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Telegram, a cloud-based, cross-platform social media and instant messaging service, is making waves in the digital marketing world. With over 1 billion monthly users, nearly 450 million daily active users, and adding approximately 2.5 million new users each day, the platform presents a significant opportunity for brands to connect with a diverse and tech-savvy audience.
The largest channel on Telegram is Blum, a crypto ecosystem with more than 25 million subscribers. Crypto represents the biggest community on Telegram, with nearly one-third of users having experience with cryptocurrencies. This makes Telegram a prime platform for businesses in the finance, emerging tech, and wellness sectors, particularly those involved in fintech, digital assets, crypto, and e-commerce.
Telegram channels work like a public broadcast tool, where brands share updates, exclusive offers, and content. Mini apps, a key feature of Telegram, allow businesses to build experiences inside the app without requiring downloads or app-switching. The top-performing mini app category on Telegram is coinmarketcap mini apps, with 87 million monthly active users. Non-fungible token (NFT) mini apps rank fourth with 13 million monthly active users.
Studies show that nearly 70% of people are more likely to act on recommendations from influencers, friends, or family than on messages from brands themselves. Telegram influencers often build authentic, trust-based connections with their audiences within focused, niche communities. Brands tapping into these relationships don't have to start from zero, benefiting instead from the credibility influencers have already established.
Telegram Ads allow sponsored messages to appear in public and private channels and bots. To qualify for Telegram Ads, a channel must have over 1,000 followers, and a bot must have more than 1,000 monthly active users. Telegram's influencer marketing is largely in its early stages, but its potential is significant, especially for B2B, software-as-a-service (SaaS), and service-based brands. Around 13% of Telegram users are in managerial positions with purchasing power or play a role in business decisions, making them a key audience for these brands.
Interestingly, 44% of Telegram users are in non-managerial roles, making it a strong channel for reaching hands-on professionals and everyday decision influencers. Telegram mostly draws a professional, tech-savvy audience, with around 21% of the app's users employed in IT and Internet-related fields, 12% in marketing and public relations, and 4% in finance.
While there is no specific publicly available information indicating which fintech companies use the Telegram platform specifically to provide their ads, it is known that fintech and digital asset companies and sectors like e-commerce, digital finance, and crypto-related ventures engage in digital and performance marketing campaigns across platforms including Telegram for communications and promotions. Predominantly, the sectors involved are fintech, digital assets, crypto, and e-commerce, using platforms like Telegram alongside Google Ads, Facebook Ads, and Instagram Ads for their advertising and customer engagement strategies.
In conclusion, Telegram offers a unique opportunity for brands to connect with a tech-savvy, diverse audience, particularly in the high-value sectors of finance, emerging tech, and wellness. As the platform continues to grow and evolve, its potential for influencer marketing and business engagement is set to increase significantly.
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