How to build and run your VKontakte blog – and why your business needs one

Here’s how to run a successful VKontakte blog, and why blending promotional and educational content is essential for your business community.

A blog delivers multiple benefits:

• Reach new audiences. Valuable and compelling content that solves problems, teaches skills, or entertains helps you grow your subscriber base.
• Retain existing customers. Blog posts keep your company visible while naturally showcasing your products and their value.
• Build community loyalty. By initiating dialogue, you encourage customers to connect, discuss your brand, and develop positive impressions.
• Showcase expertise. By publishing and promoting your case studies, articles, and professional opinions, you establish credibility that builds trust.
• Tell your story. In a blog, you can share more about your company than on other platforms. An informal communication style encourages customers to explore your company's history, mission, and principles – details often overlooked on a website.
• Create a new communication channel. Engaging with customers in the comments demonstrates your openness.
• Generate income. You can monetize your content through paid video views, sponsored ads, audience donations, etc.

Several key stages will help you create a well-planned blog.

There are two main formats: a personal profile and a community. Both allow you to publish various types of content, and both can be promoted through VK Ads.
Personal profiles work well for promoting individual experts, such as stylists, lawyers, travelers, or pastry chefs. 

Communities are better suited for promoting companies, though this format also works effectively for individual professionals. Communities offer extensive blog management tools and promotion opportunities.

Figure out who your blog is for. These could be users of a specific gender and age with certain interests and values. You can use parsing services to analyze audiences from communities in your niche. They will reveal what demographic engages with the community’s publications, what content it produces, and which posts receive the most engagement.
This research will help:

• Create an audience profile. You can use these insights to tailor ad campaigns that attract subscribers to your community.
• Build audience lists to target with ads promoting your blog.
• Choose relevant topics for publications.

Clearly articulate why you need a blog to shape your content strategy. We've already outlined general reasons for blogging above. Additionally, your specific goals might include:

• Expand your client base
• Increase conversion driving more traffic to your website
• Increase sales
• Build a strong brand
• Enhance brand loyalty
• Get feedback from clients

From the description, users should understand within the first few lines what the blog covers and how it will benefit them. Clearly indicate what you do and how you solve client problems. For example, specify that the blog contains everything needed for learning web design, expert recommendations from a stylist, or analysis of complex cases in legal practice.

This is a publication schedule with topics, deadlines, formats, and sometimes brief descriptions of post or video content. Prepare a long-term plan – at least for a month ahead. This will help publish diverse content without worrying about running out of ideas.

Content will depend on your business sector. We will examine different types of publications that can be applied across many industries. Alternate between them so your audience does not get bored and consistently finds content they enjoy.

Materials that help users obtain useful information, understand complex issues, or master new skills. For example:

• A graphic design school can record an educational video about creating effective text layouts.
• A parsing service developer can publish step-by-step instructions on how to use the program.
• A stylist can create a comprehensive guide on how to combine clothing of different styles.
• A cosmetic brand can write an article about choosing the right foundation for your skin.

Engaging content that helps clients enjoy their downtime while connecting with your brand:

• Industry-related memes that resonate with your audience (keeping it positive and inclusive).
• Behind-the-scenes videos and sketches that showcase your company culture.
• Photos and videos that reflect your brand aesthetic.
• Compelling posts and articles sharing authentic stories about work and life.

Content that presents products while motivating purchases:  

• Announcements of discounts, sales, and exclusive offers.
• Ad posts highlighting specific product advantages.
• Success stories demonstrating how products helped real clients.
• Video presentations showcasing products.

Informative content covering new developments in your product range or industry trends:  

• Industry news posts about emerging technologies affecting your field.
• Company announcements about expanded offerings, new locations, or updated hours.
• Launch posts or videos introducing new products and services.
• Team updates, especially when recognized experts join your company.

Content designed to encourage meaningful dialogue. Create polls with open-ended questions or posts addressing controversial topics. Invite users to share their perspectives. Industry-specific examples:

• Fashion and style: "Leopard print – yes or no?", "How do you feel about low-rise jeans?"
• Online education: "How many hours a day should you dedicate to learning web design?", "What’s more important: inspiration or discipline?" 
• Restaurants: "Okroshka with kvass or kefir?", "Not just with pineapples: what unusual pizza toppings have you tried?"

