Russian social media & messengers: where B2B Communication lives today

TODAY Russian B2B communications shifted toward local social networks and messengers. Understanding where decision-makers actually consume content today is critical for any market entry strategy.

Social media remains a core channel for brand communication and content distribution in Russia, but the landscape has changed dramatically since 2022. Instagram and Facebook (*Meta platforms inc., recognized as an extremist organization in Russia) were officially banned.

Linkedin has been blocked since 2016, X (formerly twitter) since 2022, and YouTube has been operating with restrictions since summer 2024. until recently, access was partially maintained via vpn, but vpn services were also banned in 2024. As a result, reach and engagement on western platforms continue to decline, accelerating the growth of local ecosystems.

YouTube. Despite restrictions, YouTube is still used due to the quality of content and recommendation algorithms.

Telegram. First created as a messenger, Telegram has become the leading news and blogging platform in Russia. It remains the undisputed leader, used by more than 65 million Russians as a source of news, expert content, professional communities and direct communication.

Vkontakte. It's the leading social network in russia, with an average monthly audience of 92 million users in 2024.

What social networks work

The current situation

TenChat. For russian B2B communications, has emerged as a LinkedIn alternative, though its core audience consists mainly of SMEs, self-employed professionals and individual entrepreneurs.

Against the backdrop of Telegram slowdowns, companies and media are increasingly opening official channels on Max to secure reach and audience continuity. The platform is actively developing tools for brand communication, news distribution and community building.

Unlike Europe, WhatsApp is rarely used for brand communities or channels in Russia and is mainly a tool for personal and direct business communication.

It functions as a universal platform for communities, corporate pages, content distribution and e-commerce tools. vk video is rapidly developing as a key video platform, attracting bloggers who migrated after google disabled monetization. odnoklassniki remains strong among older regional audiences, with high engagement in communities and thematic content.

However, in recent months Telegram has faced traffic slowdowns and increasing regulatory pressure, which has affected reach stability and distribution of content.

Promotion options include Telegram Ads, cross-posting, collaborations with channel owners and native placements. Advertising in Telegram requires strict compliance with Russian legislation, including mandatory ad labeling and reporting to ERIR, often involving media lawyers.

Max. Max is a fast-growing Russian messenger positioned as a “safe” and regulated alternative to Telegram.