Telegram is best known as a private, secure messaging app. However, it is gaining attention in the B2B space as a powerful channel for real-time communication, community building, and audience engagement.
Telegram is often grouped with consumer messaging platforms like WhatsApp. Still, it offers a distinct set of features that give B2B marketers new ways to connect with their audience without the noise and limitations of traditional social networks.
This glossary entry explores how B2B companies are using Telegram for marketing, what makes it different from other platforms, and why it may be worth adding to your social media strategy.
What is Telegram and how does it work?
Telegram is a cloud-based messaging app that supports one-on-one chats, group conversations, and broadcast-style channels. It is known for its speed, encryption, and flexibility. Users can send text, files, images, voice notes, polls, and even set up bots for automation. Telegram also supports large group sizes (up to 200,000 members) and public or private channels with unlimited subscribers.
For B2B marketing, these features open up unique opportunities for real-time communication, content delivery, and niche community engagement without being throttled by algorithms.
Why should B2B marketers pay attention to Telegram?
While Telegram may not be the first platform that comes to mind for B2B, it is increasingly being used by tech-savvy professionals, especially in industries like crypto, fintech, SaaS, cybersecurity, and developer tools.
Here is why it is catching the attention of B2B marketers:
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Direct access to your audience: There is no algorithm in the way. Your content goes straight to your subscribers with no limitations.
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Higher engagement rates: Telegram channels often see better message open and click-through rates than email or LinkedIn posts.
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Real-time communication: Ideal for delivering time-sensitive updates, such as event announcements, product releases, or industry news.
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Community building: You can create focused groups or broadcast channels for specific audiences, such as customers, partners, or industry peers.
According to Statista, Telegram had over 900 million monthly active users globally in 2024, with a steady growth trend.
How are B2B companies using Telegram today?
Here are a few examples of how B2B brands and professionals are putting Telegram to work:
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Broadcasting content: Using Telegram channels to share blog updates, product news, or curated industry content.
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Managing communities: Running private groups for customer support, partner enablement, or niche professional discussions.
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Event engagement: Sending speaker announcements, agenda updates, and exclusive behind-the-scenes content during virtual or in-person events.
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Early access programs: Giving followers first looks at product features or beta programs.
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Support and feedback: Creating informal support channels where users can ask questions and provide feedback in real time.
In fast-moving industries, particularly in tech, Telegram is becoming the go-to platform for brands that want to stay close to their audience.
What makes Telegram different from other messaging or social platforms?
Telegram sits in a unique space between messaging apps like WhatsApp and business communication tools like Slack. While it is not a traditional social network like LinkedIn, it offers marketers more flexibility and control in reaching and engaging with their audience.
Here is how it compares to other platforms from a B2B marketing perspective:
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Compared to WhatsApp: Telegram supports much larger groups (up to 200,000 members) and public channels, making it more scalable for audience building. WhatsApp is more limited in group size and does not allow for public broadcasting, which can be restrictive for B2B use.
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Compared to Slack: Slack is built for internal team communication and is not designed for audience growth. Telegram allows brands to build communities or broadcast content externally. It is also free, while Slack's features are limited unless you are on a paid plan.
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Compared to LinkedIn: LinkedIn is focused on professional networking and content discovery through feeds. Telegram is more direct and real-time. You will not find the same algorithm-driven content visibility, but you gain the ability to reach subscribers instantly without competing for attention.
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Compared to email marketing: Telegram offers higher immediacy and often higher open rates. It does not replace email but complements it with more casual, ongoing communication that feels conversational rather than promotional.
What sets Telegram apart is the control it gives you. There is no algorithm deciding who sees your message. You post, and it gets delivered instantly to your subscribers. That kind of access is rare in the social media world today.
What are the challenges or limitations of using Telegram in B2B marketing?
Telegram has plenty of advantages, but it is not the right fit for every brand. Some limitations to keep in mind:
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Audience mismatch: If your target audience is not active on Telegram, it may not deliver results.
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Limited discoverability: Unlike LinkedIn, Telegram does not have features that help people discover your channel organically.
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Shallow native analytics: While you can see how many people viewed a post, there is not much data beyond that unless you use third-party tools.
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Perception concerns: Telegram is known for its use in crypto and privacy-driven spaces, which may not align with every company's brand image.
That said, if your audience is already on Telegram or willing to be, it can be a highly effective channel.
How can a B2B brand grow an audience on Telegram?
Since Telegram does not offer advertising or built-in discovery tools, growing your audience takes some creativity. Here are a few tips:
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Cross-promotion: Share your Telegram link across other platforms, like LinkedIn, email newsletters, or your website.
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Offer exclusive value: Give people a reason to join, such as early access to content, exclusive updates, or behind-the-scenes insights.
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Be consistent: Set a posting rhythm and stick to it. Whether it is daily tips or weekly updates, consistency builds trust.
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Keep it interactive: Use polls, voice notes, or live chats to spark engagement and keep subscribers involved.
Growing a Telegram audience is more like building a community than growing a feed. Focus on value and relationship-building over quick wins.
Here are two prominent examples of large B2B-oriented brands and services using Telegram, leveraging its powerful messaging channels for business communication and content distribution:
- Bloomberg Business (via Telegram channels)
What they do: Bloomberg News moved its newsletter service from WhatsApp to Telegram in December 2019 and now runs an official Telegram channel to broadcast headlines, analysis, and business news.
Why it counts: Bloomberg caters extensively to professionals and enterprises including financial institutions, corporate leaders, and B2B clients by delivering timely, data-rich insights and economic intelligence through its Telegram channel.
- Business Insider (via Telegram channels)
What they do: Business Insider maintains an official Telegram channel for distributing business news, industry trends, and market analysis.
Why it counts: Business Insider's content primarily serves professionals, executives, and corporate decision-makers, making their Telegram presence an example of a large B2B content-driven media brand leveraging the platform.
What are some creative ways B2B marketers are using Telegram?
B2B marketers are getting more creative with Telegram as they explore new formats and engagement strategies. Some examples include:
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Executive-led channels: Leaders sharing industry thoughts, quick takes, or team insights in a more casual, direct format.
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Mini voice content: Sharing short audio clips or voice notes with tips, commentary, or quick interviews.
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Customer advisory groups: Using private groups for feedback, product input, or beta testing.
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Event companion channels: Creating temporary Telegram spaces for real-time event updates and engagement.
These use cases show how flexible Telegram can be, whether you are building thought leadership, supporting a campaign, or staying connected to a niche audience.
How is Telegram used for B2B marketing on LinkedIn?
There is no formal integration between Telegram and LinkedIn, but the two platforms can work together as part of a broader strategy.
Many marketers use LinkedIn to promote their Telegram channels, especially when launching new content hubs, communities, or events. For example:
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Sharing your Telegram link in a LinkedIn post announcing a new product or content series
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Adding your Telegram channel to your LinkedIn profile or company page
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Promoting Telegram as an "insider" space where followers get early or exclusive updates
LinkedIn serves as the discovery engine, whereas Telegram facilitates deeper, more direct engagement.
Final thoughts
Telegram is not the right fit for every B2B company, but for those looking to break out of crowded, algorithm-driven channels and connect with audiences in a more direct, real-time way, it is an opportunity worth exploring.
If your industry is active on Telegram, or if you are building a tech-forward brand, it could be the perfect space for sharing content, hosting communities, and building relationships that last beyond a single scroll.