Snapchat and Telegram offer advertising to young audiences and very active communities, with their own formats and rules. For European advertisers, they are test channels: there is potential, but also less information, specific rules and brand-suitability risks.
The essentials in a definition
Snapchat and Telegram are channels European advertisers can test, but with limited information and rules of their own. Formats, audiences and measurement tools differ from the main channels, and data protection and commercial communication follow the GDPR and the ePrivacy Directive. It pays to read each platform’s ad policies and test with small budgets.
What they offer
Snapchat has a young audience used to vertical video and augmented reality, with formats including story ads and lenses. Telegram has channels and groups with large, dedicated audiences, and advertising in public channels, with format restrictions.
These are environments with cultures different from the better-known networks.
Who they make sense for
Brands with a young audience (fashion, beauty, music, games, apps, entertainment, training), or that want to reach specific communities. In categories with an older audience or complex decisions, return tends to be lower.
Check your audience’s presence and the local rules.
Testing emerging channels with young people and communities
- Confirm the audience is there
- Read policies and context risks
- Test with a small budget and native creatives
- Compare cost per qualified result
Cautions
Read the advertising policies, including restricted categories and requirements for minors. On Telegram, assess the context of channels where ads appear, for the risk of association with unsuitable content. Check measurement and brand-protection options.
Respect the legislation applicable to commercial communications and data.
A new channel deserves budget only after a test that justifies it.
How to test
Choose one channel, one objective and a small budget. Create native, short, vertical creatives. Measure with dedicated pages and parameters. Compare with other channels by cost per qualified result. If it works, scale in steps; if not, learn and move on.
Define the success criterion before starting.
Decision table
| Channel | Typical audience | Caution |
|---|---|---|
| Snapchat | Younger users, vertical format | Rules on minors and content |
| Telegram | Communities and interest channels | Limited ad options and own rules |
| Other emerging channels | Variable | Check availability and measurement |
| All | Specific communities | Message in the channel’s tone |
Common mistakes to avoid
- Copying ads from other channels. Each channel has its own language.
- Ignoring minors. In young audiences, redouble legal care.
- Investing without measurement. Define beforehand what a positive signal would be.
How to measure the result
Define decision criteria beforehand (cost per visit, conversions, quality), compare with main channels and record the decision.
Limits and exceptions
Information on these channels is limited and changes quickly, and some features may not be available in Europe. Audiences are fragmented, attribution is weak and long-term benefits uncertain. Do not depend on a new channel for essential results, and confirm each platform’s conditions and rules before spending.
Illustrative example
Illustrative example: a fashion brand tests short vertical ads for four weeks on a young-audience channel, with 5% of the total budget, and a dedicated page. It defines as success a cost per qualified visit below a limit and measurable sales. The result is mediocre, and the brand decides to keep the channel only for one-off actions.
In practice: checkpoints
Check whether your audience actually uses each platform in your market, review current ad formats, rules and data protection implications, and start with a small, time-limited test. Define success criteria in advance and compare them with other channels. Do not rely on claims about audiences that you cannot verify, and keep the brand away from contexts you cannot control.
Frequently asked questions
Do Snapchat and Telegram suit every brand?
No. They suit young audiences and specific communities better.
Are there brand risks?
Yes, especially in the context of some channels. Assess before advertising.
How much should I invest in the test?
A little, with clear success criteria.
Should I be on every new channel?
No; test those matching your audience and drop those showing no signs.
How do I measure channels with little data?
With dedicated pages and codes, brand searches and defined test periods.
Test emerging channels with a small budget, decision criteria fixed beforehand, dedicated pages and respect for rules on minors and data protection.
Sources and recommended reading
Last editorial review: October 2026. Informational content; always confirm current conditions in the official sources before deciding.