Are you a Singaporean Gen Z or millennial? My guess is that if you are, you probably use Telegram. But besides efficient and sticker-laden messaging, did you know that telegram can be used by firms to market their products and services as well? Convenient, inexpensive, and novel, telegram has made its way up the pedestal and now sits way above its competitors.
When competitor WhatsApp faced outages in 2019, Telegram reportedly gained 3 million new users over 24 hours and the number of newly registered users has steadily risen since then. With features ranging from channels to chatbots, here are 4 reasons why more brands should be utilising Telegram as a marketing tool in Singapore.
1. Zero to low cost
With no cap on the number of messages sent and no stipulated cost for using the messaging app, Telegram brags a zero to low cost.
Where modern marketing in the form of radio, Facebook and Youtube advertisements would add up, Telegram is a platform that lets firms significantly save on marketing expenses, given that marketers can communicate and interact with consumers directly for free.
Additionally, small businesses who are starting out need not take hosting charges into account, as entire stores and communities can reside within the Telegram platform, thus eradicating the need for third party e-commerce service providers. For example, maintaining a presence on the e-commerce provider BigCommerce can go up to USD299.95 (SGD417.14) per month.
With zero to low cost comes zero to low risk; anyone trying to set up a small online business via Telegram need not worry much about repercussions related to cost in the event of a failed business, unlike a physical store.
With more than 12k subscribers in Sentosa’s channel, 5k in Charles & Keith’s and 4k in Capitaland’s, it is impossible to say that these brands were unsuccessful at connecting with younger audiences.
A feature that sets Telegram apart other messaging platforms is the brilliant end-to-end encryption that Telegram offers all of its users. Defined as a “method of secure communication that prevents third parties from accessing data while it’s transferred from one end system or device to another”, firms who use Telegram as a marketing platform need not fret over the potential leakage of information.
Additionally, another safety feature that Telegram offers consumers is anonymity. With the ability to hide a phone number from those not in ones’ contact list, consumers are likely to feel more protected and therefore less hesitant to communicate with firms via Telegram.
Image adapted from: Telegram
3. Ease of communication
Communication is key when it comes to selling a product. With Telegram, firms can easily converse with customers via direct chats. These conversations range from selling products to answering questions and keeping the audience informed on upcoming sales and hot offers. Alternatively, firms can create large Telegram groups also known as Telegram channels, where the administrator of such a channel can disseminate information efficiently and effortlessly.
Image adapted from: Lovet Telegram
For example, every Saturday, local blogshop Lovet releases teasers, on their Telegram channel, for upcoming collection launches on their online store. This not only keeps their regular customers on their toes and looking for more, but regular engagement also increases brand loyalty.
Some of the polls and responses in the official Lovet Telegram Channel.
Image adapted from: Lovet Telegram
Additionally, within these channels, the administrator can manage the Telegram group by removing unwanted comments or users, and can even disable the chat function altogether.
4. Large reach (channels)
With no limit set on group sizes or channel sizes, firms are able to reach an extremely vast consumer base through the creation of channels.
Additionally, with the ability to include links in posts, Telegram serves as a medium to boost consumer traffic to various destinations. For example, firms who are advertising the new release of a product can include links or hyperlinks in the caption, directly to the online store to increase sales and consumer engagement.
Image adapted from: SG Food Deals
Interestingly, this new era of Telegram birthed a new form of marketing. Take Telegram Collective, a company that runs telegram channels promotions and makes a profit from advertisements.
One such channel from the Telegram Collective network is the 113K-subscriber SG Food Deals. SG Food Deals regularly posts organic as well as exclusive food deals and discounts that keep subscribers eager on the tip of their toes waiting for more.
As such, SG Food Deals’ subscriber base has been steadily growing, thus creating a platform that advertisers can pay to utilise– this means that F&B firms can pay to seed SG Food Deals with their own advertisements.
Placing an advertisement on SG Food Deals has a low cost, yet links placed on SG Food Deals posts regularly enjoy high click through rates. This creates a mutually beneficial system where all parties – consumers, firms and Telegram Collective – benefit.
Using Telegram as a tool for marketing in Singapore
Image credit: Ashley Chia
In today’s fast-paced and increasingly digitised world, attention is reserved for engaging, bite-sized information. Telegram presented a solution to a modern problem – with Telegram, consumers can readily get information through mobile notifications. Telegram also provides Telegram users with the liberty to mute channels or chats, should they not wish to receive notifications.
As for firms, Telegram has shown that with the features available, if used creatively, there are endless marketing possibilities that will benefit these businesses and firms for years to come.
Check out these Telegram channels:
💴 @sgadulting101 – Personal finance
🏡 @uchify_sg – Home & Living tips
👾 @techngames – Free games
🏃🏻 @sgfitnesshealth – Fitspo things
🎥 @sgnewmovies – Latest shows
✈️ @sgtravelpromos – Cheap hotels
🚖 @sgcabcodes – Ride deals
✨ @sgweekend – Things to do
👶🏻 @sgparenthings – Child-friendly
🍔 @sgfooddeals – Food promos
👩🎓 @sgstudentpromos – Student deals
💄 @budgetbabes – Beauty/Fashion
Cover image adapted from: Canva