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<Video
url="https://www.youtube.com/embed/dC22hVbX0RE?si=KWhiaqS5XLvzSRdI" 
/>

There are probably no other topics surrounded by as many rumors and speculations as the concept of shadowbanning. It’s a situation where a user's account loses reach for unknown reasons. At the same time, major platforms (social networks, video hosting services, etc.) claim that shadowbanning is a myth or they don’t comment on users' concerns and complaints at all.

However, users worldwide share their experiences of being "put in the shadows." They have even identified signs that help recognize a shadowban and ways to combat this situation.

In this article, we will explain what shadowbanning means, how to avoid it, and what to do if it happens to your account.
 
## What is a shadowban

**A shadowban** (or also shadow ban) is a significant reduction in the reach of posts on social networks and other content platforms, as well as the absence of content being shown based on geolocation or hashtags. Engagement drops — likes and comments decrease. Meanwhile, the account remains active and does not receive any warnings, so the author may not even realize something is wrong. The duration of a shadowban is uncertain; it usually lasts from a few weeks to months.

There are theories that platforms use this method to combat unwanted or spammy content. Since the user’s account is still active, they don’t take corrective actions like they would in the case of a block. Meanwhile, significantly fewer people see their content.

### On which platforms is shadowbanning observed

Shadowbanning is particularly discussed in Instagram* and Facebook*. An account becomes visible only to followers (and even for them, visibility decreases), while external recommendations and hashtag appearances disappear.

YouTube denies shadowbanning, but there are instances where channel creators notice that their videos stop gaining views and reactions. Their content also disappears from recommendations.

In Telegram, when a shadowban occurs, the channel becomes unsearchable, and new participants can't be added to chats. TikTok hides comments from users whose accounts are shadowbanned.

## How to check for shadowban

No platform has officially confirmed this type of block, so users won't receive an official notification. However, there are ways to determine if you're shadowbanned.

- **Analyze reach.** A significant drop in views and engagement without an apparent reason over time is one sign that the platform may be reducing your visibility. 

- **Check hashtags.** Publish a post with a low-frequency hashtag and see if it appears under that hashtag. For accuracy, ask friends or acquaintances who follow you to check as well. If they don't see your post under the hashtag, you may be shadowbanned. 

- [**Survey your followers.**](https://altcraft.com/blog/what-is-survey-creation-services) Another way to check for a shadowban is to ask friends and acquaintances if they see you in their feed. If most of them say no, your content is likely being hidden by the platform. You can also create a poll in your stories or write a question in a post. The number of reactions can help you determine if there’s a problem or if it’s simply an issue with your content.

<Img
img="/uploads/example_of_a_survey_of_followers_933d4aa660.jpg"
alt="Survey of followers"
src="Example of a survey of followers on social media"
/>

**Important tip!** Consider all factors that could affect a shadowban. It's also essential to monitor the dynamics. If your reach and engagement drop for just one or two days, it doesn't necessarily mean you're being shadowbanned. Take into account the content topics, external factors (such as widespread VPN outages for platforms that require them), or even platform technical issues.

## It’s not a shadowban

Sometimes, the issue isn't the platform’s algorithms. Decreased reach and engagement can be triggered by:

- **Content.** If you suddenly change your communication style or format, your audience might not understand or engage with it. The same happens if your posts become repetitive and uninteresting. If you initially had a "wow" effect and then followed with ordinary content, don't expect to maintain the same metrics. 

- [**Newsworthy events.**](https://altcraft.com/glossary/what-is-a-newsbreak-its-types-and-how-to-create-it) A scandal or interesting situation can initially increase reach. But once the hype fades and following the story becomes less exciting, your stats will drop. That's why some influencers constantly stir up their audience’s interest with new provocations. 

- **Long absence.** If you neglect your social media accounts and suddenly return, don’t expect high reach right away. Algorithms change rapidly and require consistent content. Don’t blame a shadowban for inactivity — when you return, you’ll need to rebuild your account’s performance from scratch.

## How to get shadowbanned

Online platforms have their own rules and content requirements, so there are no strict guidelines on what to do or avoid. However, certain actions increase your chances of getting shadowbanned:

1. **Buying fake followers instead of real ones.** If such accounts follow you automatically, it's best to clean them up periodically. 

2. **Posting content on forbidden topics.** Always check the public rules on content sharing. Sensitive topics usually include politics, religion, medicine, alcohol, smoking, and banned substances. 

3. **Content theft and lack of originality.** This is disliked by both platforms and users, who might report you. 

4. **Suspiciously high activity.** Posting too much in one day, excessive reactions, or frequently adding and removing users are signs of spamming, which is disliked by algorithms (and real people). 

5. **High number of unfollows.** This often happens when you run contests requiring people to follow your account. After the contest, they may either become inactive followers or unfollow en masse, which harms your account’s reputation on social platforms. The same applies if you manually remove many inactive users at once. 

6. **Using third-party automation services.** Only use internal or platform-approved services. 

7. **Inappropriate or banned hashtags and hashtag overload.** Some hashtags may be hidden by platforms, so check them before posting. Avoid using the same set of hashtags on every post. For example, on Instagram, it’s recommended to use hashtags with high frequency (millions of mentions). 

8. **Trolling or abusive behavior.** Rude comments and disrespectful interactions with other users increase the risk of a shadowban. People may report you, and platforms’ algorithms can now detect offensive language.

## How to get out of a shadowban and avoid it in the future

Just like with its causes, there’s no foolproof way to escape a shadowban once you’ve been hit. However, there are strategies that users across different social platforms have tested with varying degrees of success.

Here are some general rules on how to navigate a shadowban:

- **Carefully review the platform’s guidelines and compare them to your actions.** You might quickly discover what you did wrong and be able to correct it. 

- **Contact support.** Instead of complaining about a shadowban (which platforms usually deny), inquire about the drop in reach and other issues. It could be related to algorithm changes or platform errors. Or they might tell you directly what you're doing wrong. In that case, start following the rules and don’t try to trick the system. 

- **Disable all third-party services linked to your account.** These are often used to automate actions like mass-liking, mass-following, or sending bulk messages. 

- **Stop posting for a few days.** This works best if any connected automation services are also turned off. In some cases, you may need to remain inactive for longer — up to two weeks. 

- **Reduce excessive hashtags in your posts**, especially if you’ve been using too many. 


<Img
img="/uploads/excessive_hashtags_in_posts_9b762d0918.png"
alt="Excessive hashtags in posts"
src="Example of excessive hashtags in the publications"
/>

- **Remove content that could offend others.** This lowers the chance of receiving complaints, which can lead to a full account ban rather than just a shadowban. 

- **Launch an ad campaign or a collaborative project.** This can attract new users and boost engagement. It signals to the platform’s algorithms that your account is trustworthy and genuinely interests your followers. This is the opposite approach to "going silent" but is also commonly used when users suspect they’ve been shadowbanned.

**Important tip!** Regularly analyze your account stats on social media or other content platforms.

## Summary

A shadowban is an unexplained, sudden drop in your account's reach on social media or other platforms. There may also be restrictions on actions, making the user "invisible" to their audience.

How to know if you're shadowbanned: analyze your view statistics, check for banned hashtags in your posts, and ask your followers if they can see your content.

Users get shadowbanned for breaking platform rules, using automation services, being overly active, posting on prohibited topics, or displaying hostile behavior.

To get out of a shadowban, reduce your activity, contact support to rule out technical issues, study the platform’s rules and adjust your account accordingly, remove excessive hashtags and questionable posts. Another option is to run ads or collaborations to grow your audience.

*
*Meta's products are recognized as extremist organizations in the Russian Federation.*

A shadowban limits your account's visibility. Check stats, hashtags, and ask followers. Reduce activity, follow rules, and adjust your content to recover.

shadowban.png

About what a shadowban means, how to avoid getting there, and what to do if this does happen to your account.

Shadowban: Definition, Where Observed & How to Avoid

Shadowban Explained in Detail

<Video
url="https://www.youtube.com/embed/OtvcIA0R5Wo?si=GUMxSzjryGRJwv77" 
/>

Visual search is becoming increasingly popular due to its simplicity and speed. If your business isn’t leveraging image search capabilities yet, it’s time to start. This will help you attract more customers and stay ahead of the competition.

In this article, we'll share tips on how to optimize your website for visual search and which platforms you should focus on.

<Img
img="/uploads/google_lens_67cf64e07f.jpg"
alt="Google Lens identified the location from the photo"
/>

## Who benefits from visual search

Visual search is becoming a key element of a successful [**SEO strategy**](https://altcraft.com/glossary/seo-optimization-what-it-is-and-how-it-works), helping your website attract more users. It’s not just useful for e-commerce; its applications are much broader:

- Visual search can be used to find medical information (e.g., identifying an insect bite). 

- You can find artists or works of art. 

- Gardeners use it to recognize plants and flowers or find similar ones for their gardens. 

- Students can locate study materials or books simply by photographing a cover or page.

To gain a competitive advantage, businesses need to create high-quality, relevant images and provide detailed descriptions.

## How visual search works

Visual search allows people to find information using images. A person uploads a photo to the system to find the product depicted. For example, you can photograph a plant and identify its species or origin through the internet.

<Img
img="/uploads/visual_search_flower_0082f0e8e7.jpg"
alt="Visual search quickly finds flower name and information about it"
src="A visual search quickly finds the flower name and information about it"
/>

Visual search operates as follows: the system receives an image, recognizes it, and searches online for identical or similar pictures.

The search engine selects images, ranks them by relevance, and displays them to the user. It also provides additional information such as names, locations, and prices of the objects.

<Img
img="/uploads/display_of_visual_product_726168f7ed.jpg"
alt="Display of visual product search with prices in online shops"
src="Display of visual product search with prices in online shops"
/>


The search engine uses one or both of the following methods: example-based search (the system looks for images similar to the original based on general features such as shape and color) and metadata search. This metadata includes the image file name and alt text.

Visual search employs two areas of artificial intelligence:

- **Computer vision:** This acts as the eyes of the search engine. Thanks to this technology, the computer "sees" the image just as we do. It analyzes colors, shapes, textures, and other features. For example, the computer understands that the image shows a vase, not some other object. 

- **Machine learning:** This serves as the brain of the search engine. The computer learns to recognize different objects and concepts by analyzing a vast number of images.

Imagine showing the search engine hundreds of pictures of various cats: big and small, fluffy and sleek, of different breeds and colors. The system uses computer vision to "see" these cats in the pictures. By analyzing them, it begins to understand what a cat looks like. As a result, when you show the search engine a photo of a cat it hasn't seen before, it will correctly identify the picture as a cat, even if the image is entirely new to it.

