88% of Russians Comment on Online Content — Study
88% of Russians regularly comment on online content, and 57% expect a reply from brands in one way or another, a study by Faves Communications has shown.
Anna Sokolova
88% of Russian internet users regularly leave comments online. This is the main finding of a study by Faves Communications, which AdIndex has reviewed. Nearly 40% of Russians also consider communication with brands in comments important.
Most comments are positive in nature. 61% of users tend to share successful experiences and good impressions. Neutral comments account for 29% of respondents, while negative ones make up only 10%.
Simply put, the audience on Russian social media is well-disposed, and brands underestimate this feedback channel.
What Do Users Expect from Brands?
Russians' attitudes toward companies responding to comments are divided into three nearly equal groups:
- 24% of respondents expect a brand to respond to their comments;
- 33% also expect a reply but do not attach great importance to it;
- for 35% of users, a brand's response would be a pleasant surprise, though not required.
In total, 57% of respondents expect a reply from the company in one way or another. For brands, this means that ignoring comments is strategically disadvantageous.
What Does Activity in Comments Give Brands?
Yulia Tsareva, founder of Faves Communications, explains the effect of audience engagement with numbers. "Active interaction between brands and their audience in comments significantly increases loyalty," she said.
According to the study:
- 43% of respondents note that such companies are close to their target audience;
- 39% believe that active and appropriate communication improves the overall impression of a brand;
- 16% of respondents have greater trust in companies that respond to comments;
- only 1% of respondents view such interaction negatively.
The conclusion is simple: replies in comments strengthen loyalty and trust, while the risk of alienating the audience is minimal.
What Do Russians Write About?
The topics of comments center on social and news subjects. Users most often leave comments on the following topics:
- social issues — 35%;
- news and current events — 30%;
- health and medicine — 24%;
- hobbies and interests — 23%;
- fashion and style — 23%.
The data show that user activity is concentrated around socially significant topics, not exclusively consumer ones.
Where Do Russians Read and Write Comments?
It was previously reported that more than half of Russians read comments online every day. Users choose Telegram as the main platform for reading and writing comments. VKontakte comes in second with 46%. YouTube rounds out the top three at 32%.
For marketers, the picture is clear: the key platforms for working with comments are Telegram, VKontakte, and YouTube.
Source: AdIndex
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