Audience analytics and promotion costs in Telegram were presented in the country for the first time.
According to Webcom Group, more than three million Belarusians use the platform monthly, and investments in advertising through the messenger's ad cabinet have grown by 300% since the beginning of the year. Moreover, 73% of this three-million strong audience reads news there, writes Office Life.
In total, there are now more than 15,000 active channels in the country, and the global user base of the application worldwide has already exceeded 1 billion people.
Interestingly, 86% of them are people aged 18 to 54, who access the messenger for an average of 45 minutes daily.
The analytics study revealed the cost of advertising (for graphic ads) on the Belarusian market for May — July 2024. It turned out that the real estate sector recorded the highest rate per thousand impressions — €2.08. A click here costs €0.39, click-through rate (CTR) is 0.53%, and a subscription or target action (conversion) turned out to be the cheapest on the market — only €0.76.
In the "Business and Entrepreneurship" category, a thousand impressions cost €1.51, a website visit costs €0.48, the average audience engagement is 0.32%, and a target action (conversion) costs €4.64.
The tourism sector showed the highest audience engagement — 0.78%. Here, a thousand impressions will cost €1.80, a click — €0.23, and a target action (conversion) — €2.25.
Marketing and PR were the most budget-friendly among the five categories: a thousand impressions cost €0.75, a click-through — €0.19, click-through rate (CTR) is 0.41%, and a target action (conversion) is estimated at €1.76.
The objectives of business promotion were also discussed. Currently, 71.8% of all advertising leads users directly to external company websites. In second place is the promotion of channels themselves (57.4%), followed by transitions to chatbots (45.5%), downloading mobile applications (32.2%), and advertising personal or business profiles (30.2%).
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