Recent data from Meta’s tools reveal a sharp increase in Facebook’s potential advertising reach within Kazakhstan. From January 2023 to January 2024, the platform’s ad reach grew by 400,000, marking an 18.2% growth. Further analysis of the same data from October 2023 to January 2024 indicates an additional increase of 100,000 users, a rise of 4%.
As of the start of 2024, Facebook’s ad reach accounted for 13.2% of Kazakhstan’s total population. However, considering Meta’s age restrictions (users aged 13 and above), 17.8% of the eligible audience in Kazakhstan engages with the platform. Furthermore, Facebook’s ad reach in Kazakhstan represented 14.3% of the local internet user base.
Among Facebook’s ad audience in Kazakhstan, 52% were female, while 48% were male. Meta’s advertising resources provide gender data only for users categorized as “female” and “male.”
Instagram boasted 12.1 mn users in Kazakhstan, as per Meta’s advertising tools. This figure represented 61.4% of the total population. Similar to Facebook, Instagram’s age-restricted usage showed that 82.9% of the eligible audience in Kazakhstan engaged with the platform.
Over the period from January 2023 to January 2024, Instagram’s ad reach in Kazakhstan expanded by 1.7 mn users, marking a 15.8% increase. Quarterly data from October 2023 to January 2024 indicated a rise of 250,000 users, reflecting a 2.1% growth.
According to ByteDance’s advertising resources, TikTok boasted 14.1 mn users aged 18 and above in early 2024. Notably, TikTok’s ad reach reached 109% of all adults aged 18 and above, indicating significant engagement. Additionally, TikTok’s ad reach in Kazakhstan accounted for 77.5% of the local internet user base.
In terms of gender distribution, 51.1% of TikTok’s ad audience in Kazakhstan were female, while 48.9% were male. Similar to Meta’s advertising resources, ByteDance provides gender data for users categorized as “female” and “male.”
Between the beginning of 2023 and early 2024, TikTok witnessed a remarkable increase of 3.7 mn users, marking a notable 35.4% growth. Further analysis between October 2023 and January 2024 revealed an additional rise of 1.3 mn users, reflecting a 10.5% increase.
While these figures shed light on advertising reach, it is essential to note that they may not align precisely with the platform’s overall user base. Since TikTok’s ad tools only provide data for users aged 18 and above, trends in ad reach figures may not entirely mirror changes in the platform’s total user demographic.
According to Meta’s advertising resources, Facebook Messenger ads reached 486,800 users in Kazakhstan in early 2024. This figure equated to 2.5% of the total population. Considering Meta’s age restrictions, 3.3% of the eligible audience in Kazakhstan engaged with Facebook Messenger. Additionally, Facebook Messenger’s ad reach represented 2.7% of the local internet user base.
In early 2024, LinkedIn boasted 1.4 mn members in Kazakhstan, as per LinkedIn’s advertising resources. LinkedIn’s ad reach in Kazakhstan accounted for 7.1% of the total population and 7.7% of the local internet user base.
Snap’s advertising resources revealed that Snapchat had 1.07 mn users in Kazakhstan in early 2024. This figure represented 5.4% of the total population. Considering Snap’s age restrictions, 7.3% of the eligible audience in Kazakhstan used Snapchat. Additionally, Snapchat’s ad reach accounted for 5.9% of the local internet user base.
In early 2024, X’s advertising resources reported a user base of 320,300 in Kazakhstan. This figure represents 1.6% of the total population. X only permits individuals aged 13 and above to use its platform, suggesting that 2.2% of the eligible audience in Kazakhstan were X users in 2024.
According to the company’s data, 38.6% of X’s ad audience in Kazakhstan was female, while 61.4% was male. However, X infers its users’ gender based on signals such as profile names and platform activity. This method contrasts with platforms like Facebook, which rely on users’ self-reported gender.
This analysis indicates that X’s inferred gender data may not be particularly reliable, especially in countries where English is not the dominant language. For instance, consumer research findings published by GWI often present a different picture of X use by gender compared to X’s audience data.
The distortions that frequently appear in X’s inferred gender data may be largely due to the high number of non-human accounts (businesses, animals, musicians, etc.) that feature in X’s active user data. Unlike Facebook and Instagram, X does not currently separate these accounts from real human individuals.
Data from X’s ad planning tools show a decrease in X’s potential ad reach in Kazakhstan by 65,000 (-16.8%) between the start of 2023 and early 2024. Furthermore, the number of users that marketers could reach with ads on X in Kazakhstan decreased by 658,000 (-67.3%) between October 2023 and January 2024.
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Tyler Fields is your internet guru, delving into the latest trends, developments, and issues shaping the online world. With a focus on internet culture, cybersecurity, and emerging technologies, Tyler keeps readers informed about the dynamic landscape of the internet and its impact on our digital lives.
