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The public is dead, long live the community.
While brands on Insta are praying for reach and LinkedIn is trying not to die of seriousness, Telegram is growing whole armies of fans. Here, you don’t have to beg for impressions or suck up to algorithms. The main thing here is to be yourself. With character. With a voice. With a position.
We have collected the experience of people who do not just run channels – they build a cult around themselves. How not to burn out in a month, why publicity is not a must-have, and what kills the Telegram community faster than cringe advertising? All this is below.
It will be useful for both those who are just launching a channel and those who want to warm up their army of subscribers to the point of “I’m 100% behind this guy.”
Oleg Kupets, Owner Kupets Team, owner of the channel KUPETS_TRAFEverything is clear here, because Telegram is a simple and direct tool. No unnecessary filters. Everything you write in your channel is immediately visible to people. Besides, there is no need to “bypass” the algorithms or beg for impressions from the platform.
The audience is used to fast formats, an honest tone, accustomed to content without embellishment, everything is honest and transparent.
And most importantly, people choose whether they are on the same page with you. It’s not a social network, it’s more like a conversation with your audience.
Vadim, owner of the channel De Deputies, Lebowski ⁉️It’s simple. Because Durov really knows something, so he created an ideal platform for bringing people together and communicating. And it so happened that crypto became popular in Telegram, but I can’t say the same about other niches because I don’t work with them.
Roman Korchak, owner of the real_target channelFor me, Telegram is about expertise, of course, you can also blog live, but in my opinion, Instagram is better at it. Any news spreads quickly here, it’s easier to communicate and keep the audience’s attention.
Nadezhda, Head of SMM Lead Panda MediaIt’s simple. There are a lot of work chats in tg, so for people who work 24/7, this is an effective platform. You can work, wait for news in the niche, and chat with colleagues in one place. So despite the popularity of Discord in this niche, Telegram is still relevant.”
Maria-Victoria, author of the channel Women’s View on GAMBLINGThe first reason is that it is much easier to build a community on Telegram than on other social networks. It’s primarily a messenger, and communication is its core. People unite in chats, respond, add to each other, argue – it is this live interaction that creates a real community.
The second is the format of content consumption. TG is about thought and text. People really read here, even longreads of 10,000 characters. And there is no need to “lick” the creative – the main thing is what you write, not how the cover looks.
Regularity is not critical here. In chats, the audience itself generates activity – it raises topics, keeps the movement going.
Plus – convenient internal tools. A channel for information, a chat for discussions, a closed channel for subscription, auto-funnels through bots – everything is within the ecosystem.
Multichannel remains important. But Telegram is an ideal traffic gathering point: it’s easier to build a community, keep attention, communicate directly, and sell.
State your goal – why you are here and what you will talk about. Don’t invent a niche and don’t try to guess what will “come in”. Just talk about what you really live for. That’s what catches people’s attention.
Share a few posts at once – with character, with your own handwriting. Don’t copy others. Even if the topic is similar, writing in your own words sounds different. People can easily read when a real person writes, not a template. Don’t be afraid to be different – not everyone may like your style, and that’s perfectly normal.
Be honest. Don’t write what you’re not sure about, don’t embellish or lie. Trust is the most valuable thing in communication. It is very easy to lose and hard to regain.
When you launch a channel, don’t shout “subscribe” and don’t launch bots. Just show it to those who are already with you. Let them decide whether to stay or not.
My channel grew like this: without investing in advertising, without promotion. Slowly, but from post to post, from dialog to dialog. And that is why it is alive. And real.
I’m not a good adviser in this regard, because we spent about $20k on the channel’s development, but I can’t say that it was very effective.
But in general, these are the main steps in development:
I will tell you about it not in steps, but with a general approach consisting of three main points.
1. Strong idea + positioning + name.
Who are you, who are you for, and what makes you special? Build a community around you, there must be a certain backbone that will move both you and the community.
2. A content plan or a clear understanding of what your TG channel is about. 2.
Not improvisation, but a clear route of what and how you will do – otherwise you will burn out in a week.
3. The first 1000 people are the most difficult from the psychological point of view
Personal invitations, networking, advertising. This is the backbone I’m talking about. You will have people with you who were the first. This is your social trust.
There is no magic pill or promo, no secret. To get started, you need to do three things:
And, of course, do not stop, because the winner is the one who is constantly changing and working.
Again, what is the point? Why should people read your channel? What are you going to fill it with?
Answer these 3 simple questions before launching.
It is better to create channels with a narrowly focused topic, with a narrower target audience, so that people find like-minded people – then you are more likely to hit the bull’s eye and retain readers.
Formulate the value and style of presentation. A successful channel is not only what you say, but also how you say it. Your own style is what sets you apart from hundreds of others.
