Chief Marketing Officer / Marketing Consultant at maksymzakharko.com
Answered 9 months ago
Hi, I am Maksym Zakharko ( Chief Marketing Officer / Marketing Consultant), expert in media buying, user acquisition, and team leadership. Published author, industry speaker, podcaster and judge. 161+ certifications, MBA, and 10+ years in digital marketing, more information about me: https://www.linkedin.com/in/maksymzakharko/ https://maksymzakharko.com https://maksymzakharko.com/certifications/ As someone who works on both agency projects and my own ventures, I've been following Telegram closely—and honestly, I think its marketing potential is massively underrated right now. - On Telegram Ads: Right now, Telegram Ads are only available on large channels, but I expect that to change soon. I think we'll start seeing more advanced targeting, performance data, and maybe even interactive formats—like polls or conversational bots integrated with ads. That said, advertisers need to approach Telegram differently. It's not about chasing impressions; it's about building real communities. One thing we're encouraging clients to do is grow their own channels and use them like a mix of email + live chat + content hub. It works well, especially if your brand already has a loyal base. What's unique is that Telegram has no algorithm getting in your way—so if someone follows you, they actually see your message. - On Mini Apps: This is where I see big disruption coming. Mini Apps let you build experiences inside Telegram—no need for users to download anything or switch apps. We've played around with them for small eCommerce use cases and they're super promising. Think: Small shops running loyalty programs or flash sales Coaches delivering paid content or daily challenges Financial tools, especially in crypto If I had to bet, retail, fintech, and edtech will be the first to seriously adopt them. Especially in markets like Eastern Europe, India, or LATAM, where Telegram is already part of people's daily routine.
Telegram is becoming a go-to platform for marketers in niche, high-intent spaces like crypto, ecommerce, and finance. It's not about massive reach, because it's more about direct access. People treat Telegram more like a tool than a feed, so attention is deeper and less distracted. The ad product is still early, but that's part of the appeal. There's no clutter, fewer algorithms, and better clickthrough rates. When done right, CAC can be lower because the signal-to-noise ratio is higher. In the next 1 to 2 years, Telegram's marketing stack will likely evolve around native integrations. Think inline ads inside channels or bots delivering sponsored content that blends into the conversation. Mini Apps could start playing a bigger role too, because they let brands build simple experiences inside chats. That could mean frictionless product discovery or gated content flows without sending people to another site. So the smart play will be using Telegram to build long-term, owned relationships with people who actually want to be there.
Happy to provide a thoughtful perspective based on experience with Telegram marketing: Where is Telegram headed in the next 1-2 years as a marketing platform? Telegram is evolving beyond just a messaging app into a multi-functional ecosystem combining communities, commerce, and content. Over the next couple of years, I expect it to deepen its role as a direct-to-consumer channel that offers brands highly engaged, niche audiences. Its emphasis on privacy and minimal ads makes it attractive for brands seeking authentic interactions without the noise of traditional social platforms. With growing adoption of features like Channels, Groups, and Mini Apps, Telegram will become an essential platform for marketers aiming for personalized engagement and seamless conversion paths. Are there any emerging tools that make Telegram marketing more effective or measurable? Yes, there's a growing suite of analytics and automation tools tailored for Telegram. For example, advanced bot platforms now integrate CRM and sales funnel tracking, enabling marketers to monitor user journeys from engagement to conversion within Telegram. AI-powered chatbots can segment audiences and personalize interactions at scale, improving campaign effectiveness. Additionally, third-party analytics tools provide insights into channel growth, post reach, and user demographics—critical for data-driven decision making. While Telegram's native ad platform is still developing, these tools help bridge the measurement gap and enhance ROI visibility for advertisers.
I don't see Telegram trying to become another Facebook. Its real future is as a high-trust, high-intent conversion channel. Think of it less like a social feed and more like a supercharged email list where engagement is incredibly high. The user psychology is completely different. People join specific channels because they actively want information on a topic, which means they are far more qualified and receptive to relevant offers. This environment is why products that require education and community validation perform best. We see this with info products, financial services, supplements, and niche e-commerce. The brands that win on Telegram aren't just running ads. They are integrating into high-value communities. The platform's evolution will likely focus on giving advertisers better tools to reach these hyper-specific audiences, making it a critical bottom-of-funnel channel, not a top-of-funnel discovery engine.
Ever find yourself wondering why some brands thrive on Telegram while others barely get noticed? Over the next year or two I reckon Telegram will mature from a chat app into a full-fledged marketing platform, adding mini-apps, payments and better analytics so marketers can see real ROI. Right now, brands with passionate communities—tech, gaming and crypto—perform best because users opt in and expect conversational, value-rich updates rather than one-way ads. To stand out, y'all need to blend human writers with AI for impactful, human-resonant content that feels personal but scales across channels. Expect Telegram Ads to evolve quickly with more targeting options and clearer measurement; advertisers should be prepared for both exciting opportunities and stricter privacy rules. Use Telegram as a bridge: nurture community, drive them to your website, and tie it back to SEO fundamentals like fresh content and earned backlinks to keep your visibility growing.
