Advertising on Telegram has become more popular
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The number of advertisers on Telegram increased by 80% in 2023. More and more companies are using the messenger as the main means of promoting their business. In 2023, user spending also increased by almost 50%, according to analysts from the Tochka Advertising service. For comparison: in 2022, the number of organizations that advertised through the application grew by only 21%. Experts attribute this dynamics to high traffic and new features of the messenger.
How profitable is it to promote a business through Telegram? The founder of the advertising agency PurpleDoor, Alexey Pak, believes that due to the lack of a recommendation system for companies, the messenger is not the easiest means for PR: “There is a concept of community management, if they use this history and interact with their potential clients, then they succeed very good exhaust. Telegram is not the easiest platform to get clients: there are no popularity algorithms because there is no recommendation system.
The main point is that any client needs to interact through a channel, through hidden comments with reactions, where users can communicate with each other. In some cases, they even create a private chat with potential clients, where business owners or their managers directly communicate, answer some questions and create a kind of community. Sales go very well through such things, but Telegram is rather a large platform for networking.
The main reason for such popularity among advertisers is that VPN services begin to work worse over time, and the audience is increasingly moving to Telegram. Plus, the platform does not stand still; they released a game with the Notcoin coin, which attracted a lot of users in Russia. It turns out to be a kind of snowball, because bloggers come after users, and along with bloggers come advertisers. Many people on Telegram monetize by constantly generating new traffic, and there are only two ways to do this: targeting on Telegram and advertising with other bloggers and channels.”
Analysts note that in almost half of the cases, advertising on Telegram is ordered by companies whose average annual turnover is less than 20 million rubles. The service is mostly used by agencies, software developers, educational projects and commercial enterprises. Many market participants are trying to create their own algorithms, notes the founder of the advertising agency Impression Agency, Alexander Blikshtein: “Most Russian corporations interact with this tool; interestingly, a number of companies have not only paid special attention to Telegram, but are also trying to create and work with algorithms.
In principle, at the moment there are three types of advertising, if we are talking about bloggers. This is a text post, one of the most popular, advertisers like it, a photo post and a video post. The presence of a photo of any influencer increases the percentage of completion of readings – the engagement rate, that is, the level of involvement. Photo post, based on our data, is now the most popular format. As a rule, they try to place the same advertising products in this photo.
But if we talk about some tangible income, the majority still treats this as an experiment. Because the cost of contact with a user on Telegram significantly exceeds the cost of coverage, for example, on VKontakte or YouTube.
Therefore, I would not say that at the moment for most popular bloggers Telegram is a serious source of income, but due to such a high price for reaching each person, it becomes more interesting to them.”
In March, the daily audience of the service in Russia exceeded 60 million people for the first time. As a result, the messenger overtook Vkontakte and YouTube, according to data from the research company Mediascope. They expect the numbers to continue to rise.
Everything is clear with us – Telegram channel “Kommersant FM”.
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