How to make a post that brings people

A good ad post solves one task: within a couple of seconds a person understands the offer and taps the button. Here is what helps.

The first line decides everything

• Benefit first. The first 5–7 words are visible in the notification and the chat preview — start with what the person gets, not with your project's name.
• One idea. “500 ₽ bonus for new players until Sunday” works better than “The best project with great terms”.
• No caps lock or a dozen emoji — such posts look like spam and convert worse.

Text

• Short. For broadcasts 300–600 characters is usually enough: 2–4 short paragraphs. Reply Ads are limited to 160 characters, so keep only the benefit and the call to action.
• Specific. Numbers, deadlines, price, bonus. “30% off until Friday” beats “big discounts”.
• The audience's language. Write in the language and tone of the people you target. Choose the matching geo, language, and topics in the order.
• Address by name. In Reply Ads you can insert the recipient's name with {{fullname}} — the ad feels personal.
• No deception. Clickbait lowers trust, converts worse, and may fail moderation.

Media

• A bright image or GIF that makes sense without the post text.
• Large text on the image — no more than 5–6 words.
• One media item per post: a photo or a GIF.
• Custom emoji and effects are not shown in every bot — the post must work without them.

Button

• One main button with a verb: “Subscribe”, “Get the bonus”, “Open the bot”. No more than 2–3 buttons.
• The link leads straight to the goal — a channel, a bot, or the right page, with no extra steps.
• Color highlights the main button: for example, green for the main action.

Audience

• Not sure which bots fit — use SMART: it sends most of the volume to bots with a matching topic.
• Don't overload the order with filters: each filter shrinks the available audience and adds to the price.
• For broadcasts, pick slots when your audience is active.

Test

1. Make 2–3 versions of the post: different first line, image, or button.
2. Run each as a small order to the same audience.
3. Enable click tracking, or there will be nothing to compare.
4. Compare CTR and cost per click in analytics and scale the best version.

Common mistakes

• The project name instead of the benefit in the first line.
• A long wall of text without paragraphs.
• Three identical buttons with no clear choice.
• The link leads to the website's home page instead of the offer.
• A casino or 18+ post without the matching mark — such a post will be rejected.