Hello! Today we are sharing our first experience with an alternative platform.
Recently, advertising on Telegram has become less consistent, while external pressure on the tool has intensified.
Planning placements has become harder: reach has been slipping, and applications have become more expensive. Then there is the VPN issue. We all know the reasons.
Well, whatever our personal feelings about MAX, if our target audience is there, we will go there to reach it. Otherwise, what kind of marketers would we be?
We have a couple of clients whose products mainly target schoolchildren and their parents. And there are plenty of parents on MAX. So we are going to test it.
Here is the starting point: the channel catalogue is still taking shape, buying options are limited, and the market is fairly sceptical about the platform. Still rough around the edges, in other words.
But we ran our first test through a channel marketplace for an online tutoring project.
Here are the results
A clean audience
The main segment is parenting content and school chats. There are hardly any bots or junk traffic here.
Lead quality
The cost per application was higher than the average spend in our usual channels. But these candidates move through the funnel better: conversion to the target action and attendance rates are higher.
Stability as we scale
In April, we increased the budget. Despite the higher volume, performance did not deteriorate.
Another interesting development: the marketplace has started offering placements paid per application, rather than per post. If this model takes hold, it will make sense to move some traffic here on an ongoing basis.
We are continuing to test and are not rushing to conclusions. But as a replacement for part of our Telegram volume, it already looks quite viable.
It is a particular kind of tool, but if you know your target audience is there, give it a try.