Promoting a brand on Telegram involves specific strategies and techniques.

On March 14, 2022, there was a significant shift in the social media landscape for the Russian audience. This came about as a result of the Prosecutor General’s Office of the Russian Federation urging the government to restrict access to Instagram and label the platform as one that fuels political conflicts among Russian citizens.

Following the release of this information, many bloggers, brands, and active users of the platform were left with a crucial question: how can they continue promoting their products on social media? Additionally, there was the challenge of maintaining their existing audience while simultaneously attracting new followers without relying on Instagram. This led to the exploration of alternative platforms and strategies.

The transition for companies and bloggers away from Instagram has primarily taken place through three key approaches:

1. Creating or updating profiles on the Russian platform VKontakte.
2. Establishing channels on the Telegram messenger.
3. Adopting a mixed approach that combines the first two points along with other available resources.

Determining which approach is more correct or efficient among these options is not straightforward. It is important to understand that each approach differs from the mechanics of promoting on Instagram and possesses its own unique characteristics.

As a team experienced in working with Telegram, we are well acquainted with its specific features. In this article, we will delve into the peculiarities and distinctive aspects of this platform, as well as provide promotion techniques tailored to your brand or channel on Telegram.

Indeed, there have been successful cases of promotion on Telegram that predate the current events.

For instance, the channel “Don’t touch my face” by beauty blogger Adel Miftakhova, established in 2016, eventually evolved into a thriving cosmetic brand called “Don’t touch my skin” in 2019. Additionally, Alfa-Capital Management Company effectively attracted new customers through its own Telegram channel, “Alfa Wealth.”

In both cases, these companies dedicated significant time to developing content and identifying their target audience on Telegram. It is important to recognize that attempting to “promote a channel in a week,” as some bloggers attempted after the news of Instagram’s blocking in Russia, would not yield successful results.

Nonetheless, Telegram still offers a significant advantage: its user base is stable and continually growing. As of 2021, active Telegram users constituted 52% of the entire Russian internet audience, with 62% of this group having the app installed on their smartphones. This surge in Telegram’s usage can be attributed to the blocking of numerous media resources in Russia in March 2022, as people sought alternative platforms to stay informed. Furthermore, experts predict that the number of Telegram users will continue to increase throughout 2022.

This prospect is undeniably appealing and achievable, provided that a well-planned promotion strategy is implemented, taking into account all the nuances of the messenger.

Telegram Specific Features

When planning to launch an advertising campaign on Telegram, it is crucial to consider important factors related to the platform’s content placement. Without understanding the specific features of Telegram, the results are likely to be disappointing.

First, Focus on Text The most significant aspect of Telegram is its primary function as a messenger. Consequently, text plays a central role in the platform’s content. It is essential to pay great attention to the textual content. Additionally, it is worth noting that the majority of Telegram users visit the platform to stay updated with the latest news. Therefore, advertising content must fulfill this expectation by not only providing information about a product or a call to purchase but also by relating to news and covering broader topics.

A recent example is the advertising message by Modulbank on Ksenia Sobchak’s Telegram channel, Bloody Lady. The advertising post effectively highlights the company’s products while also demonstrating their relevance to the current economic situation in Russia. It is important to mention the strategic selection of a popular TV presenter’s channel, which boasts a large audience of dedicated users.

Based on this example, it becomes evident that the effectiveness of content on Telegram depends on the following factors:

• Choosing the right Telegram channels for advertising placement.
• Ensuring the relevance of the message by incorporating global news topics.
• Ensuring the promptness and timeliness of post placement, aligning with current trends within the target market of the company’s products.

It is worth mentioning the final point. Since Telegram channels display posts in a chronological order, it is advisable to coordinate with channel owners to prevent overlapping of advertising posts within a specified timeframe, such as 12-24 hours, or to secure a pin for the same day. Consequently, the success of the content relies heavily on the timing of post placement on Telegram.

Regarding the creative aspect

Despite the dominance of text content, some companies occasionally dare to “break the rules.”

A compelling case supporting this notion is the promotion of the Telegram channel PSGR, owned by Aviasales, through the use of voice messages. The project was launched towards the end of 2021, and its content went viral due to the unconventional format of advertising messages.

Initially, the brand planned to promote the channel on four Telegram channels. However, as it became evident that this advertising format was gaining popularity among users, voice posts were also integrated into eight popular communities on the same day. Furthermore, other channels caught on to the idea and reposted the audio recordings free of charge.

As a result, the total reach of the Telegram advertising campaign reached 600,000 users, and within two days, approximately 10,000 people visited the Aviasales website, even though some messages didn’t include a link to the platform.

It is important to understand that this approach proved effective due to its spontaneity. Additionally, the company already had a successful Telegram channel with a large number of subscribers and text content from travel experts, allowing them to experiment with this unique strategy.