1. What's one Telegram trend marketers aren't paying enough attention to right now? Marketers are still broadly thinking of Telegram as a public broadcast tool, like a newsletter, and are focused on growing massive channels. They're missing its real power for high-end brands, which lies in its intimacy and privacy. The most potent trend we're leaning into is using small, private, invite-only Telegram channels for post-purchase clienteling with our top collectors. This isn't a marketing channel; it's a digital VIP room. We share first looks at rare gemstones before they're public, post behind-the-scenes videos from the workshop, and offer them direct Q&A access. It's about fostering a tight-knit community of patrons, not just a list of customers. The ROI isn't measured in clicks from a blast campaign; it's measured in unparalleled loyalty, significant repeat business, and the kind of word-of-mouth that money can't buy. 2. Could Mini Apps eventually replace traditional mobile apps for certain industries? If so, which ones are most likely to make that shift first? Yes, absolutely, and I believe high-end, high-consideration e-commerce will be one of the first and most transformed industries. The friction of convincing a client to download a dedicated mobile app for a brand they purchase from infrequently—like a custom jeweler—is immense. The app just sits there, taking up space. A Telegram Mini App solves this entirely by offering a rich, app-like experience on demand, right within the conversational context where the relationship is happening. Imagine a client discussing a design with us in a private chat. We can instantly launch our Mini App for them to browse a curated selection of diamonds, visualize a 3D model of their ring, and place a secure deposit, all without ever leaving the conversation. There's no "go to the app store," no download, no new login. It collapses the sales funnel from days into minutes. For any business built on consultation and bespoke service, this seamless, contextual commerce is the future.
Having worked with global e-commerce brands and advised at the board level on digital transformation, I see Telegram shifting rapidly from a niche messaging tool to a powerful marketing and commerce platform. In the next one to two years, Telegram will likely deepen its integration of transactional features and expand its advertising ecosystem. Brands should prepare for a platform where direct engagement, speed, and privacy remain core, but where commerce and performance marketing are increasingly native. Telegram's user base is both tech-savvy and privacy-conscious, which shapes how marketing works there. Channels and groups offer high engagement rates compared to traditional social media, but scale and targeting have historically been limitations. I am seeing Telegram invest in more granular ad targeting, analytics, and automation tools, which will make campaign performance easier to measure and optimize. For many of my clients, Telegram's automated bots and mini apps are already driving customer service, lead capture, and even order management. The ease of building lightweight mini apps within Telegram means some retail and service brands are bypassing mobile app stores entirely for certain customer segments. A key trend that marketers are underestimating is the rise of mini apps and their role in commerce enablement. In my consulting practice, I am seeing fintech, ticketing, and digital services brands launch mini apps to reduce friction and boost conversion directly inside Telegram. These brands benefit from retaining users within the messaging flow, shortening the path from discovery to purchase. For industries dealing with high-frequency customer interaction or those facing app fatigue, mini apps are becoming a viable alternative to traditional mobile apps. Early adopters in markets such as banking, on-demand services, and digital content are leading this shift. Brands looking to succeed on Telegram must develop a deeper understanding of conversational commerce and be willing to test new formats and automation. Performance measurement and attribution will improve as Telegram matures its analytics and ad tools, but success will require experimentation and a willingness to engage audiences in a more direct, community-driven environment. My advice: invest now in learning the nuances of Telegram's ecosystem, or risk lagging behind as the platform's marketing capabilities accelerate.
Q1: Where is Telegram headed in the next 1-2 years as a marketing platform? Telegram is positioning itself as a serious contender in privacy-centric, community-driven marketing. Over the next 1-2 years, I expect it to grow as a direct-response and engagement platform, especially for brands targeting niche or international audiences. With the launch of broadcast channels, ad placements, and mini apps, Telegram is evolving from a messaging tool into an ecosystem—one that blends community, commerce, and automation. Its strength lies in how it enables unfiltered, high-frequency communication—no algorithms, no throttling. That appeals to creators, crypto projects, gaming communities, and global e-commerce brands that need control and reach without ad fatigue. Q2: Could Mini Apps eventually replace traditional mobile apps for certain industries? If so, which ones are most likely to make that shift first? Absolutely. Telegram's Mini Apps could disrupt sectors where speed, access, and cost-efficiency matter more than deep app functionality. Think event registration, food ordering, customer support, content delivery, and even basic fintech services. For emerging markets and fast-scaling startups, Mini Apps reduce friction: no app store approvals, minimal development time, and instant reach to an engaged user base. I see early adoption in crypto, education, e-commerce, and D2C brands. If Telegram expands monetization and analytics tools for Mini Apps, we might see a shift away from bloated, standalone apps in favor of lightweight, Telegram-native workflows.
