Disclaimer: The following views represent the author’s personal views.
Telegram founder Pavel Durov officially takes office Announced on his channel Last Friday, the company has mentioned in the past few weeks-sponsor news, which will allow everyone to pay for advertising on independent social networks.
But before you express disappointment about another app receiving annoying interruptions from people you don’t know or like, you may want to continue reading to see-this is the first time in history-they Will it be very useful.
“Win-Win” and “Los-Win” Advertising
Telegram, like any other company, is not a charity. It must make money in a certain way, and advertising is usually one of the ways to achieve it, especially for millions of users.
After the attempt to issue “Gram” cryptocurrency was frustrated by the US Securities and Exchange Commission, there were few other options.
But it must also be remembered that advertising is not always a bad thing-it is a way of conveying your message to new friends who would otherwise be difficult or impossible to reach. If companies don’t advertise, they won’t be able to sell much, so they won’t be able to provide many jobs for the people who work for them.
Therefore, as a tool, advertising is not good or bad. What matters is how we deal with them.
The most extreme example of social media is of course Facebook. Mark Zuckerberg will not only allow others to post content to your personal timeline, but will also interrupt you when watching videos and let his “pixels” track you on millions of websites outside of Facebook the behavior of.
The company collects a lot of data, including what you do, what you like, what you read, what you write, who you interact with, what you browse in online stores, what news you read, and even your mobile device Actual whereabouts.
Then it will shred, analyze, and provide this data to the growing thirsty advertisers, who can use Facebook’s all-encompassing knowledge of you to provide you with ads, trying to keep you away from what you’ve been busy with. Thing-usually to get your money to sell you something at the end of the process (usually in a highly misleading way).
Google-built on advertising-is not much better, although it at least still provides an advertising solution that only displays sponsored results for topics you are already searching for. In this way, it actually helps you and advertisers alike.
This is what I call a “win-win” service-to provide advertisements to those who are willing at the appropriate time without disturbing their other activities.
However, most advertisements are highly distracting and therefore very annoying. TV commercials, radio advertisements, flyers, unsolicited spam emails and flashing banners, fake buttons and the latest clips on the Internet, these clips appear in the middle of interesting videos or between songs, destroying the mood of the moment.
In contrast, this is a “lose-lose” approach to ad delivery-hoping for accidental clicks, or often misleading people to click on content that they have never actually been interested in.
Some advertisers (especially dishonest advertisers) may find some short-term luck in this kind of promotion, but in the long run, they are really self-defeating.
Disturbing people at inappropriate moments is not only unlikely to let them buy anything from you, but it may actually be negatively associated with your brand, thinking it is an intrusive or desperate brand.
In other words, apart from search ads, it simply expands the options available to you in response to whatever you are already looking for, and there are actually no other channels that are very useful for publishers and users.
Telegram may be about to change this.
Speaking of advertising, less is more
With the launch of Sponsored Messages, the company very publicly emphasized things that some people might consider obstacles.
It does not collect any personal data, nor does it track your behavior outside of the app. Publishers can only link to their Telegram channels or bots, but not to external websites, so all interactions must be done within the app.
In addition, the promoted message will only appear on channels with more than 1,000 subscribers, and will only appear after the user has read all the messages he has not read recently.
But for advertisers, the seemingly messy deal is actually a blessing in disguise.
Because you can target users by topic or channel, it’s easier to decide where to spend your money.
For example, Facebook has a wealth of options, making it even difficult for advertisers to know what’s going on. The success of the campaign largely depends on the algorithm to find out who may be your best customer, but this may require relatively high spending over a long period of time so that enough data can be collected to achieve this goal (And there is no guarantee that it will always be).
On the other hand, Google’s solution is not suitable for all advertising (especially content), Twitter is limited and restricted, as are native advertising networks like Outbrain (they are happy to provide people with some tabloid-level Rubbish, but many products and themes are no, no).
In contrast, Telegram is more open and simple. Even if you fail, you will fail quickly and can test faster.
And because you can target a specific channel, it means you can also conduct your own research instead of relying on an opaque code and paying for it for several days, hoping to get a gold medal at some point.
Second, the requirement to direct people to your own channel creates the necessity to establish a presence on Telegram. If you can’t take users from the web to your own phishing or other misleading website, it’s even harder to mislead users.
If fewer spammers abuse Telegram for malicious purposes, then this is a victory for those with a real audience and interesting content, and a victory for users. Telegram itself is also easier to manage ads and quickly get rid of illegal ads and their authors.
Finally, because sponsored messages only appear when users have read all pending messages on the channel, they will not be interrupted in the process of reading or discussing anything with others.
Advertising becomes an add-on, an extension of the experience, which may be related to their interests and the theme of a given channel. When they have nothing to consume, they will be served-what makes them more likely to participate in the information Instead of being interrupted by them.
This is a victory for advertisers, improving the effectiveness of advertising, and also a victory for app users, who may get useful suggestions to follow channels that may be of interest to them.
In addition, just as the large technology companies in the Bay Area are tightening the content accepted by their networks, the importance of another independent non-US advertising channel cannot be overemphasized.
Telegram is definitely more committed to freedom of speech, and it should be easier for legitimate advertisers to promote their content, services or products on the platform than on Facebook, Google or other platforms.
For the Silicon Valley giants, your success depends on constantly changing guidelines and even the whims of your personal activities, because writing unpopular things will make your personal account locked by Facebook ads, even if your business is related to yours. Personal life has nothing to do.
This is why I, as an advertiser and a regular user, welcome the new features of Telegram. It can transform an application from a messenger into a real social network.
Featured image source: Gult