ASTANA — A new survey by TikTok and the Atameken National Chamber of Entrepreneurs found that more than 70% of surveyed companies use the platform for business at least once a month, while 88.3% reported a positive effect on attracting new customers. The study also found that more businesses associate TikTok activity with a share of their revenue.
The findings were presented at the TikTok Impact Forum in Almaty on Oct. 28, ahead of Entrepreneur’s Day, as the platform and Atameken released the second annual edition of their study, The TikTok Effect: The Platform’s Impact on Small and Medium-Sized Businesses in Kazakhstan.
The survey, conducted in September and October this year, covered 206 companies across all 20 regions of Kazakhstan and seven industry groups: culture, entertainment and tourism; health, beauty and sports; food and nonfood products; catering; education; and real estate services.
Among respondents, 43.7% said they used TikTok for business monthly, up from 29.5% in the previous survey, an increase of 14.2 percentage points. Another 27.2% reported using the platform weekly or more often. Regular use is not limited to recently established companies.
Among businesses operating for more than 10 years, 31% said they use TikTok for marketing weekly or more frequently. Comparable figures were 15.4% for companies established less than a year ago, 30.8% for those operating for one to three years, 32.2% for businesses with three to five years of experience, and 20% for companies operating for five to 10 years.
The survey also found that 57.8% of respondents attributed more than 5% of their revenue to TikTok activity, an increase of 12.3 percentage points from the previous survey. For 14.6% of companies, revenue associated with the platform accounted for at least 25% of total income.
Among businesses using TikTok weekly, approximately 11% said that half or more of their total revenue was linked to activity on the platform. Organic content leads, but paid promotion is growing Organic video content remains the most common way surveyed companies use TikTok.
In 2026, 77.6% said they published videos on the platform. Collaboration with content creators more than doubled, rising from 10.4% in the previous survey to 22.8%. Paid advertising was used by 18% of respondents. Overall, 75.7% of respondents said they allocated a budget to TikTok-related promotion in 2026, up from 62.3% in 2025.
The measure includes paid advertising and creator partnerships, as well as content production, social media management and other marketing activities. Spending levels also tracked with the share of revenue businesses attributed to the platform. Companies without a dedicated TikTok budget attributed an average of 3.9% of their revenue to it.
Among businesses allocating more than 70% of their marketing budget to TikTok, the average reached 42%. Beyond revenue, 83.5% of respondents said TikTok helped them interact with customers, while 73.3% said it helped their businesses stand out from competitors.