Have you heard of the messaging platform Telegram? This app offers more than the usual platforms when it comes to user privacy.
Telegram has grown significantly, and there is now discussion about whether it’s beneficial for businesses to advertise on the platform.
What is Telegram?
Telegram was launched back in 2013 as an alternative to the common messaging platforms.
The goal was to offer a platform that prioritizes user privacy with secure message encryption.
Additionally, Telegram was quick to provide a cloud-based solution, making the app accessible on multiple devices simultaneously.
The platform is also the only one among its competitors that allows users to send and receive large files (up to 2GB).
Telegram also offers the advantage of allowing users to join channels that can host up to 200,000 people at once.
These channels can be best compared to classic forums, but with an exceptionally high level of engagement, and today the app boasts 700+ million active users.
How to advertise on Telegram
Telegram is an interesting case when it comes to advertising.
The platform allows businesses to advertise, but at the same time, it firmly upholds its values as a messaging platform that focuses on user privacy.
If a business wants to advertise on the platform, it must do so on Telegram’s terms.
Firstly, there is no access to user data that could be used to target ad campaigns.
Instead, the business must carefully select the specific channels where they want their ads to appear.
As mentioned, there are a plethora of different channels, each with its own general theme that users can chat about, such as beauty, cars, interior design, etc.
Additionally, businesses should be aware that the usual banner formats are not available on Telegram.
Instead, an ad will appear as a message to users who have joined a channel.
When users click on the ad, it’s also worth noting that they won’t be redirected to an external link, but rather to the company’s own Telegram channel within the app.
Be prepared for questions from users to come in, creating awareness around your products.
Should my business advertise on Telegram?
Personal recommendations, opinion formation through forums, and debates in comment threads have increasingly become the preferred way users obtain information.
For this reason, channels on Telegram have a high level of engagement, allowing users to interact with the businesses that advertise on the same channels.
In other words, authenticity is at the forefront of this platform, and as a business, you can achieve significant engagement with your ads if they are placed on the right channels.
At the same time, there is a risk that ads will fall flat if they are run on irrelevant channels—so choose them carefully and know your audience!
Before you dive into advertising on Telegram
Since it involves engagement and interaction with users who have shown interest in your ad and brand, there is no immediate way to gain insight into the number of conversions resulting from your campaigns on the platform.
The purpose of advertising on Telegram is instead to build loyalty and trust in the brand, which in the long run will lead to conversions.
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