Telegram: messenger capabilities and tools using the example of an online publication channel in the Belgorod region

Kornysheva Polina Evgen'evna game designer; ASTRUM LAB LLC 70 Leningradsky Ave., Moscow, 125315, Russia kornysheva_pe@mail.ru Other publications by this author

The rapid development of Internet technologies, a variety of mobile devices, continuous updating and support of applications have placed accents in the production, distribution and consumption of content in a way that we can observe now: traditional media have integrated not only into social networks, but also into messengers. I.A. Tatur and N. N. Kozlova note that The line between traditional media and new media is blurring ^[12]. The era of new media began relatively recently and is still insufficiently studied by the scientific community. However, the pace of its coverage and the speed of its dissemination are quite significant, so the study of new platforms for the dissemination of information is of scientific interest ^[7]. It is important to note that modern science has a broad understanding of this term ^[15]. New media formats include online publications, websites, virtual communities, social networks, blogs, messengers, and others.

Among the latter, the Telegram messenger is of particular interest, which is rapidly gaining popularity among users of the Russian Internet space ^[4]. So, according to a Mediascope study, 49% of the Russian population over the age of 12 use the specified messenger every day. At the same time, the average amount of time spent in it is 44 minutes per day. In the first quarter of 2023 Telegram is on the fourth place among the most popular platforms, replaced WhatsApp, Google [Mediascope, https://mediascope.net]. Refer to the work of researchers studied the Telegram. Thus, P. D. Sinenko and A. K. Makhort in their article "Telegram as a unique platform for the messenger industry" emphasize that Telegram has many advantages ^[9]. V. E. Belenko and N. V. Bezrukova note that Telegram channels currently act as sources of information ^[1]. A. A. Zhuravleva and N. V. Zhuravlev focuses on the extremely high demand for Telegram news journalism ^[5]. A. A. Gradyushko notes that Telegram channels occupy a significant place on the news agenda ^[3]. Thus, we can see that the messenger is currently a popular source of information.

First of all, it is necessary to define the concept of "messenger". Messenger is a program for exchanging messages in various formats (text, audio, video, graphics), carried out via Internet access. A. S. Golovko characterizes messengers as follows: "a new generation of instant messaging services, which today are focused on mobile devices and smartphones" ^[2]. D. V. Sokolova interprets messengers as a service instant messaging, operating on the basis of a programmable application using an Internet connection ^[11].

It is noteworthy that at the dawn of popularity, messengers were mostly used to exchange messages between specific users. Further, the programs were updated, providing more and more opportunities to their users: for example, it became possible to create an interest group or channel for the dissemination of information, exchange of opinions, and various discussions ^[6].

The development of the messenger attracted an increasing audience, including media representatives. For convenience, the messenger is actively developing its toolkit. So, Telegram has so-called "bots" - programs that work automatically according to a given algorithm ^[8]. Bots greatly simplify the work in the messenger: they can be configured for delayed publication of content, moderation in channels and chats, keyword search, and user search by specified criteria.

In our opinion, messengers are already a serious competitor to social networks. It is important to note the algorithm for receiving content by the user: when publishing news on social networks, the editor cannot be sure that it will be received by the user, even if there is a subscription to the page or group. A smart social media feed is built in such a way that a user may never see a specific post if similar posts were not of interest to him before. The special feature of the messenger is that the user will receive the published message directly to his mobile device, which allows messengers to reach the audience more widely ^[16].

In addition, the path from the editor to the reader is significantly shortened, and the time for distributing and receiving information is reduced. Thus, the publication of news on the website of an online publication takes a certain amount of time.: This includes editing a publication, uploading graphic images or a video sequence, and previewing the news. In social networks, for example, in VKontakte, this path takes less time due to the availability of convenient tools for creating posts. In the messenger, this path becomes even shorter: the video sequence or graphic images are uploaded immediately from the device in use, bypassing the need to save or transfer to other devices; the publication can be supplemented with a voice or text note, and immediately after clicking the "Share" button, the group's users will receive a notification on their mobile phone.

