Social media in Kazakhstan and Uzbekistan: comparative analysis
Instagram, TikTok or Telegram — which to choose for promotion? We publish data on reach, engagement and conversion for each platform in the region.
Kazakhstan and Uzbekistan are similar in structure but different in market dynamics. Comparative analysis shows: content consumption patterns and platform effectiveness differ noticeably by country.
In Kazakhstan, Instagram dominates (reaching 62% of internet users), with average engagement 15% higher than the CIS average. TikTok is growing rapidly, especially in the 16–24 segment. Telegram is used primarily for news and professional communication.
In Uzbekistan, the picture is different: Instagram also leads, but Telegram plays a more significant role — it concentrates the largest news channels with audiences of 500,000+ subscribers. TikTok is showing explosive growth.
