering that Odnoklassniki was launched back in 2006, all the basic social-networking features are present: personal profiles, chats and discussion boards, the possibility to look for friends, status updates, picture sharing and commenting.

Also, there’s a “footprint feature” to see who visited personal profiles – a similar feature is present in Japanese SNS Mixi, or Linkedin.

For what concern entertainment-rleated content, Odnoklassniki is structured like Vkontakte: personal features are flanked by social games, a rich music section (picture below) and a video section, with content divided into different categories. The homepage of each user show what are the most popular songs and videos inside Odnoklassniki at the moment. OK Music and OK Videos were launched in 2013.

 

Odnoklassniki Music

 

Odnoklassniki has always given a strong importance to images, with the possibility of rating personal pictures on a scale from 1 to 5. Here’s the rating system as it appears on the mobile app:

Odnoklassniki Features

That’s one of the reasons why Odnoklassniki is considered by some a platform where to look for potential partners – as well as it happens with Vkontakte and other social networks.

Apps to modify and create artistic frames for pictures are pretty popular, even when considering a over-30 or over-40 demographic target:

 

Odnoklassniki Demographics

 

Communities on Odnoklassniki

Odnoklassniki is home to a great amount of huge user-generated communities, counting millions of followers from the whole Runet area (Russia, Ukraine, Belarus, Moldova, Armenia, Georgia and the Asia “Stans”).  These groups revolve around a number of different topics.

As an example, food is a big one. There’s a group of Chocolate lovers counting over a million followers, and a 1.5M-strong community of foodies called “Simple Recipes for Christmas”:

 

Odnoklassniki Communities

 

There are groups about the platform’s features, such as 2.3M-members ВЫБЕРИ СЕБЕ СТАТУС (Choose your status), which helps users in finding creative statuses, images and other sorts of viral content to boost their profile.

Cats and funny images are the kings of Odnoklassniki – an assumption that could work for Facebook and other social media too, nowadays. So here’s a group counting over 800 thousand follower, whose main topic of conversation are memes:

 

Odnoklassniki community

 

Also, communities dedicated to photography are very popular. It’s the case of ФОТОШОУ (Photoshow), a page owned and managed by a photo-artist to which people can ask to modify and beautify their own pictures. The description goes by:

“Original design for your photos. For all the requests please contact Julia”

 

Odnoklassniki Photo

 

Here we won’t be discussing the quality of the photo-art, yet focus on the numbers: the community counts over 1.2 million fans, with an extremely frequent posting, and single posts easily reaching over 15 thousand likes:

 

Odnoklassniki Photo Community

 

 

Odnoklassniki for marketing?

The social network is formidable tool for marketing in Russia and the Runet. On the next post we will analyse 4 brand communities on Odnoklassniki:

  • Kinder, brand of chocolate products owned by Italian company Ferrero.
  • Sberbank, one of the biggest Russian banks.
  • Beeline Uzbekistan, a mobile company.
  • M&Ms, the popular American chocolate candies produced by Mars Inc.

 

You can check it out here: ”Marketing on Odnoklassniki: how do brand pages work?

Guido Ghedin

Guido Ghedin

After his University years between Italy and California, today he deals with Market Research and Digital Scenario Analysis at Young Digitals. You can follow him on Twitter: @guido_ghedin.

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