One of our clients, a retail chain, compared the effectiveness of Instagram and Telegram. Organic reach on Instagram declines with every algorithm update. In Telegram, a significantly higher percentage of the audience reads the messages.
After launching a Telegram channel with regular seeding and a loyalty program bot, the difference became obvious. No algorithmic feed, no pay-per-impression model. A message is either read or it isn’t. There is no third option.
Below are three formats for telegram advertising, real budgets, a comparison with Meta Ads, and specific steps to launch.
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Why Telegram is not "just another messenger"
In Ukraine, over 70% of the internet audience uses Telegram. This is not a niche or an “additional channel.” For a significant portion of Ukrainians, Telegram is the primary source of news, communication, and content. According to Kantar CMeter data, the daily audience of Telegram in Ukraine exceeds 20 million users.
The key difference from Facebook and Instagram is the absence of an algorithmic feed. If a person subscribes to a channel, they see the message. The open rate (percentage of read messages) in Telegram channels ranges from 30% to 70%. In Instagram Stories, it is 5-15%. In email newsletters, it is 15-25%.
For business, this means direct communication without an algorithmic intermediary. You are not competing with cats and reels for user attention in the feed. Your message is a separate notification on the smartphone screen.
Three telegram advertising formats
Telegram offers three fundamentally different ways to reach an audience. Each has its own logic, budget, and type of business it serves best.
Telegram Ads
Is the official advertising platform with targeting by channels and languages
Seeding
Involves purchasing ad posts directly in channels
Bot marketing
Аutomates the funnel via a Telegram bot
These three formats can be combined or used separately.
Telegram Ads: The official ad platform
Telegram Ads (launched in 2021) is an advertising system from Telegram itself. Short text ads up to 160 characters displayed at the bottom of posts in channels with 1,000+ subscribers.
Targeting is limited but precise: interface language, channel topics, specific channels, and country. There is no interest or behavioral targeting like on Facebook. Instead, it relies on context. You show ads to people who already read channels in your niche.
Who it suits
Businesses with products for a broad audience or a clear thematic niche. SaaS products, online services, media, info-business, and e-commerce with delivery across Ukraine. Less suitable for local businesses like cafes, salons, or dental clinics, as geo-targeting in Telegram Ads currently works only at the country level.
Budget and entry threshold
The minimum budget to launch via the official platform is from 2,000 EUR. This is not a service fee but a deposit in the ad cabinet. For small businesses in Ukraine, this sum is significant.
Resellers (resellers of Telegram ad inventory) offer access starting from 50-100 EUR. However, control is lower, and CPM (cost per thousand impressions) is usually higher.
The average CPM in Telegram Ads for the Ukrainian market is 1.5-4 EUR. For comparison: CPM in Facebook Ads for Ukraine is 2-8 EUR depending on the niche. Costs are comparable, but user behavior differs.
Seeding in channels: How it works and costs
Seeding (seed) is purchasing an ad post directly from the channel owner. You agree with the administrator, who publishes your text or writes their own review. The format can be anything: text, photo, video, or a link button.
Unlike Telegram Ads, there is no 160-character limit. You can create a full post with photos, reviews, and links to a website or bot. Crucially, the post remains in the channel forever (unless deletion is agreed upon).
The cost of a seed depends on the channel size and topic. Channels with 5,000-10,000 subscribers cost from $10 to $50 per post. Channels with 50,000-100,000 subscribers cost from $75 to $375. Million-subscriber channels cost from $750 and up.
Effectiveness is measured not by CPM, but by the cost per subscriber or click. A good benchmark for seeding is $0.07-$0.24 per channel subscriber, $0.12-$0.49 per click to the website. This depends heavily on the presentation and the match between the donor channel’s audience and your product.
“Seeding is the most underestimated format for the Ukrainian market. While competitors pour budgets into Meta Ads, targeted seeding in 5-7 thematic channels delivers higher ROI for less money. But there is a nuance: you must check channels for fake followers. Up to 40% of channels in catalogs have artificial subscribers”
– Volodymyr Kashalaba, CEO Guild of Marketing
Bot marketing: Automation without an ad budget
A Telegram bot is a mini-app inside the messenger. Product catalogs, order processing, loyalty programs, FAQ responses, lead collection – all without installing a separate app.
For one of our clients, a franchise retail chain, the bot became the center of the loyalty program. Clients receive bonuses, check balances, and learn about promotions. Everything in Telegram, without registering on the website. Conversion to repeat purchases increased noticeably.
A bot does not require an ad budget for maintenance. Costs are development (from 500 to 5,000 USD depending on complexity) and hosting (from 5 to 50 USD/month). After that, it works 24/7 without additional costs.
But a bot without traffic is an empty shop on the outskirts. You need a traffic source: QR codes at the checkout, links on the website, seeding in channels, or Telegram Ads. The bot retains customers. Something else attracts them.
