VK Clips

VK Clips is a section of short vertical videos on VK, launched in 2020 as a response to TikTok. Video up to 60 seconds (technically up to 3 minutes), vertical format 9:16, algorithmic feed - the principle is the same as TikTok: content is shown not to subscribers, but to users with a similar viewing pattern.

The main difference from TikTok in the Russian context: the audience of VK Clips is significantly older - the core is 25-45 years old, not teenagers. For B2C brands, this is a plus if the target audience is exactly like this. The viral potential is lower than TikTok in its best years, but traffic from Clips can be driven directly to the VK group and further along the funnel.

The VK Clips algorithm actively promotes content in the first 2–6 hours after publication. Key metrics: viewability (at least 50% of the length), the number of reposts in personal correspondence - this is the strongest signal of virality. Likes work less well than reposts.

For VK Clips brands, native advertising is also interesting: you can launch a campaign in VK Ads with the In-stream format in the Clips feed - the cost of display is usually lower than in stories or feeds, and the viewability with the right creative is above 60%.