2021 was the year of Telegram.
In October 2021, the messenger broke the 550 million active users mark and took 11th place in the ranking of the most popular social networks in the world.
Using Telegram, marketers and business owners can solve a wide range of problems, such as advertising their products and services.
What to expect from the Telegram community in 2022, what trends are expected among advertisers and channel owners, read in this article.
Bots rule
A Telegram bot is a universal tool that is fully integrated into the common trends of 2022, namely messenger marketing. A properly configured bot will do an excellent job of nurturing or onboarding the target audience with the maximum level of personalization. It is important to note that advertising in bots is very profitable. The price of message delivery for an advertiser is lower than on Telegram channels.
Read more about the advertising opportunities of bots here.
What to do?
Advertisers: create your first Telegram bot. It can perform such marketing functions as:
- replacing the landing page for collecting applications
- convenient support functions
Channel owners: consider creating a themed bot for your channel subscribers. Think about one “pain” that the bot will help them deal with on a daily basis. You can make the bot free and subsequently sell ads in it, or opt-out of ad monetization in favor of a paid subscription or donations.
UGC makes brands great again
In the 2022 season, the UGC abbreviation is the most popular 3 letter among marketers around the world. During the pandemic, it was user-generated content that became almost the main tool for increasing sales.
Research by Stackla.com showed that in the past year when making a purchase decision:
- 19% of users trusted branded content;
- 52% were based on recommendations and customer reviews.
What to do?
To advertisers: Telegram is a near-perfect platform for user-generated content, as the channel owner has a mostly informal, trusting relationship with subscribers. A Telegram channel or group (chat) is very similar to other niche social networks like a Twitter account or a Reddit.
- create native ad campaigns that mimic user-generated content. These can be both campaigns aimed at reaching out, which means increasing brand awareness, as well as native advertising posts from channel owners aimed at selling a product or service.
- you might encourage the desire of customers to create content on Telegram for free, using different forms of motivation — from challenges to discounts, etc.
Channel owners: stimulate the activity of subscribers in the channel, respond to comments, use reactions, and forwards. This will increase the interest of advertisers in your communities.
Niche communities
In 2021, the interest of users of messengers, subreddits, and social networks in niche communities has grown by an average of 30–35% and continues to grow rapidly.
Telegram channels or groups are an example of niche communities. This is the place where the very groups and channels “for their own” are formed. Actually, this is a feature of Telegram, which has already been appreciated by influencers and digital marketing specialists. This is where the audience gathers, giving a really high conversion.
What to do?
Advertisers: Add channels from 1000–3000 subscribers to your list for placement, most often they have a higher ER (engagement rate) and a trusting relationship with the channel owner. Such a strategy will dramatically increase the quality of the target audience, and hence the profit from advertising. Remember — less does not mean worse.
Channel owners: Create new channels in thematic and interesting topics. Advertisers will be happy to take advertising in your micro-community. In this way, you help the Telegram channel ecosystem to become more diverse, which means attracting more advertisers.
Cross-Generational Marketing
A study by Meta showed that the purchasing power of boomers in 2021 exceeded $2.6 trillion. And Generation X earned more than all other age groups.
According to a study by one of the Telegram analytics services, the age group “25–34 years old” leads in the messenger, but the overall distribution has become much “smoother” in 2021 — users “18–24 years old”, ‘35–44’ and ‘45–64’ are about the same number now.
What to do?
Advertisers: prepare separate advertising campaigns for their products and services for different age groups. You just need to find the right motivation for each age segment.
Channel owners: Telegram does not collect personal data about its audience, so you will not see gender or age-based graphics in your channel’s statistics. We advise you to conduct such surveys on your own every six months in order to get to know your audience better and understand which advertiser it will suit best.
Video content
Tik Tok-style short videos, audio podcasts, catchy pictures, and memes have become absolute leaders in 2021. This trend reached Telegram and found its audience. Although many active users of the messenger believe that Telegram is only for text, some large channels actively use these formats. Subscribers are ready to watch and listen to content in Telegram.
What to do?
Advertisers: Don’t be afraid to get creative and try new formats. Order several ad spaces in video format. This might be an ordinary video (mp4) or video messages embedded on Telegram
Channel owners: Try new content formats to attract and retain your audience. Gently test subscriber responses to video or audio embedding, such as conducting a survey. Otherwise, a shock format change can cause massive unsubscribes.
If at least one of these trends appeals to you, immediately use it.
If you still have questions about how to launch effective advertising on Telegram in 2022 or make money on your Telegram bot, write to us, the largest team of the advertising exchange on Telegram Telega.io.
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