How Brands Use MAX Messenger

How brands leverage MAX Messenger: analyzing verified data sources, event context, market impact, and practical insights for brands and agencies.

37% Russian companies are already developing MAX as a standalone channel, while 72% are doing so as a contingency against potential Telegram restrictions. These findings come from KOMREDA, a content marketing agency, which surveyed 1223 specialists from companies across various industries and conducted 87 in-depth interviews. The data reveals that corporate presence in the new messenger is being built not because of the platform's advantages, but due to the risks of losing audience in existing channels.

How Brands Use MAX Messenger

Most brands are not yet ready to invest serious funds in MAX. 59% companies either do not allocate a budget for the platform or direct less than 10% of their Telegram spending there. In terms of team working hours, the proportions are slightly higher: 36% do not allocate time or spend less than 10% of the Telegram level, and another 40% — from 10 to 25%.

The primary resource that businesses allocate to MAX is the working time of their existing team. That's what 63% respondents said. Only 26% companies allocate a separate budget, while 7% hire new employees or build dedicated teams. 17% companies rely solely on ready-made content, and 28% don't invest additional resources at all. Notably, none of the surveyed companies engaged an agency or contractor to manage their MAX presence.

Zoya Avstriyskaya, head of public relations at Perekrestok, explains this approach by the utilitarian perception of the platform: businesses see VK as a backup landing ground rather than a priority channel. According to her, at a jury meeting for one award, everyone agreed that channels need to be developed now, while users are still active on both platforms and there's an opportunity to migrate the audience without starting from scratch.

What ad formats brands use in messengers

Among companies that have already activated their corporate presence in MAX, the most popular format is the public channel. It is managed by 53% brands. Nearly the same number simply duplicate their Telegram or other channel content in MAX without significant adaptation. Internal chats are used by 46% companies, while client and partner chats are used by 38%.

Few companies develop an independent content strategy specifically for VK. About a third of surveyed businesses regularly adapt posts from other platforms, 27% use cross-posting without modifications, and another 5% publish irregularly. Only 23% test individual mechanics or formats, while 16% have created a presence in the form of a channel or chats but rarely develop it further.

In our experience, MAX audiences convert better in terms of percentage compared to other social networks. We're currently seeing sales growth from MAX and increased customer loyalty, — Marina Zhidkova, Head of B2C Channels at Ozon.

Paid promotion and advertising tools

Paid promotion and advertising launches in MAX have already been adopted by 27% companies: 5% use it regularly, 22% have conducted standalone tests. 16% plan to test within the next three to six months, 24% are considering the option without specific timelines. Nearly a third — 32% — do not use paid promotion and have no plans to.

12% respondents are completely satisfied with the results obtained,partially satisfied with 15%, 9% failed to meet expectations.We did not test the remaining 64% paid promotion channels.Plans for using the platform as an advertising channel throughout the year were split almost evenly:51% allow for such a scenario, 49% — No.

Marina Zhidkova from Ozon highlights positive results: MAX's audience converts at a higher percentage rate compared to other social networks, even though the company's primary objective is not to drive direct sales through social media. The only issue is that reach and impression metrics are still not entirely clear.

What prevents companies from investing in new platforms

15% respondents cited insufficient advertising and product tools, 12% noted low internal priority, and 7% reported a shortage of people, time, or budget. Complex internal approvals and lack of threat to existing channels were each mentioned by 2% survey participants.

The primary condition for incorporating MAX into a corporate content strategy was cited by 42% respondents as audience migration from Telegram. 37% are awaiting publication of successful market case studies. Most respondents expressed skepticism that their MAX channel would become a primary channel in the coming year.

Gradually, sustainable confidence in the platform's prospects is emerging. 33% respondents consider MAX a progressing corporate channel, 40% disagree, and another 27% took an intermediate position. Half of specialists are already using MAX regularly: 51% for personal purposes, and an equal share for work.

How to Build a Marketing Strategy for a New Channel

Anton Tomilenko, Head of Analytics and Strategy at KOMREDA, recommends separating personal attitudes toward MAX from its potential business value. The platform lags behind Telegram in feature set, but is gradually evolving and building its own audience. A rational approach is to create an account, test different content formats, assess reach, engagement and business results, then determine MAX's place in your strategy.

Checklist for platform testing:

• Create a public channel and transfer 10–15 of your latest posts from your main Telegram channel so new subscribers have context.
• Set up cross-posting through automation tools, but adapt publications to your audience's preferences — replace links, remove mentions of other platforms.
• Allocate 10–15% of budget for paid promotion and run a test campaign for two weeks, tracking reach, engagement and clicks.
• Measure not just reach, but conversion to target actions: site visits, leads, purchases — this will show your audience quality.
• Record your results after a month and compare CPM, CTR and conversion cost with Telegram to decide whether to increase resources.

39% companies are already prepared to increase their MAX resources, 27% intend to maintain them at current levels. About 10% plan to launch activities on the platform within the next three to six months, while another 8% are monitoring the platform without concrete plans.

Frequently Asked Questions

Should brands allocate a separate budget for MAX?

It's worth considering if your audience is already active in the messenger or if there's a risk of Telegram restrictions. Start with 10–15% of your Telegram budget, test paid promotion, and evaluate conversion quality. Ozon data shows that the MAX audience converts at a higher rate compared to other social networks.

Which content format is more effective in MAX: duplicated or unique content?

At launch, duplication with adaptation is more effective: 53% companies use this approach. Creating a unique strategy makes sense once you have data on reach, engagement, and conversions—typically after a month and a half of consistent work.

How to measure the effectiveness of advertising in MAX?

Track reach, CTR, cost per click, and conversion to target actions — leads, purchases, registrations. Compare these metrics with results in Telegram and other channels to determine whether MAX justifies the allocated budget and team time investment.