Content that strengthens your brand image and builds customer trust:  

• Reports, videos, and articles about charity initiatives your company supports or organizes.
• Quality validations – expert evaluation results and competition achievements.
• Expert interviews and thought leadership pieces from your team members.
• Case studies showing how you resolved challenging client problems.

Authentic content created by your subscribers and customers. Publish satisfied client reviews (with permission) or repost customer content from your restaurant or beauty parlor visits.
Encourage user-generated content creation: launch creative photo contests, offer review incentives, or promote participation in branded challenges.

VKontakte offers comprehensive blog management features:

• Clips. Short vertical videos lasting 3 seconds to 3 minutes, perfect for simple plots, quick sketches, everyday moments, and brief reviews.
• Videos. Longer horizontal format content ideal for educational materials, detailed reviews, product unboxings, and storytelling from company or blogger experiences.
• Stories. Content accessible by clicking page or community avatars, visible for 24 hours. Stories work perfectly for sharing daily events, announcing news and publications, and reminding followers about ongoing promotions and discounts.
• Articles. VKontakte's dedicated long-form content section features a text editor supporting graphics and interactive elements like photos, videos, and polls.
• Posts. Publications appearing on community walls and personal pages, accommodating everything from photo collections to extensive written content.

Additional publishing options include:

• Photos and images. Organize them in albums, create post carousels, share individual photos, or post multiple images on your wall. Artists can develop illustration series or comic episodes published as regular posts.
• Audio. Companies record podcasts for the Audio section, or add music – both and curated selections and original compositions.

These recommendations help retain current subscribers while attracting new followers.

Establish a content calendar to maintain consistent publishing without forgetting deadlines. Diversify your content schedule – create stories on Mondays, release podcasts on Wednesdays, upload clips on Thursdays, and share photo-rich posts on remaining days.
Consistent publishing retains audiences while boosting content engagement. For product-based businesses, regular content helps warm up potential clients.

VKontakte provides specialized mini apps for various business needs. The SendTarget newsletter app delivers valuable content and community updates directly to users, increasing the likelihood they will visit your blog and engage actively.
Online booking applications like YCLIENTS streamline event registration. When hosting private events, these applications efficiently manage user sign-ups.
VKontakte offers many other valuable apps. Randomizer ensures fair giveaway winner selection, while widgets in your community display visitor information, personalized greetings, and landing page navigation buttons.

Promote your blog through VK Ads using this three-step process:

1. Select ad object and promotion timeframes while specifying budgets, bidding strategies, and promotional goals.
2. Configure targeting parameters – demographics, geography, interests, search queries, music preferences, and device types. Automatic targeting is available, as well as ad placement selection.
3. Design ads and configure CTA buttons.

The Awareness and Reach tab enables reach campaigns promoting your blog’s posts. Select high-performing content, then configure targeting and placement settings.
The Target Actions tab helps set up campaigns focused on attracting subscribers, driving blog traffic, and generating community messages.

During ad creation, upload creatives and add texts. Built-in creative tools include:

• Automatic text generator: click the magic wand icon in the textbox.
• Image generator: access the AI-Designed gallery, input relevant queries, and select from generated options.
• Video generator: transforms static images into dynamic video content.

Reassess your content strategy. Your publications may no longer resonate with subscribers. Analyze audience behavior and interests, monitor engagement patterns, especially comments. These insights reveal which content generates weak responses and what frustrates users enough to unsubscribe.
Survey your community. Ask users directly about their content preferences – topics and formats that genuinely interest them. Analyze responses carefully and implement feasible suggestions.
Experiment with new formats and sections. A style blog might expand beyond outfit showcases to include subscriber styling critiques submitted through community messages.
Launch reach campaigns. These attract fresh, interested audiences to your content.

Community statistics appear in this format:

Personal page dashboards look like this:

Examine statistics across different timeframes – daily, weekly, and monthly. This reveals how audiences respond to your content, which topics and publications generate interest, and what motivates users to join your community. Use these insights to consistently publish similar high-performing content types.

• VKontakte blogs help businesses build relevant audiences, boost brand and product awareness, and nurture potential clients effectively. For content creators, blogs enable self-expression and sustainable income generation.
• Experiment with diverse content types: educational, entertainment, selling content, news, communication-focused, reputational, and user-generated materials.
• VKontakte supports multiple content formats. Develop content plans that rotate publication types to attract varied audiences and maintain engagement.
• Promote communities or personal pages through VK Ads to increase awareness and reach, attract quality subscribers, and boost content engagement.