On another note, there is another rather creative method of promotion.

About Stickers

Telegram’s distinctive feature includes sticker packs, which are visual symbols reflecting various moods or specific thoughts.

When incorporating sticker packs into a brand’s Telegram marketing strategy, it becomes evident that a corporate set of stickers serves as another means of communication with clients. Moreover, it is quite effective as unique symbols enhance brand recognition and have the potential to go viral within Telegram’s client communication and among other users.

The affordability of this tool is widely regarded as a significant advantage by many experts. Creating a unique set of sticker packs for a brand involves devising a concept and finding a talented designer to bring it to life. However, the brand doesn’t require additional investments, unlike purchasing advertising in Telegram channels, which demands ongoing financial resources.

On the flip side, corporate stickers will only yield results if the brand has its own established Telegram channel with an existing audience. Introducing this tool without at least one of these elements will not produce the desired effect since users won’t be familiar with the brand within the context of Telegram communication.

To illustrate this point, let’s consider a specific example.

In 2017, as anticipation grew for the premiere of the new season of the legendary TV series “Twin Peaks,” the Amediateka company, the official representative of the show, seized the opportunity. On the day of the premiere, the brand launched 28 stickers featuring iconic Twin Peaks characters for its Telegram subscribers and granted them three-day access to its movie service.

Consequently, Amediateka successfully drew attention to its product by boosting movie subscription sales and expanding the Twin Peaks community on their Telegram channel. The set of stickers, in turn, became viral content that remained popular for an extended period.

This demonstrates that sticker packs can serve as an effective additional tool for promotion on Telegram. However, it’s crucial to first consider the primary content.

Telegram Promotion Mechanics

Currently, five key promotion mechanics can be identified:

1. Promoting a Telegram channel through other social networks.
2. Establishing barter partnerships with other channels.
3. Purchasing advertising from popular Telegram channels.
4. Promoting popular collections and catalogs within the service.
5. Implementing a chatbot for additional customer service.

In all these cases, the effectiveness of promotion will directly hinge on the quality of the content, particularly the text, as mentioned earlier.

Therefore, before writing anything, it is essential to understand what topics are of interest to your audience, the real-life situations your customers encounter, and how your product can solve their problems. Without conducting prior marketing research in these areas, the effectiveness of your promotion efforts will be minimal.

What’s the Plan?

Once the content is prepared and the channel is successfully set up, the active phase of its promotion begins.

One straightforward approach is to advertise the channel on other social networks belonging to the brand, if available. This can be done in a simple format, such as including a link in the bio or in a post.

Before the cessation of content broadcasting on Instagram, numerous Russian brands and bloggers employed this strategy. Some of them even offered incentives like free products for subscribing or participating in contests.

Predicting the exact number of subscribers who will transition to Telegram after being notified on other social networks is impossible, but this method of promotion is completely free.

Barter cooperation with other Telegram channels also falls under this category. Two important criteria guide this approach: having a similar number of subscribers for both participating channels (indicating audience loyalty) and selecting the right partner channel (additional analytics services can assist in this).

Experienced professionals prioritize engagement rate (ER) and views when choosing a partner, as these metrics provide a better understanding of the effectiveness of content placement. Since Telegram posts have a news-like format and disappear from the feed as new ones appear, these indicators are crucial.

Barter cooperation between channels usually follows one of two scenarios: either posts are placed for 24/48 hours or a specific number of views, after which they are deleted. Both options are mutually beneficial. However, it’s advisable to interact with the same Telegram partner no more than once a month. This allows the channel to attract new audiences during that time and helps avoid overwhelming subscribers with intrusive advertising, which could lead to a negative reaction.

Paid Tools for Promotion

When the initial promotion options don’t suffice, purchasing advertising in popular Telegram channels becomes a paid option. There are three versions of the advertising scenario under this approach:

1. Telegram Ad Platform: This is Telegram’s own advertising resource. Advertisers should note that the advertising message is limited to 160 characters and cannot include external links or photos. In other words, the ad will be directed to the Telegram channel without the ability to redirect the audience to the company’s website or online store. Advertisers cannot select specific communities for paid integration; the system automatically displays ads in channels with over 1,000 subscribers. The advertiser can configure the advertising campaign by specifying a link to the brand channel, approximate cost per 1000 impressions, budget, language, and community topics. Telegram provides analytics and statistics on joining the channel or launching a bot after clicking on the ad, as well as general cost information based on the specified price for 1000 impressions. However, some advertisers find the features of Telegram Ad Platform limited and prefer other options.
2. Telegram Channel Exchanges: This involves purchasing advertising through intermediaries. Telegram exchanges offer more opportunities as they differ from one another and have various types of integrations. For example, Epicstars focuses on advertising through bloggers and opinion leaders, both on Telegram and other social networks. Telega.in works exclusively with live audiences and does not cooperate with bot channels. Barzha is a private Telegram exchange that provides analytics and favorable rates for advertisers, allowing them to view the list of channels before purchasing integration. Tgbox.pro collaborates with channels using chatbots and publishes honest reviews from advertisers. Telegrator.ru offers free cooperation with channels on a paid basis as well as barter PR. This list can be extended if advertisers find the resources offered by the mentioned exchanges insufficient for successful promotion on Telegram.
3. Contacting Channel Owners Directly: Advertisers can choose to directly contact the owner of a specific channel, similar to Aviasales’ approach with voice advertising messages. Successful integration requires time, as channel owners may not promptly respond to all advertiser requests. They may also decline integration if they deem the advertisement unsuitable for their channel’s subject matter. This method carries its own risks but offers the advantage of direct communication and negotiation.

