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Telegram Collective

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Telegram Collective is a Singapore-based digital advertising network and a subsidiary of the TSL Media Group, specializing in leveraging Telegram's messaging platform for targeted marketing campaigns. It operates Singapore's largest network of Telegram channels, engaging over 500,000 subscribers across interest verticals such as food, travel, budget shopping, parenting, gaming, etc.[1]

Telegram Collective company logo. Photo from Telegram Collective.

Background and origins

Telegram Collective was launched in March 2019 as part of TSL Media Group's expansion into messaging-based community engagement. It focuses on connecting brands with highly engaged audiences through curated Telegram channels, offering advertising solutions that emphasize immediacy, niche targeting, and high open rates.[1][2]

Services and business model

Targeting

The network spans 80+ Telegram channels categorized by interests such as food, travel, budget shopping, parenting, gaming, and technology.[1][3] Examples include:

  • SG Food Deals: 33,000+ subscribers for food promotions[3]
  • SG Weekend Plans: Event listings and weekend activity ideas[3]
  • SG Tech & Games: Tech and gaming gadget promotions[3]
  • Brands can target specific demographics (e.g., students, parents, fitness enthusiasts) with tailored content)[2]

Advertising Model

  • High Engagement: Telegram channels achieve open rates of 97.5%, outperforming traditional social media algorithms.[1][2]
  • No Algorithmic Interference: Content is delivered directly to subscribers without algorithmic filtering.[2]
  • Campaign Types: Includes sponsored posts, promo codes, and real-time deal announcements.[3]

Analytics and Reporting

  • Provides real-time performance reports with metrics on reach, engagement, and conversion.[2]
  • Offers cross-platform amplification via Instagram and WhatsApp for extended reach.[2]

Parent company and sister brands

Telegram Collective is a sister brand of TheSmartLocal (TSL), founded by Bryan Choo in 2013.[4] Other TSL subsidiaries include:

  • TheSmartLocal (lifestyle and travel)
  • Eatbook.sg (food and dining)
  • MustShareNews (digital news)
  • ZULA (women's lifestyle)
  • Wiki.sg
 
Photo from Telegram Collective.

Notable campaigns

  • Food and Beverage: Promotions for 1-for-1 deals and limited-time discounts.[3]
  • Travel: Airline and accommodation deals via SG Travel Promos.[3]
  • Tech and Gaming: Launch announcements and promo codes for electronics.[3]

References/Citations

  1. ↑ 1.0 1.1 1.2 1.3 "Singapore's Largest Telegram Network." Telegramco.sg. n.d. Accessed 12 September 2025.
  2. ↑ 2.0 2.1 2.2 2.3 2.4 2.5 "About Us" Telegramco.sg. n.d. Accessed 12 September 2025.
  3. ↑ 3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7 "Telegram Collective: 8 Essential Telegram Channels and Groups Every Singaporean Must Join" Guidesify.com. n.d. Accessed 12 September 2025.
  4. ↑ "TheSmartLocal (TSL) Media Group" Wiki.sg. n.d. Accessed 12 September 2025.
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