Telegram vs. Facebook/Instagram: When each works
The question is not “Telegram or Meta.” The question is which channel suits which task.
| Parameter | Telegram | Facebook / Instagram |
|---|---|---|
| Message reach | 30–70% of subscribers | 3–7% of subscribers (organic) |
| Communication format | Direct, no algorithm | Algorithmic feed |
| Targeting | Channel topics, language, country | Interests, behavior, lookalike, geo |
| Minimum budget | From 500 UAH (seeding) | From 800 UAH/day (Ads) |
| Retargeting | Limited (via bot pixels) | Full (Meta Pixel) |
| Best for | Retention, loyalty, repeat sales | Acquiring new cold audiences |
Facebook and Instagram remain strongest for cold traffic. Detailed targeting, lookalike audiences, and retargeting via pixel – all this is limited or absent in Telegram. We wrote separately about targeted ads on Instagram: guildofmarketing.ua/en/advertising-on-instagram/
Telegram is stronger for retention and repeat sales. If a client has already subscribed to a channel or bot, communication with them is free. On Meta, you pay again for every repeat touchpoint.
The optimal combination for most businesses: acquisition via Meta Ads or Google Ads, retention via Telegram. Acquired a client via business advertising (guildofmarketing.ua/en/advertising-for-business/) and then move them to a Telegram channel for free.
Case Study: How a tactical brand grew via a messenger
A store for tactical clothing and gear. The main audience is military personnel and volunteers. Specifics: purchase decisions are quick, but trust in the seller is critical. Counterfeits and poor-quality gear in this niche are a safety issue, not just dissatisfaction.
Facebook and Instagram worked for this client, but with limitations. Some content fell under Meta moderation (topic “military gear”). Ad accounts were blocked. Post reach declined
The Telegram channel solved two problems at once. First, no content moderation – you can show products without the risk of blocking. Second, direct contact with the audience: new gear arrivals, stock availability, customer reviews.
For a client in the tactical clothing niche, the Telegram channel became a stable sales channel through a series of seeding in thematic channels. Maintenance costs are the content manager’s time and the seeding budget.
“Telegram works not instead of Meta or Google. It covers what other channels can’t do – direct contact without an algorithm. For 70% of Ukrainian businesses, the right strategy is to acquire customers via ads and retain them in Telegram. Those who understood this in 2024-2025 now pay significantly less for repeat sales than competitors.”.”
– Volodymyr Kashalaba, CEO Guild of Marketing
Budgets: From minimal to aggressive
Specific numbers so you don’t have to guess.
Minimal start: from $500/month
Telegram channel + 5-10 seeding posts per month in thematic channels. Suitable for local business, personal branding, niche e-commerce. Expectations: 500-1,500 new subscribers, first sales via the channel. Results accumulate month by month as subscribers remain.
Average budget: from $1,000-$1,950/month
Large-scale seeding + Telegram Ads via a reseller + basic bot. For e-commerce with delivery across Ukraine, online services, B2C brands. Expectations: 3,000-8,000 new subscribers, a steady stream of orders.
Aggressive growth: from $1,200/month
Telegram Ads via the official platform + large-scale seeding + a full sales funnel bot. For brands wanting to dominate a niche. Expectations: 5,000+ subscribers per month, Telegram as a full-fledged sales channel.
An experienced digital agency will help you choose the optimal promotion strategy for your business. How not to make a mistake in your choice – in our article: guildofmarketing.ua/en/how-to-choose-a-digital-marketing-agency-a-checklist-with-15-criteria-red-flags
FAQ
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How much does telegram advertising cost?
It depends on the format. Seeding in channels starts from $10 per post. Telegram Ads via a reseller starts from 50-100 EUR. The official Telegram Ads cabinet requires a deposit from 2,000 EUR. For most Ukrainian businesses, the optimal start is seeding + a channel, with a budget from $500/month.
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Telegram Ads or seeding - which is more effective?
Telegram Ads offers scale and automation but is limited in formats (160 characters of text). Seeding offers format freedom and works better for niche audiences. Optimal is a combination of both. For a start with a minimal budget, choose seeding.
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Is a bot necessary for telegram advertising?
Not mandatory, but recommended for e-commerce and service businesses. A bot automates orders, collects contacts, and works 24/7. For informational content or services, a channel is sufficient.
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What is the Telegram audience in Ukraine?
Over 70% of the internet audience. Daily users exceed 20 million. The audience is maturing: the most active segment is 25-44 years old. For most B2C businesses in Ukraine, Telegram is a mandatory channel.
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Will Telegram replace Facebook for business?
No. Telegram and Facebook solve different tasks. Facebook/Instagram are for acquiring new customers via targeted ads. Telegram is for retention, loyalty, and repeat sales. The best results come from combining both channels.
Telegram is a channel where your message is read, not scrolled past.We will set up the strategy, select channels for seeding, launch Telegram Ads, or create a bot. Free consultation – 30 minutes about your business, no obligations.
Guild of Marketing handles telegram advertising, SMM, contextual ads, and SEO for businesses across Ukraine. 300+ ad accounts, 13+ years of experience. Over $630,000 in annual client ad budgets.
More about telegram advertising:
guildofmarketing.ua/en/advertising-in-telegram-channels/
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