CC BY
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PHILOLOGICAL SCIENCES
FEATURES OF CONTENT MONETIZATION IN THE MODERN
RUSSIAN BLOGOSPHERE: TRENDS IN INFOBUSINESS, INFOPRENEURSHIP, AND SERVICE PROMOTION IN VARIOUS
FIELDS
Kostin D.M. (Russian Federation)
Kostin Denis Maksimovich - professor, DEPARTMENT OF JOURNALISM AND TELEVISION TECHNOLOGIES, INSTITUTE OF SOCIAL ENGINEERING, RUSSIAN STATE UNIVERSITY NAMED AFTER ALEXEY
KOSYGIN, MOSCOW
Abstract: this research paper is dedicated to the analysis of content monetization features within the contemporary Russian blogosphere. The paper delves into current trends in the field of infobusiness, examines the phenomenon of infopreneurship, and investigates strategies for promoting services across various sectors. In the context of the rapidly evolving digital landscape, the study also forecasts future directions for content and service monetization. Keywords: content monetization, infobusiness, infopreneurship, service promotion, trends, digital landscape, monetization strategies, blogosphere.
ОСОБЕННОСТИ МОНЕТИЗАЦИИ КОНТЕНТА В СОВРЕМЕННОЙ РОССИЙСКОЙ БЛОГОСФЕРЕ: ТЕНДЕНЦИИ В ИНФОБИЗНЕСЕ, ИНФОПРИНЕРНИЧЕСТВЕ И ПРОДВИЖЕНИИ УСЛУГ В РАЗЛИЧНЫХ СФЕРАХ Костин Д.М. (Российская Федерация)
Костин Денис Максимович - профессор, кафедра журналистики и телевизионных технологий, Института социальной инженерии Российского государственного университета имени Алексея
Косыгина, г. Москва
Аннотация: данная исследовательская работа посвящена анализу особенностей монетизации контента в современной российской блогосфере. В статье рассматриваются современные тенденции в сфере инфобизнеса, исследуется феномен инфопредпринимательства и исследуются стратегии продвижения услуг в различных секторах. В контексте быстро развивающейся цифровой среды исследование также прогнозирует будущие направления монетизации контента и услуг.
Ключевые слова: монетизация контента, инфобизнес, инфопредпринимательство, продвижение услуг, тенденции, цифровой ландшафт, стратегии монетизации, блогосфера.
The question of educational services in the digital space has been the focus of research attention in recent years, especially as the attractiveness of online professions and remote work practices has increased significantly in light of the pandemic. The evolving situation has also stimulated the development of infobusiness, which involves transforming knowledge and expertise into sellable commodities. Infobusiness has become a significant facet of remote professions, with its popularity continuing to grow. This approach encourages individual entrepreneurs and professionals across various fields to create and promote digital products. This practice not only ensures income for thought leaders but also facilitates the dissemination of education in an accessible format.
The heightened popularity of infobusiness is directly linked to the evolution of the modern blogosphere. With the advent of the digital environment and the rapid development of information technologies, new opportunities emerged for financially monetizing knowledge, experience, and expertise. This trend is driven by the increasing influence of digital communication and online platforms on information dissemination and service provision. Through the active growth of blogs, social media, and other online channels, experts can instantly reach their target audiences. The blogosphere, as a dynamic arena for information and opinion exchange, fosters the formation of personal brands and influencer authority. Bloggers possessing significant knowledge in specific fields become thought leaders who can attract the attention and trust of their audience. Infobusiness, in turn, harnesses the potential of the blogosphere to monetize knowledge.
The ability to efficiently exchange information and create digital content with minimal production costs has significantly increased the accessibility of infobusiness to a wide range of people. The technological infrastructure supporting communication, publication, and sale of digital content has become incredibly accessible. It can be said that this situation has attracted not only qualified experts but also those seeking quick and easy gains without proper preparation. These individuals, known as "infopreneurs," exploit the lack of user verification of information online to create and distribute content of dubious value: low-quality, insubstantial, public, manipulative, or false materials with the aim of deceiving the audience for profit. Thus, on one hand, the accessibility of creating educational content has enabled experts in various fields to showcase their expertise even with minimal initial investments. On the other hand, it has also created an environment for fraudulent practices, where manipulation and unreliable information can be used for personal gain.
