bailanys, our own Telegram media about telecom: 2,700 subscribers in the first six months

Starting point

Decisions in the industry are made behind closed doors, news comes out sporadically, and discussions often come down to rumours.

What we learned about the audience

Kazakhstan's telecom had no place where professionals could get industry knowledge and openly discuss the market. News came out sporadically, and discussions happened behind closed doors.

Task

Create a platform where professionals, regulators and users can talk openly about the telecom market and how it is changing.

Solution

1. 01

   bailanys, an independent Telegram media and the first public platform where telecom is discussed through stories, not just numbers

2. 02

   Formats: analytical posts, interviews, live discussions in the comments

3. 03

   Content strategy, editorial policy and visual style focused on B2B and B2G audiences

4. 04

   Promotion: we tested every method available in Telegram: Telegram Ads, seeding, collaborations

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Result

• Subscribers in the first six months2 700
• Read posts regularly3 000+
• ERR / ER~22% / 4%
• Average post reach85%

Channel posts

Plain explanations of what mobile users need to know: technology, tariffs, coverage and operator services.

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What worked

1. We assembled an expert editorial team of people who had worked at Kazakh telecom companies themselves and understand what they write about.
2. This content attracted industry professionals: top managers of Kazakh telecom know the channel and read it.
3. The audience is very narrow, but that is exactly who we wanted to reach, and we did.

Awards

• Tagline Awards 2025, bronze: “Best International Social Media”
• Tagline Awards 2025, bronze: “Best Social Media of a Telecom / IT / Internet Company”
• Aq Mergen 2026, shortlist: “Digital: Digital Communications and Influencer Marketing”

Team

• Roman LukyanchikovEditor
• Beksultan KulmagambetovAuthor
• Ekaterina LoganovaArt director
• Alexey MutasovPaid promotion lead
• Maria GostevaSeeding
• Ainur NaurbekovaProject producer