Telegram is fast emerging as a dark horse for brands with niche audiences. The future won't be about mass reach. It will center on how closely a brand can stay connected to its community. Telegram channels offer that in a way no other app does. You don't fight an algorithm. Your post lands exactly where it should. Telegram already beats email for B2B brands, crypto projects, info-based products, and high-trust communities. People want quick and short replies and open information. It's not about polished content. It's about speed and relevance. Not enough marketers are taking note of how well channels run by micro-influencers are converting. Many of these aren't run by big names. They're trusted experts in specific spaces. A channel with 3000 loyal members is more likely to drive action than an Instagram account with 30k followers, especially in tech, finance, SaaS. Telegram is good if you start treating it like a notification channel and not a social one. It's efficacious that way. Forget broad appeal. Think retention, speed, and direct contact. Companies that adopt this approach at present will have the upper hand when things catch up.
I believe Telegram is poised to become an even more powerful marketing tool over the next 1-2 years, especially for brands that value direct engagement with their audience. With its rapidly growing user base and features like channels, bots, and mini apps, Telegram offers marketers a unique blend of privacy and interaction. The rise of mini apps is particularly interesting; I see them playing a larger role, enabling brands to provide seamless services directly within the app. I've already seen some early success with brands offering customer support, product browsing, or simple transactions through bots and mini apps. This shift could reduce the reliance on traditional mobile apps, especially for industries like e-commerce and customer service. The trend to watch is how these mini apps evolve to offer more complex functionalities, potentially replacing standalone apps in niche markets. Brands should be prepared to invest in these technologies for future growth.
Telegram is quietly evolving into more than a messaging app; over the next couple of years it will act like a hybrid social network and lightweight app store. The introduction of mini-apps and native payments opens up e-commerce, which suits niche brands that build tight communities around channels. We're using bots and automated sequences to deliver personalized onboarding and surveys, and third-party analytics are improving. Telegram Ads are still early, but I expect them to move toward native, contextual placements similar to WeChat so ads feel like part of the conversation. Brands that succeed give value—education, support or exclusive access—rather than hard sells, and marketers who design interactive experiences and listen to community feedback will have an early advantage.
Telegram is poised to become a powerhouse for community-driven marketing, leveraging its robust group and channel features. Enhanced monetization tools, like ad platforms and premium subscriptions, are likely to attract brands seeking direct audience engagement. The platform's focus on privacy and encryption will continue to appeal to users, fostering trust and loyalty. Integration of AI-powered bots and automation tools will streamline customer interactions and content delivery. Expanding global reach, especially in emerging markets, positions Telegram as a key player in conversational and community marketing. Telegram Ads are expected to evolve with more sophisticated targeting options, allowing advertisers to reach niche audiences based on interests, behaviors, and demographics. Native ad formats will likely expand, blending seamlessly into channels and groups to maintain user experience. Advertisers should prepare for stricter content guidelines, as Telegram balances monetization with its commitment to user privacy and minimal disruption. Performance analytics and tracking tools are anticipated to improve, offering deeper insights into campaign effectiveness. As competition grows, brands should focus on creating value-driven, engaging content to stand out in Telegram's unique ad ecosystem.
Where Telegram is headed in the next 1-2 years as a marketing platform: Telegram is shifting from niche communities to more structured content and commerce hubs. With channel monetisation, ad expansion, and growing mini app use, it's becoming a serious alternative to traditional social platforms—especially in regions with privacy concerns or content restrictions. In the next 1-2 years, expect more native tools for segmentation, analytics, and transactional features. Could Mini Apps eventually replace traditional mobile apps for certain industries? Yes—particularly in industries where speed, low friction, and cost matter. Think fintech, education, and customer support. Mini Apps reduce app fatigue by meeting users where they already are, and Telegram's open API makes deployment fast. They won't replace all native apps, but they're well positioned to take over simpler, high-volume use cases.
Telegram's future isn't just promising, it's on the verge of becoming a full-blown marketing playground. Over the next 1-2 years, we'll likely see serious traction as more brands shift from passive channels to interactive experiences. Think bots that guide users like digital concierges and mini apps that replace clunky mobile sites. Telegram's strength lies in immediacy. It's fast, direct, and oddly personal. Now, about mini apps, these things are sneaky powerful. For industries like fintech, e-commerce, or gaming, they could absolutely push traditional apps to the backseat. No download, no friction, just straight to the point. Imagine paying bills, managing wallets, or even getting product recommendations, all inside Telegram. If marketers are ignoring Telegram now, they won't be for long. Users want faster answers, fewer logins, and zero fluff. Telegram nails all three. Ignore it now, and you'll be the brand playing catch-up in group chats.
Telegram is carving out a solid place in marketing, especially over the next couple of years. Its focus on privacy and community keeps users hooked, making it a goldmine for brands that value genuine engagement. The rise of Mini Apps and bots is changing the game, advertisers can now do more than just broadcast messages; they can build interactive experiences right inside Telegram. What excites me most is how Telegram Ads will shift from simple promos to smarter, more targeted campaigns. Expect tools that track real-time engagement and offer clearer ROI. Brands with strong communities, like niche hobbies or tech products, tend to crush it here. But beware, Telegram users aren't fans of spam. Advertisers must respect the space or risk being the party crasher nobody invited.