## Why visual search is beneficial for marketers

If you don't optimize your website for visual search, you're missing a significant opportunity to expand your audience and attract users who wouldn't find you through traditional search methods.
 Here are the main reasons why image search plays a crucial role in developing SEO:

**Consumer behavior:** Online shoppers [**prefer visual content**](https://www.forbes.com/sites/forbestechcouncil/2018/04/02/visual-content-the-future-of-storytelling/?sh=2a92cd703a46) over text. [**According to research**](https://www.invespcro.com/blog/the-state-of-visual-search/), over 50% of consumers say that visual information has a greater impact on their purchasing decisions. As more people use smartphones, the role of visual search is continuously growing.

**Improved** [**usability:**](https://altcraft.com/glossary/usability-notion-criteria-for-evaluation-tips-to-improve) One of the main advantages of visual search is the speed and ease of finding the necessary information—simply upload an image. Marketers help people reach their goals faster, whether it's finding a product, information, or something else. This makes the process much simpler.

**Increased conversion and engagement:** Optimizing for visual search expands your brand's audience and makes your business more visible to those searching for products and services through images. Additionally, this type of search boosts user engagement—it stimulates interest in your offerings and encourages users to explore your site in more detail. As a result, this directly impacts sales.

## How to use visual search in marketing

To optimize your site for visual search, focus on the following:

- **Structured data markup:** Use [**schema.org**](http://schema.org) markup on all multimedia files. These data help search engines better understand images and their content. Additionally, they can enable images to appear in rich snippets on Google. 

- **Content quality:** Use clear and original images and videos. Encourage the creation of user-generated content (UGC) through social media, such as by organizing a contest with valuable prizes for the most creative photos featuring your product.

<Note>.
How to use UGC correctly? Read in the article “[**User-Generated Content: What It Is and How It Works**](https://altcraft.com/glossary/user-generated-content-what-it-is-and-how-it-works)”. 
</Note>


- **Product tagging:** Link images to the corresponding product pages through relevant tags. Provide customers with an easy way to make purchases by allowing them to go directly to checkout with one click on the image. 

- **Image quantity:** To make your products more appealing to buyers, use multiple images. This not only enhances the appearance of your website but also attracts more customers through search. By using different keywords for each image, you expand your potential audience, which, in turn, increases sales. 

- **Using real photos:** Replace standard stock images with original ones. High-quality, unique visual materials boost user trust in your site and help improve your search engine rankings. 

- **Image sitemap:** Create a separate sitemap file dedicated to images. With an additional sitemap containing image information, search engines can more effectively index your visual content, increasing the likelihood that your images will appear in search results. This is especially important for large sites like online stores, classifieds, and catalogs. On smaller websites, images are typically indexed without the need for extra settings. 

- **Image filenames:** Use descriptive filenames. Give the image a short, clear name that reflects its content. This helps search engines better understand the image and display it in search results. For example, instead of IMG_13245346.jpg, it's better to use white-wardrobe.jpg. 

- **Image size:** Optimize the size of graphic files—large files negatively affect page loading speed. It's recommended to compress images with minimal loss of quality using specialized graphic editors or online services that support batch image processing. However, the images should not be of poor quality. Content with artifacts or compression traces looks unprofessional and negatively impacts user perception of the site. The recommended minimum width for uploading to the website is 1200 pixels. 

- **Alt text:** Alternative text was originally created to help users understand the content of an image if it failed to load. Search engines use the information from the alt attribute to better understand and index the image's context.


## Visual search tools


Search engines use a combination of artificial intelligence and complex algorithms to analyze, recognize, and compare images during searches. These tools benefit both users and marketers. Below, we'll explore the main tools for visual search.

**Google Lens:** This is a popular visual search service. Users upload a photo from their phone to find relevant information. For example, they can search for objects, text, landmarks, products, and much more.

Google Lens can identify plants, animals, objects, and locations. It can also translate text directly from an image, such as signs. Additionally, it reads QR codes and barcodes and displays products available for purchase. It's even used for solving math problems.

<Img
img="/uploads/how_to_solve_maths_problems_with_google_lkpapens_fd0075581b.gif"
alt="How to solve maths problems with Google Lens"
/>

**Pinterest Lens** is another popular tool, ideal for fashion and design enthusiasts. You can upload any photo and find similar items, interior design ideas, or recipes.

Pinterest Lens can recognize objects in photos and suggest similar options. It's easy to find inspiration for clothing, home, or kitchen. Additionally, special features allow you to see how makeup will look on your face or how an interior item will fit into a room.

<Img
img="/uploads/pinterest_lens_b3fb2c904d.jpg"
alt="Pinterest Lens search. Source: martech.org"
src="Pinterest Lens search. Source: martech.org"
/>

**CamFind** is an app that searches for information based on photos. Simply take a picture of any object and upload it to the app. CamFind will find similar items, provide details about the object, or even show where to buy it. The app can recognize objects, translate text from photos, and even search for information using voice input.

## Conclusion

Visual search uses images instead of text queries. With this technology, users can quickly and efficiently find the objects they need, especially when describing them in words is difficult. Visual search is used in various fields, including e-commerce, design, and fashion.

Visual search allows users to find objects quickly using images, making it especially useful in fields like e-commerce, design, and fashion.

visual-search.png

About how to optimize your website for visual search and which platforms you should pay attention to.

Visual Search: Enhancing Your Marketing through It

Visual Search: How to Use It in Marketing

<Video
url="https://www.youtube.com/embed/zCHfWrEPMuA?si=PFxU1iuA61877oaK"
/>

Marketing and advertising are integral parts of the digital world today. It's hard to imagine websites and social media pages without banners promoting products and services. Online advertising works, which is why investments in this area are growing. In 2023, spending on this type of promotion reached [**$415.5 billion**](https://www.statista.com/statistics/273717/global-internet-advertising-expenditure/), and by 2024, it grew to [**$442 billion**](https://www.statista.com/statistics/273717/global-internet-advertising-expenditure/). By 2026, it's predicted that [**60% of advertising expenses**](https://www.statista.com/statistics/273717/global-internet-advertising-expenditure/) will go to digital advertising.

The variety of platforms and ad formats offers opportunities for brands to expand their audience, increase brand recognition, and boost sales. However, it’s crucial to choose the right platforms that fit your business.

In this article, we'll explore the different types of online advertising and discuss their features.

## What is online advertising

Online advertising involves promoting a product or service on various digital platforms such as websites, video hosting platforms, social media, and messaging apps to boost sales.

Online promotion also increases brand awareness, informs the audience about products, shapes a company's image, and can even create artificial hype.

The placement of ads on the internet began with the advent of websites. The first online ad is considered to be a banner by AT&T, which was placed on October 27, 1994. At that time, ads did not cater to user interests but simply appeared on a platform without targeting a specific audience. A more “intelligent” display method was conceived in 1997 when GoTo introduced the idea of showing ads based on people's search queries.

Today, this is a common practice. Advertising has become more targeted, with personalized offers made possible through the collection of customer data (for example, via a [**CDP platform**](https://altcraft.com/en/)) and tracking their behavior on websites and purchase history.

Despite its advantages, online promotion has its drawbacks. The main concern is the cost of online advertising. There is significant competition, especially in popular niches. A single lead can cost a few cents or several thousand rubles, leading to varying advertising budgets. Large brands spend millions on online promotion.


**Types of advertising by content format:**

- Text ads with a link to the advertiser's website. 

- Banners with design and text. These can be static, animated, or even interactive. 

- Video ads, usually inserted into other videos such as those by bloggers or movie trailers.


## Types of online advertising

### Contextual advertising

Text and graphic ads in the browser that appear in response to search queries and sometimes "follow" the user on search engine resources. Such product or service ads are always marked with a special label and appear at the top of search results, increasing the chances of clicks and purchases.

Contextual advertising is configured based on parameters like keywords and phrases that people search for. It can also take into account previous user actions, such as targeting ads to users who visited certain websites but didn’t convert. Additionally, factors like gender, age, location, and other parameters are considered.

<Img
img="/uploads/example_of_contextual_advertising_84187d12ab.jpg"
alt="Example of contextual advertising"
src="Example of contextual advertising"
/>


**Advantages of contextual advertising**

- **Quick results.** Contextual advertising for products and services works effectively because it targets people who are already planning to buy. It speeds up the customer journey by immediately presenting potential stores and companies that can solve their problem. 

- **Audience expansion.** This type of online advertising reaches a large number of people. Millions of users search for information on social networks.


- **Result control.** Services for setting up contextual ads provide detailed analytics that show the success or failure of the advertising campaign. You know exactly how your budgets are being spent.

**Disadvantages of Contextual Advertising**

- **Cost.** To keep your ad in the top positions, you'll have to pay more. The setup of contextual advertising itself also incurs costs. 

- **Competition.** In certain areas, you need to "fight" for the top spots in the ad block. This requires both financial and technical efforts, as proper ad setup is crucial. 

- **Complexity.** Contextual advertising is not a campaign that can be launched with a single click. It requires expertise or a specialist to manage it, which isn’t always budget-friendly. Moreover, it’s not a set-it-and-forget-it solution; the process needs to be continuously maintained and adjusted.

### Targeted advertising

Ads aimed at a specific audience on social networks and other platforms. This type of advertising is customized based on demographic and geographic criteria, interests, community memberships, and user actions. Additionally, similar audiences can be targeted.

Targeted ads not only drive sales but also increase brand awareness and expand the audience. For example, they can attract new subscribers.

Available formats include text ads and ads with media files. These can be supplemented with call-to-action buttons if needed. The setup is done through the ad managers of social networks or third-party services.

<Img
img="/uploads/targeted_advertising_4b06e8d065.jpg"
alt="Examples of targeted advertising"
src="Examples of targeted advertising"
/>
<Img
img="/uploads/targeting_c54cd7d1c4.jpg"
alt="Examples of targeted advertising"
src="Examples of targeted advertising"
/>

**Advantages of Targeted Advertising**

- **Cost.** You can start advertising with a small budget, especially if you know how to set up the ads yourself. This way, you won't need to pay for a targeting specialist. 

- **High Reach.** Social media platforms have a diverse and vast audience, making targeted ads a great way to reach potential customers. 

- **Personalization.** Proper ad settings ensure that the advertisement directly addresses the needs of the individual, increasing the likelihood of a purchase.


<Note>
To learn how to maximize the effectiveness of personalized marketing, check out our article "[**Personalization: What It Is and Why Personalized Marketing Matters**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters)."
</Note>

**Disadvantages of targeted advertising**
- **Competition.** Many brands want to advertise on social media, so in some niches, you’ll need to invest more budget and differentiate yourself from other offers. 

