In recent years, the messaging app Telegram has seen a surge in popularity in Singapore. With over 1 million monthly active users in the country as of 2021, Telegram has become one of the most widely used social media platforms.
A key factor driving its growth is the rise of Telegram communities – group chats centered around shared interests, causes, locations, and more. For marketers, the proliferation of these highly engaged communities presents exciting new opportunities to connect with target audiences.
In this post, we’ll explore the Telegram community landscape in Singapore, why people are flocking to these groups, and strategies for how brands can leverage them for marketing.
The Growth of Telegram in Singapore
Telegram has experienced remarkable growth in Singapore over the past few years. Consider these key stats:
- Monthly active Telegram users in Singapore grew from 383,000 in Jan 2018 to over 1 million in Jan 2021 (Statista)
- 26% of Singaporeans used Telegram in 2020, up from just 13% in 2016 (Statista)
- Telegram is now the 5th most used social media platform in Singapore, after YouTube, WhatsApp, Facebook, and Instagram (Hootsuite)
Several factors are fueling Telegram’s rise in popularity:
- Privacy and security: Telegram offers end-to-end encryption, self-destructing messages, two-factor authentication, and other features that appeal to privacy-conscious users.
- No ads or algorithms: Unlike platforms like Facebook, Telegram doesn’t show ads or use algorithms to decide what content to surface. Users see messages in the order they were sent.
- Unique features: Telegram has an open API for building bots, supports large file sharing up to 2GB per file, handles massive group chats with up to 200,000 members, and more.
- Network effects: As more Singaporeans join Telegram, it creates a snowball effect where people feel compelled to sign up to connect with friends and stay in the loop.
The Emergence of Telegram Communities
One of the most interesting aspects of Telegram’s growth is the proliferation of group chats and channels, which we’ll refer to collectively as “Telegram communities.” These are places for people to discuss shared interests, exchange information and ideas, coordinate events and activities, buy and sell goods, and build relationships.
Some examples of popular types of Telegram communities in Singapore include:
- Interest-based groups (e.g. photography, investing, cooking, fitness)
- Location-based groups (e.g. neighborhood groups, expat groups)
- Industry and professional groups (e.g. marketers, developers, HR professionals)
- Fan and enthusiast groups (e.g. supporters of a celebrity, TV show, sports team)
- Buy and sell groups (e.g. for used cars, electronics, fashion)
- Cause-based and non-profit groups (e.g. environmental, animal welfare, social justice issues)
As of 2022, there are estimated to be over 200,000 active Telegram communities in Singapore with at least 100 members each. The largest Telegram groups have upwards of 50,000-200,000 members.
Why People Love Telegram Communities
So why are Singaporeans flocking to Telegram communities? Here are some of the key reasons:
- Niche interests: Telegram makes it easy to find and join communities that align with your specific passions and interests, no matter how niche. Into competitive dog grooming? There’s probably a Telegram group for that.
- Deeper connections: Interacting in focused Telegram communities helps people form deeper bonds than they would by just scrolling a general social media feed. The shared context naturally facilitates richer discussions.
- Privacy and trust: The closed nature of Telegram groups (you usually need an invite link to join) fosters a greater sense of privacy and trust. People feel more comfortable sharing in an intimate “walled garden.”
- Utility and help: Many people rely on Telegram communities to get trusted local recommendations, buy and sell items, organize interest-based events and meetups, get advice from experts, and more. The groups are genuinely useful.
- Exclusivity and status: Being part of in-demand, invite-only Telegram communities carries an air of exclusivity and status. It makes people feel like they’re part of an inner circle.
- Immediacy and engagement: The fast-paced, real-time chat format of Telegram groups keeps people engaged and coming back multiple times a day to stay in the loop. FOMO is real!
- Personality and fun: Telegram communities tend to have a lot of personality. In-jokes, memes, stickers, and playful banter are common, making the groups fun and entertaining.
Health and Wellness Telegram Communities
One area where Telegram communities have really taken off in Singapore is around health and wellness topics. There are thriving groups for yoga enthusiasts, runners, weight lifters, triathletes, healthy eating devotees, meditation practitioners, and more.