Telegram developers regularly optimize and improve the application, giving users new features that make it easier to create content, which is important for channel editors, and improving viewing functions, which undoubtedly affects user choice ^[10]. So, among the latest Telegram updates, the following functions can be distinguished:

• the possibility of instant multiple magnification of images;
• improved player interface;
• the ability to set animated chat backgrounds;
• deferred voice chats;
• automatic deletion of messages;
• the ability to create groups with an unlimited number of participants;
• convenient transfer of chats from other messengers and many other functions.

A wide range of personalized settings allows you to design the channel in a recognizable style, which is important for media representatives. It is noteworthy that the Telegram messenger is free. However, for an additional fee, it is possible to connect a Premium tariff. Among the main advantages of the Premium account, the developers note the following:

• increased number of possible channel subscriptions;
• uploading larger files (up to 4 GB);
• distribution of chats by folders;
• unlimited speech recognition;
• advanced account personalization features (animated emojis next to the avatar, animated avatar);
• simultaneous translation and other features.

Another important messenger tool is Business Telegram. With this functionality, the channel editor has the ability to set up a quick response for users, add the company's location and opening hours in the description, and create a quick response menu.

Using Telegram's capabilities and tools: an example of an online publication in the Belgorod region.

Let's consider the possibilities of the Telegram channel used by the leader of the Medialogia rating of the most quoted media in the Belgorod region in 2023 – online media Bel.ru . [Medialogy, https://www.mlg.ru /]. The representative study period was 1 month. In our opinion, this period is enough to evaluate the messenger's capabilities.

Online Publication Channel Bel.ru Telegram has 34555 subscribers. In the period from December 16, 2024 to January 16, 2025, 549 publications were published on the channel, including advertising publications marked "advertising".

Publication format. The application supports various publishing formats: text, survey, photo, video, audio, voice message, stickers, emoticons, and file upload options. It is important to note that it is possible to edit the message (including after publication), as well as hide the selected words, and format the text (italics, font, color). Delayed publication allows you to plan the release of posts, and hashtags make it easy to navigate within the channel.

The application features the ability to send messages without sound, so the channel editor can avoid overly tiring users with frequent audio alerts from the channel.

Most of the publications on the channel Bel.ru . have a news character. All publications for the analyzed period had text content, but not all of them were accompanied by graphic or audio information. In addition, there are also publications in the survey format on the channel. The survey is a special form containing a question and several possible answers. Thus, the following publication formats of the publication channel can be distinguished Bel.ru .:

· a publication containing only text;

· a publication containing video materials and text;

· a publication containing photographs and text;

· publication containing photo and video materials, text;

· publication in the form of a survey.

Another publication format in Telegram is the so–called video club. The duration of such a message is one minute. This format is quite popular for reporting short news articles or announcements. It is important to note that the video club is sent to the chat immediately after recording – it is not possible to edit the video before publishing. On the channel Bel.ru During the specified period of time, not a single publication in the "Video Club" format was found, with the exception of publications forwarded to the channel from other resources.

The Telegram messenger provides for the possibility of using links, so that users can fully familiarize themselves with the information by clicking on the link. Most of the publications on the channel Bel.ru They do not have links to external resources, however, it is important to note that publications with links are still found on the channel.

Telegram bots. Automated programs can perform a variety of functions: respond to incoming messages, moderate chat, perform a quick search, process requests ^[14]. The use of bots allows you to reduce the load on the channel editor, as well as reduce the waiting time for a response for users; maintain a comfortable environment on the channel by removing obscene language; answer the most frequent questions from users. Chatbots are also often used to collect information, which is usually practiced in news channels ^[13]. So, users can send any information (including various formats) to the chatbot, which is viewed by the channel editor at a convenient time.

· The use of bots has certain advantages, among which it is advisable to highlight the following:

· round-the-clock work without days off;

· a large number of functions and settings;

· no need to use third-party software or tools;

· Simple and intuitive setup.

On the channel Bel.ru It is possible to contact the editorial staff using a special feedback bot. When going to the bot's page, the user receives a message with information about the purposes for which this bot is intended, namely: feedback from the editorial office, a news message. There is a separate chatbot for advertising offers on the channel, which was created to contact the editorial staff exclusively on issues related to the placement of advertising publications.

