How to advertise in Telegram channels

What kind of advertising in Telegram and whether you need it or not

In this messenger in 2024, you can advertise your business, brand or yourself, your favorite, in several ways:

1. Official advertising through the Telegram ADS advertising account.
2. Through third-party platforms such as Yandex.
3. Directly or through exchanges to buy advertising posts-integrations from the admins of channels and chat rooms.
4. Send out messages to users.

The latter method is called "spamming" and will not be discussed in this article.

In March 2024, Telegram founder Pavel Durov told the Financial Times that 900 million people use the messenger. By according to Mediascope by the end of 2023, 47% of the Russian population over 12 years old access Telegram once a day, more than 80% use Telegram not only to exchange messages, but also use the channels to read news and get other information. It follows that advertising in Telegram is suitable for any business. With its help, you can get more applications, registrations, sales, gradually warm up the interest of customers to buy your goods and services.

How to advertise in Telegram officially

If you've seen these short messages in channels, that's what official Telegram ads are.

You can buy such advertising in Telegram on the official Telegram Ads platform. It allows you to target ads to users (by location, interests, age, gender). Ads can be placed only on channels with more than 1000 subscribers, not in groups. Channels can be selected by language and subject. You can add a link to your resource in the ad button. Ads will not be seen by premium account holders.

Advertising in Telegram ADS best of all will do:

1. Businesses with a website are a powerful source of interested traffic.
2. Entrepreneurs with businesses within Telegram itself, to get subscribers to their platform, such as experts, educational projects.
3. Trading companies for direct sales - to organize the funnel, for example, for online stores and marketplaces.

How much does advertising in Telegram cost? The answer to this question can only be given by referring to indirect data, cases of entrepreneurs who have to take their word for it. For example, in this article HABR.COM claims that the SRM of advertising in Telegram channels in 2024 has reached 350 p., and a subscriber will cost an average of 50 p.

Now about how to connect official advertising. This is where the most interesting nuances begin.

1. Firstly, the threshold for entering an advertising platform is 1500 euros minimum, that is, without VAT and other hidden charges. In practice, the sum in roubles will grow by tens of thousands.
2. Second, the site has strict requirements for ads, starting with a 160-character length limit.
3. Thirdly, a Russian entrepreneur must have an account in a foreign bank and at least a telephone number with a European country number.

It is practically impossible to register for Russian numbers. We tried it, so try it. It's heremaybe you'll get lucky:

A large business with advertising budgets in the millions of euros would not find it difficult to register a company abroad and open an advertising office directly. But what about medium and small businesses, if this method of promotion seems to them to be effective and cheap? As it turns out, it is very popular precisely among Russian SMEs. According to the service "Tochka Reklama", 46% of advertisers are companies with an annual turnover of less than 20 million rubles. How do they do it? The answer is that they use the services of intermediaries.

How to open a Telegram ADS account through intermediaries

Some people don't like the word "middleman", but in this case, there is no cause for concern. This is Telegram's official policy, they work with partner companies that help small and medium-sized businesses open an advertising account on the platform. The partners also start their own resellers. Of course, in this chain, the advertising budget "grows fat", but there is no other way. But remember that if someone offers a service to open an office for less than 1500 euros - it should be treated with caution. Or use our lists, they may not be complete, but the main market players are listed.

Official ADS Telegram Partners:

1. Magnetto.
2. SA Media Group.
3. MTS.

Resselers:

1. eLama.
2. One Spot (Aitarget).
3. Click ru.
4. Clickise.
5. Vitamin tools.
6. Eprofit.
7. Getuniq.
8. Centra ai.

Let's launch an official advertising campaign in the eLama service. At the initial stage, you will only need to do 3 things.

1. Send your application to elama.ru.
2. Wait for a manager to call you.
3. Provide your data and the object of promotion - your channel (not private), website, bot or external application.

Your personal profile can also be promoted. The main thing is that the object must meet the requirements of the site. You will not be able to change the object of advertising later. After passing moderation, you will need to top up your advertising budget in eLama. You will be given access to your personal advertising account within 24 hours.

It looks like on the screenshot, the interface is in English, but clear enough.

Official Telegram ADS Advantage:

1. The promotional message is the last one in the feed, which increases visibility for subscribers, plus you can use emoji.
2. You can customize audience targeting - by gender, city, country, time of entry, interests.
3. You can limit the display frequency per user.
4. The ad will be shown even to subscribers of a competitor's channel by topic, this is a very useful CA.
5. You can use utm tags, track campaign metrics, do Click Rate, Cost Per Click and other metrics analysis.

Please note, advertisers in the topics of Education and Cryptocurrencies have recently been given special conditions - the cost of entry is higher, the markup is 30%. In general, carefully read the advertising policy of Telegram by reference - what you can do, what you can't do, the rules of formatting. They are strict, for example, the imperative mood is forbidden - no "Sign up!", "Join!". "Buy!" Manual moderation of ads can take several days.

Now let's talk about alternative methods.