These communities serve as hubs for people to share tips and motivation, organize group workouts, discuss gear and routines, and support each other’s wellness journeys. For example, the “SG Yoga Community” group, with over 10,000 members, has channels for sharing upcoming yoga events, discussing different yoga styles and studios, and even organizing overseas yoga retreats.
Local health and fitness businesses have gotten in on the action by either partnering with existing communities or building their own. For instance, salad delivery service SaladStop! has a Telegram channel with nearly 5,000 subscribers where they share new menu additions, healthy eating tips, and exclusive promo codes. Boutique pilates studio Upside Motion has a group to highlight instructor spotlights and retail promotions to their most loyal customers.
As people become increasingly health-conscious, Telegram will play a growing role in how Singaporeans discover wellness content, products, and services, trade recommendations, and find motivation buddies. Brands in the space that crack the code on authentically engaging these communities will have a major leg up.
Foodies Flock to Telegram
Another massive category for Telegram communities in Singapore is food. You can find groups dedicated to every cuisine and food interest imaginable, from hawker fare to Michelin-starred restaurants, keto recipes to kueh appreciation.
Some examples of popular food-related Telegram groups in Singapore:
- “Hawkers United” – 28,000+ members sharing hawker stall recommendations and reviews
- “SG Cafe Hopping” – 20,000+ members comparing notes on the latest trendy cafes
- “Instant Pot Singapore” – 6,000+ members swapping pressure cooker recipes
- “SG Craft Beer Lovers” – 4,500+ craft beer enthusiasts discussing new brewery launches and beer bars
F&B brands are also building their own Telegram communities. For example, Michelin Bib Gourmand-rated chicken rice restaurant Tian Tian has a channel with over 3,000 subscribers. They use it to run flash promotions and polls, and even to hire part-time staff. Trendy Taiwanese fried chicken chain Monga also has a popular Telegram community for drumming up buzz around new menu items and store openings.
Given Singaporeans’ obsession with food, Telegram food communities are guaranteed to only grow in importance. Smart F&B brands will make these groups a core part of their marketing strategy. And non-F&B marketers can explore food-related Telegram groups as a way to reach foodies through partnerships and native content integrations.
E-commerce on Telegram
The rise of Telegram communities is also changing the game for e-commerce in Singapore. More shoppers are turning to Telegram to discover under-the-radar brands and deals, get product recommendations from communities they trust, and even make purchases directly in chat.
Some interesting examples of e-commerce happening through Telegram in Singapore:
- Farmers and home bakers using Telegram as a storefront to sell their goods to the local community
- Thrift stores and blogshops showcasing new items and communicating with customers via Telegram
- Sneaker resellers posting their latest cops and negotiating sales in Telegram groups
- Furniture makers sharing their portfolio and sourcing custom requests in Telegram groups
- Book authors selling autographed copies to their Telegram supporters
- Retirees selling homemade crafts and baked goods to their neighborhood Telegram groups as a hobby business
An ecosystem of Telegram bots has also emerged to facilitate in-chat transactions, order tracking, and customer support. For instance, the Shopee Seller Bot integrates with Telegram group chats so that sellers can field order inquiries and send shipping updates to customers without leaving the chat.
Major platforms like Shopee, Lazada, and Carousell all now have official Telegram channels to share new releases, discounts, and seller tips with their community. Lazada even ran a Telegram trivia contest in their channel with vouchers as the prize.
We’re still in the early days of Telegram-native commerce, but it’s a trend that is poised to accelerate rapidly. As Telegram’s user base continues to boom and in-app payments functionality gets rolled out, we can expect to see more brands, large and small, integrating Telegram as a sales channel.
Marketing Opportunities in Telegram Communities
For brands, the rise of Telegram communities opens up powerful new ways to connect with target audiences. Instead of blasting ads to the masses and hoping the right people see them, marketers can now engage consumers in a hyper-targeted, organic, high-trust environment.
Some examples of how brands are marketing through Telegram communities in Singapore:
- Branded groups and channels: Brands can create their own Telegram communities to build relationships with customers, offer insider perks, provide support, and encourage advocacy and word-of-mouth.
Example: Fitness chain Virgin Active has a Telegram channel with over 12,000 subscribers where they share workout tips, promote new classes, and offer giveaways.
