In August 2022, Telegram officially launched Telegram Ads, a platform it had been testing since 2021. Today, Telegram is not just a convenient messenger but also a promising advertising tool with access to a fresh target audience. Still, for many advertisers, the mechanics of launching ads on Telegram and its advantages over other platforms remain unclear.
According to Statista, as of April 2022, 55.2 million people use Telegram daily, with the audience growing by 40% every six months since 2014. This dynamic growth ensures that almost any advertiser can find their target audience on Telegram. In Armenia, Telegram has a large user base, using the app for everything from entertainment to business.
Telegram ads are displayed only in public channels with more than 1,000 subscribers. This makes it a universal tool for all advertisers, but it is especially effective if:
You own a Telegram channel where you sell products or services.
Your ad campaigns on other platforms no longer bring the desired results.
Contextual ads have become too expensive, and targeting has stopped working.
You’re looking for new advertising channels to boost brand awareness.
You want to increase your advertising reach.
You’re a blogger aiming to grow your visibility within the Telegram audience.
Telegram advertising offers:
Wide coverage
Flexible targeting
High visibility and quality
Low competition (for now)
It’s worth noting that Telegram has set a high entry threshold for advertisers. This helps filter out only serious players and major agencies. Despite this, in March–June 2022, advertising budgets on Telegram grew by 591% compared to the previous period.
There are three main ways to launch ads on Telegram:
Through the official Telegram Ads platform.
Through specialized exchanges.
Through ad launch services (e.g., click.ru).
To launch ads directly on Telegram, you need to deposit €2 million into your account. Out of this amount, the system freezes €1 million as a deposit, and the remaining €1 million can be spent on ads.
The deposit will be refunded if the advertiser spends €10 million within a year. Otherwise, the frozen amount is not returned.
This high entry threshold is designed to attract large advertising agencies, such as Magnetto.pro, that run campaigns for big clients.
Your ad won’t pass moderation if it:
Leads to external websites or apps (only Telegram channels or bots are allowed).
Contains links to bots or channels created just for ad hosting.
Includes disinformation, offensive, or misleading content.
Advertises one product but redirects users to a completely different one.
Additionally, certain industries are prohibited, including gambling, financial loans, uncertified medical services, pharmaceuticals, alcohol, tobacco, drugs, fast food, and more.
Avoid spelling and grammar mistakes.
Don’t use excessive emojis or CAPITAL LETTERS.
Avoid bullet points and misleading language.
Don’t use superlatives like “the best,” “lowest price.”
Don’t push users with imperatives like “Buy now.”
Don’t make personal preference claims (“If we were you, we would…”).
For smaller businesses, this option is far more accessible. To start, you only need a €3,000 deposit.
Ad services simplify the process by offering:
Campaign budget forecasts.
Ad creation tools.
Legal documentation and VAT refunds for businesses.
The ability for individuals to launch ads without corporate registration.
This makes it an excellent choice for small and medium-sized businesses that want to enter Telegram advertising without huge investments.