Purchasing advertising in popular Telegram communities requires a strategic approach, including setting up the advertising campaign, selecting channels for integration, and allocating a budget for implementation.

The promotion of popular Telegram collections and adding channels to paid catalogs follows a similar approach. The campaign budget is allocated to advertise the collections and catalogs themselves, where the brand’s content or channel is featured. While this tactic requires more complex promotion tactics, it allows for unobtrusive advertising to reach a large number of potential audiences with specific interests.

For instance, the Telegram collection “Linguistics” can help a foreign language school’s channel find new customers targeted precisely at their products or services. This approach is considered highly effective by some Telegram experts, provided there is a budget for implementation and strong analytical skills.

Chatbot

A chatbot cannot be considered a direct promotional tool on Telegram. Instead, it serves as an additional function to automate content placement and improve customer service.

There are various types of chatbots available, including paid and free options offered by Telegram, standalone bots within the messenger, and integrated bots that work with other company resources.

Despite the different types, all chatbots have two main functions.

Firstly, they enable autoposting. Chatbots allow you to schedule content placement on the channel in advance, saving significant time and resources. Depending on the bot’s capabilities, it can include buttons, emojis, comments, or even animated pictures in posts. For example, the @ControllerBot can enhance posts with buttons and emojis, while @coub enables the integration of animated pictures. The @VoterBiBot specializes in running sweepstakes and drawings, which can be useful for brands that find success with this type of promotion on other social platforms.

Although the chatbot system may initially seem complex, the convenience it offers makes it worthwhile. In addition to posting publications, chatbots can interact with customers, enhancing the overall service experience. Many large companies have already successfully implemented chatbots to independently answer customer questions and provide information about their services. For instance, the X-Fit network of fitness centers uses a bot in Telegram group chats to inform customers about sports programs and address their inquiries.

Furthermore, chatbots can process orders, redirect customers to websites from Telegram chats (or vice versa), facilitate webinar registrations, handle simple and complex queries, and more, depending on their purpose and the developer company. There are numerous ways to integrate chatbots with Telegram to ensure customer satisfaction.

Regardless of the chosen function, a chatbot will contribute to brand promotion, not only on Telegram but also across other platforms. It is a consideration that major companies, experts, and channel owners eventually contemplate.

Let’s Sum Up

“Channels on Telegram are not much different from media in my opinion, so the trends are the same for everyone – efficiency, exclusivity, and selecting the right speakers/experts. It has always been this way, and it will continue in 2022.” – Alexander Sysoev (owner of the SysoevFM Telegram-channel)

Telegram has been steadily gaining popularity for several years and offers promising opportunities for brand promotion. However, it’s important to understand the platform’s unique features and focus on developing high-quality text content for your audience.

With that in mind, Telegram provides several options for promotion. Here’s a brief summary:

1. Promoting your Telegram channel through other social networks is a free tool suitable for the initial stage with a small number of subscribers. It can be effective, especially when offering “bonuses” such as contests or free products, in addition to sharing a link to your resource.
2. Barter partnerships with other channels offer a budget-friendly option based on mutually beneficial cooperation. The advantage is that you can choose your partner, but be mindful that frequent collaborations with the same channels may lead to a negative reaction from the audience.
3. Purchasing advertising from popular Telegram communities is a paid tool that allows for a comprehensive advertising campaign within the messenger. Advertisers should have a clear idea of which communities or opinion leaders they want to target and can either directly or indirectly broadcast their content through intermediary exchanges.
4. Promoting popular collections and catalogs within the service is another paid function that requires a more intricate promotion strategy but can be equally effective.
5. Chatbots, both paid and free, serve as tools for additional customer service and content automation in Telegram channels. With their versatile functions, chatbots are powerful promotional tools that help save time and resources.

Consider all these options when developing your promotion strategy, and don’t forget to incorporate creative approaches to present your information. The experts at QB Agency can assist your business in building effective communication on Telegram by utilizing the necessary options and tools for success.