- **Client Inaccessibility.** While people actively use social media and consume content, they often develop [**banner blindness**](https://altcraft.com/glossary/banner-blindness-its-causes-and-how-to-deal-with-it) towards ads, leading them to simply scroll past your advertisements. 

- **Constant Monitoring.** Targeted ads require ongoing adjustments based on audience reactions. Even if a campaign is successful, the audience can become "burned out," necessitating changes. Managing this process requires expertise or a dedicated specialist.
 
### Banner advertising 

Placement of media and text elements on online platforms. This includes static or animated banners, as well as interactive elements (e.g., quizzes) and videos. The ads are embedded into website content or placed in dedicated blocks, leading users to the advertiser's site.

They are configured in a search engine’s dedicated ad manager. For example, Yandex has its own advertising network (YAN) that covers all the company’s services. Additionally, there are independent advertising platforms that sell ad placements across various sites.

<Img
img="/uploads/banner_advertising_1ca515e6fa.jpg"
alt="Example of banner advertising"
src="Example of banner advertising"
/>

**Advantages of Banner Advertising**

- **Audience reach.** Ad blocks are added to almost all media sites and others that millions of people visit daily. 

- **Simplicity.** Banners are a familiar and user-friendly advertising tool that’s easy to interact with. Users know what to expect, making them more likely to click. 

- **Versatility.** Banner advertising is suitable for almost any business in both B2C and B2B sectors.

**Disadvantages of banner advertising**

- **Ad blockers.** Some users will never see your ads because they use ad-blocking features, preventing the ads from displaying. 

- **Banner blindness.** Due to the large number of ads, people often stop noticing them. To stand out, you need to come up with new, creative solutions. 

- **Cost.** There is also high competition in certain sectors, which can drive up ad placement costs.

### Retargeting

Showing ads to users who have already taken some action on the site, such as viewing a product, adding it to their cart but not completing the purchase, and so on. Typically, banner and text ads "follow" the user on other sites. This type of advertising brings users back to purchase or reignites their interest, increasing the chances of a sale.

<Img
img="/uploads/retargeting_42a6ea8127.jpg"
alt="Example of retargeting"
src="Example of retargeting"
/>

**Advantages of** [**retargeting**](https://altcraft.com/blog/what-is-retargeting)

- **Precision.** This type of advertising doesn’t guess the user’s interests but shows exactly what they’ve already shown interest in. It’s a personalized and more accurate approach. 

- **Increased sales.** Reminding users of forgotten or viewed products is an excellent way to encourage a purchase. 

- **Loyalty.** A "follow-up" ad can be perceived as a form of customer care. The ad reminds the person of what they wanted to buy but didn’t for some reason.

**Disadvantages of retargeting**

- **Intrusiveness.** People don’t always react positively to retargeting. For some, it’s a helpful reminder; for others, it’s just unwanted noise. 

- **Lack of universality.** This type of promotion is only suitable for certain niches (often product-based) and segments with a fast buying cycle. One-time or urgent services are unlikely to be effectively advertised through retargeting. 

- **Ad blockers.** Like other types of ads, there are tools online that prevent them from being shown.

### Advertising with bloggers and other influencers

Placing information about your products and services in influencers' accounts. This can include a promotional ad, a contest, or a more native format, such as a casual mention of the product within the content, a joint project, or a review.

For YouTube bloggers, this often involves inserting your video into theirs. With the halt of ad displays for Russian users in 2022, this format has become especially popular.

<Gallery>
<GalleryItem
original="/uploads/influencers_advertising_5bd55c85ee.jpg"
thumbnail="/uploads/influencers_advertising_5bd55c85ee.jpg"
description="Advertising from influencers on social networks"
/>
<GalleryItem
original="/uploads/advertising_from_influencers_18d98bb50d.jpg"
thumbnail="/uploads/advertising_from_influencers_18d98bb50d.jpg"
description="Advertising from influencers on social networks"
/>
</Gallery>

**Advantages of** [**advertising with influencers**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy)

- **Creative presentation.** Bloggers have learned to approach their advertising in unconventional ways, often not just talking about a product or service, but integrating them into their content and making entertaining videos. 

- **Audience trust.** Followers listen to bloggers' opinions and sometimes imitate their lifestyle. Therefore, the audience trusts the influencer's recommendations. 

- **Brand recognition.** Collaborating with a blogger (especially a well-known one) can significantly increase brand awareness.

**Disadvantages of advertising with bloggers**

- **Low-quality audience.** It's not always clear whether the influencer's followers are the right fit for your advertising. If the blogger gained their audience through contests, these might be people who are not genuinely interested in their content. In such cases, there may be no trust or connection: just a "dead weight" that won’t make purchases. 

- **Unpredictability.** It's impossible to accurately predict the return on investment from influencer advertising. This makes it much less reliable compared to targeted ads and contextual advertising. 

- **Unreasonable cost.** The influencer market has only loose guidelines for pricing. Without clear outcomes, bloggers may charge inflated prices.

### Native advertising

This involves placing information about a product or service within the context of other content. It typically appears in articles in media outlets or blogs where the advertisement seamlessly integrates with the topic. For example, a publication about seaside tourist spots might include a recommendation for swimwear. Or an article on urban planning principles could feature examples of projects by a specific construction company.

Native advertising also appears in video interviews, podcasts, and blogger content. This format is only limited by mandatory labeling requirements in certain countries.

<Img
img="/uploads/examples_of_native_ads_db75406a5c.jpg"
alt="Examples of native ads"
/>

<Img
img="/uploads/native_ads_59f29d6cea.jpg"
alt="Examples of native ads"
src="Examples of native ads"
/>

**Advantages of Native Advertising**

- **Subtlety.** It offers an almost advertisement-free experience, as the user doesn’t receive a pushy sales message. Instead, it’s a gentle recommendation that doesn’t overwhelm the audience. 

- **Discreet format.** Many users don’t recognize native ads, which are often skipped over. This feature increases a brand’s chances of reaching the audience in a soft, unobtrusive way. 

- **Positive reception.** Native advertising is often creative and typically light-hearted, so it doesn’t irritate people and can boost [**audience loyalty**](https://altcraft.com/blog/customer-loyalty).

**Disadvantages of native advertising**

- **Cost of placement.** Creative native ads, especially on media outlets, blogs, or influencer platforms, often come with a high price tag. 

- **Implementation complexity.** To truly advertise your products and services in a native manner, you need to develop an unconventional scenario, and sometimes an entire project (like producing a web series), which requires significant investment. 

- **One-off nature.** It’s unlikely that you’ll be able to reuse the idea from one campaign for another, as native projects are created uniquely.

### Mailings

Sending promotional messages from your brand to users through various communication channels: SMS, Push notifications, email, and messaging apps. Companies use mailings to inform customers about new products, discounts, and promotions, hold contests and interactive activities, and invite clients to events.

First, [**a customer database**](https://altcraft.com/glossary/everything-about-the-customer-database) of email addresses or phone numbers is collected, and then a marketing campaign is launched.

<Img
img="/uploads/advertising_messages_017e1af0f5.jpg"
alt="Advertising messages"
/>

**Advantages of mailings**

- **Personalized approach.** By gathering information about the customer, it’s possible to offer exactly what they need, reducing the risk of wasting the advertising budget. 

- **Targeted reach.** Ads are sent to specific individuals rather than being shown to an unknown audience, giving companies more predictability and certainty in results. 

- **Clear analytics.** Mailing services provide statistics on delivery rates, open rates, and conversions. This data helps optimize campaigns for better outcomes.

**Disadvantages of mailings**

- **Database collection.** Mailings require collecting customer contact details, which takes time and resources. Purchasing third-party databases is not advisable, as they may contain irrelevant audiences. 

- **Restrictions.** Mailings can only be sent to users who have given consent, or else there’s a high risk of being marked as spam or facing fines. There are also [**rules for mass mailings**](https://altcraft.com/blog/mass-mailing) set by email clients and messaging apps that need to be followed and constantly adapted to. 

- **Competition for attention.** People receive dozens of notifications daily, and your message may get lost unless it stands out among the others.

## Summary

Online advertising remains one of the most popular methods for promoting products and services in the digital space. Placing ads on web resources enhances brand awareness and sales.

There are various types of online advertising: search engine advertising (contextual), targeted advertising for specific audiences on social media, banner advertising (placement of graphic, video, and animated elements) on websites, and retargeting (ads shown based on user actions). Additionally, there is native advertising, which promotes products subtly within the context of other content. Advertising can also be placed on the pages of bloggers and other influencers. A separate form of online promotion is mailings through email, SMS, Push notifications, and messaging apps.

Online ads boost brand awareness and sales via search, social media, banners, retargeting, native ads, influencer content, and email campaigns.

types-of-advertising.png

About what types of online advertising there are, we will tell you about their features, advantages and disadvantages.

Online Advertising: Types, Advantages & Disadvantages

Types of Online Advertising: Pros and Cons

<Video
url="https://www.youtube.com/embed/2kvF-FYxFvk?si=DHg3DTAfEIVEKV9h"
/>

The Telegram messenger is one of the most downloaded in the world today. Every month, it gains [**700 million new users**](https://popsters.com/blog/post/statistics-and-analytics-on-telegram#:~:text=Telegram%20is%20one%20of%20the,downloaded%20in%20Russia%20and%20India.) who not only communicate through the service but also receive information (news, useful content).

In 2015, Telegram introduced channels, which became an alternative to traditional media and gained influence globally. Statistics show that in 2023, the audience for this type of content publication and chats in Russia alone reached [**2.47 billion people**](https://popsters.com/blog/post/statistics-and-analytics-on-telegram#:~:text=Telegram%20is%20one%20of%20the,downloaded%20in%20Russia%20and%20India.). Therefore, Telegram is an essential tool for businesses: brands use it to announce new products, build marketing communications through various activities such as polls, contests, advertisements, news, and more.

In this article, we will explore how to create a Telegram channel, set it up, and gain subscribers using both free and paid methods.

## How to create a telegram channel 

First, decide what type of channel suits you best. There are:

- Public channels, which any user can join;
- Private channels, accessible via an invite link.

When creating your channel, specify the type you need; you can easily change it later in the settings. Public channels are usually chosen to increase visibility and sales, while private channels can have a paid entry. This depends on your business goals and objectives. 

### Step-by-Step Guide to Creating a Telegram Channel

Using an Android device as an example (the steps are similar and intuitive on iOS devices and the desktop version):

**1. Press the pencil icon**, which brings up options. Select "New Channel," confirm, and proceed to the next step.

<Img
img="/uploads/select_new_channel_on_telegram_822c934d81.jpg"
alt="Select new channel on Telegram"
/>

<Img
img="/uploads/create_new_channel_on_telegram_eda9f48e78.jpg"
alt="Create new channel on Telegram"
/>

**2. Enter a name and description** (up to 255 characters) to demonstrate what your Telegram channel is about. You can edit these later.