Create a minimal infrastructure before launching – a new subscriber should get into an already live space: create a channel, publish the first 5-10 posts, prepare a chat for discussions or a bot.
Always good to have live notes from the process you are working on now. People are interested to see in real time what you tested, what took off, and what didn’t work.
The format is simple: screen of the result + your opinion. Minimum effort – maximum engagement.
Irony and self-irony also work well: memes, jokes – but your own, not “ripped off” from the public.
Separately, there are short manuals without water, with specifics that you yourself have tested in practice.
And, of course, reactions to the info noise: shit, market discussions, public conflicts, industry news. Lively discussions with a clear position always trigger engagement.
The principle is simple: if you don’t play a role, you don’t burn out. When you are honest with yourself and the audience, you don’t need to reinvent yourself every time. And it becomes easier to work.
It’s simple: you don’t have to strain to keep from dying. You should write only when you want to and about what you want to. Do not invent something and do not squeeze content out of yourself. And, of course, mix it with memes.
In fact, I have a gradually increasing number of content ideas, but from the main ones, I would single out: my own thoughts, news, and techniques (if we are talking about arbitrage). And also, posts for beginners.
Each blog or channel is unique and captures attention with something of its own. You can always write about something simple, but tell the audience your vision, and then they will be attracted and stay on the channel.
I, as a marketer, have my own approach. Previously, I worked with the Telegram community in the infoblog, and now I am developing communities in the nutra niche and in multivertical media.
In my experience, the best content is the one that addresses the specific needs of the audience. To do this, it is enough to analyze qualitatively whose attention we want to attract. The analysis immediately gives rise to the first topics, and then it becomes much easier to create content. We have a clear understanding of what we can give people and how to be useful to them.
If you act chaotically, it is almost guaranteed to lead to burnout and the desire to give up. Because creating content out of thin air every day is difficult and inefficient.
However, if a person promotes their channel on their own, they don’t have to create a big marketing strategy right away.
It is enough to remember your goal and hear the audience. When you focus on this, ideas start to appear by themselves.
And the main thing here is not to delay: as soon as you have an idea, write a post and publish it.
The main rule is that content should be unique and lively. Think about its uniqueness: talk about the inner workings, share fakaps, cases, raise important painful topics, give practical advice, express your personal position.
Publish what is not available on Google – people will stay with you not because they read well-known info, they come for your experience, honest opinion and frankness.
Mix different content formats – longreads, polls, memes, voiceovers, video roundups, screen cases, life stories, Q&A.
Content that “goes to everyone” doesn’t really catch anyone’s attention. There should be a feeling that you are among your own. You have to make people read and catch themselves thinking: “Damn, this is about me.”
The channel always kills – the lack of a position. It’s when you’re afraid to say something so as not to offend anyone. But it doesn’t work that way, because it’s simply impossible.
Another “killer” is dry, soulless content. Remember that people don’t read instructions. On the contrary, they are looking for a lively presentation, with emotions and a personal angle.
Another popular mistake is the fear of conflict. If you’re afraid to intervene in a fight or speak out about the market situation, you’ll gradually lose interest.
And, of course, imitation of activity: you post because you have to, not because you have something to say. It never works.
After all, Telegram is not a platform where you need to please everyone. It’s a place where it’s important to be yourself. And if the content is honest, emotional, and meaningful, it will always find its audience.
Everything is simple here. The channel is being killed by crunch ads, which no one will react to either positively or negatively, because they are just annoying. And also, bland content delivery – you have to be interesting and original to gather an audience around you.
Write for yourself, not for the audience. Make feedback your obligatory ritual. Check who your audience is, do surveys, make polls, make vox pops. And don’t forget that you always need to hear your audience.
Also, the main mistake is to chase quantity rather than quality. A bunch of dead subscribers = a dead atmosphere. This will not make your channel successful.
Another mistake is not having a rhythm. Community is like a muscle. If you don’t pump it regularly, it will atrophy. I recommend running ads, reminding about yourself in other chats. If you are interesting, people will come to you.
And, of course, you shouldn’t try to be a “universal soldier”. It’s better to have a narrow topic and fans than a wide audience with no identity. Here you have to understand that you can take a risk and capture most of the audience, but you must always remember the old one that came to you in the beginning.
Everything is simple here. Channels are killed by monologue instead of dialog with the audience, as well:
Yes, it’s normal that a small percentage of people unsubscribe. But this should be covered by attracting a new audience.
Content for the sake of content. Again, remember about uniqueness and impartiality. People feel when you provide value and when you write posts for the sake of it. Less is better, but to the point. And from yourself.
No chat or discussion space = people can’t speak up, ask questions, be heard. The community needs to be stimulated and kept active.
