Roskomnadzor called the Telegram blockade successful, yet at a meeting between the agency and software developers, all participants admitted they continue using the messenger. InfoWatch President Natalya Kasperskaya questioned the expediency of budgetary spending on measures that fail to achieve their stated objectives.
During a discussion with software development companies, a Roskomnadzor representative claimed the blockades of internet resources were successful. Kasperskaya asked those who communicate via Telegram to raise their hands — everyone present did. "Well, then you have no problems," replied the presiding official.
Telegram Blockade Effectiveness in Question
Kasperskaya highlighted a paradox in the situation: Roskomnadzor specialists in network technologies cannot fail to understand the technical feasibility of these measures and their actual effectiveness. She proposed that VTsIOM or Mediascope conduct research on the number of citizens using VPN to access Telegram to get an objective picture.
«I keep thinking about the expediency of spending time and state funds on something that simply doesn't work»
Implications for Brands and Influencer Advertising
For brands, the Telegram blockade situation means preserving a direct communication channel with their audience through influencer marketing. The messenger remains accessible to users via VPN, meaning integrations with bloggers in Telegram channels continue to deliver stable reach. Brands don't lose their media buying investments on this platform.
According to Telegram's own data, the platform blocks over 100,000 channels per day, indicating extensive content moderation. For advertisers, this means the need to be more careful when selecting platforms and influencers for integrations to avoid risks of losing placements.
Telegram as a Channel for Influencer Marketing
Despite formal restrictions, Telegram maintains its position as one of the key platforms for influencer advertising in Russia. CPM remains competitive, and the audience is highly engaged. Brands continue to include the channel in media plans alongside other social networks.
For companies, it's important to consider legal risks when placing ads in the messenger and to properly label advertising in compliance with regulatory requirements. Choosing influencers with transparent metrics and stable audiences becomes a critical success factor for a campaign.
When planning influencer advertising campaigns on Telegram, brands need to account for the platform's specifics: from technical features of audience access to content formatting requirements. The ETC team helps companies develop an effective influencer marketing strategy that takes into account the current market situation — from selecting relevant influencers and media buying to KPI forecasting and monitoring integration results.
Frequently Asked Questions
Does Telegram work in Russia in 2024?
Yes, Telegram is accessible in Russia despite official blockades. Users gain access to the messenger via VPN or through technical solutions implemented by Telegram itself to circumvent restrictions. In fact, all participants at the Roskomnadzor meeting confirmed they continue using the platform.
Is influencer advertising on Telegram effective?
Yes, advertising on Telegram remains an effective channel for brands. The messenger delivers stable reach and high audience engagement. The blockades don't affect the platform's accessibility to users, which confirms the preservation of the channel's advertising potential.
How many people use VPN to access Telegram?
There is no precise data on the number of VPN users accessing Telegram — Natalya Kasperskaya proposed conducting research to get an objective picture. However, the fact of widespread messenger usage, including by specialists and officials, indicates the mass nature of circumventing blockades.
In Brief
- Roskomnadzor considers the Telegram blockade successful, but all participants at the agency meeting continue using the messenger
- InfoWatch's president questioned the effectiveness of spending budget funds on non-functional blockades
- Telegram blocked over 100,000 channels per day, requiring brands to carefully select platforms for integrations
- The messenger maintains its position as a key influencer marketing channel with competitive CPM and high engagement
- Brands need to account for legal risks and platform specifics when planning advertising campaigns
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