We do know Telegram have large number of users in Malaysia, it’s goes as the consistently top messaging platforms alongside WhatsApp or Messenger. With today digital world where almost everything we see are flashy ads, influencers and actively changing algorithms, it become way harder to overlook those who doesn’t access to the same messaging platform. For this, now the focus goes to B40 segment, which made are the bottom 40% of income earners in Malaysia. Often been overlooked when comes to modern marketing strategies, but it made up of biggest chunk for Telegram users.
Some time ago, as Telegram available for Malaysia, it quickly becoming the most go-to platform for this segment. Comparing with the likes of Meta Ads, the Telegram Ads providing a more local approach (with those local aids messages or easy to manage flat’s communities).
B40 segment refers to the earning group segment in the lower 40% of income distribution. While commonly known to offline, digitally excluded or don’t even own a piece of technology like mobile phones. While the fact and the truth is, very much different from what being stereotyped.
Due to all this, this segment actually is a massive market that often times overlooked even being one of the the most active digitally.
While it may doesn’t seems well polished like Instagram or having own ad manager tools like Meta Ads, it did offers something simple yet powerful, the reach to the audiences. Now what makes Telegram so ideal for B40?
Better to draw a comparison table here for clearer view
| FEATURE | META ADS | TELEGRAM ADS |
|---|---|---|
| Reach | Broad, algorithm-based | Niche, interest-based |
| Targeting Tools | Very advanced | Limited |
| Data Consumption | Very high | Very low |
| Cost-Per-Click | Competitive | Lower |
| Device Dependency | Might need higher ends to work well | Work well even on lower ends |
| Trust Factor | Moderate | High as feel native |
Verdict : The differences between the two are very obvious here as both on different approach. Meta Ads win on sophisticated targeting and analytics while Telegram win at direct, cost-effective outreach.
Many digital marketers still rely heavily on Meta Ads when targeting the Malaysian market. But here’s the catch:
As most of this made the b40 segment to always skip the meta ads all together. That’s where Telegram ads chipped it.
Even though it’s almost a perfect choice, it’s not entirely perfect too. There’s limitations of it as well.
So there’s that. On top of it being very budget friendly.
Malaysia is a very diverse place (as with income segments & cultural differences). Not everyone’s scrolling on a brand new iPhone on their Instagram. Some may just simply settle on Telegram to stay connected. A more “down to earth” way to deliver message as it could keep the message simple, feels more like a normal community updates than hard selling. As truly want inclusive marketing, just get into the what they really are, just set aside anything fancy while goes simply by sending a simple message to the group (or channels).