Aita Luzgina, project director of the digital agency Interium, spoke about the migration of infopreneurs and ways to promote educational products in Telegram.
Why the infobusiness liked Instagram*
In short, there was no equivalent replacement for the tools, mechanics and formats of Instagram*. In principle, there is none now. For example, the “stories” phenomenon was picked up by many platforms, including VKontakte, Odnoklassniki, WhatsApp, Tinkoff, Sber. But Instagram* remains almost the only platform where “stories” are really popular.
Another typical example is the feed albania phone number resource which is also almost everywhere. But specifically in Instagram*, the algorithm works according to clear mechanics. The author knows exactly how to achieve the result: put the right hashtags, work out the title, adjust the visual. The scheme of work in Instagram* has been tested over the years.
One of the features of the "atmosphere" inside Instagram* is support for trends. If a company does not follow current trends, then it becomes more difficult to advance. For example, at one time, a feed in beige tones was popular. Then a fashion for "live" photos without additional processing appeared. If you hit the trend and simultaneously applied "mechanical" recommendations for Instagram*, guessed the time of publication, then the probability of success increased significantly.
Until recently, Instagram* was the most popular platform among Russian bloggers. Thus, in 2021, 38.1 million people actively published here . By October 2022, their number had dropped to 17.2 million. The platform gave up its leadership to Russian social networks and messengers. Telegram managed to achieve the biggest breakthrough: the number of active authors increased by 144%.
Migration: Where have bloggers “moved”?
In February 2022, 31% of Russians over 12 years old visited Instagram*, and exactly one year later this figure dropped to 6%. A more than fivefold drop in reach was recorded. Facebook* has similar dynamics - from 7 to 2% per year. Against the backdrop of migration, the reach of Russian social networks has increased:
VKontakte - 1.15 times, up to 44%;
Odnoklassniki - 1.12 times, up to 18%;
Telegram - 1.8 times, up to 41%.
A good result for infopreneurs is considered to be the transfer of about 5-10% of subscribers to a new platform. Unfortunately, it is impossible to migrate 100% of the audience. Interium specialists analyzed leading bloggers, and the greatest success in this regard was achieved by Morgenstern (included in the list of foreign agents), who managed to transfer about 30% of fans to Telegram. Today, this is the maximum.
Source: https://pressfeed.ru/releases/6851
Why infobusiness chose Telegram
Telegram is an independent platform
Telegram's image as a "fighter against injustice" played a role. Let me remind you that the messenger has been repeatedly accused by the state of not wanting to store records of messages, Internet traffic, and encryption keys for subsequent transfer to special services. Therefore, now users have assessed the situation as follows: Telegram has survived the pressure, which means the platform will be able to resist blocking.
As for VKontakte and Odnoklassniki, these platforms are less popular among authors of online courses, largely due to stereotypes that have developed over the years: Odnoklassniki are pensioners, VKontakte are schoolchildren. That is, the audience there is insolvent.
Telegram is an expert platform
There is an opinion that Telegram has a higher level of expertise among its authors and readers. Previously, Facebook* had such a reputation, but after the blocking, it moved to Telegram.
Migration to other platforms like VKontakte or Odnoklassniki makes users feel that the content is of low quality. The reason is that you need to spend time and effort to customize the feed to your interests. Not everyone is ready to browse through dozens of publications and like the content they like. In Telegram, it works differently. It is more difficult to motivate a person to subscribe. But if they have performed this action, they are most likely to regularly consume the content. Therefore, this is where complex products and businesses are concentrated. Also, socio-political topics are especially popular on the platform.
Telegram has become a way out of the current situation for online course developers. Firstly, there is an audience interested in learning. Secondly, Telegram is very quickly gaining popularity in the Russian segment.
Do your customers use Telegram? Give them the opportunity to interact with the brand through a familiar platform. Connect Telegram to Calltouch chats and receive all messages in a single operator account.
What is needed to warm up an audience in Telegram
These tools are needed for launching information products, but they can also be scaled to promote other products through Telegram.
Channel
To launch an info product, you will need your own channel. List of basic requirements for design:
A high-quality avatar image without darkened edges: for example, with a company logo or the face of the course author.
The description should briefly but succinctly outline the range of competencies, as well as provide links to other channels, accounts, and related sites.
Along with sales content, publish entertaining and useful posts. Here is an example of message topics for promoting SEO optimization courses: “10 optimization trends for 2023”, “New rules of search engines”.
Use pinned posts to convey important information to new subscribers. Describe the benefits of the offer: graduate success stories, reviews, promotions, training formats, terms, salary range.
