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The Telegram messenger has long ceased to be just a means of communication. With more than 900 million active users worldwide, it has turned into a full-fledged digital ecosystem. People read news here, subscribe to bloggers, listen to music, follow the currency rates and make purchases. Telegram has also introduced its own advertising tool – Telegram Ads, with ever more brands following this launch with their own ads Telegram platforms. But are they really worth the attention of businesses? Or is it just another “raw” experiment?
What is Telegram Ads and how does it work?
Telegram Ads is the official advertising platform from Telegram itself, designed to place text ads in public channels with more than 1000 subscribers. Ads appear at the bottom of regular posts and look as native as possible – just a line with the note “Sponsored”.
And here is where the fun begins. Unlike Google Ads, Facebook or TikTok, Telegram does not use personalized user data. Targeting is not based on behavior, gender or interests, but on the topic of channels, content language and geography. This is Pavel Durov’s philosophical position – Telegram does not sell its users’ data, and it is important to understand this right away.
The ad itself is a short text – up to 160 characters. No links, emoji or images. Only text, only hardcore. The platform works on the CPM model (cost per thousand impressions), and the minimum campaign budget is from $2000.
What can Telegram Ads surprise with?
At first glance, the restrictions sound scary. But Telegram Ads has trump cards that other platforms simply cannot offer. One of them is audience engagement. Research shows that on average 55-60% of subscribers read every post in the channel, which is not something you will achieve from subscribers on Instagram or YouTube without regular reminders and paid promotion.
Moreover, Telegram Ads demonstrates an impressive CTR – from 2 to 6%, depending on the channel topic and the quality of the ad text. This is 2-3 times higher than the average rates in Meta Ads or Google. The reason is simple: the user does not expect advertising and sees it as part of the channel that he trusts.
For which businesses is Telegram Ads especially effective?
Telegram is ideal for those who are already present in the messenger ecosystem, or are ready to enter it. Below are examples of areas where Telegram Ads shows excellent results:
Info products and online training
Telegram is a native environment for experts, coaches and online schools. It is convenient to send newsletters, warm up subscribers and sell courses here. Advertising in educational channels gives a high response.
Cryptocurrencies and Web3 projects
Telegram remains the main hub of the crypto community. Advertising of DeFi platforms, NFT projects, crypto wallets gets a lot of attention, especially in thematic channels.
Media, bloggers, niches with high engagement
If your product is content (news, analytics, author’s blogs), advertising in Telegram can not only attract subscribers, but also create a community around the brand.
How to place ads?
The official website of the platform is promote.telegram.org. You can log in and apply to create an advertising campaign through it. However, it is worth considering that access to the platform is still not provided to everyone. Telegram manually checks applicants, especially at the entry stage. The platform is still developing, and Pavel Durov personally mentioned that the team is not yet ready to open advertising opportunities en masse.
After approval, you can choose the channel topic, geography, content language and write your text. Everything looks quite ascetic, but this is the Telegram style – laconic, strict and minimalistic. The official API is available to those who run several campaigns or work through agencies.
However, many still prefer the “gray” zone – direct placements. Telegram has a huge market where businesses directly buy advertising from channel administrators. This gives more flexibility – you can insert a link, a picture, even a video. But the risks are also higher: there are no transparent statistics, no guarantees and no automation.
Comparing Telegram Ads with Facebook, TikTok or Google Ads is like comparing a craft coffee shop with a Starbucks chain. Everyone has their own goals. In Meta, you pay for reach and clicks, getting a lot of tools and visual formats. In Telegram, you pay for access to an engaged and trusting audience, but in a limited form.
The click-through rate is higher, but the cost of entry is also higher. Moreover, the lack of links and visuals requires powerful text from you. If 160 characters do not hook you, you will simply lose money. Telegram is not about a creative picture, it is about a precise, verified meaning.
Is the game worth the candle?
Telegram Ads is a platform with character. It is strict, not accessible to everyone, but powerful in its own way. The winners here are those who speak the same language as the audience, who can “fit into” the context of the channel, and who already have an understanding of their niche.
If you are focused on a long-term strategy, looking for engaged subscribers, and are not afraid of a format without visuals, Telegram Ads definitely deserves attention.