THE POPULARITY OF THE TELEGRAM APP AMONG YOUNG PEOPLE IN RUSSIA

ABSTRACT

The article explores the reasons for the popularity of the messaging app Telegram among young people in Russia, highlighting its unique features and capabilities. Telegram has become not only a means of communication but also a platform for self-expression, information exchange, and educational initiatives. Young users actively utilize channels, groups, and bots to create content, discuss relevant topics, and interact with their audience. As a result, Telegram occupies leading positions among internet resources, becoming an important tool for social activity and creativity among youth.

Keywords: Telegram, youth, popularity, communication, self-expression, content, social networks.

In the modern world, messaging apps have become an integral part of everyday life, especially among young people. Telegram is a free instant messaging application that allows users to send text messages, photos, videos, and music. This messenger is at the peak of popularity and is constantly evolving [1, p. 61].

In January 2025, the Mediascope agency reported that in December 2024, the messenger ranked third among the most popular internet resources in Russia based on daily reach. On average, 52% of internet users in the country, amounting to 67 million people, used the messenger daily [2]. It was the first to offer users the ability to create bots, channels, and chats. Telegram quickly gained popularity due to its unique features and capabilities.

Telegram was created in 2013 by Russian entrepreneurs Pavel and Nikolai Durov. Pavel Durov, known as the creator of the social network VKontakte, launched Telegram in August 2013 with the aim of providing users with a secure and convenient messaging platform. Since then, Telegram has significantly expanded and become one of the most popular messaging platforms in the world, offering a wide range of features and opportunities for users.

The Ministry of Science and Higher Education of Russia noted that «Telegram» is more popular among young people compared to VKontakte. According to a study conducted as part of a media activity project at universities, Telegram turned out to be the most in-demand resource among young people aged 17 to 35 [3].

Let’s explore why «Telegram» remains a relevant tool for communication and self-expression among young people.

1. Channels: Channels on Telegram are public pages that allow sharing news, useful content, articles, and simply maintaining communication and engagement with the audience. Young people subscribe to many channels that contain entertaining content; however, the app also has various useful educational channels like «Umskul», «School of Thinking», «Namochi Mantu», and «How Does This Translate, Dude?» [4].

Young people also actively manage their own channels on Telegram, using them as a platform for self-expression, information exchange, and audience interaction. Young people choose interesting and relevant topics for their channels, such as fashion, music, travel, cooking, technology, and more. This helps attract a target audience. Channels are often filled with creative content, including photos, videos, memes, and infographics, making the material more appealing and easy to digest. Young people strive to publish content regularly to maintain subscriber interest, which can be daily or weekly activity. Young authors actively engage with their audience by responding to comments and conducting polls, helping to create a community and strengthen connections with subscribers. To increase reach and attract new subscribers, young people use hashtags to make content more visible.

Telegram provides statistics on channels, and young people use this data to analyze the popularity of their posts and understand audience interests. Some young authors collaborate with other channels for mutual promotion and audience growth. Each channel has its unique style and voice, helping it stand out among many others and attract loyal subscribers. Young people use their channels to discuss current events, trends, and news, allowing them to stay informed and engage subscribers in discussions. Some young authors find ways to monetize their channels, such as through advertising or selling goods and services.

2. Internal Chats: To keep messages within a specific circle, there is a function for translating communication and interaction into Telegram chats. Sent messages can be encrypted and deleted after being read. Thanks to chats, young people can discuss important events and news with multiple people at once. Moreover, they can create several chats for different purposes: best friends, relatives, classmates, and many others.

Young people actively use Telegram for internal chats because of its convenient features and capabilities that facilitate communication and interaction. Here are some ways this happens:

• Young people create group chats for communicating with friends, classmates, or colleagues, allowing them to discuss various topics, share news, and organize meetings.
• Students often use Telegram to create chats dedicated to assignments, projects, and exam preparation, enabling them to exchange materials and help each other.
• Internal chats are actively used for planning various events, such as parties, meetings, or outings. Participants can discuss details and share ideas.
• Telegram allows easy sending of photos, videos, and documents. Young people use this to share interesting materials, memes, or study resources.
• The polling feature in Telegram allows young people to quickly gather opinions and preferences from group members, which is useful for decision-making and organizing joint actions.
• Some create channels to disseminate information within the group, such as event announcements, news, or useful resources.
• Internal chats often become a place for joint games and entertainment. Young people can organize quizzes, guessing games, and other activities.
• Chats also serve as a place for emotional support, where friends can share their feelings and receive advice.

