Almost half of Russian social media users regularly see viral advertisements while browsing online platforms, according to a survey published by technology portal Hi-Tech Mail and advertising service VK Ads.
The study found that one in three respondents has forwarded a viral commercial to friends or acquaintances. Additionally, one in five users admitted that engaging promotional content can directly influence their decision to purchase a product.
The survey was conducted on the Hi-Tech Mail website between July 17 and July 31, gathering responses from more than 2,000 participants across Russia. Hi-Tech Mail is a major technology news portal in Russia, while VK Ads serves as a digital targeted advertising platform for online social media networks.
Key elements of viral marketing
Humor and self-irony emerged as the most effective features for capturing consumer attention, selected by 56 percent of participants. Unexpected plot twists were cited as important by 36 percent of respondents, while 31 percent emphasized high quality filming and attractive visual production.
Following current cultural trends and modern internet memes was highlighted as essential by 20 percent of those surveyed. In contrast, artificial intelligence generated advertising struggled to gain traction, attracting the attention of only 5 percent of Russian users.
Demographic responses and purchasing behavior
While the majority of social media users maintain a neutral stance toward viral marketing, younger demographics demonstrate higher engagement. Among Generation Z respondents aged 18 to 24, one in four watches viral commercials with interest and is willing to share links with others.
The research also revealed a notable difference between genders regarding purchasing behavior. One in four women reported considering a product purchase after being hooked by promotional content, compared to 17 percent of men who reported the same reaction.
Growth in social media engagement
The survey findings follow strong growth across Russian social media networks in 2026. User views of video stories on VKontakte, Russia's largest social media platform, increased by 39 percent during the first six months of the year.
Content creators on VKontakte have also seen rising commercial revenue, earning 1.4 billion rubles through native advertising on the VK AdBlogger platform since the start of 2026.