<Note>
**Note!** If the channel is public, choose a name that is easy to find in search.
</Note>

At this stage, add an avatar. This is an image that reflects the essence of the channel and stands out in the chat list.

<Img
img="/uploads/add_name_d2526165bb.jpg"
alt="Add name, description on Telegram channel"
/>


**3. Choose the type — private or public Telegram channel.** For the private option, the messenger will automatically suggest a link. For the public option, you will need to create your own link. The system will check for duplicates immediately. While names can be repeated, the Telegram channel link must be unique and contain 5 to 32 Latin characters or digits.

<Img
img="/uploads/choose_the_type_of_telegram_channel_a4e6671ae5.jpg"
alt="Choose the type of Telegram channel"
/>

Next, you can enable or disable the setting that prevents copying, saving, and forwarding content. This is particularly relevant if you are publishing paid information.

**4. Add people from your contact list.** You can skip this step and do it later.

<Img
img="/uploads/add_subscribers_to_telegram_8ae88df571.jpg"
alt="Add subscribers to Telegram channel"
/>

**5. Done! Write a post** (and pin it if needed) so that the first subscribers to your Telegram channel understand what interesting content they will find and don't think it's spam.

<Gallery>
<GalleryItem
original="/uploads/write_a_post_074d3f14e3.jpg"
thumbnail="/uploads/write_a_post_074d3f14e3.jpg"
/>
<GalleryItem
original="/uploads/first_posting_to_telegram_d6f27963a4.jpg"
thumbnail="/uploads/first_posting_to_telegram_d6f27963a4.jpg"
/>
</Gallery>

## Telegram channel settings

### How to add comments to a telegram channel

Click on the avatar or the three dots in the desktop version. Find "Channel Settings" and create a separate group that automatically connects to the channel.
Click on the avatar or the three dots in the desktop version. Find "Channel Settings" and create a separate discussion that automatically connects to the channel.

<Gallery>
<GalleryItem
original="/uploads/create_a_separate_group_46e74e7426.jpg"
thumbnail="/uploads/create_a_separate_group_46e74e7426.jpg"
/>
<GalleryItem
original="/uploads/create_a_separate_discussion_ded0b4a7f3.jpg"
thumbnail="/uploads/create_a_separate_discussion_ded0b4a7f3.jpg"
/>
</Gallery>

<Img
img="/uploads/add_discussion_to_a_telegram_channel_d7a38ac5c6.jpg"
alt="Add discussion to a Telegram channel"
/>

<Img
img="/uploads/name_the_group_36f13d03b5.jpg"
alt="Name the group on Telegram"
/>

<Img
img="/uploads/options_for_a_group_8f154cb400.jpg"
alt="Options for a group"
/>

All comments will be displayed in this group. You can unlink or delete it at any time (in which case, all user messages will disappear). 

<Img
img="/uploads/demo_of_a_group_63977e0e48.jpg"
alt="Demo of a group on Telegram"
/>

Comments are an important function for communication between a business and its consumers. Through them, the brand receives feedback, monitors audience reactions, and increases loyalty and engagement — Telegram channel statistics are tracked based on various parameters, which become available once you reach 50 subscribers. [**Lead generation**](https://altcraft.com/glossary/what-is-lead-generation) is also possible if users leave requests for your services or products in the channel comments.

### Reactions

Reactions are automatically enabled with a maximum of 11 emojis per post. You can set limitations or disable reactions entirely. Custom emojis can also be added.

<Img
img="/uploads/reactions_on_telegram_93f80ab73c.jpg"
alt="Reactions on Telegram"
/>

### Adding Administrators

To manage the channel collaboratively, you can grant access to other people. Administrator rights are set in the settings, allowing or restricting the ability to change the channel profile, manage posts, stories, and broadcasts, add subscribers, and assign other administrators.

<Img
img="/uploads/managing_the_administration_board_07ec552720.jpg"
alt="Managing the administrators board"
/>
<Img
img="/uploads/configuring_administration_actions_2c4d074ef1.jpg"
alt="Configuring administrators’ actions"
/>

### Design

This feature is only available to channels that have received enough votes from Premium subscribers. Therefore, at the initial stage, the standard design remains.

<Gallery>
<GalleryItem
original="/uploads/the_design_features_ef05461fc3.jpg"
thumbnail="/uploads/the_design_features_ef05461fc3.jpg"
/>
<GalleryItem
original="/uploads/features_9e1c8a5264.jpg"
thumbnail="/uploads/features_9e1c8a5264.jpg"
/>
</Gallery>

## How to promote a Telegram channel


Although messengers are incorporating social media elements like stories and reactions, they still don’t have a publication feed where the audience can randomly see posts. Therefore, promoting a Telegram channel is a distinct task for creators. The methods are divided into paid and free options.

<Note>
Want to understand how messenger marketing works? Then we invite you to check out our article [**How Messenger Marketing Works: Benefits and Strategies**](https://altcraft.com/blog/messenger-marketing)
</Note>

### How to gain subscribers on a Telegram channel: free methods 

<Table>
|**Method**|**Description**|
| ------ | ------ |
|**Traffic from other platforms**| Your content on YouTube, Instagram*, or your website can drive traffic to your Telegram channel. To do this, you need to engage your audience with unique content and/or offer bonuses for joining. Place a link to your channel on all social media platforms and invite followers from there. Email newsletters announcing the new channel can also include a link in [**the email signature**](https://altcraft.com/blog/signature-in-emails). |
| **Directories** | Listing your channel on special directory sites makes it easier for users to find it by specific topics and for advertisers (if you plan to monetize through integrations). Telegram channel exchanges are conditionally free: to gain visibility and rank higher in the directory, you'll need to pay. Examples of directories: telega.in, [**Teletarget.com**](https://timeweb.com/go?url=https%3A%2F%2Fteletarget.com%2Fcatalog%2F&hash=571a0f6938568f78d4b0382d09c15a914cc6b101), [**Perfluence.net**](https://timeweb.com/go?url=https%3A%2F%2Fperfluence.net%2Ftelegram&hash=c3cb087c424a9393c58d8780d80224aa222f3a12), [**Epicstars.com**](https://timeweb.com/go?url=https%3A%2F%2Fcoral7.com%2FcJzvrP%3Fsubid1%3Dkursfinder-twb%26amp%3Bid%3Dbirzhi-telegram&hash=54a67946bcd773f1ab93dc42364f816f838eb1d0). |
| **Cross-promotion** | To do this, find channels with a similar audience and negotiate with the authors for mutual promotions. This results in a mutually beneficial exchange of subscribers. However, this method may not be suitable for newly established channels, as they might not have much to offer in return. With a small number of subscribers, the partner may not see a significant increase in audience, but it's still a good step towards growth. |
| **Unique content** | If you provide interesting and unique information, people will share it, which will help promote your channel. Avoid copying what others are doing. Create your own format and presentation to stand out. | 
|**Barter with channels and bloggers** | An option where instead of paying, you offer your brand's product or service in exchange for advertising your Telegram channel on a blogger's platform or another channel. Not everyone, especially well-established and large bloggers who rely on their blog for income, will agree to this. However, micro-influencers often accept such deals, and their audience trust can be higher due to the more personal nature of their blogs. |
| **Collaboration** | Unlike bartering, in this case, you don’t share your products or services; instead, you create something collaboratively. For example, you could run a promotion that benefits the audiences of both channels or a contest where participants need to subscribe to the Telegram channels of the organizing brands. Collaborations also include joint events and webinars. |
| **Guest blogging** | This involves publishing articles on other brands' or authors' platforms, as well as on open platforms, where you can include links to your channel. To engage the audience, you need to create content that grabs attention and is either unique or highly useful. |
| **Custom stickers** | Create a creative sticker pack that people will want to use in their conversations. It should be a well-designed set of stickers. If people start using it, it will increase your channel’s recognition. |
| **Offline events** | You can add a QR code linking to your resource in presentations for events where a brand representative or the expert themselves is a speaker. |
| **Hashtags** | At the end of May 2024, global hashtags were introduced in the messenger. Now, if you tag your posts correctly, they will appear in public hashtag searches. |
</Table>

### How to gain subscribers for a Telegram channel: paid methods

<Table>
|**Method**|**Description**|
| ------ | ------ |
| **Advertising in other channels and with bloggers** | A simple and straightforward method that depends on your budget and creativity. Reach out to channel owners or bloggers (not necessarily from Telegram) to arrange a post or storytelling about your channel. |
| **Advertising on Telegram** | A small text message (up to 160 characters) without images may be used. The ad is placed on selected thematic channels without the need for admin approval. The format is native, but there are many restrictions and relatively high costs. |
| **Promotion through media outlets** | This approach is useful for channels promoting offline businesses in a specific region (local media is ideal) or online services and products with a broad audience. Arrange for a publication about your channel with journalists from publications and news sources. This could be a note, interview, or even a video about your business and channel. |
| **Podcasts** | Such a dedicated content project can also grow your channel's audience. Creating a podcast requires an investment of time and money, so starting one solely to promote your Telegram channel might not be the best idea. However, if you already have a podcast or are planning to launch one, integrate your channel's promotion into it. |
| **Offline marketing** | QR codes on flyers and banners are also an additional way to increase your channel's subscribers. It’s important to motivate people to subscribe with interesting information or a bonus (such as free material). |
</Table>

## Summary 

Telegram channels are a popular source of information for audiences and are used for brand promotion. There are private and public channels, with the type chosen during creation and adjusted according to business goals such as increasing virality, trust, loyalty, and sales. It is important to come up with a clear and engaging channel name, description, and avatar that stands out. Communication with the audience is facilitated through comments and emoji reactions.

Free methods to promote a Telegram channel: attract audiences from other platforms, use email newsletters, arrange collaborations, offer barter placements and cross-promotions, write articles on other blogs, and create unique content and creative stickers. Paid methods include advertising with bloggers, in other channels, through Telegram Ads, media publications, and QR codes on offline platforms.

*
*Meta's product, recognized as an extremist organization in Russia.*

Telegram channels are key for brand promotion. Choose public or private based on goals. Create a standout name, description, and avatar; use comments and emojis for engagement.

promoting-telegram.png

About how to create a telegram channel, configure it, and also how to gain subscribers in tg using free and paid methods.

