From Likes to Contracts: Rutube and RUDN Launch Course to Train Bloggers
Rutube and the Faculty of Economics at RUDN University have launched an online program called “Video Blogging in Advertising Communications.” It consists of five thematic modules covering how to create, promote and analyze a blog.
Blogging has become a full-fledged profession, one that takes more than charisma and a knack for coming up with ideas. Creators also need to understand the numbers, analyze performance and know how advertising works. On October 16, video platform Rutube and the Faculty of Economics at RUDN University, formerly known as the Peoples’ Friendship University of Russia, announced the launch of a joint course, “Video Blogging in Advertising Communications.” The program builds on Rutube’s Blogger Academy. Classes will be held online and are open to anyone interested.
“This project is especially important to our Department of Marketing because it comes in the year the Faculty of Economics at RUDN University celebrates its 65th anniversary. Over the years, the faculty has trained generations of professionals. The most qualified specialists and breakthrough projects emerge where fundamental research meets real-world market practice,” said Anastasia Lukina, head of the Department of Marketing at RUDN University’s Faculty of Economics.
The Masters of Metrics
The new program consists of five thematic modules. Participants will learn which digital tools can help them create and promote content, understand how blogs grow and build an audience. One module focuses on how creator content can help sell products and services. Another covers how to measure the performance of posts, an essential step in figuring out what actually works. The course concludes with scaling: how to turn a blog into a full-fledged business.
The classes will be taught by RUDN marketing faculty and Rutube experts who work on blog development. The format encourages participants to see video not just as a creative outlet, but also as a tool for advertising and communication.
“We’re genuinely excited to begin working with RUDN University. Providing structured education and supporting young talent are central to Rutube’s mission,” said Sergey Kosinsky, deputy CEO of Gazprom-Media Holding, which owns the Russian video platform.
How to Grow a Star
Blogging has matured considerably in recent years. Rutube launched its Blogger Academy in 2025. The free learning platform offers courses on launching a channel, moderation, filming, editing and analytics. At the time, Yegor Velikoglo, Rutube’s director of business development and creator content, explained the initiative this way: “We’re opening the Blogger Academy to teach creators how to produce high-quality content that people will want to watch. We want to help talented young people become better known and grow into stars.” The new program developed with RUDN builds on that idea, adding a marketing component.
According to the Association of Communication Agencies of Russia (ACAR), Russia’s influencer market reached 69.2 billion rubles (about $850 million) in 2025, up 19.4% from the previous year. Rutube’s own advertising segment was valued at 660 million rubles (about $8 million). On the global stage, UNESCO’s 2024 study Behind the Screens surveyed 500 creators across 45 countries. It found that 62% did not regularly check information before publishing it, while 73% wanted to learn more about media literacy. UNESCO Director-General Audrey Azoulay noted that digital content creators “have become an important part of the global information ecosystem” and need training. That demand aligns with the approach of YouTube Creator Academy, which teaches creators about analytics, monetization and community engagement.
A Digital Portfolio Is the New Résumé
Training alone, of course, does not guarantee more views or advertising contracts. Results depend on content quality, publishing frequency, the level of competition and how much viewers trust the creator.
“Today, a personal blog and digital portfolio are becoming the new résumé, increasingly attracting the attention of employers across a wide range of fields. The ability to present yourself effectively and work with information and video content is a core skill for today’s professionals,” Kosinsky explained.
The course is designed for the Russian platform and Russian-speaking audiences, but the university-platform partnership model could also be relevant beyond Russia. For now, the organizers of “Video Blogging in Advertising Communications” are investing their efforts and resources in people: creators who will build successful channels and help move Russia’s digital economy forward.
