Stories raise the level – Kommersant FM
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Pavel Durov’s messenger has launched stories for channels, but to do this, subscribers must vote for them. Moreover, only users with a premium subscription can do this. It is assumed that the more so-called boosts or votes a channel has, the higher its level. And each new level allows you to publish one additional story daily, the company says in a press release. At the same time, users can transfer their voice to another channel once a day.
The owners of Telegram channels themselves say that the new system turned out to be too confusing. However, the market was really looking forward to the launch of this function, said Yulia Zagitova, co-founder of the communications agency breaking trends:
“We have all been waiting for the appearance of stories on Telegram for a long time, because they attract more customers and channels receive additional monetization. Telegram said that stories will only be received by those channels that can achieve the required amount of boost within 24 hours. In general, the system is very complex, and many questions remain. Will the boosts given by subscribers today be reset if we want to receive the required amount tomorrow?
But this whole system is necessary for Pavel Durov to attract more attention to Telegram Premium and thus monetize the messenger. Because this makes it possible to constantly pour money from users into the process of modernizing this social network. Of course, the system is inconvenient, and, unfortunately, we, the authors, do not fully understand how to use it. The smaller the channel, the fewer boosts it requires. There are brands that have already received boosts and are starting to write stories. This is Yandex, a delivery company, one of the airports.
But so far a large number of stories are not visible. They are usually promotional in nature. For the channels themselves, stories, of course, are a cool, new format that gives the opportunity to additionally touch their target audience. But at the same time, it will now be more labor-intensive to create content, because this requires not just copywriters, but also people who can visually package content – these are other competencies. Therefore, at the agency, for example, we are already looking for people who can handle stories on Telegram; this will be a separate function, a separate service for clients.”
According to Telegram users, there were also those who decided to make money on the new function. Some premium account holders have started selling votes to channels that want to be able to post stories faster. They post offers on ad services, for example, Avito. Judging by photos from social networks, 10 boosts cost about 1 thousand rubles, 100 – about 10 thousand. However, this scheme will soon stop working, says Maria Lapuk, co-founder of the PR agency Vinci Agency:
“This is very reminiscent of the VKontakte rating, when you could buy yourself a gold status. This also happened under Durov. I think that Pavel Valerievich is playing the same game – if he worked in VKontakte, why won’t he work here. But overall, I don’t think this is a long-term scheme. Or they’ll come up with a story on how to fix it so that it doesn’t work—that’s the first option. Or everyone will play it enough and forget.
How profitable is it for Telegram channels to buy these votes? It all depends on the channel. In some, posts are very expensive. For them to spend 15-20% of the cost when a post costs several hundred thousand is probably normal. Then there is a payback. For small channels, of course, this will be unprofitable. Once again a system has appeared that, in essence, raises the big ones and does not allow the little ones to develop.”
In July, Telegram launched the ability to publish stories only for paid subscription holders. All other users can only view and comment on them. Now owners of a paid subscription can also add reaction stickers to their stories, which will allow you to send different emoji with one touch. It is also possible to download audio files from the device memory.
Everything is clear with us – Telegram channel “Kommersant FM”.
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