Dolce & Gabbana and MAC are only two brands in L2’s Digital IQ Index: Russia Luxury that are present on Vkontakte and do not have a Russian Facebook page. Sixteen brands in the Index have localized pages on both social platforms, and seven have only Russia-specific pages on Facebook. But should more brands follow MAC and Dolce & Gabbana’s lead and focus all efforts on the native platform?
Vkontakte (VK) has more than twice (50.2 million) the monthly unique visitors of Facebook in Russia. It is also the second most-visited page in Runet. Yet, luxury brands continue to prefer Facebook. As of July 2014, 28% of Index brands had a Russian Facebook page while only 21% were present on VK. Investment growth on the two platforms grew at a similar pace between 2013 and 2014
Brand communities are larger on VK as Russians spend on average eight hours per month on VK and one hour per month on Facebook. Yves Rocher – with the largest communities across both platforms – has gathered 145,561 followers on VK vs. just 39,697 on Facebook.