Chats with comments. Another opportunity to provide users with a discussion platform is a public chat with comments. On the channel Bel.ru In 2023, such a chat was created, which is still functioning today. As of January 16, 2025, there are 41 users in the chat.

Monetization of content. Monetization is one of the most important components of the successful operation of any online publication. Making a profit using the Telegram channel is possible in several ways: the so-called "official" advertising and advertising in the form of partner publications. Let's look at each method in more detail.

Official Telegram advertising can only be implemented on channels with more than 1,000 subscribers. Such a publication always appears at the end of the news feed, so that users cannot accidentally scroll through it. Messages are no more than 160 characters long, which is considered the most comfortable volume for readers to read. All advertising messages must be marked with the label "Advertising". As a rule, such publications contain a link to go to the advertised resource. It is noteworthy that the link may contain the address of an external website, a Telegram channel, or lead to a personal account.

In any case of purchasing advertising, it is necessary to adhere to the general rules and recommendations. Among them are the following:

• There should be no profanity in the message.;
• The message should not be highlighted in capital letters, and the letters in the words should not be separated by spaces.;
• The intrusive use of emoticons and emojis is prohibited.;
• Repetitions and obscure language constructions should be avoided.;
• An advertising message may not contain text, photos, or videos that incite violence.;
• advertising of psychotropic substances, tobacco, alcohol, and others is prohibited.

Partner publications. This type of advertising is quite common in Telegram channels. It is often a publication consisting of photos, videos, and text, as well as links to the advertised resource. Such an advertising message must contain the label "Advertising", as well as a unique identification number, which is assigned to the advertising publication after submitting the necessary information to Roskomnadzor.

As a rule, it is advisable to place such advertising messages, focusing on the audience of a particular channel. Moreover, not only the number of subscribers is important, but also the average number of posts covered. Thus, from the advertiser's point of view, a media channel in Telegram will be attractive for advertising if it meets the following criteria:

• the number of subscribers on the channel, as well as the willingness to provide the advertiser with information about the audience's regional affiliation;
• average number of views of publications on the channel;
• the presence of an active audience, which is confirmed by the number of various marks under publications, comments, provided that they are open on the channel, as well as by quoting the channel.;
• the ability to post a post using various message formats;
• the channel owner's willingness to provide a statistical report on the advertising campaign after its completion.

During channel analysis Bel.ru We did not find any official Telegram advertising, however, the channel has advertising in the form of partner publications with the necessary identification numbers, as well as the label "advertising". Thus, we see that the editorial staff of the channel Bel.ru . implements the possibility of additional monetization of the online publication by placing advertising publications in the Telegram messenger.

Conclusion.

Based on the above, it can be assumed that at the moment the Telegram messenger meets many of the requirements of the editorial offices of online publications. In particular, this is the possibility of creating publications in various formats or using combinations of them, formatting publications, creating short videos, using hyperlinks, quoting, and forwarding messages.

Analysis of the Telegram channel of online media Bel.ru . - the leader of the Medialogy rating of the most quoted media in the Belgorod region for 2023, showed that the editorial staff uses many messenger features: various publication formats, among which we especially note the text that accompanies almost every publication. The editorial staff also uses the capabilities of chatbots: channel Bel.ru It has two chatbots, delimited by the subject of their purpose (news and advertising).

It should be noted that based on the number of publications per month on the analyzed channel, it can be assumed that the online publication channel is active and is an additional platform for spreading news and reaching the audience. In addition, the content presented on the channel is very diverse and includes: polls, news notes, articles, photos and videos, event announcements, and promotional messages.

Editorial staff of online media Bel.ru It also uses the messenger feature, in particular, to create an additional platform for user discussions.: A chat with reader comments was created on the channel in 2023 and is currently active.

The presence of advertising publications on the channel indicates that the publication's channel, in particular, is an additional source of monetization of online media.

The convenience of creating content, personalized information, promptness, continuous updating and additional functionality contribute to the increase in the audience of the Telegram messenger and its increasing popularity. Editors of online publications seeking to expand their audience can use the messenger's capabilities to increase their presence in the information space, as well as increase the coverage of publications and additional monetization.