The aim of this research is to analyze the features of content monetization in the modern domestic blogosphere, explore current trends in the field of infobusiness, examine the phenomenon of "infopreneurship," and investigate mechanisms for promoting services in various fields. Research methods include analysis of literature sources, monetization strategies, as well as legislative frameworks concerning the monetization of educational content.
According to A. S. Kamardina, information business (infobusiness) is a business model based on providing customers with valuable information, primarily through educational courses [2, p. 224]. Almost anyone with extensive knowledge and experience in a specific field and an audience on social media can engage in such entrepreneurial activity. Infobusiness represents an effective strategy for monetizing a blog, executed through the utilization of social media. This strategy is built on the sale of knowledge and expertise, which are presented in the form of informational products or services. Social networks, as platforms for communication and information dissemination, provide an ideal environment for creating and developing infobusiness.
In the contemporary context, the "expert blogger" business model demonstrates outstanding commercial performance due to the interplay of personal and expert spheres. These projects feature a unique structure based on the interaction of three components: education, media, and business. Bloggers actively engaged in media activities establish an emotional connection with their audience. Such interaction leads to a high level of audience loyalty and contributes to significant earnings by attracting a large number of students seeking education. According to P. M. Zavgorodneya, in the context of personal brand perception, the component of expertise holds substantial importance, playing a key role in shaping personal characteristics [1, p. 43]. It is the presence of a high degree of expertise, along with the successful transmission of this competence to the target audience, that forms the foundation for the development and promotion of educational courses.
At the current stage of development, the Russian-language segment of the infobusiness market continues to be in a formative phase. This is due to the absence of regulatory bodies capable of assessing the quality of offered products, as well as the limited number of major infoprojects in various niches. Often, newcomers, seeking quick earnings, offer their own educational courses or consultations of relatively low quality, which can lead to dissatisfaction among students and the creation of a negative image both for the blogger and for the entire infobusiness.
The main difference between infobusiness and "infopreneurship" lies in the legality and intentions of the activities. Infobusiness is a legal entrepreneurship focused on providing valuable
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information and knowledge for the purpose of assistance and education, with profitability as its goal. In contrast, "infopreneurship" involves the deliberate unlawful distribution of educational content of questionable value, selling public or false information, and various compilations for the purpose of personal gain.
Regarding unscrupulous coaches and business trainers, the term "infopreneurship" is often used in a discrediting and derogatory manner, representing the activity of selling information of dubious value and engaging in fraudulent practices. This term implies the use of manipulations targeted at vulnerable points in the audience, including financial difficulties, lack of self-realization, psychological issues, and absence of personal and career growth. Sellers of such courses often face accusations of insufficient teaching methodology, providing superficial knowledge, and offering information products of insufficient value. K. V. Kovalishina notes that "infopreneurs" often demonstrate incompetence in the fields they actively represent and in reality lack the qualifications or authorship for the content they provide [4, p. 627]. According to N. V. Kozlovska's research, "infopreneurship" is defined as a fraudulent model of earning through the sale of information devoid of real value for the consumer and not contributing to improving their quality of life [5, p. 89].
According to O.M. Sivkova, "infopreneurs" often promise their followers exceptional success in life: they offer training on activating internal energy, discuss methods for establishing the right connection with the surrounding universe, and offer assistance in finding a suitable partner [11, p. 136]. T.L. Kaminskaya also notes that "infopreneurs" promise wish fulfillment and incredible income growth in a short period with minimal effort [3, p. 72]. According to the author, they achieve this under an attractive façade and through manipulation tactics. These tactics often rely on promises of ease and rapid success, which can lead to an illusion that does not match the real effort and timeframes required. A.V. Olefirova also points out that the information presented in such products is directed not towards acquiring specific practical skills, but rather focuses on building self-confidence and setting future goals [9, pp. 169-170]. According to N.M. Mukhortykh, such blogs also commonly showcase attributes of luxurious living, such as international travel, expensive clothing, elite cars, and elegantly furnished homes [6, p. 267]. The primary motivation in these contexts is the lifestyle that the target audience aspires to achieve through the courses of such bloggers.
