All about advertising on Telegram and how to launch it

Contents:

• What kind of advertising is there in Telegram
• How much does advertising in Telegram channels cost and how to buy it
• How to choose Telegram channels for advertising
• How to check a Telegram channel for bots
• What you need to know about exchanges and chats for buying advertising in Telegram
• How to make a strong post and buy advertising profitably
• How to evaluate the effectiveness of advertising
• The main thing about advertising in Telegram - in 5 points

What kind of advertising is there in Telegram

There are two main types of advertising in Telegram: official and unofficial. Official advertising takes the form of short ads posted in Telegram channels and displayed at the end of the feed. Unofficial advertising involves seeding, which involves purchasing ads from channel owners. Both types have their own characteristics and can be effective for achieving different marketing goals. Official advertising allows you to reach a broad audience, while unofficial advertising can offer a more targeted approach, allowing you to engage with specific user segments.

Official advertising on Telegram launched in December 2021. Advertising campaigns are set up through the Telegram Ads platform, which allows users to effectively promote their products and services. Telegram Ads allows you to target specific audiences, increasing the effectiveness of ads and helping businesses achieve their marketing goals.

Ads on Telegram are displayed to users without a Telegram Premium subscription. Ads are posted in open channels with over 1,000 subscribers. Owners of these channels do not receive income from the ads they post, as all revenue goes directly to the messenger. This allows Telegram to monetize its platform and support its development.

Telegram ads can be seen in the screenshot below.

To launch advertising in Telegram Ads, you need a starting capital of at least €2 million. The first part - €1 million - is used as the initial budget for advertising. The second part - €1 million - is a deposit that will be returned provided that advertising costs amount to €10 million within a year.

Advertising in Telegram is available not only through official channels, but also through third-party services. For example, the minimum budget for launching advertising in Telegram Ads through the OneSpot platform is €1,500, excluding commissions and VAT. This approach allows you to effectively promote products and services, providing access to a wide audience of Telegram users.

Targeted advertising in Telegram allows you to place ads in both automatically and manually selected channels. You can target your ads to your channel subscribers, as well as users based on their interests. This makes targeted advertising in Telegram an effective tool for attracting a target audience and increasing the visibility of your content.

In our review, "Telegram Ads: How the Platform Works and How to Launch Ads on It," you can learn more about targeted advertising in Telegram. This article explains in detail how the advertising platform works and provides practical recommendations for launching effective advertising campaigns. Targeted advertising in Telegram allows you to reach your target audience, increasing the likelihood of conversions and increasing your brand awareness.

This article discusses ad seeding in Telegram. This is a form of advertising for which Telegram does not receive revenue. Advertisers purchase posts from channel owners or administrators. Payment is usually made to a card or bank account. After the transaction is completed, channels place ads for products, services, or other Telegram channels. Advertising seeding is becoming increasingly popular, as it allows you to effectively promote content and increase your audience reach.

In this article, we will look at how to effectively purchase unofficial advertising in the form of seeding in channels. This lead generation method has remained relevant in messengers for over five years. We will discuss the key aspects that will help you successfully use this tool to attract your target audience and increase sales.

How much does advertising in Telegram channels cost and how to buy it

The cost of advertising in a channel varies depending on traffic, subject matter, and content format. Administrators set their own prices based on the characteristics of their niche and the average post views displayed under each publication. This allows them to adapt the cost to their audience and market conditions, ensuring the effectiveness of advertising placements.

Pavel, CEO of the Chipollino & Telegram channel network Co., announced the estimated cost of 1000 views for various niches. This information may be useful for business owners and marketers looking to optimize their advertising budgets and improve the effectiveness of promotion on Telegram. Different niches may have different prices, which is important to take into account when planning advertising campaigns. Correctly determining the cost per view will help more accurately assess the potential return on investment in advertising on this popular social network.

• humor (memes) - 150-300 rubles;
• channels with entertainment videos - 100-300 rubles;
• business - 700-1500;
• IT - more than 1000 rubles;
• cryptocurrency - more than 1000 rubles.

Pavel notes that advertising in author's channels, managed by the administrator on their own behalf, often has a higher cost compared to advertising in anonymous channels. This is because original channels can offer a more targeted audience and a higher level of trust from subscribers. Anonymous channels, while they may be cheaper, often lack the same level of audience engagement, which can reduce the effectiveness of advertising campaigns.

Advertising on niche channels, such as hunting or geology, can be quite expensive. This is because finding a target audience for specific topics is quite difficult, which in turn increases the cost of placement. Advertising prices on such channels start at 400 rubles per thousand views. Investing in niche advertising can be justified if your product or service closely matches the interests of this audience, which can lead to higher conversions and campaign effectiveness.

