For the online cinema, social networks are a key promotion channel, where several billion users are sitting, watching something all the time... And, it must be said, the brand knows its business and is doing a great job of promoting itself in social networks and, by the way, makes the coolest content on YouTube. Kinopoisk has almost 2.8 million subscribers on VKontakte, 813 thousand on Instagram, and 1.22 million on YouTube.
On Instagram, the brand's content is noticeably different from VKontakte publications. . A brief idea is presented on a card, and the text is in the form of interactive messages with calls to action. TOV is softer and has emoticons. This is how the brand adapted to the platform's format — its visual component and audience, which likes to scroll through pictures on Instagram without really paying attention to the meaning and messages.
STS and TNT
TV channels publish mostly excerpts and video announcements of their series and shows on VKontakte. TOV is informal, friendly, and positive. Both TNT and STS copy VKontakte posts to Instagram to reach a larger india consumer email list audience. This is mainly video content with memes, bright excerpts, announcements of their own TV shows, which is designed to attract the audience's attention and increase recognition. TOV is informal, the language is simple, the text is not overloaded with content, and often even minimalistic.
Comment
Nikolay Silin, TV journalist at VGTRK Russia
"Today, TV and the Internet have integrated into each other a little less than completely. On the Internet, we see TV show stars, on TV - Internet characters. Not a single TV project that aspires to success will survive today without online support. We see this both in the youth environment and in the more mature one. Go to the Besogon channel and look at the number of views on the videos, and then look at the time when the program is aired on Russia 24 - this is prime time.