New rules are being written into history – Kommersant FM

New details about stories for Telegram channels have become known. Journalists discovered the first images of the future interface. Judging by them, channel owners will need support, the so-called boost, of at least five subscribers with a premium subscription. Only then will they be able to activate the new feature. In addition, administrators will be able to see who made the boost, as well as the share of premium subscribers in the channel.

Will this help promote business on the site? Digital producer, founder of the communication agency Didenok Team Kirill Didenok says that now brands are ready to place ads even in personal stories, but with the advent of the new function it will be possible to reach a much larger audience:

“Until now, stories were available on Telegram only for personal accounts, and advertisers used this tool, despite the small reach.

Here the focus is specifically on the phone book of media personalities. Brands are ready to communicate with 500-1.5 thousand people and tell them something interesting.

Now we are talking about a wider audience, since it will include subscribers, and not your phone book.

Stories are always good, especially when you consider the timing of advertising. This is a format that is not displayed anywhere, plus the publication disappears after 48 hours. This is a very good opportunity for advertising.

If we talk about the boost system, then it takes us all back to 2007-2010, when in response to support the creator, for example, liked your avatar, or some other game mechanics were used.

Overall, this is a bit of an immature mechanic, but other platforms like Twitch offer the opportunity to support the creators of the content you like. This is good, because in the case of Telegram it at least somewhat increases the point of making yourself a premium subscription.”

There is no official date when Telegram will launch stories for channels. At the same time, bloggers had several questions about the new format. Valentin Petukhov, known as Wylsacom, hopes that the platform has thought through the algorithms for displaying such content – the usual chronological order is unlikely to be of interest to the audience:

“Like Instagram, which belongs to Meta, which is recognized as extremist, we already have quite high competition.

The biggest question is to what extent these stories will be algorithmically shown directly to subscribers at all. Because after all, Telegram, despite the fact that it is becoming an increasingly complex system, is still a messenger, and the logic of its operation remains appropriate.

Instagram is interesting because, with the help of algorithms and its mechanics, it shows people the content that interests them, so everyone gets a share of attention.

In the case of Telegram, everything seems to be going chronologically, and this is not entirely suitable. If for the publication, relatively speaking, of news in the channel itself, this is a completely working mechanic, then for history you want something more complex.

We’ll have to see to what extent stories can engage the audience at all, because there is a feeling that everyone is a little tired of this format and wants something new.”

Meanwhile, Telegram is introducing other new rules for channels, for example, resources with premium subscribers will be displayed above competitors in searches. The founder of the messenger, Pavel Durov, announced this recently.

He noted that the system, in which public channels with a large audience appear first in searches, was often abused by spammers, so it was decided to abandon it.

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Everything is clear with us – Telegram channel “Kommersant FM”.

Elena Ivanova