Comparative Analysis of Business Models of Financial Telegram Channels

The research is devoted to the business models of financial Telegram channels in Russia, which make profit from their activities. The concept of business model in this paper is considered in 3 main aspects: content, promotion and revenue generation. The objectives of the work - to identify the features and patterns of the concept of monetized financial Telegram channel, to determine the specifics of the content of such projects, to analyze the possibilities of interaction with the audience, to identify and systematize the most effective free methods of promotion of channels about finance, to identify and systematize the most effective paid methods of promotion of channels about finance. Also in the work are identified indicators, which can be used to assess the success of channel promotion and determine what should be the values of these indicators. As part of the tasks, the characteristic features of monetization of successful Telegram channels through the placement of advertisements and with the help of other monetization models are determined. In-depth interviews with 11 experts - owners, authors and top managers of successful financial Telegram projects - became one of the basic methods of scientific research. This provided an opportunity to draw unique conclusions based on real market information; previously there were no such publications in the scientific and industrial field. The conclusions obtained in the first three chapters are applied in the fourth chapter to analyze the business models of two channels - "Svinkini financi" and "Digest". The main result is that conclusions are obtained about what components should be in the business model of a monetized Telegram channel about finance. Thus, content marketing is the leading free promotion method, and the paper lists the most effective channels for it. Paid promotion is mainly based on the purchase of advertising in other messenger channels. The main way of monetization of financial Telegram channels remains the sale of advertising, at the same time, the owners use their projects to sell their own goods and services. Translated with DeepL.com (free version)