In 2023, advertising on some Telegram channels has increased in price by 30%. These results were recorded in channels with 10 thousand to 50 thousand subscribers by the authors of the BeSeed study. The cost of advertising content on Telegram’s largest channels, with half a million subscribers, increased by 14% in 2023.
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According to BeSeed, if in 2022 an advertisement on a small channel with up to 10 thousand subscribers cost 4,869 rubles, in 2023 the price increased to 5,635 rubles. The growth was 13.6%.
On channels with 10,000 to 50,000 subscribers, the price of an advertising post increased over the year from 8,169 rubles to 11,691, an increase of 30%. This is the highest figure among the channel categories.
In addition, the price of advertising on Telegram channels from 50 thousand to 150 thousand readers increased significantly (by 28.6%). If in 2022 advertising cost 23,350 rubles, in 2023 it will cost 32,698 rubles.
Owners of Telegram channels from 150 thousand to half a million subscribers received 34,901 rubles for advertising in 2022. And last year the cost increased to 45,721 rubles. The price increase was 23.7%. This category of channels has shown a constant increase in advertising prices since 2021, the study’s authors note.
Likewise, the price of an advertising publication on channels with more than 500 thousand people increased by 14.3%. In 2023, the cost increased from 142,083 rubles to 165,921 rubles.
At the same time, it was in the category with the fastest growing advertising price that the fastest drop in views was recorded. Thus, in the category of 150 thousand to half a million subscribers, the number of views decreased by 18%. If in 2022 their number was 41,884, in 2023, 35,552.
At the same time, viewership rates are increasing on smaller Telegram channels. In 2023, the number of views of posts on channels with up to 10 thousand subscribers increased by 40%, from 1,051 to 1,768. The authors of the study explain this dynamic by the greater participation of the audience in these channels.
“We attribute this to the fact that more personal and expert channels appeared in the sample, in which the level of views and engagement is usually higher than in resources without authorship,” the analysts explain.
The rest of the categories registered a decrease. In the category from 10,000 to 50,000 readers, there were 14.6% fewer views: 3,254 in 2023 compared to 3,730 in 2022. In the category from 50,000 to 150,000 readers, the number of views decreased from 11,728 to 11,253 (-4. 2%).
In the largest category of channels with more than 500 thousand subscribers, the figure remained almost unchanged. In 2022 they had 191,818 visits and in 2023, 189,257 (-1.3%).
Previously, Telegram added new features for businesses. Experts and market participants told RB.RU who will benefit most from the additional options.
Author:
Natalia Gormaleva
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
