Telegram includes Stories – Kommersant FM
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Telegram has Stories. The function becomes available when you update the messenger to the latest version on Google Play or AppStore, a recording button appeared next to the “Write a message” icon. Stories are displayed above the chats, and the section is only opened when you click on the icons. So far, only owners of premium accounts can publish stories. The service team noted that this access mode will continue in the current month. Can this feature be useful for business? Grigory Kolganov will tell.
The creator of the messenger, Pavel Durov, announced the appearance of Stories at the end of June 2023, but did not promise that the new feature would be available to all users and Telegram channels.
Those who use this platform to promote a business or monetize a blog are upset by this, Kirill Didenok, founder of the communication agency Didenok Team, told Kommersant FM. However, according to him, the new tool in Telegram already has several advantages compared to similar options in available social networks:
“Pavel Durov himself does not think of Telegram as a social network, he wants to make the most convenient and dynamically developing messenger in the world. The functions in it already allow you to attach links, which, for example, Stories “VKontakte” did not give. In addition, when you make such a publication, you can choose who will see it. But they can’t be published on the Telegram channel yet, which has become a major disappointment for bloggers and famous people.”
According to the interlocutors of Kommersant FM, in the near future Stories in Telegram will become available to users without a premium account, and after a while to channels. However, when exactly this will happen is unknown.
Although such a tool has potential, it is unclear how much the option will be in demand, Yulia Zagitova, co-founder of the Breaking Trends communications agency, noted:
“When new products appear, there is a very good conversion. That is, now from my phone book it makes up about 30% of people. They watch Stories, they follow me, they react to my content, which is great.
At the same time, the function may not take root, because after all, if we are talking about media consumption in the messenger, these are text messages.
This has always been the main advantage of Telegram. Not everyone uses Stories.”
By the way, the ability to show Stories only to users from the phone book is the main obstacle for businesses that would like to use this tool for promotion, restaurateur and marketer Alexander Sysoev emphasized:
“So that you don’t have a flood of pictures of people you don’t even know, just clean your notebook first. I had a realtor contact, so he posted 72 stories already. I just had to delete his phone number, because it was impossible to watch – he was the first in the line every time. I didn’t expect, of course, that I would see him, because we talked with him nine years ago.”
But in general, for small businesses, this can even be beneficial, albeit energy-intensive, continues Mr. Sysoev:
“Telegram has a lot more options because it is open. And it would be possible to again lead people to supposedly private accounts, which are actually corporate. But it’s still more of a trick than a tool.
If the owner of a small business in the messenger is communicating, conditionally, with customers for the manufacture of doors, then he can use Stories as a reminder of himself. But this is a special case that cannot yet be scaled to any other business.”
Some entrepreneurs are already actively testing Stories on Telegram. Financial consultant, managing partner of LWM Lenar Rakhmanov notes that in the future such publications may bear fruit:
“We have a pretty active SMM team and they recommend trying everything. How useful is it? For example, I just posted the first photo, and five people answered me, whom I had not heard for a long time, but these are very interesting people.
I myself also watched some Stories from my old friends. Also for five years, it turns out, I did not communicate with them. One of them, a respectable businessman from Moscow, wrote to me: “We’ll be in touch.”
Considering that the whole business is still human relations, such a function can be useful.
According to the founder of the messenger, Pavel Durov, the Telegram team liked Stories so much that they can no longer imagine the messenger without them. Something similar was said by the developers of the long video option on Instagram (owned by the Meta corporation banned and recognized as extremist in the Russian Federation). But the IGTV function has not gained much popularity.
Everything is clear with us – Telegram channel “Ъ FM”.
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