В 2022 году пользователи социальной сети Instagram столкнулись с рядом трудностей. Организация Meta* была признана экстремистской, и её деятельность ограничили на территории России. Некоторые социальные сети этого сервера работают и сегодня, к примеру, WhatsApp и Instagram, но пользователям приходится по-новому взаимодействовать с приложениями.
В большей степени удар на себя приняли блогеры и фрилансеры – те пользователи социальной сети, для которых площадка Instagram – место заработка. Мы провели интервью среди блогеров-фрилансеров, чтобы узнать с какими трудностями можно столкнуться при использовании Instagram и, главное, как их решить.
– Что вы почувствовали, когда узнали о блокировке Instagram?
– Когда только пришла новость о блокировке Meta*, первое, что я ощутила — волнение. Во-первых, на тот момент я проходила очередное обучение по Instagram, во-вторых, я сама готовилась запускать своё обучение по созданию визуального контента в этой социальной сети. Не могу сказать, что я расстроилась или подумала, что это конец, но однозначно ощутила волнение.
– Ощутили ли вы последствия блокировки?
– Естественно это повлияло на работу. В Instagram у каждого блогера ушла половина аудитории, охваты в stories стали на 50% меньше. В первые дни мы с командой перестраивали всю работу. Буквально с каждым клиентом (на тот момент у меня одновременно проходило 14 запусков с разными экспертами) нам пришлось делать эфиры и бесплатные вебинары о том, как сейчас работать дальше и сохранять спокойствие. Пришлось переделывать ключевые мысли в прогревах, делать все на основе борьбы со стрессом и «выживании» в новых условиях.
– Что вы сделали первым делом, чтобы сохранить блог?
– Что я сделала сразу после осознания и принятия ситуации: во-первых, перенесла все данные из Инстаграм к себе на телефон, скопировала и отправила их в облако. Во-вторых, начала вести свой телеграм-канал и несколько раз в блоге дала ссылку на него, чтобы не потерять хотя бы часть своей аудитории. Конечно же, пришлось установить VPN.
– Что вы думаете о создании телеграм-каналов? Может ли Telegram стать альтернативой Instagram?
— После блокировки поднялась массовая паника, и большинство блогеров (и я в том числе) совершили одну очень страшную ошибку — начали перегонять аудиторию в Telegram. Это социальная сеть — для общения, возможно, для рабочих моментов и минимальной заинтересованности. Там могут быть активны только самые верные подписчики, либо те, кто идёт за деньги. Ошибка способствовала развитию переливаний людей и массовым подпискам, а затем — игнорированию каналов и контента. Важно помнить, что дело тут не в платформе, а в самом умении создавать контент. Правильное оформление визуала и подача информации помогут сохранить и блог, и аудиторию.
– Есть ли и сейчас смысл вести блог? Возможно ли на нём зарабатывать?
– Какой результат мы получили спустя пару месяцев? Instagram работает через VPN, просмотры упали, но доход не уменьшился и даже вырос! После блокировки ушла самая нелояльная часть аудитории, которая и так не проявляла интерес к покупке продукта. Сразу после блокировки Instagram я заработала 200 000 ₽ на охватах в 80-90 человек. Ваш контент не утрачивает актуальность после сокращения аудитории, наоборот, он становится ещё более востребованным, ведь вы сумели пережить этот кризис. Поэтому, да, я считаю, что блог остается отличным источником дохода, а Instagram – лучшей площадкой для реализации.
– Что ожидает блогеров и их аудиторию в будущем? Может ли Instagram исчезнуть?
– Если говорить о прогнозах на будущее, я не верю, что Instagram исчезнет, потому что это мировая социальная сеть, приостановка сервера в России не значит полную остановку работы приложения, для таких случаев люди и используют VPN. Будут ли блокировать все VPN – спорный вопрос, ведь ими пользуются не только пользователи Instagram, но и программисты, информатики, технологи. Другими словами, выход всегда найдется. Привычная площадка может исчезнуть, но блогеры и блогерство в нашей стране – никогда. Верьте в себя и не бойтесь пробовать вести блог!
Теперь вы знаете, как российские блогеры-фрилансеры отнеслись к блокировке Instagram и что они планируют делать дальше. В одном правда точно есть: Instagram не уникальная форма подачи контента, и альтернатива найдется и в Россграме, и в Вконтакте, главное – не сдаваться и пробовать новое.
*Meta — признано экстремистской организацией на территории РФ
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