Prospects for Ukrainian business on Telegram: what awaits brands in 2025 – Netpeak’s opinion
17 March 15:25
Telegram is rapidly moving beyond the usual messenger to become a modern business ecosystem. Thanks to interactive tools available both in the standard version and for premium users, the platform is becoming a full-fledged platform for interaction, business development, and scaling.
What updates and prospects can Ukrainian business expect in 2025 – Team Lead of Telegram Promotion at Netpeak Ukraine Anton Gembarsky considered in this article for Komersant ukrainskyi
Why do Ukrainians choose Telegram?
In July 2024, Telegram reached an important milestone – the number of active users exceeded 950 million, and this figure continues to grow. In Ukraine, the messenger has become a leader due to its reliability even in critical conditions, such as power outages and internet interruptions. For many users and businesses, it has become a real lifesaver, providing stable communication with loved ones and customers, as well as opening up new opportunities for development.
The ranking of the most popular social networks in Ukraine has remained virtually unchanged over the past three years. According to media consumption research, 78% of Ukrainians primarily use Telegram to receive news.
As before, Telegram (78.1%), YouTube (59.5%), and Facebook (44.6%) topped the list in 2024. Slightly more than 42% of respondents read news on Viber, 29.6% on Instagram, 26.8% on TikTok, and 7.8% on X (Twitter). Only 1.2% of respondents use other social networks to get news.
I can point out 3 main advantages: stability even with a weak Internet connection, simplicity, and speed – that’s why Ukrainians choose Telegram in a time when access to information is critical. For businesses, this means access to an audience that is already tuned in to active communication.
What Ukrainian business expects in 2025: first platform updates
Telegram is constantly improving its platform by introducing new features that make it even more attractive for businesses. Tools such as MiniApps, Telegram Ads, and others open up new opportunities for brands to interact with the audience. This can be a challenge for companies that are used to stable work with other social networks, but for successful development, it is important to follow trends and adapt the strategy to new platform opportunities. Although many useful updates appear every year, which are not always necessary for everyone, they definitely do not interfere with the main functions and do not distract from the main thing – content consumption.
In 2025, Ukrainian businesses that actively use Telegram can expect a number of new features and improvements that will make communication with customers even more interesting and convenient. The first update in 2025 has already been released, and here’s what you can look forward to.
- Collectible Gifts: Imagine your customers becoming part of your brand’s exclusive digital culture by collecting unique gifts that can be exchanged and even sold as NFTs. It’s not just a new advertising opportunity, but a strategy for building a loyal community around your brand.
- New reactions: Telegram also improves the efficiency of communications: the new service message reactions feature allows every new member to feel welcomed by your community by replacing automated responses with live and personalized feedback.
- Improved search filters: For businesses that value speed and accuracy, Telegram offers message search filters – it’s like having a personal assistant that instantly finds the information you need among a huge stream of data.
- New emoji features: premium users can now add unique emojis to folders, which adds individuality and convenience to the interface.
Telegram has long gone beyond being just a messenger, becoming an important platform for communication in personal, work, and business chats. It is the only open modern system that integrates all the necessary tools for users, while keeping the interface simple and convenient.
In 2025, Telegram will continue to evolve, offering brands new opportunities to effectively engage with their audiences through interactive and convenient formats. The presence on the platform will become key for businesses as it allows them to expand their audience, increase loyalty, and create unique communication formats that allow them to quickly adapt to new conditions and better understand customer needs.