3. Music.

Youth actively uses Telegram for listening to music due to its convenient features and capabilities. Here are several ways they do this:

• There are channels in Telegram dedicated to music, where users can find new tracks, albums, and playlists. These channels are often updated and offer a variety of genres.
• There are many bots that allow users to search for and listen to music directly in the app. Users can send a command to the bot to find the desired track or album.
• Youth actively shares music in groups and chats by sending each other links to songs or uploading audio files. This creates opportunities for discussion and sharing musical preferences.
• Many musicians and bands have their own channels on Telegram, where they share new releases, concert announcements, and other information, keeping fans up to date.
• Telegram is also used to listen to music podcasts that discuss various aspects of the music industry, trends, and recommendations.

4. Youth actively uses Telegram for posting "stories" due to its functionality and convenience. Here are several ways this happens:

• Many users create channels or groups where they publish their "stories." This can be personal content or themed stories, such as about travel, hobbies, or events.
• The «Secret Chats» feature. In these chats, youth can share temporary stories with a limited circle of friends. This allows for privacy and sharing moments only with close ones.
• Media files. Users publish photos and videos in story format, sharing moments of their lives, events, or just interesting finds. Telegram makes it easy to upload and share media files.
• Content creation bots. There are bots that help create more interesting and creative "stories." They can add filters, text, and other elements, making the content more appealing.
• Discussing current topics. Youth uses "stories" to share opinions and discuss current events, trends, and news. This allows them to stay informed and exchange views.
• Creative formats. Some users experiment with presentation forms: using collages, animations, and other visual elements to create unique stories.

Thus, several reasons can be highlighted as to why the Telegram app is actively used by young people:

1. Communication. Youth uses Telegram to communicate with friends and family, creating group chats and channels to share news and interests.
2. Information and news. Many young people subscribe to channels to receive current news, trends, and interesting facts in various fields such as fashion, technology, and entertainment.
3. Education. Telegram has become a popular tool for study groups and sharing educational materials. Students create channels for discussing topics, exchanging notes, and preparing for exams.
4. Creativity and self-expression. Youth uses the platform to run their own channels, sharing their hobbies, interests, and creativity, whether it be art, music, or cooking.
5. Bots and services. Young people actively use bots for various tasks, such as planning, reminders, games, and even shopping, making their daily lives more convenient.
6. Social movements. Telegram has become an important platform for organizing and discussing social and political movements, where youth can share opinions and coordinate actions.
7. Anonymity. The ability to communicate without revealing personal information attracts youth, allowing them to freely express their thoughts and ideas.
8. Entertainment. Telegram offers many entertainment channels where young people can find memes, videos, games, and other forms of leisure.

In conclusion, it can be said that Telegram has become not only a communication tool but also a universal platform for information exchange, learning, and self-expression among youth. It is an integral part of young people's daily lives. The internet has become a new friend, and young people feel just as comfortable communicating with this virtual companion as they do with real friends.

References:

1. Avanesyan, N.L. Telegram as an example of a messenger: opportunities and development prospects // Scientific potential of the XXI century / Baspasy «Academy», Scientific Publishing Center «World of Science».  Astana: Baspasy Academy, 2017. pp. 61-65.
2. Telegram audience: who uses the messenger [Electronic resource]. – Access mode: https://www.unisender.com/ru/blog/auditoriya-telegram-kto-polzuetsya-messengerom / (date of access: 03.29.2025)
3. The Ministry of Education and Science named Telegram the most popular platform among young people – RBC. [Electronic resource]. – Access mode: https://www.rbc.ru/technology_and_media/15/08/2023/64db19d89a7947cf83c74dfb (date of request: 03.29.2025)
4. 10 smart Telegram channels for schoolchildren [Electronic resource]. – Access mode: https://umschool.net/journal/life/10-umnyh-telegram-kanalov-dlya-shkolnika / (date of request: 03.29.2025)