Messengers have long ceased to be just convenient means of communication. Today, there are entire ecosystems in which a user can not only chat with friends, but also read news, receive recommendations, buy goods and even consult a doctor. So, can a business effectively promote itself in such conditions? The answer has long been confirmed by figures – not only can, but must consider messengers as a strategically important communication channel.
Evolution of user behavior: attention has shifted
While brands continue to invest budgets in social media reach, the audience is increasingly choosing quiet and private spaces – messengers. In 2024, according to Statista, the number of messenger users exceeded 3 billion people. For comparison: Instagram has about 2.5 billion monthly users. At the same time, Telegram showed the fastest growth – more than 1 billion every month.
What does this mean for business? That a potential client spends more and more time in applications where there is no noisy information background, ranking algorithms and aggressive advertising pressure. This is where the consumer is ready to read, watch and listen. The main thing is to speak the same language with him.
Why businesses should pay attention to instant messengers
Firstly, instant messengers are a space of trust. Here, the user does not expect a bright showcase or a catchy banner. He expects benefit, honesty and directness. And this, in turn, opens up new forms of interaction for businesses – less intrusive, but much more effective.
Secondly, conversions in instant messengers are often higher than in traditional digital channels. The reason is simple: almost everyone reads messages. In Telegram, for example, the open rate of posts in channels can reach 98%. This is unachievable for email newsletters and even stories on social media.
Telegram is the main character in the world of messenger marketing
When it comes to promotion, Telegram offers the largest number of tools for business. Unlike WhatsApp, it is more open to external advertising and does not limit the capabilities of developers and channel owners.
One of the most powerful Telegram solutions is the official advertising platform Telegram Ads. It allows you to place native ads inside large channels with a high level of engagement. Yes, the entry threshold is quite high – the minimum budget starts from $2,000 – but this is an investment that quickly pays off in a number of niches. Especially when it comes to digital products, investments, training or e-commerce.
For those who are not ready to spend large sums at once, an alternative path is available – to negotiate directly with channel administrators and buy Telegram ads through native posts. This is flexible, often cheaper and allows you to tailor the message in detail to the channel’s tone.
How exactly can a business promote itself in messengers
1. Channels and mailings
Telegram offers businesses unique opportunities: channels where you can publish news, promotions, useful content and directly interact with the audience. Moreover, Telegram has recently allowed official monetization through advertising.
Advantages of channels:
- Access to the audience without algorithmic filters (all subscribers receive the post)
- Ability to segment content
- Simple engagement analytics
2. Bots and automation
Bots allow businesses to create full-fledged mini-applications inside the messenger. For example, in Telegram you can:
- Automate ordering goods
- Give consultations
- Book services
- Accept payments (via the built-in Telegram Payments function)
3. Contextual and targeted advertising
In 2023, Telegram officially launched the Telegram Ads advertising platform, which allows you to place short text ads in large public channels.
Facts about Telegram Ads:
- Minimum budget – from $2,000
- Format – up to 160 characters without external links (except for links to channels/bots)
- CPM (cost per thousand impressions) varies from $2 to $10 depending on the topic
Today, companies wishing to buy Telegram advertising can either use the official platform or place posts directly through the administrators of popular channels.
What to choose: social networks or instant messengers?
Messengers do not replace social networks, but complement them. For example:
- Through Instagram, you can attract a new audience,
- Through Telegram – turn it into a loyal community.
Messengers are especially effective in the B2C sphere, infobusiness, e-commerce, services, media and educational projects. The main thing is to choose the right format and maintain a balance between benefits and sales.
So, should a business enter messengers?
In short – yes, and as soon as possible. While the competition in this channel is still moderate, a business can take a strong position. Especially in Telegram, where promotion tools are becoming more diverse and effective.
In addition, in conditions when users increasingly ignore advertising on social networks, turn off notifications from applications and do not read mail, messengers remain almost the last honest channel of communication. And honesty, as we know, is now in a special deficit.