Pavel recommends using the following algorithm for purchasing advertising. This approach will help optimize costs and improve the effectiveness of advertising campaigns. First, you need to define your target audience so that your advertising reaches exactly those users interested in your product or service. Then, you should select suitable advertising platforms, taking into account their reach and reputation. After that, it is important to create an attractive advertising message that will stand out from the competition. Don't forget to set a budget and campaign duration to control costs. After analyzing the advertising campaign results, you can evaluate its effectiveness and make any necessary adjustments.

• Study channel statistics in Telemetr or TGStat. We will discuss which metrics to pay attention to below.
• Write to the administrator: a link to their username is usually found in the channel description. You need to find out the advertising price and placement conditions: how many hours the post will remain at the top and after how long it will be removed from the feed.
• If the conditions are acceptable, take the advertising space. To do this, you need to select the post time. It's best to advertise during business hours—when users are most active. A good time range is between 10 a.m. and 8 p.m.
• Making a 100% prepayment is standard practice for the Telegram advertising market.
• Agree on the ad text.

Advertising on Telegram is accessible even with a limited budget—integration into a channel with one or two thousand subscribers can cost just a few hundred rubles. However, larger-scale advertising campaigns often require a budget of tens to hundreds of thousands of rubles. In subsequent modules, we'll take a detailed look at how to launch effective advertising in Telegram channels and avoid unnecessary expenses.

How to choose Telegram channels for advertising

There are two main ways to purchase advertising. The first method involves independently searching for advertising channels and negotiating with their administrators. The second method is to use an advertising exchange, which we'll discuss later. In this module, we'll focus on manually searching for advertising platforms, which allows you to more thoroughly study the market and select the most suitable options for your ad placement.

For effective marketing, it's important to determine where your target audience is. In some cases, this may be obvious. For example, when advertising banking services for businesses, it makes sense to use channels dedicated to entrepreneurship and management. This approach allows you to more accurately reach potential customers interested in your offerings.

In some cases, the subject matter of the advertised channels may not align with the content of the advertising message. However, it's important to keep in mind that these channels still contain the target audience for your campaign. For example, before the New Year, Philips placed an ad for its razor on a popular football channel. This demonstrates that even seemingly unrelated topics can work effectively together if the target audience is the same.

Looking for a list of channels? Analytics services like Telemetr and TGStat are great for this. These platforms provide the ability to sort channels by different topics, formats, and subscriber numbers, making it easier to search and analyze channel information.

Each of the presented tabs contains many channels grouped by specific topics. At the top of the list are the largest and most popular channels, where advertising is most expensive. We recommend selecting 20-30 channels from the proposed list and thoroughly analyzing them. In the next section, we will detail how to conduct this analysis effectively.

How to check a Telegram channel for bots

When ordering advertising in messengers, there is a significant risk of losing funds due to placement in channels with bots. Some channels have managed to turn this dishonest practice into a profitable business. They artificially inflate the number of subscribers and then offer advertising space to inexperienced advertisers, which leads to unnecessary expenses. To avoid such situations, it is important to thoroughly check channels before placing advertising, analyze the target audience, and monitor the quality of subscribers.

In this section, we will cover the key aspects to pay attention to when analyzing a channel using TGStat or Telemetr. These tools offer a variety of metrics and features to help you evaluate the effectiveness of your channel, its audience, and its content. Analyzing statistics such as subscriber count, engagement rate, posting frequency, and content type will help you better understand what's working and what's not. Paying attention to these metrics will help you optimize your promotion strategy and improve your channel's results. Analytics services often highlight channels known to be fraudulent with a special label. However, it's recommended to conduct your own channel analysis to more accurately assess their activity and quality. This approach will help you avoid potential risks and improve the effectiveness of your strategy.

Pavel, CEO of the Chipollino & Co Telegram channel network, identifies the key characteristics of channels with high bot activity. Such channels often feature a significant number of similar messages, a lack of diversity in content, and low levels of interaction with subscribers. You may also notice that user comments and reactions appear unnatural, with a predominance of positive phrases and emojis. Such channels often have an abnormally high subscriber count compared to their engagement level. If you want to avoid following such channels, it's important to pay attention to these characteristics.

• Lack of unsubscribes - readers regularly unsubscribe from "live" channels. This is a normal process.
• Low advertising costs - 20-30% below market rates.
• Ad purchases in suspicious channels - they are either also suspected of "bot farming" or have not posted content for a long time.
• A large influx of subscribers from suspicious donor channels. To disguise a "bot farming" channel, administrators may stage an ad purchase, but in reality attract bots instead.
• Channels with bots are often united into huge networks - 20-40 of them.

