In Russia social media, in particular instant messengers, have advanced rapidly in recent years. The most popular ones are WhatsApp, Viber, Skype, Telegram. The purpose of this article is to systematize factors of market positioning of social media channels as a digital analytical and planning technology of advertising campaigns. A systematic approach and comparative analysis were used to study this problem. The authors attempted to develop a methodological approach towards analyzing and planning of advertising campaigns in social media based on the analysis of the factors characterizing quantitative parameters of the Internet platform development and its target audience distribution. The proposed approach was tested by the authors for determining the development features of Telegram messenger, analyzing its target audience (users with higher education engaged in science, technique, information technology, etc.) and its promotional product (posts in the form of a native format, etc.). The analysis concluded that Telegram platform is suitable for analyzing and planning of promotion campaigns in any business field.

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