Social media marketing has come a long way. Transforming from a brand newsfeed to a strong community-building tool, it has become an essential promotional channel, which is placed by the marketers in the center of their tested Bullseye Frameworks.
However, the growing necessity for establishing a close relationship with users for the effective marketing leads to one simple thing. Social media networks with their competitiveness, high volume of content, and the decreasing organic reach and engagement rates can no longer keep up with the changing marketing objectives.
The understanding of these changes forces social media networks to review the content distribution and communication processes and to start (or continue in the case of Facebook) working on their own messenger apps.
While the international mass media reviews social media networks’ updates and calls the launch of Facebook’s Bot Store one of the most significant events since the launch of the App Store, the messengers overgrow the only purpose of instant communication.
They continue growing and strengthening the influence. Meanwhile, Telegram reaches 100 million monthly active users and develops an idea of the audience transfer from social media networks to messengers by adding channels, groups and bots and offering brands now to build their communities there.
Group chats can let marketers unlock the potential of Evangelism marketing and bring it to the next level as the communities (like Slack) will not be cut off from the user’s everyday communication zone. They will merge into it.
With the help of messenger bots brands can take advantage of the immediate content delivery, increased usability of their services and even the development of Engineering-as-Marketing idea. Now they can use their potential to create theme bots, viral or those ones that will become of the great help to their target audience.
Shiv Bagavati, @ProductHuntBot:
Why do companies choose Telegram these days? It is free and available on all platforms. In addition, Telegram is a relatively new app for exchanging messages, but it is much easier to add a bot there than to Slack. Therefore, it is a real pleasure to work with Telegram API.
In contrast to group chats and bots, Telegram channels are a perfect platform for micro-blogging (which Tumblr wanted to create so much as opposed to volumetric blog posts and scant tweets). While bots cover larger audiences, using channels brands, experts and bloggers can deliver content to the limited number of the highly engaged followers.
The number of channels in Telegram is growing inexorably, just like the average number of subscribers, leaving 10,000 far behind. Services like KUKU.io extend their social media management tools -with scheduled posting to Telegram. Learn more in our articles: How to use Telegram Messenger? and How to schedule posts on Telegram app?
Another pleasant bonus is that the competition among brands in the Telegram messenger app is extremely low.
Andrew Sebrant, CMO at Yandex
Who will write about Twitter with 5,000 subscribers, even if it is one hundred times awesome? Everything is so small in Telegram right now that even a channel with a few thousands subscribers sounds serious. Then you appear in reviews, because, in fact, there is nothing to write about Telegram yet, and channels compilation is a great content to share.
We keep the first experience and results in our hands, and Telegram messenger marketing used cases can be shared already.
Currently, a Facebook user is constantly interacting with only 3-4 pages on average and participates in 2-4 group discussions. Therefore, being subscribed to 70+ pages, they get the information from the ones that interest them due to EdgeRank. Other social networks follow Facebook patterns in developing and implementing ranking algorithms.
However, the users are still being overloaded with non-unique content, without any expert marks and opinions. That is why personalized channels in cozy messenger apps are becoming a breath of fresh air.
In contrast to the huge number of non-active pages and profiles on social media, owners of the Telegram channels strive to generate engaging unique content mainly focusing on broadcasting their knowledge, communicating with communities and networking. This content makes fed up with information social network users not only to subscribe but also to save the channel unmuted.
So here we go, now in messengers people not only like to communicate with each other, but also learn fresh info from their favorite channels (hello, RSS!).
Another argument is that it is hard to imagine posts without images on Facebook and Twitter. But in Telegram there’s no necessity for accompanying posts with images in order to attract attention. Why would you need to attract attention if the content is posted once a day and the readers visit your channel with the purpose of getting to know it?
The strategic part of marketing in messenger apps seems fascinating. Telegram channels and content work exactly for the purpose of gathering the target audience around them. In messengers, there is no point in promoting the channel if the content does not meet the expectations of the audience.
Due to the absence of the official catalog or list of channels in Telegram, each audience segment thinks its particular interest has been satisfied. Nothing else matters.
Another big benefit for marketers in Telegram channels is a possibility to announce content updates to subscribers. Despite the fact, the majority of Telegram users mute channels; they will still go check updates out – but at the convenient time. Whether the notifications are turned on or off, the number of unread messages will appear in the chat list.
And that’s the element which makes Telegram an attractive content distribution channel. There is no wonder as the post reach in this case wins 60-80% (a lot, comparing with the average Facebook and Twitter reach established at the figure of 5% and 24% respectively).
An interesting question. If the organic reach ranges from 60 to 80 percent (the figure illustrates the live audience of the channels), then how to determine the effectiveness of your content strategy and measure followers’ interest? The answer depends on your final aims.
When it comes to the publications of links of third-party sources, just like on social media, you can measure the interest and relevancy of content with good old CTR by shortening links with bit.ly or goo.gl. If we are talking about our own blogs, the data can be sent to Google Analytics with help of UTM codes (by default traffic from Telegram will be counted in Direct).
I took the responsibility to measure the Telegram channels conversion. Results were surprising. For now, CTR in Telegram can reach, imagine for a moment, 20%, but it varies greatly depending on content, a preview link and the number of publications you publish per day.
The main reason for such a high number is in the audience. There are many channels available on Telegram: from brand channels and personal blogs to photo stocks and even online language classes. They all coexist together peacefully, just because their audience often does not intersect. The audience has a choice, and it is subscribed only to the channels of interest.
So in contrast to managing pages or profiles on social media dealing with ranking algorithms, having 100 or 10.000 subscribers on Telegram, you can be sure your followers are already interested in your content and are easy to engage.
The messengers and Telegram in particular are growing rapidly. The concept of a big channel on Telegram has changed dramatically in just a few months.
What will we have, let me say, in six months or in a year? Maybe really soon channels in the messenger apps will be separated from personal chats, and brands will give the priority to creating and moderating communities in the messengers, rather than filling the pages and profiles on social media with content.
Probably, Telegram starts the offense of the legendary era, when the consumption of the high-quality content will be massive. The messengers continue the development of the idea of the qualitative content marketing and journalism.
Personally, I believe that Telegram channels (or channels in any other messenger app) will repeat the fate of the Facebook pages. They will give us the most widespread and convenient way to consume content and will become a place of birth for many cool projects. By the way, the convenience and cool projects are already there. It is only for the larger audience.
What do you think? How do you plan to utilize messaging for your work? Let us know in the comments!