KURSIV Digital Telegram channel about IT in Kazakhstan: reach ×2.5, ERR from 20% to 46%

Starting point

At the start, we analysed the audience, the market and competitors. Based on that, we defined the channel's mission, tone of voice and a system of sections: startups, digital business, artificial intelligence, cybersecurity.

What we learned about the audience

IT professionals in Kazakhstan lacked a local agenda: technology was covered mainly by global and Russian sources, with little about Kazakh teams and startups.

Task

Create a Telegram channel about IT in Kazakhstan: shape a local IT agenda, bring together a community of specialists and reflect Kazakhstan's role in the technological progress of Central Asia.

Solution

1. 01

   Nine content formats, from news and interviews to tool roundups, breakdowns and expert opinions

2. 02

   Interviews with cybersecurity experts, IT entrepreneurs and programmers

3. 03

   Regular news about technology and the IT market

4. 04

   Systematic content output and a promotion strategy

5. 05

   Promotion we developed as the project went on: collaborations and partnerships with other channels, seeding

6. 06

   Expert comments for media and neighbouring channels, bringing their audiences to KURSIV Digital

Result

• Reach growth×2,5
• ERR (was 20%)46%
• Project duration8 months

Channel posts

The @kursiv.digital feed: news, breakdowns, roundups and materials from subscribers.

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What worked

1. A clear system of sections: readers know in advance what they will get from the channel.
2. Interviews with practitioners gave the channel the voice of the community.
3. Inventive promotion: collaborations, partnerships and expert comments brought in audiences from neighbouring communities.

Team

• Nikita KamitdinovEditor-in-chief
• Roman LukyanchikovEditor
• Maria GostevaSeeding
• Ekaterina LoganovaArt director
• Maxim FetisovProducer