Over the past year, more than 42,000 content creators on the VKontakte platform have joined the 'shops' monetization program. This format allows creators to include direct purchase links in their posts and video clips, earning a commission on every sale generated through their content. The total earnings for all participants in this program exceeded 1.6 ₽ billion.
Individual performance varied significantly among the participants. The highest annual income recorded by a single creator reached 33 ₽ million, earned by Olga Delevski, who runs a fashion and style blog. Meanwhile, the most profitable single post, which generated 5.5 ₽ million, focused on household chemicals for gardening and was published by a community dedicated to home improvement and life hacks.
According to Andrey Gostev, Chief Operating Officer of VK social networks, the market has seen a shift toward performance-based payment models. He noted that creators are increasingly comfortable with affiliate marketing, and even personal profiles without large communities are successfully converting audience trust into revenue. The most successful content categories currently include travel, design, and automotive topics.