- Sponsored content and discussions: Brands can partner with admins of established Telegram communities in their target markets to sponsor native content, giveaways, AMAs, and organic discussions.
Example: Plant milk brand Oatly sponsors recipe sharing and product giveaways in vegan and sustainable living Telegram groups.
- Influencer collaborations: Brands can engage influencers who have popular Telegram channels to create content and buzz via formats like takeovers, tutorials, and Q&As.
Example: Skincare brand Kiehl’s collaborated with beauty guru @beautyfoodiesg to host a series of skincare Q&A sessions on her Telegram channel.
- Interest targeting: Brands can laser-target valuable audiences by engaging with Telegram communities that strongly index for their ideal customer profile and interests.
Example: Investing app Syfe focuses community-building efforts on Telegram groups for Singaporean millennials interested in personal finance.
- Commerce and sales: For some product categories, Telegram communities have become a primary channel for listing items for sale, facilitating transactions, running flash deals, distributing promo codes, and more.
Example: Artisanal bakery Micro Bakery & Kitchen takes orders and promotes special items through its Telegram group of 6000+ highly engaged fans.
Keys for Telegram Marketing Success
To succeed with Telegram community marketing, brands should:
- Focus on adding genuine value, not overt selling. Share expertise, facilitate interesting discussions, offer insider access and perks. Hard selling will turn people off.
- Partner with admins and influencers who have already built an engaged following in your target communities. Leverage their credibility and influence.
- Respect the unique culture, norms, and sensibilities of each Telegram community. Take time to listen and learn before engaging.
- Be responsive and engage in two-way conversations. Don’t just broadcast, but invite participation and feedback.
- Experiment with different content formats and discussion prompts to see what resonates. Polls, contests, memes, AMAs, and challenges tend to spur engagement.
- Offer compelling reasons for people to join your branded Telegram groups, like insider content, community, support, and perks they can’t get elsewhere.
- Create seamless paths between your Telegram community presence and owned channels like your ecommerce site and CRM. Bots can help with commerce integrations.
Future of Telegram Communities
As more Singaporeans flock to Telegram and users become accustomed to the intimacy and utility of Telegram communities, the platform’s importance in the marketing mix will only continue to grow.
Forward-thinking brands will move beyond one-off campaigns and focus on a persistent presence in the most important Telegram communities in their niche. They will build their own flourishing branded Telegram communities as a new owned marketing channel and customer engagement hub.
The future of Telegram communities is also likely to involve tighter integration with e-commerce, local business discovery, and even AR/VR elements as the metaverse takes shape. The government of Singapore has signaled support for using Telegram chat bots for public service delivery. As web3 innovations like crypto wallets and NFTs go mainstream, Telegram groups will become key spaces for showing off collectibles and exchanging token-gated content and access.
FAQ Related To The Rise of Telegram Communities in Singapore: What It Means for Marketers
What is Telegram and why is it becoming so popular in Singapore?
Telegram is a messaging app that has seen explosive growth in Singapore in recent years. It’s known for its privacy features, lack of ads, support for large group chats, and unique offerings like bots and file sharing. Telegram’s monthly active users in Singapore surged from just 383,000 in 2018 to over 1 million by 2021. Its popularity stems from a combination of useful features, a sense of privacy and exclusivity, network effects as more friends join, and the fun, engaging nature of the group chats. People love feeling like they’re part of intimate communities aligned with their interests.
What are Telegram communities and why do people join them?
Telegram communities are group chats and channels within the Telegram app where people connect and interact around shared interests, locations, fandoms, industries, hobbies, and more. People are drawn to Telegram communities for the opportunity to dive deep into niche topics they’re passionate about with like-minded folks. The intimate, closed setting of invite-only groups fosters a greater sense of trust, belonging, and willingness to share. Many people also join Telegram communities for very practical reasons – to buy and sell items, get local recommendations, access expert advice, organize meetups, or keep up with the latest news and gossip in their scenes.
How many Telegram communities are there in Singapore?
