Creating Advertising Content for Telegram: 5 Tips from Experts

Brand accounts on Telegram are a relatively new way of promotion in Ukraine. Because of this, entrepreneurs often don’t achieve the desired results immediately and give up on developing their pages due to a lack of comprehensive knowledge about working specifically on this platform.

However, in reality, most failures are not only linked to insufficient audience research but also to creatives and copywriting that aren’t adapted to the platform.

Grab Attention Within the First 3-5 Seconds

The same rule applies here as in other social networks: everything depends on the first few seconds. It doesn’t matter if it’s a text post, a photo album, or a video — without a hook at the beginning, users will simply skip your post, no matter how interesting it is.

The average attention span on Telegram is just 1-2 seconds, so when creating advertising content, you need to keep this in mind and use engaging headlines, maybe even start with a teaser to make people want to read or watch until the end.

Try to Avoid Duplicating Content

Straight-up content duplication works worse on Telegram than on other social networks. While on platforms like TikTok, reposting content might help you get into recommendations, on Telegram, this approach actually reduces your reach.

Therefore, when developing your content plan, it’s better to tweak and adjust content that has potential but didn’t resonate with your audience the first time around.

Present discounts and offers clearly and concisely

When developing advertising promo campaigns on Telegram, remember they should fully resonate with the customer experience and pain points. It’s best not to include too much text or use more than three different fonts; promotional videos should be short and to the point.

Instead, provide additional links with detailed product descriptions — for example, link to posts with customer reviews, product reviews, or a “product passport” listing colors and specifications. This way, once interested in the offer, the customer can immediately choose something that suits their taste.

Add chatbots for customer convenience and to increase reach

Add automated chatbots: this is a very useful and convenient feature for managing exclusive discounts and promotions — you can post everything continuously, while improving user experience by adding categories (separate sections for discounts, news, personal account, and exclusive offers).

Additionally, chatbots are a more cost-effective and efficient way to process customer orders, often delivering higher conversion rates than lead forms.

What should be done with videos?

As we mentioned earlier, the rule of the hook in the first few seconds applies just as much to video format. When promoting on the platform, it’s important to pay attention to the time needed to capture users’ attention. Therefore, when creating videos, it’s necessary to avoid extremes — either being too dry and concise in delivering information or, conversely, too complex, which causes the brand itself to get lost.

Longer promotional creatives are better to compress since most users won’t load content larger than 10 megabytes.

And to stay updated on the latest Telegram updates and trends, follow Telegram Agency on Instagram: that’s where we keep our finger on the pulse of new features and share tons of useful tips!