The low quality of educational content provided by "infopreneurs' results in their courses being priced at lower rates, making them more accessible to a wider audience. To create artificial advantages and stimulate purchases, they employ abstract phrasing and use special warming-up techniques such as "the price will increase tomorrow," "limited number of spots available," "only one single stream," and more. In reality, experts note that this approach exploits consumer vulnerabilities and employs psychological manipulation techniques [3, p. 76]. Let's examine which techniques and tactics "infopreneurs" most frequently use in these product warm-ups:
-Success storytelling: Subscribers are told a story about a positive experience from taking the course, demonstrating how someone's life can change. However, these demonstrations may often be staged or fabricated. Bloggers may hire actors to play roles in these stories.
-Creating an illusion of scarcity and exclusivity: Urging subscribers to "act quickly" with claims like "only 1 hour left until sales close" to prompt immediate purchases. Such claims do not always align with reality as new streams are often organized after the initial one.
-Creating an illusion of benefit: Offering significant discounts in the first few hours of sales while emphasizing anticipated price increases or special bank offers for installment payments. However, these discounts are often planned, as the course was initially designed with a lower cost.
-Constantly emphasizing limited spots, suggesting only a few will gain access to the course.
-Creating an illusion of demand: Focusing on requests from subscribers to organize additional course streams or new programs.
-Using emotional triggers: Identifying subscribers' pain points, often related to financial, personal, or health-related issues. By exploiting these triggers, they create a sense that their course can instantaneously and effortlessly solve problems, selling what is supposedly a "universal remedy" for all issues.
Providing an ethical assessment of "infopreneurship," D. S. Petrova rightly notes that "infopreneurs" do not aim to teach anything and lack the necessary competencies. They merely
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"manipulate their subscribers, share touching stories about their lives, press on the audience's problems, and create artificial excitement" [10, p. 246]. It is observed that often courses with similar characteristics are offered to the audience. For instance, Elena Blinovskaya's "Desire Marathon" - similar courses have been offered by bloggers Mila Levchuk, Nadine Serovski, and Huseyn Gasanov. Some of them display repetition of the same phrasings, which can be attributed to specialized agencies that create info products for opinion leaders.
In 2023, a series of high-profile legal precedents involving "infopreneur" bloggers appeared in the media. In March, Valeria Chekalina and her spouse Artem Chekalin were charged with tax evasion and aiding in tax evasion, similar criminal cases were filed against Alexandra Mitroshina [12, 19]. Additionally, in April, Elena Blinovskaya was arrested for alleged tax evasion and illegal money laundering. If it is proven that Blinovskaya's marathons are fraudulent and an abuse of trust, she could face another criminal case for Fraud. According to RIA Novosti, the head of the Investigative Committee, Alexander Bastrykin, warned other bloggers of potential checks for involvement in tax evasion [16]. The primary tax evasion schemes used by "infopreneurs" involve what's known as "business fragmentation."
According to experts, as of now, there are no effective legal mechanisms in Russia to prosecute this type of fraud [8]. The issue of regulating educational and enlightening initiatives in the online sphere only gained significance at the state level in 2022 when the idea of mandatory licensing for all virtual educational courses emerged [18]. In our opinion, obtaining a license must entail submitting documents confirming an individual's competence in the field of education. In 2023, several bills were introduced to the State Duma that require organizers of educational activities to provide consumers with full information about the program and notify federal executive authorities of the start of such activities [14], as well as a bill to create a registry of participants in educational activities and coaches [17].
Engaging in commercial activities within the realm of service provision, some bloggers often lack the status of entrepreneurs according to Russian legislation - they are not registered as individual entrepreneurs (IP) or limited liability companies (LLC). They use pseudonyms and operate without contracts, which also categorizes their activities as unjust enrichment. Furthermore, in certain cases, they might be legally registered outside the Russian Federation. All of these practices create significant difficulties in protecting the rights of victims of dishonest activities. Additionally, according to D. A. Nosova, in the long run, such courses might lead to a decrease in the quality of education, stimulate citizens' reluctance to engage in personal development, and contribute to forming a general negative perception and distrust of online educational practices as a whole [7, p. 32].
According to A.V. Olefirova, introducing appropriate legal norms into the information business market through changes in existing legislation will significantly improve the situation in this field [9, p. 173]. These changes might involve mandatory certification of provided information services and specifying in contracts the obligation to refund money if a service is not rendered. Establishing an effective system for monitoring tax compliance among information entrepreneurs is also an important step that can help reduce the number of fraudulent actions in the information business. Standardizing services and introducing entry barriers to the market based on mandatory confirmation of educational competence will contribute to reducing the number of dishonest actions by "infopreneurs." This will provide legal protection for customers who can expect guaranteed results after purchasing informational services.
