TELEGRAM MINI APPSMARKET, PRODUCT, AND MARKETING RESEARCH

Previously, we explored the market for Telegram clickers and tap apps.  Since 2023, the TMA app niche has become more diverse. This article presents the findings of our research on the Telegram Mini-App market, analyzing its current state from both a product and marketing perspective. Like the crypto market, this space is highly dynamic and evolves rapidly. New apps continue to emerge, users are becoming more selective, and trending topics shape audience sentiment.

For this full study, we’ve gathered and analyzed data on all indexable applications and conducted in-depth interviews with experts and top TMA bloggers.

In the full version, you'll learn about the key criteria for a strong product and effective TMA promotion models.

Fill out the registration form to get the full version for free!

For users from some countries, access to the full version of the study may be restricted. To get full access, please use a VPN or fill out the contact form.

Below are some key findings from the full study.

KEY MARKET TRENDS

• Market stabilization: After a period of exponential growth, the market is stabilizing. Out of 525 million indexed users, only about 60 million are active.
• User churn: The average monthly churn rate is -4%. Large projects are losing users, while smaller new ones are growing.
• Market structure: 83% of all apps are games. The top 12% of applications account for 85% of total traffic.
• TON ecosystem dominance: 90% of all apps use TON for monetization.

PRODUCT DEVELOPMENT CHECKLIST

• Create a unique experience: Stand out with original design and functionality. Simply copying popular solutions without innovation no longer works.
• Build a strong brand: Every feature should complement others, forming a cohesive system with clear value for users.
• Think long-term: Design a product that remains engaging even after a potential airdrop.
• Balance the economy: Plan reward strategies, staking mechanics, and token price stabilization.
• Continuously improve: Add new features, personalize content, and expand the lore based on user feedback.

EFFECTIVE MARKETING

Influencer marketing is the key tool

• Choose relevant bloggers: There are around 1.5 million relevant blogs reaching about 500 million users. Just 4% of all channels account for 61% of total subscribers.
• Clearly define campaign goals and select the right models:
  • Ambassador programs to build trust and brand loyalty through opinion leaders.
  • Affiliate programs to drive mass traffic via influencers and marketers.
  • Referral programs for viral growth through user communities.
  • Partnerships & collaborations to expand audiences via relevant products.
  • External & media promotion to boost brand awareness.
• Serial posts are more effective than one-offs: Build storytelling through a series of smaller posts rather than a single large one.
• Adapt content: Align with the influencer’s style for more organic placement.
• Most effective formats:
  • In Telegram: Posts with open comments and visuals.
  • For games: Videos and livestreams.
  • Best channel combination: YouTube + Telegram.

HIGH-POTENTIAL NICHES

1. Original, creator-driven projects with a unique user experience.
2. Small niche apps (up to 10K users)—the fastest-growing segment.
3. Productivity apps—leading among utility solutions (10% of the market).
4. Projects with strong communities—better equipped to retain users and counter overall churn.

Fill out the registration form to get the full version for free!

Our Experts

We express our gratitude to the experts in TMA marketing and promotion who participated in the series of interviews about the TMA market.

The market still hasn’t found sustainable niches or formats, but they must exist. Complex apps inside Telegram are not yet in demand, while simple, retention-focused apps haven’t achieved mass adoption.

Ales Kovalevich, Founder of BDC Consulting, a Web3 consulting agency 

TMA audiences are diverse. Any project will find its own audience.

Alexey, Influencer & Author of Лёха в Short’ах Long’ует channel

The quality audience in Telegram comes from YouTube. The best combination is YouTube + Telegram.

Alex MVP, Advisor, Marketing Manager, & Author of AlexMVP channel

The series of posts is the best option for long-term promotion.

Alexander Alekseenko, Co-founder of Profsouz & Author of Сryptolamernews channel

In the Web3 world, many clients have inflated expectations. Traffic is costly, and investments do not pay off immediately. Clients are often unwilling to wait and develop a multifaceted marketing approach using different channels. However, this very approach can lead to success.

Andrey Shakkar, Advisor, Organizer of Ad Campaigns on Social Media & Author of TON King | Дневник криптоэнтузиаста channel

Don’t hesitate to invest time in attracting ambassadors as an audience, because bloggers will become the first users. As a builder, I would make users with blogs the core audience of my app. That’s the ideal audience

Vasily Zorin, Co-founder of Profzous & Author of Boss Telegram channel