The average cost per view (CPV) for vertical videos in Telegram jumped 36.4% in 2025 to 4.42 rubles, according to Win2Win Communications. Short-form vertical videos have solidified as a key brand promotion format globally and in Russia, with campaigns now designed natively for this orientation rather than adapted later. Content increasingly uses recommendation-style formats like curated lists and reviews over direct ads. Employee-generated content is gaining traction for its authentic appeal, fostering long-term brand trust without overt selling. 

TikTok competes strongly, with Telegram channels offering platform mods entering top visit rankings, though TikTok’s metrics lag. VK Clips and other domestic platforms also show growth. Agency CEO Tatiana Nikishina predicts further CPV rises as major film players enter, pushing prices toward “adult content” levels. Russian advertisers spent 6.7 billion rubles on Telegram blogger promotions in H1 2025, up 54% year-over-year.

source: dp

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