Gradually, under the influence of legal norms, bloggers are shifting their focus toward complying with laws: they are increasingly registering their businesses officially, establishing contractual relationships with clients and partners, declaring their income, and paying taxes. The drive for legality and transparency is becoming more pronounced. Alongside this, the tools used by online projects to implement educational programs are also changing.
Despite the growth in the number of "infopreneurs," there are also bloggers who offer quality and useful informational products in various fields. Therefore, before purchasing informational products, it is advisable to ensure that the author of the provided content is a genuine expert in their
field, review feedback regarding the offered course, or reach out to those who have already completed similar training.
The elements of content creation strategies for effective monetization of expert blogs and informational products in different fields include:
1. Incorporating visual elements that aid the audience's comprehension and make it more appealing to consumers.
2. Using interactive elements, webinars, online courses, polls, and live streams, allowing the audience to participate in the process, fostering deeper engagement, and providing opportunities for promoting paid info-products.
3. Expert blogs, founded on integrating personal experience and the authenticity of the author, become more attractive to the audience; stories from personal practice create a closer and more trusting connection.
4. Successful bloggers and experts actively work on forming a personal brand, enhancing their expertise and the audience's trust, thereby facilitating monetization.
5. To establish and maintain audience trust, expert bloggers should publish real case studies, examples, and reviews that validate the effectiveness of the offered services. A blog can serve as a portfolio, showcasing tangible results of their expertise.
6. The reputation of an expert blogger directly impacts the success of monetizing their services. Establishing a reliable reputation based on quality educational content, positive reviews, and reliability improves how the influencer is perceived by the audience. Reputation becomes a key factor in the audience's decision-making process regarding the acquisition of informational products or services from the expert blogger.
Let's consider the monetization specifics across various fields (in the form of a table). Monetization methods in the contemporary Russian blogging sphere can vary based on the field of activity and are presented in Table 1.
Table 1. Monetization Methods for Services in the Russian Blogosphere.
Expert Profession Monetization Opportunities
Psychologist Online consultations and video sessions, creating paid courses, webinars, selling e-books and resources, guides, checklists, producing online shows on mental health with integrated advertisements, offering paid subscriptions for exclusive content.
Tutor Online and offline teaching, developing educational content, individual lessons, collaboration with online learning platforms and educational institutions, exam preparation, authoring textbooks, workshops, corporate training and consulting.
Artist Selling artworks, creating masterclasses and courses, commissioned portraits, educational materials for creative skill development, selling prints and merchandise, collaborating with brands, participating in art projects and exhibitions, authoring books and illustrations, paid subscriptions for exclusive content.
Photographer Photoshoots, selling photographs, teaching photography through courses and workshops, collaborating with brands and companies to create content featuring their products or services, selling printed products with their own photographs, such as posters, canvases, cards, and other decorative items, partnerships with equipment manufacturers, photography gear, and accessories, paid subscriptions for exclusive content
Lawyer Online consultations, writing articles on legal topics, conducting paid seminars, educational content explaining complex legal issues, discussing relevant legislative changes in paid seminars and webinars, preparing legal materials, document templates, statement forms, contracts, authoring books and guides on legal topics, creating specialized legal solutions for specific groups (startups, real estate, family matters, etc.).
Realtor Assisting in commercial real estate transactions (renting, selling, buying) with commission earnings, paid consultations, aiding in property selection, investment advice, and deals, creating educational courses and materials, hosting online webinars and offline seminars, paid subscriptions for exclusive content, collaborating with real estate companies for commission earnings.
PR/SMM Specialist Conducting online courses and workshops, masterclasses, and webinars on PR and SMM strategies, effective social media management, content creation, and other marketing aspects, providing paid consultations and audits to enhance marketing strategies, analyzing campaign effectiveness and optimizing social media presence, promoting tools and programs, participating in affiliate programs and earning commissions, hosting paid seminars, creating and selling content (e.g., social media post templates, press release texts, etc.) that helps other marketers improve their activities, offering subscribers access to exclusive content, analytics, insights, and advice for a paid subscription.
Web Designer Creating custom websites and design elements, teaching web design through online courses, developing paid online courses, masterclasses, and resources for aspiring designers and entrepreneurs looking to enhance their web design skills, providing paid consultations and services in web design, including user interface development, landing pages, websites, and other projects, selling ready-made design templates for websites, logos, icons, and other elements.
