B40 and Telegram: The Way of Inclusive Digital Marketing?

We do know Telegram have large number of users in Malaysia, it's goes as the consistently top messaging platforms alongside WhatsApp or Messenger. With today digital world where almost everything we see are flashy ads, influencers and actively changing algorithms, it become way harder to overlook those who doesn't access to the same messaging platform. For this, now the focus goes to B40 segment, which made are the bottom 40% of income earners in Malaysia. Often been overlooked when comes to modern marketing strategies, but it made up of biggest chunk for Telegram users.

Some time ago, as Telegram available for Malaysia, it quickly becoming the most go-to platform for this segment. Comparing with the likes of Meta Ads, the Telegram Ads providing a more local approach (with those local aids messages or easy to manage flat's communities).

Not a Malaysian here, What Are the B40?

B40 segment refers to the earning group segment in the lower 40% of income distribution. While commonly known to offline, digitally excluded or don't even own a piece of technology like mobile phones. While the fact and the truth is, very much different from what being stereotyped.

• Individuals from B40 are actually active on social medias, especially on mobile platforms
• Many relying on prepaid internet or low-data apps, so Telegram, Instagram Lite or Facebook Lite become preferable.
• Often made up of part-time sellers, students or gig workers who most of the time relying on messaging platforms to stay connected.

Due to all this, this segment actually is a massive market that often times overlooked even being one of the the most active digitally.

But Still... Why Telegram?

While it may doesn't seems well polished like Instagram or having own ad manager tools like Meta Ads, it did offers something simple yet powerful, the reach to the audiences. Now what makes Telegram so ideal for B40?

• Low Data Usage
  A messaging platform that able to runs smoothly on low bandwidth or older phone models are always welcoming. Telegram did just that and it able to run so well.
• Community-Based Usage
  Becoming a staple for Malaysian locals to use Telegram for many infos. Such are job updates, government subsidy or aids info, community commerce or religious content.
• No Algorithm Barriers
  Another thing that pretty straightforward and unlike facebook where organic reach will drop due to algorithm barrier. Telegram allows direct channel subscriptions. There's nothing like those fancy "boost" required. Anyone join? They see everything in it.
• Sponsored Messages
  Telegram support sponsored messages inside public channels with 1k+ subscribers. Allowing advertisers to place native-looking ads into active and niche communities.

Yes... But Why Not Meta Ads Instead?

Better to draw a comparison table here for clearer view

Verdict : The differences between the two are very obvious here as both on different approach. Meta Ads win on sophisticated targeting and analytics while Telegram win at direct, cost-effective outreach.

The Problem with Meta Ads for B40

Many digital marketers still rely heavily on Meta Ads when targeting the Malaysian market. But here’s the catch:

• Meta’s algorithms tend to favor engagement over relevance.
• Long stories are data-consuming.
• Many B40 users avoid clicking links that lead to high-data websites or landing pages. Just anything that could eat up datas.

As most of this made the b40 segment to always skip the meta ads all together. That's where Telegram ads chipped it.

Challenges of Telegram Ads

Even though it's almost a perfect choice, it's not entirely perfect too. There's limitations of it as well.

• Platform known for scams and untrusted news.
• No detailed analytics
• Very limited targeting options
• Reach is so dependent on channel-based
• Small ad inventory

So there's that. On top of it being very budget friendly.

The Path Forward with Telegram Ads

Malaysia is a very diverse place (as with income segments & cultural differences). Not everyone's scrolling on a brand new iPhone on their Instagram. Some may just simply settle on Telegram to stay connected. A more "down to earth" way to deliver message as it could keep the message simple, feels more like a normal community updates than hard selling. As truly want inclusive marketing, just get into the what they really are, just set aside anything fancy while goes simply by sending a simple message to the group (or channels).