From TikTok to Instagram: How to Promote Your Business Online in Kazakhstan

From TikTok to Instagram: How to Promote Your Business Online in Kazakhstan TikTok, Facebook, Instagram, and Telegram are often seen as platforms for chatting and viewing media. However, they are powerful tools for online business promotion: social networks gather a solvent audience and rely on advertising algorithms that help grow your brand, expand your customer base, and increase sales.

Where should you advertise your business online? How can you do it effectively?

What Social Networks Do Kazakhstanis Use?

According to Brand Analytics, Instagram was the most popular social network in Kazakhstan in 2023: users sent more than 11 million messages in a year, and the number of authors reached 1.05 million. This was a significant rise from 2022, when Instagram ranked third according to Statcounter Global Stats.

Facebook ranked second in 2023 (509,000 authors), followed by Telegram (503,000 authors), YouTube (416,000), and then VKontakte and Odnoklassniki (288,000 and 181,000 respectively).

TikTok and X (formerly Twitter) also continue gaining users in Kazakhstan.

How Social Media Helps Businesses Grow?

Social networks offer unique advantages over other marketing channels:

Targeted audience

Social media algorithms collect user data (age, gender, interests), helping you identify and reach your target audience.

• TikTok is dominated by users under 25 — ideal for promoting cosmetics, electronics, lifestyle products, and fashion.

• Instagram has a strong female presence.

• Facebook targets an older demographic with a balanced gender ratio.

Built-in tools for business growth

You can run ads, track analytics, measure campaign performance, generate leads via forms, and create business communities.

You can also automate tasks via chatbots that simulate live communication. They provide 24/7 customer service and handle multiple chats simultaneously — great for recommending products, courses, or collecting customer feedback.

Free business accounts

Create a company profile or blog for free. You can gather a niche community (e.g., travel blogs attract tourists who may also buy gear and services).

The lack of upfront investment is especially useful for small or new businesses.

Let’s explore how to market your products and services through Instagram, Facebook, TikTok, and Telegram.

How to Advertise on Instagram?

Instagram started as a photo-sharing app but evolved to include:

• Reels (up to 1 minute)

• Stories (15 seconds)

• IGTV (up to 60 minutes)

Tips for promoting on Instagram:

• Post Stories regularly. Important ones can be saved in Highlights — those circles under the profile bio. Save price lists, payment info, delivery terms, or testimonials there.

• Use carousel posts for multiple images/videos of a single product to boost engagement.

• Add hashtags to help users discover your content. Use local, branded, industry-specific, community, or descriptive hashtags.

• Set up chatbots to automatically reply to messages and assist with sales or FAQs.

• Use business analytics tools to track the best-performing content and adjust your campaigns accordingly.

• Host contests, giveaways, or challenges to increase visibility. Clearly list the rules, prize, and selection method — via a random generator or based on engagement.

Instagram is often used as a marketplace to sell physical and digital goods: beauty products, fashion, home decor, checklists, e-books, and webinars.

How to Promote on Facebook?

The largest age group on Facebook is 35–44 (about 38%). It’s ideal for promoting mid-range products such as books, handmade crafts, niche perfumes, design services, photography courses, and auto accessories.

Ways to sell on Facebook:

• Through the Marketplace
• Via company pages
• In groups

Tips:

• Offer detailed product descriptions with pricing and multiple photos
• Include ordering instructions and direct links to your online store
• Avoid Facebook's restricted content: you can't sell services, animals (even for free), medical products, or use “before and after” images

Facebook offers tools like polls, audience targeting, and lead forms.

How to Advertise on TikTok?

TikTok’s core audience is young — ideal for promoting:

• Fashion brands
• New tech and cosmetics
• Trendy restaurants and cafes
• Fitness centers
• Travel agencies

Tips for TikTok marketing:

• Create original content. Gen Z and millennials need something fresh. Use humor, trends, music, and visual effects.
• Follow trends. TikTok thrives on viral challenges and remixes. You can start your own hashtag challenge.
• Collaborate with creators to expand reach and build trust.
• Explore ad formats like Top View (first video shown when app opens) and Branded Effects (e.g., 3D previews or virtual try-ons).

How to Use Telegram for Business

Telegram is more than a messenger — it’s a powerful content and community platform. However, promotion here is different, since the recommendation algorithm (via the "Similar Channels" feed) is still limited and only useful once your subscriber base grows.

How to grow a Telegram channel:

• Cross-promote on other platforms. Share your channel link across social media.

• Submit to Telegram directories — online catalogues that list channels by topic.

• Create branded sticker packs. Stickers are unique to Telegram and can increase engagement and brand visibility.

• Use Telegram Ads. These appear at the bottom of other channels and can be targeted by interests and geography.

You can focus on just one social media platform, but the best strategy is a combination tailored to your audience. Understand each platform’s demographics and format — that’s the key to increasing brand visibility, attracting loyal customers, and boosting sales.

This article has been translated from its original language using neural network-based translation technology.