Programmer Creating paid online courses, video lessons, and masterclasses on programming, providing paid consultations and individual lessons for those looking to quickly solve specific tasks or enhance their skills, selling ready-made programs, plugins, libraries, scripts, and applications, collaborating with companies in need of technical content, such as writing technical articles, documentation, or instructions.
Interior Designer Creating paid online courses, webinars, and masterclasses on interior design, offering virtual interior tours as a service, sourcing clients for interior design projects, collaborating with furniture and decor manufacturers, developing a line of furniture and decor.
Massage Therapist Creating paid online courses on massage techniques, conducting consultations through webinars, selling electronic massage guides, collaborating with massage oil and accessory manufacturers.
Fitness Trainer Creating paid online workouts, programs, providing video lessons, training plans, and dietary recommendations, hosting online webinars and masterclasses, creating and selling electronic guides with detailed exercise instructions, collaborating with sportswear, footwear, accessory, and sports equipment manufacturers to promote their products, organizing and hosting paid fitness retreats, intensive training courses, collaborating with fitness gyms, yoga studios, and pilates studios for joint events and training, developing paid mobile applications.
Pastry Chef Creating paid online courses and masterclasses on pastry art, selling recipe books for desserts, collaborating with ingredient manufacturers, creating their own line of pastry tools and decorations.
Beauty (Stylist, Hairdresser, Nail Technician, Makeup Artist, Brow Artist, Cosmetologist) Creating paid online courses and masterclasses on makeup, skincare, hairstyling, and nail art, providing detailed video tutorials and product usage tips, offering subscribers the opportunity to receive individual consultations and advice on beauty procedures, cosmetic choices, style, and makeup for a fee, advertising and partnering with cosmetic and skincare brands: product reviews, participating in ad campaigns, creating content using brand products.
In the rapidly changing digital landscape, the future of content and service monetization will heavily rely on technological innovations, shifts in consumer behavior, and the development of content creation platforms. Some forecasts include the growth of subscription models capable of providing stable and predictable income, the rising popularity of interactive formats due to the increased importance of audience engagement, and with the advancement of virtual and augmented
reality, bloggers will be able to create more interactive and immersive content, allowing audiences to interact with content on a new level.
As the information business sector evolves, it becomes increasingly important to uphold ethical standards and ensure high-quality services. Bloggers and infopreneurs must acknowledge their responsibility towards their audience and adhere to specific principles: honestly represent information about their skills and experience, avoid false advertising and manipulation, refrain from making promises of results they cannot achieve, verify and validate the accuracy of the information they provide, and maintain a high level of customer service.
In conclusion, it can be deduced that in the modern blogosphere, content monetization has become a crucial aspect for the success of bloggers and infopreneurs. However, this process is accompanied by a set of intricacies that demand a careful and comprehensive approach. Information business trends continuously evolve, reflecting changes in the digital environment. Content marketing, personal branding, creating information products, and service promotion strategies all play a pivotal role in effective monetization. Yet, in the context of successful monetization, the significance of integrating personal experience and building a personal brand should be highlighted. Crafting a unique image that reflects expertise and value allows bloggers to attract audiences and establish long-term relationships.
The issue of "infopreneurs" that has emerged in the modern media space, where some entrepreneurs promise rapid success, threatens audience trust and the overall perception of infobusiness. Simultaneously, ethical standards play an increasingly important role in shaping the reputation of infopreneurs. It is crucial to understand that long-term monetization is based on high-quality educational products that genuinely bring value to the audience.
In conclusion, it can be summarized that promoting services in various fields also comes with its own set of nuances. Visual content, sharing real-life case studies and testimonials, utilizing content marketing - all contribute to building trust and attracting clients. Crafting a personal brand and maintaining a reputation play a pivotal role in successful monetization. The future of content and service monetization is envisioned as an ongoing innovative evolution. Considering the rapidly changing digital environment, the development of monetization strategies will involve deeper audience engagement, integration of new technologies, and upholding high ethical standards.
Prospects for further research include a more in-depth exploration of ethical aspects within the infobusiness sector, analyzing how the quality of provided services influences long-term audience trust, and examining shifts in consumer behavior within the digital environment and their impact on approaches to content and service monetization.
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