Signs of a high-quality channel can be described as follows. Firstly, an important aspect is the consistent quality of the content. This means that video or audio materials should be clear, with good image and sound. Secondly, regularity of publications plays a key role in maintaining audience interest. Frequency of updates helps retain viewers and attracts new subscribers.

Furthermore, audience engagement is an important indicator. A high-quality channel actively responds to comments and takes viewer feedback and suggestions into account, creating a sense of community. Unique and original content is also an important indicator, as it sets the channel apart from competitors.

Using the right keywords and metadata for search optimization is equally important. This helps increase the channel's visibility in search engines and improve its positioning. Finally, having an active presence on social platforms helps expand your audience and increase engagement.

• Growing metrics: average post views and ERR.
• Ongoing advertising purchases — the channel strives to grow its audience or at least maintain its size and engagement, because unsubscribes are inevitable over time.
• High citation index: other channels repost its publications, link to it in their posts.
• Community presence: a good channel often has open comments and reactions, and its own chat. Its team is visible and involved in the process — for example, by moderating the community chat.
• The channel produces high-quality advertising creatives: advertisers who are prominent in the niche come, and they have good ad texts.
• The channel has a concept: a recognizable style of content presentation, and may even have its own media file design.

As the channel and its audience age, a decrease in ERR is observed. It's difficult to change this fact. For example, on my channel "Chipollino Onion Club", which has been around for five years, the ERR is 10%. Meanwhile, on the channel "Pavlu's Storeroom", which has been around for two years, this figure ranges from 30% to 40%. The ERR level is also affected by the frequency of publications: the fewer posts per day, the higher the ERR, and vice versa.

New channels usually have a high ERR, which ranges from 100% to 1000%. If after six months this figure can be reduced to 30%, this will be considered a good result. A decrease in ERR indicates an increase in the channel's effectiveness and its ability to attract an audience.

Examples of effective ERR (Engagement Rate Ratio) metrics for different types of channels demonstrate the importance of evaluating audience interaction. For social networks such as Instagram and Facebook, a high ERR can indicate high-quality content and an active audience. In email marketing, an effective ERR indicates the success of campaigns and the appeal of newsletters. In the context of video content on YouTube, a high ERR reflects viewer interest and engagement. Analyzing these metrics helps optimize promotion strategies and improve engagement with the target audience, which ultimately contributes to brand growth and increased conversions.

• Author channels — from 30%;
• Large channels with an audience of 30,000 subscribers, including news channels — from 20%;
• Channels that have been in existence for five years or more, regardless of topic — 10–15%.

What you need to know about exchanges and chats for buying advertising in Telegram

Ad placements can be purchased on a specialized advertising exchange. This is a platform that connects bloggers and advertisers, simplifying the interaction between them. The ad exchange typically charges a commission of around 10% on successful transactions. This approach allows advertisers to avoid the need to independently search for high-quality channels and negotiate with administrators, significantly saving time and effort. Choosing an ad exchange provides access to a variety of platforms and increases the chances of successfully placing ads that resonate with your target audience.

There are several popular exchanges where you can buy Telegram ads. These platforms offer a variety of opportunities for promoting products and services and help increase your audience reach. Choosing the right exchange for buying Telegram ads can significantly impact the effectiveness of your advertising campaign. Consider using these resources to achieve your marketing goals.

Telega.in is an exchange specializing in Telegram channels and has established itself as one of the best on the market. Channels are conveniently organized by topic, making it easy to find the right audience. The platform immediately displays advertising prices and the estimated cost per view. The exchange offers a turnkey advertising service: a team of professionals independently launches advertising campaigns and can edit the ad text. The advertiser only needs to approve the final version. Using Telega.in significantly simplifies the promotion process on Telegram and helps achieve maximum advertising efficiency.

Epicstars is one of the leading universal exchanges, offering advertising from Russian bloggers internationally. The platform provides users with user-friendly apps for iOS and Android, significantly simplifying the interaction process. A calculator is also available that helps estimate the advertising return based on your budget, allowing you to effectively plan advertising campaigns and maximize the effectiveness of your investments.

Perfluence is a platform specializing in affiliate marketing. In this model, bloggers are rewarded when users referred from their channel perform targeted actions on the advertiser's website. The platform offers an effective tracking system that allows you to track offline product sales initiated by blogger advertising. This creates transparent conditions for cooperation and allows both bloggers and advertisers to use their resources most effectively.

Advertisers are encouraged to join specialized chats for buying and selling ads. These chats are accessible via invitation links. To access them, contact the administrator of the channel where you purchased the ad and ask for an invitation to chats relevant to your niche. Joining such groups will allow you to effectively find partners and optimize advertising campaigns.

