Development Trends of Regional Telegram Channels: Specifics of Audience Engagement

The aim of the article is to study the dynamics of regional Telegram channels development in the period of media system transformation in 2022-2024. The authors argue that the blocking of a number of social networks and the transition of the audience to other digital platforms caused a powerful influx of Telegram messenger audience. A comparative study of the development of 52 regional Telegram channels in Russia and Belarus allowed us to periodize the changes in the regional media space and draw conclusions about the reasons for the changes. Our research shows that many regional Telegram channels are in search of new communication strategies to work with their audiences. It was found that Telegram should serve not only as a one-way information channel, but also as a platform for creating engaging content. We argue that official media often cede leadership to Telegram channels with user-generated content built around publicizing the region’s trouble spots. The results confirm that the ongoing changes are quite dynamic and are rapidly reshaping the structure of the media market in the regions.