Yandex advertising Telegram

After looking at all these dances with official advertising in Telegram, Russian search giant Yandex decided that no place is empty and launched its own system of promotion in Telegram channels since last summer 2023. The tool is still in beta, but in March 2024 Yandex said that 4,500 channels have joined the project and their owners have been paid 275 million rubles.

It should be understood that these are ads in channels connected to Yandex, i.e., in fact, their owners have become participants in the Yandex Advertising Network (Yandex Advertising Network), as owners of websites. Hence the advantages and disadvantages of Yandex Direct advertising in Telegram.

Benefits:

1. Pay only for clicks.
2. Up to 764 characters of text, you can add an image or video.

Minuses:

1. Limited channel selection.
2. There is no proper targeting by geo.
3. No targeting by user category.

There is also the usual trouble with RFEs - budget drain. After all, just like advertisers, network partners are paid for transitions, and slippage started very quickly.

Connects Telegram ads from Yandex Direct to in the advertising cabinet itself. Telegram channels have appeared in the "Place of advertising" field. You need to create a separate RC, you can't include Telegram in the old ones.

How to advertise in your Telegram channel directly

Is it possible to just Buy advertising in Telegram in a channel you like, chat, even from a user with a good reach of your target audience? Why not, of course you can!

Here are 100% working ways to do it:

1. Write in private to the admin of the channel, bot or chat.
2. Take advantage of advertising exchanges in Telegram channels.

Find those who own or manage It's easy to find a channel, group or chat room. Sites that sell ad space put the contacts in a prominent place, but for others just click on the name at the top.

The Telegram exchange is a place where site owners meet with advertisers and sell space and time to place ads. Exchange groups and advertising bots can be found in the messenger itself. There are also large services on the Internet specializing in this direction.

Here are the 5 big ones:

1. Telega.in.
2. Epicstars.com.
3. Teletarget.com.
4. Gooroo.works.
5. Tagio.pro.

Advertising platforms overlap there, we recommend first using the largest exchange - Telega.in. There is a simple registration, 13 925 channels as of June 2024, filters by topics, ratings, you can see how much the owner wants for placing ads.

How much it costs to place an advertisement in Telegram directly? In Telega.in we now see a maximum price of over a million rubles for 1 ad on a channel with 8 million subscribers. But there are also those who will place your ad for just 60 rubles.

Advantages of buying direct:

1. Great coverage and choice of sites.
2. Suitable for small advertising budgets.

Disadvantages:

1. Big risk of draining the budget.
2. It is difficult to analyze effectiveness.
3. Experience is required, you need to carefully check the sites and screen out those who, in your opinion, are racking up subscribers and views.

Now that we know how to place an advertisement in the Telegram channel, let's talk about such an important thing as labeling.

Labeling of ads in Telegram

According to Federal Law on Advertising any advertisement published on the Internet is subject to labeling, except for social advertising or if the advertiser has an exclusive right to the object of advertisement. In the latter case, the condition of having a trademark right must be included in a contract with an advertising agent or advertising system operator and, accordingly, this trademark must be registered. Each advertising creative must be registered in the personal account of Advertising Data Operators approved by Roskomnadzor and receive a special token. List of ODSs here.

The fine for violating the law is up to 500,000 roubles for legal entities. Are you getting a little creepy, does it seem too complicated? Don't worry. According to the law, either the advertiser, the advertiser-distributor, or an intermediary, such as an advertising agency, must report to the ORD. And if you work with an official intermediary, such as eLama, for Telegram Ads, or Telega.In, then you won't have to worry about how to label ads in Telegram at all. These services take care of all operations with ODS. And it's free of charge.

Free Telegram ads - what can be said about it

Telegram channels where you can place ads for free exist, but the effectiveness of such promotion depends on how cleverly and creatively you approach such work. The main thing is not to spam users' private messages, otherwise the probability of getting your account banned is very high.

How and where to place Telegram ads for free:

1. Ask friends and acquaintances to talk about you on their accounts, groups or channels - don't have 100 rubles, but have 100 friends.
2. Use reciprocal PR on themed channels.
3. Post in free classifieds groups (search for it).
4. Write announcements in groups where you have the opportunity to do so.

The last method is probably the most effective. Find a themed chat room, chat, see how others are doing. From personal experience, even from the most spammed general chat room, you can get a few reactions for absolutely free. Read also the article Native advertising: features, types, advantagesIt will be useful for understanding alternative ways of promotion.

Conclusion

Advertising in Telegram is a unique and promising business opportunity. Every day the popularity of Telegram grows, and with it the audience ready to accept advertising messages expands. Users actively interact with content, which increases the likelihood that your message will be noticed and perceived. The possibility of precise targeting allows advertisers to reach exactly those users who are most interested in their products or services. It is impossible not to mention cost-effectiveness - the cost of advertising in Telegram is still lower than in other social networks and media, and the return on investment can be much higher due to the high degree of trust users have in the information received through their favorite channels. Advertising in Telegram channels is both a modern trend and an important tool for achieving marketing goals.

Frequently Asked Questions