Today, Telegram is ahead of Facebook, YouTube, and even Viber among online sources of information – every sixth respondent of the latest survey by the Kyiv International Institute of Sociology receives information from it.
One of the key advantages of Telegram is its hybridity: it includes personal chats, professional communities, blogs, and news resources. And it is thanks to this combination that a large number of opportunities to use Telegram and, in particular, Telegram channels to strengthen brand communications appear.
In fact, Telegram is “news in your pocket,” available wherever and whenever there is a network. And brands can take full advantage of this platform for their communications.
Benefits of using Telegram
Anyone can submit news to a Telegram channel: through an administrator or a special bot. This simplifies the path of information from the brand to the consumer, and from one consumer to others: friends or colleagues with whom the reader can share the news and thus extend its life.
Promotion on Telegram can solve many business problems – both image (in the format of a newsletter or information campaign) and marketing (in the format of a post about promotions or special offers). This platform allows you to wrap brand communications in completely different forms, make them interactive (polls, tests, quizzes) or just brief and concise enough, without unnecessary details and with a key message.
Working with the target audience has more options, as Telegram channels can be categorized by topic, geolocation, and professional focus. Therefore, as a tool for strengthening communication, Telegram will significantly expand the brand’s target audience and consolidate all messages.
Possible disadvantages
Communication with channel administrators may take some time, so it’s best to take this into account when planning your deadlines. And urgent exits may require an additional fee.
However, the key problem that can arise when working with Telegram channels is non-compliance with agreements by administrators. This applies to both the delay of agreed deadlines and the lack of publication in principle. This is the downside of anonymity, which can cost a brand both money and time.
How we at WARTO Agency work with Telegram channels
Given the rapid growth of Telegram’s popularity in Ukraine, we started working with Telegram channels long before the full-scale invasion. Therefore, today we have all the necessary indicators of reach, reads, ER, and time-tested channels that we work with systematically. In addition, our analysts regularly update our databases.
In this way, we can form a good selection of Telegram channels for different projects, depending on what client’s task we are going to solve with this tool. And thanks to well-established communication, we quickly agree on the terms of cooperation and can guarantee our clients compliance with the established KPIs and deadlines.
The algorithm for the effective use of Telegram channels is still being developed, both by the authors of these channels and by advertisers. An indisputable fact: Telegram will be an excellent additional channel to strengthen your brand’s information campaign, expand your target audience, and gain the highest quality contacts with your consumers.
