Why you don’t need your own branded media


Many companies in the Russian market consider it their duty to start a Telegram channel. Some of them go further and launch their own branded media to share expertise, attract customers, or just have fun.

Viktor Chukov, head of the marketing and business development service at the Mikhailov & Partners communications company, believes that not all brand media are necessary and useful. He analyzed in detail why companies should not rush into this matter, even if they really want to.

Why you don’t need your own branded media

Over the past couple of years, Russian companies have pompously announced several dozen brand media. All the projects had cool ideas, large-scale plans, bright starts.

But. How many of them have you heard from since launch? Since recently requests for the creation of brand media have become more frequent again (maybe this is seasonal …), we decided to help the expensive Russian market stop following the rake.

We tell you what you need to understand about brand media before stepping on this narrow path of thin ice.

In the concept of “brand media” the main word is media

No matter how convincing your newly hired PR or marketing director sounds at a brand media presentation, most likely, he understands media in much the same way as the average citizen understands quantum physics.

Quality media is first and foremost specialized edition with experienced journalists headed by the editor-in-chief. You will also need a publisher, producers, proofreaders, analysts, fact checkers, and so on. That is, dozens of people with complex professions, which, most likely, never existed in your company.

They represent a piece resource in vanishingly small quantities that traditional media cannot find, not to mention corporate media.

Journalists are the last century! We’ll handle it ourselves!

Therefore, in general, it is different with brand media. The author of the idea comes and says something like this:

“Here we have the press service / SMMs / marketers / content editors messing around (choose to taste or put your own option). Now we finally get them to work! They will write texts that are useful for customers, which will receive traffic, which we, in turn, will turn into sales. Oh, let’s live!

And the unfortunate communicators are trapped. Like, really, how can you refuse to write texts here, why have we never seen the media, can’t we reproduce it?

Of course they have seen and know very well how to interact with the media. But to drive a car well and to be able to produce a car are two different competenciesisn’t it fair?

Brand media is not the same as a corporate blog

“Nobody needs a press release, let’s make news in the format of long reads and videos!”. Yeah, please this journalist who will copy/paste the speaker’s quotes from your video or complex texture for his text.

The press release will live for a long time, not because PR people are old school, but because it is convenient for their external stakeholders. And longreads and videos are great additional tools to convey your news or thoughts to customers, stakeholders, partners, and so on.

But these tools have nothing to do with brand media, no matter how beautifully they are called in the interests of marketing. These are just varieties of corporate blogging and advertising.

It’s a lot more expensive than it looks

A good way to become a millionaire is to buy a vineyard while being a billionaire. The second good way to turn a billionaire into a millionaire is to buy him media. With brand media – exactly the same story. The annual investment will be at least double digits.

It must also be remembered that brand media has many less ways to monetizethan traditional media. This means that this bold investment is unlikely to ever pay off financially.

Without a doubt, various methods of creative accounting and metrics massage can prove the effectiveness of anything. But honest results should not be expected. At least soon. There are literally dozens of communications and marketing solutions out there with radically higher ROIs.

Brand media success is slow

This is an absolutely strategic initiative, bearing fruit in the long term. Yes, sometimes companies launch so-called pop-up media projects.

The practical benefits of them, as a rule, cannot be explained (awareness has grown, yeah). In fact, the first serious results in brand media appear at best in a year.

Putting together such a project, synchronizing its participants, gaining and developing an audience, and launching a stable mechanism out of all this takes time, even if everything is thoroughly funded.

But after all, “T-J” did it!

Oh yeah! And this is one of the rarest and most brilliant examples of successful brand media not only in Russia, but, without exaggeration, in the world. We take our hats off to the Tinkoff management and the project team, who through years and huge investments create a really high-quality media not only with a stable reputation, but also with a stable audience.

By the way, almost every successful brand media begins not with a desire to improve marketing metrics, but with people’s love for their company and their business.

More examples of outstanding brand media in Russia:


Read on the topic:

Odnoklassniki launched the Content Academy for business

The neural network will write news for the M.Video brand media


What now? To do nothing?

Are you already using increasingly standard communication and marketing tools? Right? Then practice first on brand media in the format of a Telegram channel. It is at least cheaper at the start and the results can be assessed faster and more clearly.

See how you manage to create engaging content, whether a new audience comes to it, whether you influence the information field or at least your industry/product.


See also: Messenger native: how to advertise on Telegram in 2022


If the channel is growing steadily, readers appreciate the content, the industry recognizes your growing influence – forward to a full-fledged branded media! If, after six months, you publish a poll in the spirit of “what would you be interested in reading in our channel?” is the beginning of the end.

Examples of good brand media on Telegram:

Does this mean that there is no need to create brand media in Russia? Of course it doesn’t! But this matter is so responsible and complex that it definitely cannot be approached in the format “Let’s try it!”.

You need to evaluate your strengths, determination and expectations very well. And if all of the above did not alert you and a bold question mark did not materialize over your plan to start brand media, then it is worth attracting specialists with relevant experience in similar communication projects.

Because they will help your brand media not only shine brightly at the launch, but also achieve business goals, at least within one financial year.

Photo: Unsplash

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Source: RB.RU by rb.ru.

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