Telegram. Depending on who you ask, it’s either the future of community-led marketing or just another place where links go to die. So, is it worth your brand’s attention—or is it more noise in an already chaotic channel mix?
At La La Communications, we’re all for experimentation—but only when there’s a real strategy behind it. So let’s take a closer look at Telegram: what it’s good for, who’s using it well, and whether it deserves a seat at your marketing table.
First things first—what is Telegram?
Telegram is a cloud-based messaging platform launched by Pavel Durov in 2013. It’s fast, secure, and intentionally stripped-back—offering no algorithm, no ads, and no corporate content ranking. Source: Telegram FAQ
Unlike WhatsApp, Telegram lets you build:
- Channels: one-way broadcast lists with no upper limit on subscribers.
- Groups: up to 200,000 members per group, with rich moderation tools and bot integrations.
It’s now one of the top five most downloaded apps globally, and as of early 2024, boasts over 900 million monthly active users. Source: Statista
Why are marketers taking notice?
The appeal lies in Telegram’s directness. Where email can get lost in cluttered inboxes (even though it still converts well—hello, 36:1 ROI), and Instagram can be at the mercy of ever-shifting algorithms, Telegram offers a rare kind of control.
A few reasons brands are exploring it:
- Immediacy: You send a message, it lands. No filters, no formats, no feed fatigue.
- Loyalty: Your Telegram audience chose to be there—it’s pure opt-in.
- Global relevance: Telegram is one of the most popular apps in markets like Brazil, India, Russia and the UAE—making it a savvy option for international campaigns.
Importantly, Telegram users engage—with average open rates ranging from 60% to 80%, far surpassing typical email campaigns.
Who’s using it well?
Let’s not pretend this is just for fintech or crypto bros.
- Ganni, the Danish fashion brand, used Telegram during Copenhagen Fashion Week to share live updates, exclusive BTS content, and styling notes directly with fans. The tone was casual, quick and community-first.
- Lottie London, a youth-focused beauty brand, created a Telegram channel to share sneak peeks of new launches and offer early-access discounts—a smart play for Gen Z audiences who value being first.
- In the Web3 space, brands like Zora and Lens Protocol rely on Telegram to build trust, offer transparent updates, and connect with hyper-engaged early adopters. It’s become standard infrastructure for these communities, replacing the need for clunky email threads or fragmented Discord groups.
Even news publishers like The New York Times have launched Telegram channels to deliver headlines directly to international readers—particularly in markets where traditional platforms are blocked or saturated. Source: NYT on Telegram
Is it a replacement for email or Instagram?
No. And frankly, it shouldn’t be.
Email still rules when it comes to owned media and conversions—especially for ecommerce. Instagram remains one of the best platforms for visual discovery, with shoppable features, creative formats, and global reach.
Telegram, on the other hand, sits closer to SMS or WhatsApp in your comms strategy—low-fi, personal, and built for immediacy. It works alongside your other channels, not instead of them.
Should your brand be on it?
Telegram makes sense if:
- You have a product, project or brand with a tight-knit community who want to feel close to the action
- You’re building something new or niche—like a membership programme, a limited drop, or a beta launch.
- You’re targeting global audiences in markets where Telegram is widely used.
- You can deliver content regularly without needing polished visuals or platform-native polish.
What it’s not is a growth hack. It won’t magically fix low engagement or build a community for you. But if you already have momentum and you’re looking to deepen the relationship with your most loyal followers, Telegram could be a powerful, low-cost tool in your arsenal.