Telegram has become the leading platform for business promotion in Russia, according to research by Magnetto.pro. A survey of 632 business representatives, including CMOs, marketers, and company owners, revealed that 66.9% of companies use Telegram for advertising, outpacing other platforms like Yandex Direct (55.65%) and VKontakte (48.7%).
Advertising Trends On Telegram
The study highlighted two primary approaches to advertising on Telegram:
- Telegram Ads: Preferred by 54.5% of respondents, this format is widely used by industries like Education, Construction and Real Estate, Finance, E-Commerce, IT, and Telecommunications.
- Seeding: Chosen by 51.2% of respondents, seeding is popular in sectors such as Manufacturing, Finance, IT, and Retail.
Popular Advertising Formats
Key objects of promotion differ between Telegram Ads and seeding:
- Telegram Ads:
- Websites (71.8%)
- Telegram channels (57.4%)
- Chatbots (45.5%)
- Seeding:
- Websites (68.6%)
- Telegram channels (59.2%)
- Events (36.1%)
Advertising Budgets
Most companies allocate moderate budgets for Telegram advertising:
- 36.1% spend between 150,000 and 500,000 rubles per month.
- 3% dedicate over 1 million rubles monthly to promotions.
The Shift To Telegram
Telegram’s rise as the preferred advertising platform reflects its versatility and growing reach. The platform’s tools cater to a wide range of business needs, from brand awareness to direct customer interaction.
This trend aligns with broader changes in Russia’s digital advertising landscape, as noted in a recent Brand Analytics study, which documented significant growth in the country’s social media audiences.