After a number of social networks have been blocked in Russia, many companies are migrating en masse to Telegram. What should you do next and what are the chances of developing your channel?
How is the content in Telegram fundamentally different?
A system of author channels with expert content, journalists, unique media and publishers, behind which there are cool experts, has been formed in Telegram. They create a lot of unique content, each post competes for attention on an equal footing.
No feed = impossible to ignore boring publications, you see them anyway. Therefore, each post should prioritize usefulness for the audience, answering the question "why read it."
Transferring your approach from other social networks to Telegram and publishing on the principle of "a nice photo + caption" will not work. There are rules and habits of their own.
Bets on the text
Longreed without a visual on Telegram? Let's make it two! They love to read here, the main thing is that it should be engaging and with insights.
Another visual
Pictures work a little differently here. For example, a carousel or a selection of photos comes out separately from the voluminous text, which makes it feel like the post is not one but two. On the whole, there's no sweat over the beauty of the visuals (unless you're a gallery channel with aesthetically pleasing pictures). The content of the post and its timeliness is ten times more important.
Promotion
Despite the fact that Telegram advertising has been launched, it is very strange and costs a lot of money. It is true that now there are also gifs, but the result is predictable - a dead and inactive audience on the channel. That is why it is better to use post exchanges and collaborations of different scales.
Content postponement
Sooner or later subscribers will notice you. And this is absolutely normal. People subscribe to dozens of channels, enduring fluff from each is not a task for the faint of heart. That's why content has to read well not only in the moment, but also in a few days. Anything that changes quickly and loses relevance, leave it to the newsmen.
Why do some accounts have only a fraction of the entire audience from other platforms go to Telegram?
Because 😁
Coverage is far from 100% and to track conversion rate by the number of audience on another social network is inherently wrong. If you're seen by, at best, 30% of your audience, what's the point of looking at the total number of followers?
Brands almost never explain the point of the action. "We're on Telegram, let's not get lost." Almost everyone writes something in that style. You have to give value to the audience from the action. Not just "follow the link," but, for example, "in the channel we tell what social network to choose after blocking," and so on. It is important to clarify the value of this transition.