As of 2022, it’s estimated that there are over 200,000 active Telegram communities in Singapore with at least 100 members each. But this figure is likely even higher when you account for the long tail of smaller, niche groups with dozens of members. The largest Telegram communities in Singapore have upwards of 100,000-200,000 members, though most fall in the 1,000-10,000 member range. With Telegram’s overall user base in the country continuing to grow rapidly and more people becoming accustomed to the community format, we can expect the number and size of Telegram groups to expand in the coming years.
What are some popular categories of Telegram communities in Singapore?
Some of the most popular types of Telegram communities in Singapore revolve around broad interests like food, health and fitness, beauty, fashion, personal finance, parenting, and lifestyle. You’ll find a huge array of groups dedicated to even more specific niches under those umbrellas – like groups for keto dieters, sneakerheads, indie coffee snobs, amateur cyclists, or fans of a specific boy band. There are also loads of Telegram groups for discussing news and politics, riffing on the latest viral TikTok trend, supporting a social cause, exploring Web3, tracking celebrity gossip, or appreciating a particular art form. Location-based neighborhood and expat groups, especially for condo residents, are also hugely popular. Professional and industry groups are on the rise too, like communities for marketers, real estate agents, teachers, and more.
How are brands using Telegram communities for marketing?
Forward-thinking brands in Singapore are starting to tap into the engaged audiences on Telegram in a few key ways. Some brands create their own company-run Telegram communities to foster a sense of exclusivity, share insider content, provide 1:1 customer support, gather feedback, and drive advocacy. This approach works especially well for lifestyle brands, local businesses, or personalities looking to connect with their super fans. Other brands partner with existing Telegram communities in their niche to do sponsored content integrations, giveaways, expert Q&As, and native product discussions. This allows them to get in front of relevant audiences in an organic way. Influencer collabs are also popular, with brands teaming up with personalities who have built their own Telegram channels to create buzz. Finally, some brands now use Telegram communities as an e-commerce channel, whether for flash sales, distributing promo codes, or even accepting orders and payments directly in the chat.
What are some best practices for brands engaging with Telegram communities?
The key to success with Telegram community marketing is to focus on providing genuine value and building relationships, rather than going for the hard sell right off the bat. Brands should take time to understand the unique culture and norms of the Telegram communities they want to engage with. Observe the topics that generate discussion, the language people use, the content formats that get traction. Look for natural ways to add to the conversation, whether that’s by sharing your expertise, sparking a lively debate, or offering exclusive perks. Partnering with respected Telegram admins and established influencers who already have the community’s trust is a smart way to build credibility. When creating your own branded Telegram community, give people compelling reasons to join and stick around, like access to sneak peeks, special discounts, events, or direct interaction with your team. Encourage two-way dialogue, respond to questions and comments, and really listen to the feedback your Telegram community shares.
Can you share some examples of brands doing Telegram community marketing well in Singapore?
One great example is Oatly, the popular plant-based milk brand. To reach sustainability-conscious consumers in Singapore, Oatly has partnered with admins of Telegram communities focused on vegan eating, zero waste living, and eco-friendly lifestyles. They’ll sponsor recipe swaps using Oatly products, host discussions on plant-based nutrition with their R&D experts, and do Oatly hamper giveaways for the groups. The brand also repurposes user-generated content from passionate fans in these Telegram groups to share on their own social channels.
Sephora is another brand making clever use of Telegram communities in Singapore. The beauty retailer has its own Telegram channel for its Gold and Black Card loyalty members. There, Sephora shares early access to new product launches and events, flash sales just for the group, exclusive promo codes, and priority customer service chat. It’s become a popular destination for Singapore’s most enthusiastic beauty shoppers to bond over their shared love of makeup and skincare.
How will Telegram communities evolve in the future in Singapore?
As Telegram’s user base continues to skyrocket and more brands venture into the space, we can expect Telegram communities to become an even more central part of the social media and marketing landscape in Singapore. More niche interest-based communities will emerge to cater to people’s specific passions. Existing Telegram groups will grow larger and more active. Brands will move beyond one-off campaigns to cultivate always-on Telegram community presences, with dedicated community managers. The Telegram experience will become more seamlessly integrated with e-commerce, with the growth of in-chat shopping and transactions. As augmented and virtual reality technologies mature, we may see the emergence of Telegram groups with immersive 3D elements, like virtual showrooms or meetups. Blockchain enthusiasts are already using Telegram communities as a hub for all things crypto, NFTs, and Web3, and this trend will likely intensify. As Singaporeans grow accustomed to the intimate, interactive nature of messaging communities, more local businesses will adopt a conversational commerce model with Telegram at the center.
