How many new users did the messenger receive and how popular is it in Ukraine and the world: analytical data for 2022 and prospects for a new article from Telegram. Why Telegram is an innovative direction of internet marketing?. agency expertsWhat was the impetus for such a situation and what mistakes retailers make in promoting via Telegram, we will try to reveal the main points in our material.
How many people use telegram in the world and Ukraine
In June 2022, Pavel Durov reported that the austria phone number data number of Telegram users worldwide reached 700 million people. Earlier in April 2022, Statista recorded 500 million people – it turns out that in a couple of months, the messenger’s audience size has grown by 40%.
According to DataReportal, Telegram ranks sixth in the latest ranking of mobile apps by monthly active users after TikTok, ahead of Amazon and Twitter.
Statistical data from research by Telemetrio, Kantar CMeter and Statista show that Telegram has significantly increased its audience since February 24 (94% in April versus 89% in January 2022) and has almost caught up with Facebook in terms of reach.
Reach increased by 16,448,324 reached how it works, functions, and types users per message, or 105%, and the time spent in the messenger increased 8 times.
The growth of channels is understandably most indicative in the segment of news and politics, political figures, as well as various pages that somehow find their target audience, for whom such channels replace the media. For example, such a channel was “Trukha”, which does not comply with journalistic standards.
74% of Ukrainians get news from social networks, of which 43% also use other sources, according to the USAID-Internews Survey on Media Consumption in Ukraine in 2022.
How to use this data for business: the south africa numbers messenger is becoming one of the most popular in the world. Its presence is a chance to make additional coverage and points of contact with potential buyers.
We have previously written about this material: “A Telegram channel is one of the best investments for business” — Pavel Shapka, CEO of Telegram agency
How Telegram’s audience has changed in Ukraine
By June 2022, the number of people downloading Telegram worldwide will be 40 million. The increase since April is more than 10 million people.
There are already more than 10 million active users in Ukraine, 49% of whom are women and 51% are men, aged 16 to 35 years.
Telegram is among the top 5 messengers in Ukraine for users under 25 years old.
This platform is self-loading, meaning the audience grows organically and is updated on an ongoing basis.
If we analyze the total time spent consuming news on social networks, 41% is spent on Telegram. The audience not only switches to this messenger as a news resource, but also as a resource for consuming media in general, including for choosing purchases or following favorite opinion leaders.
How businesses can use this data: by the summer of 2022, the Ukrainian Telegram audience has increased. Both subscribers of bloggers from Instagram and TikTok and new users came in search of content, news, and quick communication in conditions of poor connection. The audience spends more and more time in the messenger, which means there is a greater chance of coming across a brand’s advertising message and clicking on it.
Telegram Audience Analysis in 2022
In the world ranking of Statista 3, the most popular topics in 2022 are news, entertainment and politics. In Ukraine, according to Telegram Analytics, this year news, industry news and entertainment.
But due to the influx of new audiences, the share of branded channels and channels from bloggers may increase in 2022.
Why did Ukrainian retail brands start joining Telegram?
Based on analytics, Pavel Shapka cites 4 pillars on which the desire of Ukrainian brands to update or create their Telegram channels was based.
- Significant growth in reach and expansion of the Telegram channel market.
- Competition – after all, if Telegram has ATB, then Silpo and Novus, for example, will follow suit.
- Comparatively cheap cpm – placement prices are cheap compared to Meta targeting.
- Relatively fast coverage of advertising publications due to constant organic updating of the audience (users themselves download the application and use it as a single channel for receiving any information, because it is convenient in blackout conditions, etc.)
But still, before you launch a Telegram channel and start investing money, you need to understand a few things.
Subscribers won’t just come.
Telegram is a messenger, not a social network. Channels work as a mix of a microblog and a newsletter: yes, there are posts, but the content is delivered directly by subscribers. There is no common feed, no reasonable algorithm either. Subscribers can only appear organically from reposts, but in order for there to be reposts, the audience needs to be found somewhere.
To attract an audience, a business can use the following mechanics:
- audience transfer from other social networks;
- advertising seeding on telegram channels;
- push in the application.
All these activities require a budget
Due to the influx of people in Telegram now, the cost of advertising has increase by 30%.
Spending a certain amount once and getting an eternal audience will not work – subscribers in Telegrams actively unsubscribe from Why Telegram is an innovative direction of internet marketing? channels. Everything again rests on the lack of a common fee. If in Instagram you can subscribe to hundres of accounts and watch content that publishes a reasonable algorithm in the fee, then in Telegram you have to manually go to each source.
Users will sign up later, and if you don’t run ads constantly, the audience size will gradually decrease. This means that the advertising budget should be allocate constantly.
However, retail, for example, use the opportunity to attract a free organic audience very successfully in 2022. Base on the experience of competitors, that is, turning to professionals, brands create advertising and PR campaigns, update content for many news events, and even create channels from scratch.
Here are some examples of placements in Telegram channels of Ukrainian supermarket brands.
Conclusions
In 2022, Telegram became the main source for both communication between people and for receiving news due to power outages and poor internet.
Telegram’s audience has more than double over the past year; Telegram is currently use by more than 10 million users.
Now many brands are abandoning media advertising and PR stories with placements on websites, transferring budgets to Telegrams and relying on the CPM model of cooperation.