Platform blocking named the biggest fear of 30% of microbloggers
Blocking has become the biggest fear for 30% of Russian microbloggers for 2027, according to a survey by Polyana.ai. 54% of authors have expanded their online presence, but only 11% develop niche platforms.
30% of Russian microbloggers named platform blocking the main threat of 2027. These figures are cited in a study by the service Polyana.ai, which covered 1,100 authors (AdIndex has the results).
What risks do bloggers name?
In second place is a drop in advertising demand and budgets (16%), and in third — VPN shutdowns and internet access restrictions (7%). Most respondents complain of fatigue from uncertainty: algorithms are unpredictable, platform rules change frequently, and bans keep multiplying. "But none of the authors talk about leaving the profession," the study's authors emphasize.
Where are authors moving?
Over the past year, 54% of bloggers have expanded their "digital geography" and started maintaining more platforms at the same time. Another 14% are testing new platforms but are not yet running them regularly. Only 7% of respondents have reduced their online presence.
The top 5 platforms by share of authors look like this:
- Telegram — 57%
- Instagram* — 55%
- TikTok — 45%
- VKontakte — 43%
- YouTube — 32%
Why do niche services remain on the periphery?
71% of bloggers one way or another consider new or niche platforms as part of their strategy. However, only 11% of those surveyed develop them regularly. Advertisers behave conservatively: requests for alternative platforms rarely go beyond the usual set. The most frequently mentioned are Telegram (21%), TikTok (14%), and YouTube (13%).
What about incomes?
The financial picture among authors remains uneven. The incomes of 25% of bloggers are growing, a third are stagnant, and another 25% are declining. The external factors that authors name themselves were distributed as follows:
- general instability — 30%
- reduced brand budgets — 18%
- declining reach — 16%
What do brands want?
Advertisers have started showing more interest in multi-platform placements, say 46% of respondents. Of these, 25% note a significant increase in such requests, and 21% a slight one. Meanwhile, virtual bloggers are still perceived by audiences mostly with interest: Polyana.ai previously reported that 27% of Russians have a positive attitude toward advertising featuring them.
*The social network belongs to Meta, which is recognized as extremist and banned in the Russian Federation.
Source: AdIndex
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