Telegram Channel: How to Create, Configure & Promote

How to Promote a Telegram Channel in 2024

<Video
url="https://www.youtube.com/embed/o85-BdJ6V9Y?si=ITsycfx7D2wvK22p"
/>

In 2013, Snapchat introduced a new format for publishing content — stories. It was uncertain at the time if this innovation would become popular. However, ten years later, stories remain one of the top marketing tools. Users of Instagram* have appreciated this "quick" content format. Stories were introduced to Instagram* in 2016 and remain relevant to this day.

Users, experts who conduct personal marketing, and brands all share their stories. There are even dedicated people — story makers — responsible for creating stories. According to Instagram* statistics, [**85%**](https://wifitalents.com/statistic/instagram-stories/) of users discover new products and services through stories. Therefore, a company's online marketing strategy must include this direction.

In this article, we will explain what stories are, their types, how they work, and why businesses need them.

## Stories: what they are and why they're needed

**Stories** are short vertical content formats (up to a few seconds) with horizontal scrolling options, published for a limited time (usually 24 hours). Depending on the platform, you can post images, videos, add text, music, links, hashtags, stickers, masks, and even draw. Stories are broadcast only to followers.

There are also dedicated apps for creating stories with extended features, offering a variety of fonts, templates, and other tools. The idea behind stories is to create easy and native content, where perfection isn't mandatory. Aesthetic pictures and videos are more suited for posts that don't disappear from the feed — this is an unspoken rule of social media.

Stories can be found on Instagram*, VK, and other mobile apps, messengers, and even websites. The themes and formats of stories are similar to other publications: from direct advertising, case studies, and tips to polls and reposts of posts and videos.

### Advantages of online stories for business

**Increased engagement.** Stories offer a quick and easy way to consume content, equipped with tools for marketing communication with users. Brands engage their audience through [**storytelling**](https://altcraft.com/blog/let-the-client-feel-like-a-hero-how-storytelling-works) and content that evokes emotions, conduct surveys, collect feedback, and other interactions. Stories on a website also increase the time a user spends on a web page, which positively impacts search engine ranking.

**Conveying information to customers.** Through stories, companies share information about new promotions and products, events, and news. This format does not overwhelm users and, due to the FOMO effect (fear of missing out), encourages them to watch stories repeatedly.

**Brand awareness growth.** Although stories are primarily seen by followers (with no external reach), this type of content also expands the brand's audience. Advertising in stories by bloggers and on other platforms remains a popular promotion tool. Interestingly, the cost of integration into stories is often lower than in posts or video publications.

Social media stories feature tagging tools that users love to use for brands. For instance, when they visit a restaurant and then share about it on their page. Encouraging the audience to create such stories and then reposting their stories increases brand awareness and provides free user-generated content.

**The effect of personalization.** Stories seemingly reduce the distance between the brand and the customer due to their native format. Companies show their internal life and communicate with users in a live format, creating a sense of personal connection. Personalization is a marketing trend that continues to gain momentum.

<Note>
How does personalization work? And why is it needed? Read the article "[**Personalization: What It Is and Why Personalized Marketing Matters**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters)"
</Note>

## Types of stories

Based on goals, there are several types of stories, which align with the types of other social media posts:

- **Informative and educational** — communicate brand news, new products, changes, and product features. 

- **Selling** — lead to conversion: the purchase of a product or service. 

- **Engaging** — motivate the user to interact with the brand's content. 

- **Entertaining** — lift the audience's mood, convey company values through humor, and tell about the product.


Based on formats, the following types of stories are distinguished:

**Images (usually with text).** Several photos can form an entire story or reveal one idea through cards. Sometimes it’s just text on a background without a picture.

**Video stories.** These are short clips (usually 15-30 seconds) that convey an idea on their own (e.g., announce a promotion) or form a sequence of several clips.

**Animated stories.** The functionality of many platforms allows adding moving stickers to images and videos in stories. Animation adds variety to the content.


## Rules for creating effective stories

Stories are more native content compared to other posts, and creating them doesn't take much time. However, to make the format effective, you should follow these rules:

1. **Create a unified style for your stories** that will be associated with your brand: think about colors, fonts, and the style of images. Avoid turning your storytelling into a "mess." 

2. **Keep your stories simple and clear.** Don’t overload them with text and philosophical themes that require thoughtful study of the content. 

3. **Don’t stretch a single thought across too many stories.** Users will get bored and might not finish watching. 

4. **Add variety.** Use different formats, not just one: images, videos, polls, etc. 

5. **Check the story** for spelling errors, design correctness, and afterwards, for the functionality of links and other tools before publishing. 

6. **Motivate users to interact** or take a specific action, rather than waiting for them to take the initiative themselves. 

7. **Create interesting plots** so that the audience watches your stories to the end. Use storytelling tools that engage viewers in the narrative.


## How to promote your products and services through stories

Bloggers particularly excel in selling through stories, using various scenarios for product presentations and calls to action. Brands also adapt their techniques and collaborate with influencers for integrations. There are no strict boundaries here; methods depend on the authors' creativity. However, some popular promotion types exist.

**Advertising.** The most straightforward and direct format where a product or service is sold without any storytelling. These are ad posts adapted for stories, featuring an offer, product benefits, and a CTA. It’s important to approach this creatively to stand out.

**Native advertising.** The product is mentioned in the context of a story where it plays a crucial role (solves a problem) or is casually mentioned. This format is very popular among bloggers for brand promotion. 

**Warm-ups.** A favorite format of bloggers. Unlike native advertising, this strategy is more extended. The product is usually introduced indirectly at first, mentioning it from various angles. For example, the problem is first highlighted. Suppose a blogger wants to lose weight and tries different methods: diet, home workouts, fitness centers, and then finds the right course (or creates their own). Warm-ups can last from several weeks to months, depending on the product.

**Building trust** is not as quick a promotion method as advertising, native integrations, and warm-ups. However, it is the established communication with the audience that turns followers into customers. Broadcasting your values, product advantages, and its worth leads to loyalty and sales.

## Stories on different platforms

### Instagram*

The concept of "stories" became popular thanks to this social network (although it was originally created by Snapchat). Instagram offers a wide range of features in its editor. You can use various fonts, draw, create polls, set timers, ask questions, participate in challenges, add animated stickers, include music, mention other users, use hashtags, and add links to other resources. You can choose to publish your stories for everyone or for a specific list of followers.

<Img
img="/uploads/example_of_instagram_stories_368ce1e533.jpg"
alt="Instagram stories"
src="Example of Instagram stories*"
/>

### VK

VK stories offer background templates, stickers, GIFs, a text editor, drawing tools, and the option to set the availability time for stories: one hour, 12, 24, or 48 hours. Music can be added from the catalog, and there are mentions, polls, and themed hashtags.

### Telegram

Stories on Telegram appeared relatively recently and are available to users and channels (but only if they receive enough boosts) from Telegram Premium subscribers. They can be posted for a duration of six to 48 hours. The built-in editor includes features for adding text, filters, stickers, reactions, drawing, and privacy settings.

 <Img
img="/uploads/example_of_stories_telegram_70a62e42ff.jpg"
alt="Telegram stories"
src="Example of stories in Telegram"
/>

### WhatsApp*

Stories on WhatsApp are called "Status" and disappear after 24 hours. Users can post photos, videos, GIFs, add text, and even voice messages. Reactions to stories are available, as well as the ability to choose the audience who can see them.
 
### Stories on apps and websites

Brands actively use the stories format not only on third-party platforms but also on their own. This way, they announce promotions, talk about products, and deliver useful information to users.

<Img
img="/uploads/news_announcements_via_stories_6324f6a9c3.jpg"
alt="News announcements via stories"
src="The famous news media Der Spiegel gives news announcements via stories"
/>

Also, stories here come personalized. 

<Img
img="/uploads/personalized_stories_79bb14e4fb.jpg"
alt="Example of personalized stories"
src="Personalized stories on apps"
/>

Interactive stories work in the apps. For example, polls are conducted or you are offered to add a product to your cart at once.

<Img
img="/uploads/onboarding_stories_51d8d83b9f.jpg"
alt="Onboarding stories"
/>

In another example, a customer is asked to evaluate his most recent purchase.

<Img
img="/uploads/stories_asking_for_feedback_f7aaedd0e4.jpg"
alt="Stories asking for feedback"
/>

Stories on websites serve the same function as they do on other platforms.

<Img
img="/uploads/stories_in_search_results_4adb2ae707.jpg"
alt="Stories in search results"
/>

## Summary

Stories are a vertical content format that disappears after a few hours or days. Stories in the form of images, videos, and text are supplemented with stickers, animations, links, interactive elements, and other features in platform editors. The functionality across different platforms is similar.

Stories are used in marketing to communicate with customers, increase engagement, enhance brand recognition, and even for personalization. They inform, entertain, sell, and motivate users to interact with the brand. Storytelling, direct and native advertising, and warm-ups work well here.

Today, stories are supported by Instagram* (owned by Meta, banned in Russia), VK, Telegram, and WhatsApp* messengers. Companies also add stories to their websites and apps.

*
*Products of Meta, recognized as an extremist organization in Russia.*

Stories are vital in marketing, boosting engagement, brand awareness & customer interaction. Effective on Instagram, Telegram, and VK with versatile features.

stories-how-to-use-this-tool.png

About what stories are used for in marketing, what types there are and how they are useful for business.

Stories: Advantages, Types & How to Use in Marketing

Stories: How to Use This Tool in Marketing

<Video
url="https://www.youtube.com/embed/a6zMy3wL7ZM?si=h2RdGj6_FIDkiQSY"
/>

Advertising has long penetrated into movies, computer games, and other content, often in a native form, where the product is integrated into the plot instead of being directly advertised with a call to action. Such seemingly casual mentions constitute product placement, which has become a whole industry and entered popular promotion channels. The market for this direction is growing every year: if in 2023 [**the investment amounted**](https://www.statista.com/statistics/915174/product-placement-revenue-worldwide/) to nearly $30 billion, then by 2026 it is forecasted to grow to $41 billion.

Integration of advertising into content is costly, but businesses are willing to pay because this format can increase brand recognition and boost sales. In this article, we'll delve into what product placement is, its types, and the benefits it brings to companies.

## What is product placement and why is it needed


**Product placement** is the most [**native advertising**](https://altcraft.com/glossary/native-advertising-its-pros-and-cons-its-types-and-benefits) of a product or company in content: movies, cartoons, computer games, music videos, and even books. The mention or demonstration of the brand is seamlessly integrated into the narrative and becomes a part of it. This format is not even perceived as advertising, unlike placements on social media, websites, and other resources.

Interestingly, the first product placement appeared in painting. In Eduard Manet's painting "A Bar at the Folies-Bergère" (1882), a bottle of "Bass" ale was placed on the counter alongside other bottles. It featured the recognizable logo of the product produced by a well-known brewery company of that time. It is unknown whether the artist added such an image for payment or simply depicted the spirit of the time.

