THE MARKETING POTENTIAL OF VK VIDEO PLATFORM AS A PROMOTION CHANNEL

Nowadays video content is one of the dominant formats in the structure of the Russian audience's internet consumption. The leader among the video platforms is the biggest foreign platform YouTube. However, since YouTube has made restrictions on monetization and advertising, Russian video platforms have started to actively develop and attract an audience. One of such platforms is VK Video, which is a part of the VK ecosystem. The article describes the platform VK Video as the alternative to the foreign one, its opportunities for the content creators and advertisers, and also analyzes how the audience perceives it, according to a conducted survey.