How to add an emoji to an ad in Telegram Ads

Written by.

Darina Shamanskaya

Date published

January 16, 2025

In 2024, the number of Telegram Ads advertisers increased by almost 80%. To make your ads stand out and attract the attention of your audience, you can use emoji. In this article, we'll show you how to add an emoji to your Telegram Ads ad.

Types of emoji for creatives

Telegram Ads allows you to add three types of emoji:

Static: these are regular icons created from images, such as regular emoticons.
Animated: vector animation 2D and 3D in Telegram WEBM format.
Custom: static or animated, which are created by users themselves with the help of special bots.

Where to find emoji in Telegram

Standard static emoji are available in Telegram's common set, and for animated ones you can refer to Telegram WEBM format.

Custom emoji can be created from any image, but the source files must meet certain requirements: PNG or WEBP format, size 100×100 pixels and weight up to 128 Kb. Animated custom emoji are subject to stricter rules, such as an animation rate of 60 frames per minute and a file weight of up to 64 Kb.

How to create custom emoji

To create custom emoji, you can use special Telegram bots that allow you to upload images and turn them into static or animated emoji. For example, the @Stickers bot.

Commands to create:

/newpack if you want to make a static icon pack
/newanimated to create animated emoji
/addsticker - adds images or animations to the package
/editsticker - edits the collection
/delsticker - removes a sticker from the set.

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Commands can be selected from the bot message or from the list on the bottom left.

Don't forget to specify a standard Telegram sticker that is relevant to the one you created.

How to incorporate emoji into creative

Whether you choose a sticker from the standard set or create a custom one, the process is the same. Start by searching for the official @AdsMarkdownBot on Telegram. It converts emoji into code. Click "Start", then follow the bot's instructions and send the ad text.

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It's important to remember: emoji in creative must be in a coded version. Without the code, they will not be displayed in the ad. Once you have the encoded text, copy it completely and paste it into the bot.

What to consider

It is important to comply with Telegram's advertising policy. Moderators may reject ads with emoji if they deem their use too aggressive or inappropriate.

CPM rate increase

Keep in mind that the presence of custom emoji in the ad text increases the CPM rate by 20%. The minimum bid on Telegram Ads is 1.5 euros, but if you use emoji, it will increase to 1.8 euros. Take this into account when planning your ad campaign budget.

Character limit in an ad

The character limit in the ad text is 160 characters with spaces. Each standard emoji takes 2 characters, and a custom emoji code takes 40 characters. Before creating your creative, calculate how many characters your emoji will take to fit within the limit.

Conclusion

Emoji make ads more visible and attractive to users. Custom emoji give creatives a personalized touch, but keep in mind the possible increase in CPM rate and character limit when using them.

Read more: How to promote a chatbot in Telegram Ads

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