The rules have changed: Instagram reach has dropped, TikTok has become a search engine for the young, and Threads has gathered those tired of pictures. Which of this your business needs — explained without buzzwords.
Where the audience is in Kazakhstan
- Instagram — still the main shop window for purchases: clothing, food, beauty, services. Reels and stories sell, the feed builds trust.
- TikTok — reach and search. Audience 16–35, including the regions. Works for products you can "show": food, goods, education.
- Threads — text and opinions, fast growth in 2025–2026. For expert brands, B2B, personal brands.
- Telegram — channels as a newsletter: loyal customers, promotions, B2B.
- Facebook — ads for 35+, the content itself is hardly read.
What works
1. Short video from the first second
Reels and TikTok are 70% of reach. First second — the hook, 15–30 seconds — the point, subtitles mandatory (people watch without sound).
2. A face for the brand
The owner, the chef, the craftsman — people buy from people. Faceless brands lose 2–3x on engagement.
3. UGC and reviews
Customer content, unboxings, honest reviews. Cheaper than a studio shoot and more convincing.
4. Direct requests via DM and WhatsApp
Content without a call to action is just entertainment. Every third post should lead to an action.
5. Targeting the warm audience
Retargeting those who watched, wrote, visited the site. Cold targeting without an offer is burning budget.
What stopped working
- Buying followers: algorithms cut reach for accounts with a dead audience.
- Giveaways and mass contests: prize hunters come.
- "Good morning" postcard posts.
- The same content on every network.
What SMM costs in Almaty
| Format | What is included | Price per month |
|---|---|---|
| Basic management | Content plan, 12–16 posts and stories, design, copy, replies | from 550,000 ₸ |
| Management + production | + shooting and editing 8–12 Reels | from 800,000 ₸ |
| Full cycle | + targeting, analytics, strategy, TikTok and Threads | from 1,100,000 ₸ |
Ad budget is separate, usually from 200,000 ₸ per month. Details — social media marketing.
What to measure
Not followers. Reach, saves, DM/WhatsApp clicks, leads and their cost. If an agency reports likes, change the agency.
