Pavel Durov reported on his Telegram channel that the service has surpassed the mark of 1 billion active users per month.
This makes it the 2nd most popular small business email list messenger in the world, not counting WeChat, which is only used in China.
At the same time, it is reported that the level of user engagement is growing. On average, each user opens Telegram 21 times a day and spends 41 minutes in the app.
The site’s revenue for 2024 also increased significantly, to $547 million.
These data highlight the potential of Telegram as an effective channel for promotion and interaction with the audience, so we recommend including it in your SMM strategy.
Posting every day = more views
LiveDune presented the results of a study on how the frequency of publications in Telegram affects the number of views.
26 thousand TG channels were studied from key leadership for business success January to August last year. The channels were divided into 10 categories by the number of subscribers and posts per day.
Key findings:
- Channels that post once a day receive the most views per post.
- Channels that post twice a day have a stable average number of views, but with a slight decrease of about 20%.
- Large channels that post 3 posts per day are seeing a drop in views, but smaller ones are staying at around 2 posts per day.
- Channels with 4 posts per day show a 30-40% decrease in views.
- Channels that publish 8 or more posts per day see a significant drop in views. However, this trend is less noticeable for large news channels, as their reputation attracts subscribers regardless of the frequency of publications.
So, it seems that businesses should post one post per day to get the most views and avoid over-posting to avoid boring their audience.
Instead, it’s better to focus on the quality of your content and adapt your strategy depending on the characteristics of your target audience.
Ultra-personalization and amateur content: how to “do PR” in 2025
What advertising creatives will be popular
Colleagues from the Great group shared with Sostav 6 advertising trends that are worth focusing on this year:
- Short videos.Experts note that in the context spam data of reduced advertising budgets, the emphasis will shift to short video formats.
It is important to remember that creating a 6-second video requires significant creative effort, which can lead to the emergence of bright and meaningful campaigns.
- Ethical work with neural networks.In 2025, brands are increasingly discussing the use of AI and developing related codes of ethics.
Responsible companies are already labeling AI content out of respect for their audiences, and this practice will continue to grow.
- AI as a way to relieve creatives from routine.Various agencies are already using neural networks to create storyboards and music tracks.
This may raise concerns about replacing creative jobs, but it is important to use AI technologies to free up specialists for more complex and creative tasks.
- Yes to amateur content!Casual amateur photography is becoming popular because it helps connect with customers, build a loyal community, and expand your audience.
- Advertising will displace empathy.Given the current global situation, experts predict a tightening of positioning in advertising.
Empathy is expected to decline and emphasis on family values and hedonism to increase.
- Studying Generation Alpha.Marketers are already studying the influence of Generation Alpha on consumption.
Their interests include helping people, ecology and diversity. All of this needs to be taken into account when creating future advertising.
When preparing your advertising materials, we recommend taking these trends into account to create relevant and attractive creatives for your audience.