Product placement is an opportunity to:

- **Expand the audience and increase recognition** because millions of people watch movies, play computer games, which are not always accessible through other channels. 

- **Shape the right image of a product or company.** With skillful product placement, brand products are showcased in a positive context, shaping the desired business associations with the product. For example, a certain brand of sunglasses becomes the attribute of a strong hero who evokes admiration. And negative characters are prohibited from using Apple products on screen. Mercedes-Benz forced filmmakers to blur all their logos in the movie "Slumdog Millionaire." Such brand advertising created negative associations with poverty depicted on screen when cars of this brand drove by. 

- **Boost sales of brand products.** For example, after the release of the "Barbie" movie, purchases of Mattel dolls [**increased by 25%**](https://www.marketingweek.com/mattels-marketing-barbie-uplift/) compared to the previous year. The company prepared for such growth and even released a new collection.

## Types of product placement

Product placement is divided into several types:

<Table>
| **Type** | **Description** |
| ------ | ------ |
| Visual demonstration| The product itself, a logo or other elements that clearly hint at a certain brand appear in the frame. This type is direct product placement, which is often used in movies. |
| Verbal reference| The brand is not shown on the screen, but it is talked about in the context of a conversation. Such product placement in films is prescribed at the script level. For example, the hero of the movie "Call" says in one of the scenes: "Only Megafon has a connection here". And the brand mention can also be textual, when the product placement is embedded in the book. |
|Interaction with the product | The brand's goods are actively used in movies or even become an important part of the story. Such an example is the yellow Chevrolet Camaro car into which the autobot Bumblebee from the movie "Transformers" turns. |
</Table>

Product placement in games, movies, books, music videos uses such formats depending on the story and the wishes of the brands. 
## Advantages and disadvantages of product placement

Native advertising in audiovisual content is a powerful but ambiguous promotional tool with its own set of pros and cons.
### Product placement: advantages 

**Wide audience reach:** Content is consumed by millions of people, giving the brand a higher chance of attracting attention. Moreover, these people come from different parts of the world.

**Subtle product promotion:** Product placement does not include the usual product description and call to action, thus avoiding pressure on the viewer. Instead, it demonstrates the product's capabilities, allowing potential customers to evaluate its features on their own. This format is less likely to be as irritating as traditional advertising.

**Unlimited lifespan:** The content where the advertisement appears is created to last for many years and essentially becomes timeless. We still rewatch old movies and read books written many years ago. Therefore, advertising in such content products becomes infinite in terms of duration.

### Product placement: disadvantages

**Cost of placement:** It is difficult to know exactly how much brands pay for placement in, for example, movies. However, it is known that these amounts are in the millions. The more potentially successful the project, the higher the price for advertising. Only brands with large promotion budgets can afford this.

**Reputational risks:** Native advertising in films is also linked to the personality of the actor interacting with the product. If this person gets into a situation that tarnishes their reputation, it reflects on the brand as well.

**Opaque assessment of advertising results:** If you decide to showcase your product through a frame in a movie, a fragment of a game, or a TV show, you must accept the fact that it is impossible to track the exact effect of such integration. The effectiveness of a product placement campaign is measured by indirect indicators, such as an increase in product sales after the release of a movie featuring the advertisement.

## Examples of product placement in movies

### "Back to the Future"

The film "Back to the Future" is a classic example of product placement and possibly the first thing that comes to mind when talking about advertising in movies. The legendary Nike sneakers from the second part of the trilogy have become iconic.

<Img
img="/uploads/back_to_the_future_cbcf29d2b7.png"
alt="The Nike sneakers in Back to the future"
/>

However, in the first film, the protagonist also wears shoes from this brand. The advertisement appears right in the opening credits. 

<Img
img="/uploads/nike_sneakers_in_back_to_the_future_890967ddb3.png"
alt="The protagonist in Back to the future also wears shoes from Nike"
/>

Additionally, in one of the shots in the second part, one of the characters is dressed in a competing brand, Adidas.

<Img
img="/uploads/adidas_brand_back_to_the_future_9f1c526fc5.png"
alt="The Adidas in Back to the future"
/>

In both films, the characters drink Pepsi with designs from different eras. 

<Gallery>
<GalleryItem
original="/uploads/pepsi_in_back_to_the_future_380036ad66.png"
thumbnail="/uploads/pepsi_in_back_to_the_future_380036ad66.png"
/>
<GalleryItem
original="/uploads/pepsi_in_different_eras_3d970694b3.png"
thumbnail="/uploads/pepsi_in_different_eras_3d970694b3.png"
/>
</Gallery>

A comical scene involves the brand Calvin Klein. Marty McFly's mother from the past thinks that his name is Calvin Klein because she sees the brand name on his underwear and assumes it's his name. 

<Img
img="/uploads/marty_mcfly_underwear_c2da5dc62d.png"
alt="The brand Calvin Klein in Back to the future"
/>

### "Home Alone"

The famous comedy also features quite a bit of advertising. In the first film, the characters only drink Pepsi.

<Gallery>
<GalleryItem
original="/uploads/home_alone_pepsi_ebc16dc331.png"
thumbnail="/uploads/home_alone_pepsi_ebc16dc331.png"
/>
<GalleryItem
original="/uploads/pepsi_in_home_alone_c5ec51c238.png"
thumbnail="/uploads/pepsi_in_home_alone_c5ec51c238.png"
/>
</Gallery>

However, in the second part, "Home Alone 2: Lost in New York," they switch to Coca-Cola.

<Gallery>
<GalleryItem
original="/uploads/home_alone_part_two_coca_cola_957d09e78e.png"
thumbnail="/uploads/home_alone_part_two_coca_cola_957d09e78e.png"
/>
<GalleryItem
original="/uploads/coca_cola_home_alone_lost_in_new_york_cfc605a364.png"
thumbnail="/uploads/coca_cola_home_alone_lost_in_new_york_cfc605a364.png"
/>
</Gallery>

The plot includes advertising for the airline American Airlines.

<Gallery>
<GalleryItem
original="/uploads/airline_american_airlines_49f393a465.png"
thumbnail="/uploads/airline_american_airlines_49f393a465.png"
/>
<GalleryItem
original="/uploads/airplane_in_american_airlines_2b913abe1b.png"
thumbnail="/uploads/airplane_in_american_airlines_2b913abe1b.png"
/>
</Gallery>

Santa Claus gives Kevin Tic Tacs instead of candy, which he has run out of.

<Img
img="/uploads/santa_claus_gives_kevin_tic_tacs_e624f14bfd.png"
alt="Santa Claus gives Kevin tic tacs in Home alone"
/>

In a store, the young protagonist buys Tropicana juice and Tide detergent along with other items. 

<Img
img="/uploads/tropicana_juice_and_tide_2f3bf86329.png"
alt="The young protagonist buys Tropicana juice and Tide"
/>

The burglars track Kevin in a Dodge vehicle.

<Gallery>
<GalleryItem
original="/uploads/burglars_track_kevin_in_a_dodge_vehicle_41cd08f6a4.png"
thumbnail="/uploads/burglars_track_kevin_in_a_dodge_vehicle_41cd08f6a4.png"
/>
<GalleryItem
original="/uploads/burglars_track_home_alone_394c0ef4c8.png"
thumbnail="/uploads/burglars_track_home_alone_394c0ef4c8.png"
/>
</Gallery>

In the second film, some scenes were shot in the legendary Plaza Hotel in New York.

<Img
img="/uploads/plaza_hotel_home_alone_83689c5bf4.png"
alt="The legendary Plaza Hotel in New York"
/>

In one scene, even the hotel's owner, Donald Trump, appears, with Kevin asking him for directions.

<Img
img="/uploads/legendary_plaza_hotel_545b75756e.png"
alt="The hotel's owner, Donald Trump with Kevin in Home Alone"
/>

### "Forrest Gump"

In the story, several well-known magazines are visible multiple times: People, Life, Playboy, and Fortune. Some are read by the characters, and in one, Forrest Gump himself appears on the cover.

<Gallery>
<GalleryItem
original="/uploads/forrest_gump_3c518d3cf1.png"
thumbnail="/uploads/forrest_gump_3c518d3cf1.png"
/>
<GalleryItem
original="/uploads/forrest_gump_playboy_31b08406a5.png"
thumbnail="/uploads/forrest_gump_playboy_31b08406a5.png"
/>
<GalleryItem
original="/uploads/forrest_gump_life_d0656c7679.png"
thumbnail="/uploads/forrest_gump_life_d0656c7679.png"
/>
<GalleryItem
original="/uploads/forrest_gump_fortune_6ec12cef1a.png"
thumbnail="/uploads/forrest_gump_fortune_6ec12cef1a.png"
/>
</Gallery>

The film features advertisements for Dr. Pepper and 7up sodas, as well as Budweiser beer.

<Gallery>
<GalleryItem
original="/uploads/forrest_gump_drpepper_58171388e1.png"
thumbnail="/uploads/forrest_gump_drpepper_58171388e1.png"
/>
<GalleryItem
original="/uploads/forrest_gump_sevenup_366d88e688.png"
thumbnail="/uploads/forrest_gump_sevenup_366d88e688.png"
/>
<GalleryItem
original="/uploads/forrest_gump_beer_404fe12af8.png"
thumbnail="/uploads/forrest_gump_beer_404fe12af8.png"
/>
</Gallery>

Forrest runs in Nike sneakers and gear, seamlessly integrated into the plot. 

<Gallery>
<GalleryItem
original="/uploads/forrest_gump_nike_47c92fac88.png"
thumbnail="/uploads/forrest_gump_nike_47c92fac88.png"
/>
<GalleryItem
original="/uploads/forrest_gump_gear_19e35999ae.png"
thumbnail="/uploads/forrest_gump_gear_19e35999ae.png"
/>
</Gallery>

The character receives a letter from Apple.

<Img
img="/uploads/letter_from_apple_forrest_gump_61ebb6f8df.png"
alt="Letter from Apple as product placement"
/>

### "The Devil Wears Prada"

This film lived up to its name and became a showcase for luxury brands.

In the opening scenes, the fashion magazine editor-in-chief, Miranda Priestly, enters with a Prada handbag. 

<Img
img="/uploads/the_devil_wears_prada_e2e8872346.png"
alt="Prada handbag as product placement"
/>

The mention of this brand also appears on a poster in the office.

<Img
img="/uploads/poster_in_the_office_aded804849.png"
alt="Prada poster as product placement"
/>

Miranda arrives at work in a Mercedes.

<Img
img="/uploads/devil_wears_prada_mercedes_354a988cc1.png"
alt="Mercedes as product placement"
/>

She gets coffee from Starbucks.