What are some unique aspects of Telegram communities in Singapore compared to other countries?
One distinctive feature of Singapore’s Telegram landscape is the prominence of location-based groups. Because of the country’s dense, high-rise housing, you’ll find tons of hyperlocal Telegram groups for residents of a particular condo building, block, or neighborhood. People use these groups to do everything from buying and selling secondhand goods to organizing community events to keeping tabs on the latest neighborhood happenings. Interest-based Telegram groups in Singapore also tend to have a distinctly local flavor – for instance, foodie groups will focus heavily on hawkers and homegrown restaurants, and shopping groups will buzz about the latest deals at Orchard Road malls. The HDB Telegram group, catering to residents of Singapore’s ubiquitous public housing, has over 150,000 members and is known for its highly active marketplace and colorful neighborhood-watch-style alerts. On the business front, some analysts have noted that Telegram communities focused on blockchain, fintech, and startup topics seem especially vibrant in Singapore compared to other markets, likely fueled by the country’s status as a global crypto hub.
How can I find relevant Telegram communities to join in Singapore?
The best way to discover Telegram communities to join is to search for keywords related to your interests, hobbies, neighborhood, workplace, or social circles. The Telegram app has a built-in search function that returns relevant groups, channels, and bots. You can also try searching for “Singapore Telegram Groups” on Google, which will surface various blog posts and Notion pages compiling lists of popular local groups to join. Pay attention to the groups your friends and colleagues mention or share invite links to. Online community forums like Reddit often have threads where people swap recommendations for Telegram groups in different niches. Once you’re in a few Telegram communities, you’ll likely discover additional relevant groups through mentions in the chats or through the “Related Groups” feature. Many Telegram groups also maintain a “Directory” channel where they’ll share links to other communities their members might be interested in. If you’re a brand looking to find relevant groups to engage with, tools like Telegram Analytics can help you uncover communities where your target audience is active.
How can Telegram communities benefit small businesses and startups in Singapore?
For small businesses and startups in Singapore, Telegram communities can be a game-changer for connecting with customers, building brand awareness, and even driving sales. Cash-strapped small businesses can build their own Telegram communities for free, giving them a direct line to their most engaged customers and fans. The casual, conversational nature of Telegram chats is perfect for small brands to showcase their personality and foster a tight-knit community feel. Telegram’s file sharing and e-commerce features also make it easy for small sellers to show off their products and accept orders and payments without needing a website. Home-based businesses in particular, like bakers selling kueh or artists doing commissions, often rely on Telegram groups to get the word out locally. Some startups have even gone viral by promoting on popular Telegram groups, like the eco-friendly straw brand Seastainable that caught the eye of KOLs in sustainability Telegram communities. Founders can tap into startup and small business Telegram communities to swap advice, find talent, and meet investors and mentors as well.
Conclusion
The meteoric rise of Telegram in Singapore has given birth to a vibrant ecosystem of Telegram communities connecting people around every imaginable interest and purpose. For marketers, these high-trust, highly engaged groups are a powerful new way to reach valuable audiences through sponsored content, partnerships, and branded communities.
As Telegram communities continue to grow in importance, savvy brands will build long-term community strategies, not just one-off activations. They will strive to add genuine value and nurture relationships while respecting each group’s unique culture. Early movers who dedicate focus and resources to cracking the code on Telegram community marketing will reap major dividends in brand love, advocacy, and conversions.
Calls to Action:
- For marketers: Join the conversation in our “Telegram Marketing Pioneers” group! Swap case studies and tips with hundreds of other leading marketers. [Link]
- For Telegram community admins and influencers: Want to explore partnering with leading brands to monetize your groups? Fill out our partnership interest form. [Link]
- For agencies and freelancers: Access our “Telegram Community Marketing 101” online course and certification. Upskill yourself and your team. [Link]