How to create a strong post and buy advertising profitably

A key element of successful advertising is a high-quality post. We reached out to Anton, author of the "Write Kasuka" channel, to learn how to create an effective ad for Telegram. He shared important recommendations that will help attract audience attention and increase conversion. Proper formatting, clear messaging, and the use of targeted keywords are key considerations when creating an ad.

The headline should be either provocative or helpful. Provocative headlines are effective at capturing followers' attention and helping you stand out in the feed, while helpful headlines are ideal for attracting a target audience, especially if your goal is to sell products or services. This approach not only increases your follower count but also creates an engaged community around your content.

An ad must have at least two links to a channel or website. An effective call to action is best placed in the middle and at the end of the text. Advertisers often strive to increase the length of the text to detail the benefits of the product and convince the reader to click the link. However, long texts can negatively impact conversion. The optimal length of an advertising post is up to 800 characters. Focus on clear and attractive information to retain the reader's attention and increase the likelihood of a click-through.

Determining the optimal visual content can be difficult. There are many creatives that achieve excellent results using text alone. At the same time, in other cases, images or videos prove more effective. It is important to test different formats to understand which content best suits your target audience and objectives.

Visual elements of an advertisement serve two key functions. First, they attract the user's attention, standing out in the information flow and acting as a striking headline. Secondly, visuals complement the text of the advertising message, enhancing its meaning and impact. It's important to avoid duplicating headline text in images to maintain the effectiveness of the communication. Properly selected visuals can significantly increase audience interest and engagement. Optimal advertising placement conditions are 2-6 hours at the top of the feed. During this period, a post receives maximum traffic. Rarely does anyone click on an ad a month after it's posted. Therefore, discussing the possibility of "permanent" placement with channel administrators is inadvisable. Agreeing to "permanent" placement is only justified if it's offered at a low price. If the price increases significantly, the additional costs will likely not be worth it. Negotiating the cost of advertising is entirely possible. External advertisers are in demand on Telegram. Some administrators try to maximize profits, but more forward-thinking ones are willing to offer discounts in exchange for stable cooperation. It's definitely worth inquiring about the possibility of a discount, but it's important to justify this request. For example, you could say that if your advertising is successful, you plan to order more placements. This will increase your chances of receiving favorable terms and establish partnerships.

Advertising terms in channels are usually standard: a post remains at the top of the feed for one to two hours, after which it is deleted after 24 or 48 hours. If you require customized terms, you should contact the channel administrator. For example, you can ask to leave the post at the top of the feed overnight. However, this service will be more expensive, as advertising can negatively impact the audience by increasing the number of unsubscribes. The administrator incurs losses due to decreased interest in the content, so they may request an additional payment to compensate for these losses.

How to evaluate advertising effectiveness

The effectiveness of advertising on Telegram can be evaluated similarly to other advertising channels. The main metrics for analysis include the number of clicks to the website, conversions to applications, and sales. It's important to track these metrics to understand how successful your Telegram advertising campaigns are and which strategies work best for your audience. Optimizing your content and targeting specific user groups can also improve the effectiveness of your advertising efforts on this platform.

When promoting your Telegram channel, you can create unique links for each post. This will allow you to track the performance of different traffic sources and analyze which promotion methods work best. To create such a link, go to the "Channel Management" menu, then select "Manage Invites" and click "Create New Link." Unique links will help you increase your subscriber count and improve engagement with your audience.

To reduce the cost of acquiring subscribers or targeted actions, you should start by testing your ads. We recommend experimenting with a variety of texts, changing their key elements: headlines, calls to action, as well as visual materials such as images and videos. This will help identify the most effective combinations and optimize your advertising campaign for better results.

Testing different advertising options in small channels allows you to determine the most effective ads. The results obtained can be used for larger-scale placements, which will ensure the maximum return on advertising campaigns. This approach helps optimize the budget and increase conversion.

The Main Thing About Advertising on Telegram – in 5 Points

• Telegram advertising can be purchased manually: services such as Telemetr or TGStat will help you find suitable channels.
• It is important to check the selected channels for fraud. "Bot-driven" channels usually have no unsubscribes and low advertising prices – 20-30% below the market.
• If you don't want to deal with analytics, you can use an advertising exchange. Trusted ones include Telega.in and Epicstars. There are ready-made selections of channels with high-quality audiences.
• Advertising on Telegram costs on average from 100 to 1,000 rubles per 1,000 impressions.
• The recipe for a good advertising post: a useful or provocative headline, a call to action in the middle and at the end of the post. The approximate text length is up to 800 characters.

Explore other Skillbox Media materials dedicated to promotion on Telegram. We offer practical tips and strategies to help you effectively develop your Telegram channel and grow your audience. Learn the best methods for attracting subscribers, creating high-quality content, and engaging with your target audience. Optimize your promotion efforts with our resources and stay up to date with the latest trends and tools for successful promotion on Telegram.

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