Exploring the Promising Landscape of Telegram: A Boon for Brands in Russia
Telegram is undoubtedly a promising platform for promoting brands in the Russian market. As per the service’s analytical data, over 700 million users are active on the messenger each month worldwide. Furthermore, the TGStat service’s experts estimate that Russian channel subscribers exceed 1.6 billion, with post views reaching a remarkable 140 billion views per month in 2022.
These impressive numbers have caught the attention of many companies looking to promote their brands on Telegram, especially after the majority of popular social networks were blocked in Russia in 2022. However, advertising on Telegram remains controversial for many advertisers who do not understand the platform’s peculiarities.
As an agency, we face a significant challenge in dealing with the aftermath of unsuccessful advertising on Telegram that many companies have experienced. These companies have placed ads in popular channels with a large subscriber base, but the results did not justify their investment. This inefficiency often results from inadequate analytics or its total absence, leading to brands placing ads in channels with bot subscribers instead of real audiences.