By the end of 2025, the Russian influencer marketing market grew by approximately 20% and reached 57 billion rubles—such estimates are provided by the industry association in materials from Kommersant and Sostav. For a market that has spent the last two years in constant restructuring mode due to restrictions on foreign platforms, this is a notable result. But what's more interesting than the figure itself is what lies behind the 2026 forecast.
Why the market has reached a plateau rather than continuing explosive growth
The industry association evaluates 2026 cautiously: 12–13% growth, but with no signs of either rapid takeoff or decline. Formally, this is a plateau—a state where the market is not shrinking but restructuring: more players are entering, while money per player is decreasing. This is a logical consequence of the industry's maturation: if in 2023–2024 brands entered influencer marketing "for reach" and often experimented with new platforms almost blindly, by 2026 requirements have changed.
Marketers are increasingly demanding measurability and ties to business metrics—ROI and ROMI, not just reach and likes. This shifts demand from one-off image integrations to systematic media buying with forecasting and reporting for each placement—something that used to be a niche agency practice but is now becoming an industry standard.
The market is not shrinking but restructuring: more players, less money for each, higher demands for effectiveness.
Who's winning amid restrictions on foreign platforms
Against the backdrop of declining advertising potential on several foreign services, domestic platforms are showing notable growth. By the end of 2025, VK's monthly audience reached 91.8 million users, with daily audience at 59.5 million. For brands, this means that VK is gradually ceasing to be a "backup option" and becoming a full-fledged primary channel alongside Telegram—with its own format specifics, pricing, and ad labeling moderation.
What this means for brands and agencies in 2026
The practical takeaway from the data is simple: blogger advertising budgets in 2026 work more effectively not where reach is cheapest, but where there's a precise media plan, vetted creators, and transparent reporting for each placement. This is precisely why the agency model—with media buying, contracted KPI forecasts, and ad labeling oversight—is becoming more profitable than direct deals without support: the market is restructuring in favor of those who know how to calculate, not just negotiate.
In brief
- The Russian influencer marketing market grew to 57 bln ₽ in 2025 (+20%), with 12–13% growth expected in 2026.
- The market is on a plateau: restructuring rather than explosive growth or decline.
- Demands for measurability are rising—ROI and ROMI instead of reach "for the sake of it."
- Domestic platforms, primarily VK, are growing their audience amid restrictions on foreign services.
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