Telegram has become the main messaging and social platform in emerging markets all over the world. In Russia alone, Telegram has reached 86 million monthly active users — but many businesses still struggle to advertise there effectively. This guide will show you how to launch successful ad campaigns on Telegram and reach millions of new customers.
Telegram connects millions of Russian speakers through channels, communities, and messaging, making it an ideal platform for businesses to build personal and professional connections with their audience.
Setting up a Telegram ad campaign is pretty simple, even on a budget. With Yango Ads Campaigns, you can start reaching potential customers today, only paying for the engagement your content generates.
What is Telegram?
Telegram started out as a secure messaging app, but now offers so much more: users can create channels, communities, chatbots, and apps, and even support creators through donations.
By September 2024, Telegram had over 35 million downloads and 86 million monthly active users from all age groups. Russian speakers choose Telegram because it's free, easy to use, and protects their privacy.
User habits on Telegram
Channels are the main way users read and share content on Telegram. They work like news feeds — owners post content, and subscribers read it. Readers can react to posts and share them with friends. Research shows that while users normally subscribe to about 50 channels, they only actively follow 10. Channels with lots of reactions and comments often do better than those with many silent subscribers.
How Telegram Ads work
Telegram Ads are placed in Telegram channels — public one-way feeds where channel admins post content for channel subscribers.
Unlike other platforms, ads on Telegram are based on interests and topics — not user profiles, browsing history, or third-party data. Thanks to extensive anonymized statistics, channel administrators can gather info on where the readers are from, and what languages they speak, which also helps the advertising algorithms.
There are four ways to place your ad on Telegram:
- Direct ad placements
Contact channel owners directly to place your ads. Costs and conditions may vary depending on post format. This method has its pros and cons:
+ Tailored ad placement.
– Prices are unpredictable, as well as the return on investment (ROI).
– No guarantees due to direct communication with the channel administrator.
– Hard to scale.
– You'll need to handle ad label requirements yourself. - Official Telegram ads
The platform's internal advertising system requires a $2 million minimum investment. Your 160-character messages appear in large channels but won't reach Premium subscribers.
+ Direct ad placement on the official platform.
– High entry deposit.
– Premium subscribers don’t see your ads.
– 160 - character limit.
– Ads can only link to other Telegram channels or bots, not to external websites.
- Ad reseller platforms
Ad reseller platforms make it easier to start advertising without dealing with Telegram’s high entry requirements. They manage communication with channel admins and handle compliance, but they charge commission fees and give you less control over your campaigns.
+ Flexibility in placing bulk ad orders.
– Commissions.
– Less control. - Yango Ads Campaigns
Starting at just $500, Yango Ads Campaigns offers the most accessible entry point. You only pay for clicks, not views, and can post longer ads with external links. Your ads appear as regular posts — even to Premium users. The service provides detailed analytics and handles all compliance requirements.
+ Lowest budget to start with.
+ Up to 764 characters per ad.
+ Premium users see your ads.
+ Allows custom links outside of Telegram.
+ Access to advanced analytics.
+ Automatic and compliant labeling of the advertiser.
– You need to experiment with the first few campaigns to find the best results.
Each advertising option must follow Telegram's content guidelines. The platform reviews all ads to ensure they meet quality standards and don't include misleading or inappropriate content.
Now that you’ve learned different ways to place ads on Telegram, let’s find out how to create an ad campaign.
How to start advertising with Yango Ads Campaigns
Step1: Choose your campaign type
Getting started with Yango Ads Campaigns is super simple. Just pick the Unified Performance Campaign (UPC) to get going. It’s an all-in-one option that supports different ad formats and gives you room to experiment with what works best.
Step 2: Set ad placement and budget
The platform makes it easy to pick where your ads show up on Telegram channels. Set your weekly budget and maximum CPC (cost per click) to control spending. You only pay when someone actually clicks your ad — not just sees it.
Step 3: Define your target audience
To reach your ideal customers, select channel topics that match your business, and choose your geographic targeting. While you can focus on specific regions, try testing nationwide in Russia first to see what connects with viewers.
Step 4: Create compelling ad content
Your ad needs three parts:
- A headline that grabs attention
- A body text of up to 764 characters
- An image or video under 10MB
You can include up to 10 images in a single post that display in sequence, or add a video under 10MB that Telegram will convert to a GIF. In our experience, a series of well-chosen images often gets better results.
Step 5: Track and optimize performance
Yango Ads Campaigns places your content across relevant channels from its network of over 4,000 channels, each averaging 13,000 subscribers.
Track your results through Tag Manager to see who clicks on your ads, and what they do next. The average cost in March 2024 was $0.59 per click, with 0.4% of viewers clicking ads. Use these numbers as a starting point, but expect your results to vary based on your content and audience.
Now let's look at how to make your ads perform even better.
Maximizing engagement
Your ad needs to blend naturally with regular channel posts. Here's how to create engaging content:
Make it useful
Write content that helps solve real problems. Think like a channel author creating value for readers — not an advertiser pushing a product. Include a clear call to action that encourages them to learn more. You're creating content for specific Telegram communities — not broadcasting generic ads. Keep this in mind as you launch your campaigns.
Focus on first impressions
Start with an attention-grabbing post snippet — users decide to keep reading based on these first words. Use a question or story that pulls them in. Choose visuals that complement your message without looking like obvious advertising.
Polish the format
Take the time to make your ad visually clear and easy to follow. Bullet points work well to keep things clear and organized, while emojis can add personality and make your layout stand out.
To take it further, use a carousel of visuals — each key message in its own image, or a video that people can swipe through. This format helps you tell a story step by step, making your ad more engaging and easier to follow. These simple tweaks can make your ad connect better with your audience.
Track and improve
Test different versions of your ads to find what works best. Watch your analytics to see which messages get more engagement. Don't expect the same costs per click as on other platforms, and avoid spending your full budget before testing what works. Use this data to keep improving your campaigns.
Before you go
When done right, Telegram advertising offers a powerful way to reach Russian-speaking customers. The platform combines massive reach with the ability to blend naturally into users' daily content consumption.
