The MAX messenger has added comments to public channels — the feature is available to Android, desktop, and web version users. Within the first 24 hours after the launch of public channels in MAX, 10,000 new platforms were created, opening up additional opportunities for bloggers and brands working with influencer advertising in the Russian market segment.
How comments work in MAX
Channel owners activate comments through settings — after that, a response counter appears under each post. Users can reply to messages in reply format, and authors get the ability to interact with subscribers on behalf of the channel. This differs from the mechanics of most platforms, where replies come from a personal account.
MAX's roadmap includes reactions to comments and media file sharing in discussions. Both features will be released soon, bringing the interaction mechanics closer to familiar social media formats and expanding the toolkit for bloggers.
Public channels and audience migration
MAX has opened public channel creation to all users with a Digital ID. Owners of private channels can convert their platform to public format through settings — simply select the channel type and create a unique link for distribution.
For bloggers, this means the ability to migrate their audience to the Russian platform while maintaining their communication format. Brands gain an alternative platform for integrations and advertising campaigns, particularly relevant given the changing media landscape.
Comments in MAX channels transform how bloggers communicate with their audience — from one-way broadcasting to full-fledged dialogue with subscribers.
What changes for blogger advertising
Open comments boost audience engagement — a metric critical for evaluating integration effectiveness. Brands can track reactions to advertising content in real time, adjust their media plan, and receive direct feedback from their target audience.
For bloggers, comments become an additional indicator of reach and activity, which is factored into the calculation of placement costs. CPM on platforms with high engagement is traditionally higher, which may impact pricing for integrations on MAX.
When planning campaigns in new channels, it's important to consider the platform's specifics and audience behavior. Selecting bloggers with active communities, media buying tailored to the platform format, and forecasting KPIs based on engagement metrics are tasks that the ETC team handles when launching integrations on emerging platforms.
In brief
- MAX launched comments in public channels on Android, desktop, and web — 10,000 new platforms were created in the first 24 hours.
- Authors can reply to comments on behalf of the channel; users can interact in reply format under posts.
- Owners of private channels can convert their platforms to public format through settings by creating a unique link.
- Comments increase engagement and give brands a tool to evaluate audience reactions to advertising content.
- In development — reactions to comments and the ability to send media files in discussions.
Want to see where the market is heading before your competitors do? The ETC team builds a media strategy and media plan for your niche — with reach forecasts and KPIs fixed in the contract.