<Img
img="/uploads/devil_wears_prada_starbucks_994bd5a945.png"
alt="Coffee from Starbucks as product placement"
/>

In the magazine office, employees use Apple equipment.

<Gallery>
<GalleryItem
original="/uploads/apple_equipment_devil_wears_prada_b4ea584062.png"
thumbnail="/uploads/apple_equipment_devil_wears_prada_b4ea584062.png"
/>
<GalleryItem
original="/uploads/apple_equipment_1d1f52cbc4.png"
thumbnail="/uploads/apple_equipment_1d1f52cbc4.png"
/>
</Gallery>

Of course, in a film about the fashion world, one of the most famous luxury brands appears. Anne Hathaway's character undergoes a transformation and wears Chanel jewelry, while Miranda receives a gift from the fashion house, seen behind her in a bag. 

<Gallery>
<GalleryItem
original="/uploads/shanel_jewelry_devil_weras_prada_f1efd649ad.png"
thumbnail="/uploads/shanel_jewelry_devil_weras_prada_f1efd649ad.png"
/>
<GalleryItem
original="/uploads/devil_wears_prada_chanel_02d2fbf1c0.png"
thumbnail="/uploads/devil_wears_prada_chanel_02d2fbf1c0.png"
/>
</Gallery>


### "Twilight"

In the first part of the saga, vampires drive Volvo and Mercedes cars.

<Gallery>
<GalleryItem
original="/uploads/volvo_twilight_ead623064e.png"
thumbnail="/uploads/volvo_twilight_ead623064e.png"
/>
<GalleryItem
original="/uploads/twilight_mercedes_3d763688f8.png"
thumbnail="/uploads/twilight_mercedes_3d763688f8.png"
/>
</Gallery>

### "Avengers: Endgame"

Only a few brands could afford advertising in the highest-grossing film in the world as of 2019. In one scene, the Citi bank logo appears.

<Img
img="/uploads/citibank_commercial_in_the_movie_avengers_74f8a43454.png"
alt="Citibank commercial in the movie Avengers"
/>

And Robert Downey Jr.'s character drives a stylish Audi.

<Img
img="/uploads/robert_downey_audi_84663266b0.png"
alt="Robert Downey Jr.'s Audi"
/>

### "Transformers"

In the film, the yellow-and-black Chevrolet Camaro becomes a story hero — the Autobot robot Bumblebee.

<Img
img="/uploads/transformers_the_bumblebee_vehicle_9eedcb2a61.png"
alt="Product placement in Transformers, the Bumblebee vehicle"
/>

## Summary

Product placement is the promotion of brands through visual demonstration or mention in audiovisual content such as movies, music videos, games, and more. This type of advertising subtly forms a positive image of the product or company, expands the audience, and works indefinitely. The brand is shown visually, mentioned, or even integrated into the plot so that the characters interact with its products.

Despite its advantages, product placement is expensive, so it is usually used by high-end brands. It's also challenging to track the actual effect and depends on the reputation of the celebrities who advertise the product on screen.

Today, brand integration into multimedia content remains relevant, and investments in this direction continue to grow.

Product placement integrates brands into content, boosting recognition and sales subtly, though it's costly and hard to measure impact.

product-placement-what-it-is.png

About what product placement is, what it is like and what benefits it brings to companies.

Product Placement: Types & Examples of Advertising

What Is Product Placement: Types and Examples of Advertising

<Video
url="https://www.youtube.com/embed/1zLThuVSTF0?si=LwlJNm2-BCq1Omgy"
/>

To attract and engage audiences, marketers employ various tools and formats. It's crucial for companies to stand out amidst competitors in the information flow and draw attention to themselves.

Thanks to marketing technologies, interactivity is now available. One of the real-time ways to conduct marketing communications has become quizzes. It's a simple and understandable format that serves marketing purposes. Advertising campaigns become non-trivial and more effective.

In this article, we'll discuss what quizzes are, how quiz marketing benefits businesses, and how it works.

## What is a quiz in marketing

A quiz in marketing is a promotional tool built on an interactive survey that provides a result at the end. The user answers questions one by one (usually in a multiple-choice test format), and at the end, they receive a description (for example, of their qualities) immediately or after providing an email address.

Quiz marketing works for selling products and services and is also used as a way to research the audience and gather feedback.

## What quizzes are: examples

<Table>
| Type | Description |
| ------ | ------ |
|Test | Needed to find the right product for the customer by identifying preferences through a series of questions. For example, it reveals what kind of dress will suit a girl according to her body type. Or the best model of a sofa for the user's interior is determined. |
| Survey | Used for audience research, gathering feedback or simply to support communication. The motivation for completing the survey is often a bonus at the end. |
| Quiz | A way to entertain and engage through gamification elements. The user answers questions to test their knowledge or to get a prize. Quiz quiz can set a competitive effect. |
</Table>

**Additionally, quizzes are divided into:**

- **Entertainment quizzes:** The goal of such quizzes is to evoke a smile and uplift mood rather than directly sell. These quizzes are created with humor, shared among friends, and their results are shared on social media. For example, after movie premieres, quizzes in the style of "which character from movie N are you?" appear. 

- **Educational quizzes:** These are knowledge checks where users learn new facts. This type of quiz is beneficial for educational platforms. For instance, a foreign language school will likely offer a test to determine the student's proficiency level. 

- **Sales-oriented (marketing) quizzes:** An alternative to traditional online advertising packaged in an engaging format. Instead of directly suggesting, for example, choosing a sofa, a brand may offer a quiz to determine which option best suits the customer.

Each type can be called engaging because the user interacts with the content and explores it.

## Advantages of quizzes

Quizzes are a full-fledged marketing tool that helps:

**Collect leads and expand the company's** [**customer base.**](https://altcraft.com/glossary/everything-about-the-customer-database) Users are more willing to leave their contacts to receive an answer after completing the quiz than just because.

**Present their product or service in a non-standard way.** A well-designed quiz is built around the brand's product, presenting it not directly like in standard advertising but more organically. This format irritates the audience less and also entertains because of its humorous questions.

**Explore potential or existing customers.** Quiz responses not only provide answers to the customer (for example, regarding product selection) but also gather data about the audience's preferences. Based on this information, segmentation is carried out.

**Assist the sales department.** Quiz advertising can perform managerial functions. The customer answers questions that a salesperson would typically ask to identify needs. However, this function is taken over by an online survey. Sales managers then use quiz data in their interactions with customers. [**Personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) is also involved because initial information about the customer is already available.

**Save on customer acquisition.** The cost of a lead generated from a quiz is often lower than from standard advertising. Launching such a format is cheaper than, for example, targeting, and there is also a chance that your quiz or trivia will go viral.

**Engage users with content.** Quizzes and surveys are interactive and unusual types of content that motivate people to stay on the brand's page or in the application longer.

## Where quizzes are placed

Quizzes are considered universal tools because they can be embedded on various platforms.

### Website

The first option is to place the quiz on one of the web pages as a block or a separate window. The second option is to create the quiz in the form of a landing page that collects leads in an interactive format.

### Social Media

Usually, social media platforms are chosen as a way to promote the quiz, which users access via a link to an external resource (website). However, there are options where quizzes are launched within social media platforms through internal applications (e.g., VKontakte).

### Email Campaigns

Email serves as an advertisement for your quiz when users need to navigate to another page via a link or button. But with [**AMP technologies**](https://altcraft.com/blog/amp-emails-what-they-are-their-types-why-required), there is an opportunity to take the quiz directly in the email and receive the results immediately.

<Img
img="/uploads/example_of_a_survey_be5565573c.png"
alt="Example of a survey in an email newsletter"
src="Example of a survey in an email newsletter"
/>

## How to create your own quiz

**1. Set goals.** Determine the marketing objective for which you need a quiz: lead generation, brand or product recognition, gathering information about customers, and so on. It's essential to understand precisely why you're using this format to avoid wasting resources.

**2. Decide on the quiz topic, type, and platform for placement** (see above for more details). The options should align with the goals you've set. It's illogical to create just an entertaining text if you want to quickly acquire new leads because such an option is likely to work for virality.

**3. Create content for each quiz block**, which includes:

- Catchy headline and description. It's crucial to grab the person's attention and appeal to their interests because there won't be a second chance. Don't be afraid to get creative. 

- Questions for the test/survey/quiz. Make them simple, understandable, and not time-consuming for the user. Illustrate them with pictures if appropriate.

<Note>
Important! Don't make the quiz too lengthy for people to complete it.
</Note>

- **Result form.** Plan the content of the response after completing the quiz and the options for obtaining it: immediately on the screen or after the person leaves their email or phone number. To increase the quiz's virality, it's useful to add the option to share the results on their social media page.

**4. Create the quiz in a reliable service.** There are various options available that differ in features and price. For example, Marquiz, Flexbe, Madtest, Envybox, "Konversus," and so on. These services offer sets of templates, interactive elements, design customization, and integration with analytics systems. There are free trial tariffs.

**5. Test the quiz.** Everything should work correctly, and errors in the text are unacceptable. A small technical issue can ruin the impression and make the user abandon the test.

**6. Launch the quiz and analyze the results.** Evaluate the effectiveness of the advertising campaign. For example, the number of leads added to your customer database. It's also useful to assess user actions within the quiz itself: how many people started but didn't finish, how many reached the middle and quit, and how many users successfully completed it. This is important for refining the content and future campaigns.

## Mistakes in creating quizzes

**Too many questions and their complexity.** Your quiz should not tire the user or steal their time. Remember that it's not an exam, so make the questions simple but not primitive.

**Lack of benefit for the individual.** If it's unclear why someone should take the test, they simply won't. It's important to explain in the description what users will gain in the end: new self-knowledge, a beneficial offer, or a bonus from the company.

**Lack of a result.** Even if you're gathering feedback for yourself, provide a symbolic description of the user's status. For example, assign them a level in your company's hierarchy like first, second, and so on.

## Summary

A quiz is an interactive format of tests, surveys, and quizzes that works in marketing to attract new customers, engage users, study the audience, and increase sales. Such formats are placed on the brand's website, a separate landing page, on social media, and offered to subscribers via email. Quizzes can be entertaining, educational, and sales-oriented. Each type addresses different business objectives.

Quiz marketing is a simple way to make content non-trivial. Tests are created in specialized services and added to brand platforms. To create a quiz, you need to set a goal, come up with a catchy headline and description, plan the content (questions and their quantity). Then, check the questionnaire's correctness and launch it for the audience.

Quizzes in marketing engage users, boost sales. They appear on websites, social media, emails. Creation involves goal-setting & content crafting.

quiz-marketing.png

About what a quiz is, how quiz marketing is useful for business and how it works.

