The main mistake of sponsored posts: counting by subscribers
The price of a channel is almost always justified by the number of subscribers. But advertising is shown not to subscribers, but to those who opened the post. By the channel for fifty thousand, the coverage of a publication can be either eight thousand or twenty - the difference is The cost of contact turns out to be double at the same price.
Therefore, in the template, the “Post Reach” column is next to “Subscribers”, and CPM is considered a formula based on coverage. After filling out twenty lines, the order channels in terms of profitability usually turns out to be completely different from what it looked like price list
what's inside
- Plan. Twenty lines for channels, CPM, conversion forecast and subscriber price on formulas.
- Checking the channel. Eight points before payment, each there is a red flag.
- Fact. What we got after the release: coverage, conversions, subscriptions, actual price.
- Results. Wave summary with a column of findings to the next one.
about the forecast in the file
Forecast columns are built on two coefficients: conversion from viewing post to transition and conversion of transition to subscription. They are indicated in the file conservatively and placed in separate cells at the bottom of the sheet so that they are visible.
This is an estimate for comparing channels with each other, and not a promise of results. After the first wave, the odds are replaced with their own - those that were obtained according to "Fact" sheet - and from the second wave the forecast becomes meaningful.
lies nearby
Methodology and error analysis - article about media plan for sponsored posts. Advertising account instead of direct purchase - instructions for Telegram Ads. If sponsored posts are part of the annual budget, they appear as a line in annual media plan.
Frequently asked questions
- How to calculate CPM for sponsored placements in Telegram?
- We divide the placement price by the coverage of one post and multiply by a thousand. The key here is to take exactly the coverage of a post from channel statistics, and not the number of subscribers: the difference between them is often twofold, and calculations based on subscribers systematically underestimate the real cost of a contact.
- What to watch in a channel before buying advertising?
- Post coverage over the last 30 days, subscriber growth graph, reactions and comments on the last twenty posts, number of advertising publications in a row. A sharp step in the growth graph means the purchase of bots, and views without a single reaction means that the audience is not alive.
- How to calculate the subscriber price from sponsored placements?
- The placement price is divided by the number of subscribers who came. The template has a predictive version of this calculation: reach is multiplied by conversion to conversion and then conversion to subscription. The coefficients in the file are set conservatively and are corrected to suit their statistics after the first wave.
- How are sponsored placements different from Telegram Ads?
- Telegram Ads is an advertising account with an auction and its own moderation rules. Seeding is a direct purchase of a post from the channel owner. Sowing has higher audience trust and there are no format restrictions, but there is also no precise targeting: you buy the entire channel, no matter what it is.
- Who is responsible for advertising labeling and erid?
- This is discussed before payment and recorded in writing. The item is on the template’s checklist precisely because it is remembered at the last moment, when the post has already been agreed upon. If neither party is ready to take over the marking, it is better not to place it.