Too much advertising, especially direct and irrelevant. Even the coolest channel can be killed by a flood of uninteresting ads-especially if they are blunt, without eyeliner, and don’t match the general theme. Advertising is fine, but there should be a balance.
You can do it anonymously, if you have the character and can make people interested, but in this case it is much harder to develop the channel.
Publicity builds trust. You don’t have to become a media face, but when people see that there is a real person behind the words, they open up more easily.
Personally, I didn’t buy ads, didn’t drive subscribers, I just always was myself. And, as you can see, this was enough for the channel to grow and stay alive.
So, I immediately decided for myself: I have nothing to hide or be afraid of, and I’m not ashamed of my face or my thoughts. It frees you up, makes everything easier, and at the same time makes it easier to promote you and your channel.
Of course, you can create a channel and work anonymously. This is also an option that can work. I personally developed my channel this way for more than a year and everything worked out.
So, if your content is interesting, people will come to it – anonymously or not.
In my opinion, a face is certainly important when we talk about running a personal channel. But it doesn’t mean that it has to be public.
I have seen many blogs that are run anonymously and no one knows who is behind this or that channel. However, in this case, positioning + expertise can help.
Deanon has its advantages. When there is a face, there is always trust and attachment to the person, because people sell to people. But everything is possible, the main thing is desire. So it’s up to everyone to decide which format to choose for themselves.
Of course, it will be much easier and faster to grow a community with a “face”. But you can easily do it without it. At first, a company may be anonymous, but if you work regularly to promote it, it will eventually become a brand!
I have such cases, and it’s great because there is a lot of room for realization of ideas, there are no taboos, and thus there is a lot of room to roam and attract the attention of the audience.
Telegram is not Instagram. You don’t need to show your face to be read. The priority is thoughts, position, and courage to be yourself.
Moreover, anonymity often works for you: it fuels interest, gives you the freedom to speak honestly, without sucking up and filters. It’s a space where you can expose, say the uncomfortable, open your eyes, and not get a shit-faced reaction for it (unless you get burned, of course).
This is exactly the kind of content that makes an impact. People read it and think about it: “Finally, someone said it out loud.” And this creates a deeper connection than any faces in a story.
I had exactly this experience. At the start of Women’s Perspective on Gambling, I remained anonymous – and I liked it. It gave me a voice and the opportunity to be myself. Without fear of saying the wrong thing.
But over time, I realized that my name is also a tool. Publicity in the field is a point of trust and new opportunities: partnerships, collaborations, mentions, events, invitations, and expanding influence.
My main principle is to write when you have something to say. Not to write because of a “plan”, not to make it to 12:00, but only when you really have an opinion, experience, position.
The channel is not a creative marathon or a performance in front of a jury. This is my space, where I can speak for myself, be honest, sometimes harsh, sometimes funny, but always real.
Personally, I don’t pursue breadth, I care about depth. So those who like it stay for a long time. Those who don’t like it leave, and that’s good, because it doesn’t suit them.
But the main thing is that the whole point is not to create an impression, but to build trust.
Remembering the main thing is not all at once. It takes time, effort, and creativity
to grow your community. If you don’t stop, you will succeed.
I don’t build channels as one-way broadcasting. I turn on the “human” in me. I think, write, make mistakes, joke, listen. The main thing is to be yourself and your audience will find you.
If you are passionate about your work, you will always have support. I often like to say that my attitude towards the audience is the same as when there were only 100 people, so I communicate very closely and remember every active participant.
Being in touch with the audience. Earlier, when I had less experience, I spent a lot of time trying to understand the “mood” of the audience. But now it is perfectly clear from the indicators.
I regularly look at statistics, we do surveys from time to time, analyze what the audience is interested in and what they are not, and strive to fulfill their whims, be useful to them, and be in touch with them. This is my principle.
My strategy has always been simple – to do things my way.
From the very first days, Women’s Perspective on Gambling was positioned not as another channel about arbitration, but as the first channel in this niche from a female perspective. And this was the trigger for attention. People were interested because it is a different TOV, a different angle of view.
I deliberately chose a format where I share the inside story: honest feedback on events, what the industry looks like from the inside, reports from conferences, market news. It’s not dry analytics or press releases – it’s personal vision, experience and openness. And this is what resonates with people.
To be honest, now I pay less attention to the channel than I would like because of the workload on my main projects: PR at Makeberry and the development of 2B Digital. And I don’t hide it – on the contrary, I regret it, because I realize how much more can be realized through this channel.
But I plan to get back into action with new formats, collabs, and insights. Stay tuned – it’s going to be hot.
So, to summarize. Telegram is not just another platform. It is a place of power for those who know how to speak honestly, keep the rhythm, and not try to please everyone at once. There are no algorithms that clip your wings, no chains of reaches and no shadow bans. It all depends on you – your position, your voice, your character.