Quiz as a Tool in Digital Marketing: Definition & Advantages

Quiz as a Tool in Digital Marketing

<Video
url="https://www.youtube.com/embed/W-CDoWaaXIY?si=p2hGnmZzn8uESU5g"
/>

Data is the fuel for marketing and sales. Every day, [**328 million terabytes of information**](https://explodingtopics.com/blog/data-generated-per-day#:~:text=According%20to%20the%20latest%20estimates,or%200.33%20zettabytes%20every%20day.) are generated. To navigate this vast stream of data and leverage it effectively, businesses require a Customer Data Platform (CDP).

Depending on a company's objectives, scale, and processes, various platforms are implemented: DMP, ESP, CRM, ERP, and CDP. Each of these platforms collects, stores, and organizes data.

In this article, we'll delve into what these abbreviations mean, identifying which among them is an automation system for marketing, where mass mailing services are provided, and why and when these platforms are beneficial for businesses.


## What is DMP

**DMP, or Data Management Platform,** is a system designed for collecting, structuring, and storing user data used in product and service promotion. It's a critical software for marketing.

**The DMP system stores** [**three types of data**](https://altcraft.com/blog/first-second-and-third-party-data):

- First-party data: information gathered directly from users and a company's own resources, such as email, orders, website visits, and more. 

- Second-party data: data on user behavior on partner sources like websites, apps, social media, among others. 

- Third-party data, considered external, is presented by aggregators. These third-party insights contain general audience information encompassing behavior, purchases, preferences, and more.


### When and why to use a DMP


- **Personalization.** Having ample customer data allows tailored presentations of product benefits that matter to each customer. Personalized offers increase advertising effectiveness and the chances of conversion. DMP [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) occurs for segments formed based on gathered information. 

- **Customer data management.** Having a surplus of information doesn't equate to successful marketing. A DMP effectively collects and organizes data to better understand the audience. 

- **Marketing budget optimization.** Proper data management enhances advertising campaigns and helps avoid working with low-yield channels. Essentially, the budget isn't spent blindly. Moreover, the volume of information in a DMP and its analytics capabilities provide insights for omnichannel promotion via marketing tools.


## What is ESP 

**ESP (Email Service Provider)** is a service designed for email marketing and other customer communications. This platform [**automates marketing**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development) by managing the customer database and sending emails.

**The email service supports:**

- templates for emails; 

- sending emails to segments, including testing successful variations; 

- collecting addresses and information about open rates, clicks, [**spam reports**](https://altcraft.com/blog/how-to-send-millions-of-emails-and-avoid-spam-filters), and more.


### When and why to use a ESP


**ESP platforms are user-friendly and serve the following purposes:**

- **Simplify a marketer’s work by automating email campaigns.** Thanks to templates, sending emails becomes quick and doesn’t require specialized skills. Set it up once, then monitor and adjust email campaigns. 

- **Conduct effective marketing communications with customers.** Email service platforms regularly remind customers about the brand, offering new products, promoting deals, and re-engaging inactive users. ESPs also include analytics tools to evaluate the effectiveness of email sequences. 

- **Gather and organize an email database.** ESPs [**integrate with other platforms**](https://altcraft.com/en/features/integration) (e.g., social media) for direct acquisition of addresses from advertising campaigns. The client base is segmented internally. Additionally, email lists can be easily imported from other sources.


## What is CRM


**CRM (Customer Relationship Management)** is a system for managing relationships with users, gathering information at every stage of the customer journey. Based on this data, a customer profile or unified record is created. Essentially, it's [**an omnichannel platform**](https://altcraft.com/en/features/omni-channel-marketing) that stores the history of deals, customer calls, support inquiries, and more. It unifies and closely aligns marketing and sales efforts.

CRM systems in business vary based on the areas they serve: some are marketing-oriented, others handle sales department operations, there are industry-specific ones tailored for particular business sectors. Additionally, there are platforms that combine different functionalities.


### When and why to use a CRM


**CRM is used for:**

- **Tracking customer actions at each stage of** [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel). All interactions are recorded and analyzed, allowing you to identify reasons for successful or unsuccessful paths to conversion. 

- **Automated collection of customer data.** CRM eliminates manual actions and spreadsheets; information typically enters the system through integrations and established automation processes. This speeds up work and reduces the risk of errors and duplicates. Data collection results in personalization. 

- **Efficient customer engagement.** CRM implements marketing and sales automation through reminders based on gathered data. The platform suggests when to call or send an email to engage with customers. This supports continuous communication and prompt issue resolution, crucial for fostering loyalty and increasing sales.


## What is ERP


**ERP (Enterprise Resource Planning)** is a platform that automates internal business processes and consolidates them in one place. It encompasses manufacturing, financial modules, integrates reporting, personnel management data, procurement, supply chains, among others.

An advanced ERP system can even synchronize with external partner networks. Enterprise resource planning is applied across various industries with specialized solutions.


### When and why to use ERP


- **Increase the speed and productivity of operations.** Processes are automated, freeing employees from routine tasks, providing time for strategic issues, reducing overload. 

- **Access real-time information at any given moment.** ERP serves as a system for managing customer data, employees, and departments, allowing quick and easy access to generate the required report rather than gathering information from scattered sources. 

- **Enhance business transparency.** When business processes are displayed in a single system, identifying operational failures and analyzing difficulties becomes easier. It serves as another control tool and enables swift responses to changes.


## What is CDP and what are its advantages over DMP, ESP, CRM, ERP


**CDP (Customer Data Platform)** is a system that gathers data from various channels for organization and unification. The software also creates a unified customer profile that contains contact information and details about their actions and orders.

**CXDP (Customer Experience Data Platform)** is an advanced version of CDP that retrieves information regarding user interactions from external sources. In CXDP, this functionality is implemented in a separate block, planning customer communications based on data.


### When and why to use CDP

[**CDP platform**](https://altcraft.com/en/features/cdp) is a tool to: 

- **Gather all customer data.** Personal information and behavior details across social media, websites, messenger apps, all linked to the CDP, accumulate within the customer profile, creating a comprehensive customer portrait.

<Img
img="/uploads/customer_digital_profile_724970456c.png"
alt="Customer digital profile"
src="Customer digital profile within Altcraft Platform"
/>

- **Manage communication channels in a single real-time window.** Through CDP, automation in internet marketing is achieved, enabling [**omni-channel communication**](https://altcraft.com/en/features/omni-channel-marketing). Email delivery systems, push notifications, SMS, and messaging apps are connected to a single platform, streamlined for marketers.

<Img
img="/uploads/automation_scenario_513dfbfddc.png"
alt="Automation scenario"
src="Automation scenario within Altcraft Platform"
/>

- **Personalize offerings.** Data volume and structuring serve as the foundation for detailed audience segmentation. Automated marketing becomes [**a data-driven approach**](https://altcraft.com/blog/data-driven-marketing): companies know what and when to offer a customer based on their order history, actions, and inquiries.

<Img
img="/uploads/audience_segmentation_91e79d55f0.png"
alt="Audience segmentation"
src="Audience segmentation in Altcraft Platform"
/>

- **Analyze outcomes and build effective marketing strategies.** CDP platforms offer extensive analytical functionalities to understand campaign responses, traffic sources, goal achievements, hindrances, and more, aiding marketers in refining their strategies.

<Img
img="/uploads/channel_report_on_campaigns_2766be3adf.jpg"
alt="Report in Altcraft Platform"
src="Report on Email in Altcraft Platform"
/>

- **Protect customer data.** With increasing system breaches and [**customer data leaks**](https://altcraft.com/blog/how-to-respond-to-data-breaches), ensuring the security of stored data is critical. [**On-Premises CDP platforms**](https://altcraft.com/en) are embedded within the business framework, making it nearly impossible to access confidential information, thus enhancing data security.

 
### Advantages of CDP over other systems


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## Using CDP with the Altcraft Platform


The functionality of the CDP platform within the Altcraft Platform performs marketing and other tasks for companies: accelerating ad campaign launches, increasing sales, transitioning to omnichannel operations, and more. Let's explore some examples of positive impacts after implementing the system.


### Increasing an insurance company's profit

The AlfaStrakhovanie Group [**increased its profit**](https://altcraft.com/blog/alfastrakhovanie-increased-crm-marketing-profit) by 714% over four years thanks to the Altcraft Platform. The marketing automation platform integrated 15 communication channels for the company's CRM marketing initiatives. In the first year, the company's revenue grew by 42%, and by 2022, three years later, it increased by 98%.

CDP enhanced AlfaStrakhovanie Group’s customer communications, addressing challenges in audience retention, boosting engagement and repeat sales, and attracting new users.


### Cuva travel voucher service increased sales by 7%

Cuva, a company selling vouchers for stays in Russian hotels (date undisclosed), chose the Altcraft Platform to address their marketing needs. Through [**automated communication scenarios**](https://altcraft.com/blog/how-cuva-implemented-personalized-marketing-and-achieved-better-sales-results) (welcome emails, upsells, activation, and omnichannel campaigns), integrating Telegram, they managed to personalize offers. In 2022, their sales increased from 8% to 15%. The marketing automation system showed its best results in email campaigns, contributing to 54% of "Black Friday" sales.


### Online cinema accelerated campaign deployment 

The PREMIER service [**integrated the Altcraft Platform's CDP**](https://altcraft.com/blog/case-study-online-cinema-premier) to consolidate communication channels and ensure secure customer data storage. Configuring automated scenarios, broadcasts, trigger campaigns, and personalization increased Open Rates by 1.5 times and Click Rates by 2 times.

Managing all channels became easy and quick: marketers launched campaigns within one hour instead of the previous three-hour timeframe.


## Summary

DMP, ESP, CRM, ERP, and CDP systems play vital roles in managing data and enhancing a company's operations, each with its unique specifics.

DMP gathers first, second, and third-party data to shape marketing propositions. ESP is responsible for compiling databases and conducting email outreach. CRM encompasses the entire customer journey from sales contact to conversion. ERP serves as a tool for managing a company's internal resources.

CDP consolidates, structures, and unifies customer data into a unified profile, managing communication tools with the audience. This platform enhances marketing efficiency, automates processes, and personalizes offerings.

DMP, ESP, CRM, ERP, and CDP systems play vital roles in managing data and enhancing a company's operations, each with its unique specifics.

the-differences-between-cdp-and-others-systems.png

About what CDP, DMP, ESP, CRM, ERP mean and why businesses need these platforms.

Vital Differences Between CDP and DMP, ESP, CRM, ERP

Understanding the Differences Between CDP, DMP, ESP, CRM, ERP

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

bnb-bank-kejs-v-menyu.png

The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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