In 2025, TikTok firmly established itself in Kazakhstan not just as an entertainment platform, but as a powerful business growth engine. The platform presented its annual results for brands, highlighting advertising campaigns that achieved tangible business outcomes - from increased sales to stronger brand loyalty, DKNews.kz reports.
The main conclusion is clear: in TikTok today, success is driven not by budget size, but by creativity, collaboration with creators, and the smart use of generative artificial intelligence.
Why TikTok works for business
TikTok’s effectiveness lies in its ability to organically integrate advertising content into the recommendation feed. Users do not perceive ads as intrusive - instead, they see them as part of the content experience.
According to research by TikTok, users who include the platform in their purchase journey spend 1.2 times more on shopping. At the same time, 80% of the audience say they are more open to advertising content on TikTok than on other platforms.
The What’s Next 2025 Trend Report confirms this shift. Brands are increasingly co-creating content with creators and actively adopting generative AI tools that help them respond faster to changing audience interests and trends.
TikTok in Kazakhstan: business impact in numbers
In Kazakhstan, TikTok has become a sustainable business development tool for companies across multiple industries, including small and medium-sized enterprises.
According to a joint study by TikTok and the National Chamber of Entrepreneurs Atameken, every eighth business in the country generates more than 50% of its revenue through TikTok. More than 52% of SMEs operating for over ten years use the platform at least once a week.
Among entrepreneurs who use TikTok weekly, one in eight reports that over half of their revenue comes from activity on the platform. More than 80% of companies note TikTok’s impact on attracting new customers, 79% on customer retention, and 71% on strengthening competitive differentiation.
The most impactful TikTok campaigns of 2025
Creativity as the main growth driver
Brand experience in 2025 shows that advertising success on TikTok depends far more on creative quality than on budget size.
Dodo Pizza: how creators drove app installs
To increase app downloads, Dodo Pizza focused on native videos created by TikTok creators. Using the TikTok Creative Exchange platform, the brand seamlessly integrated its product into creator content that felt natural in the feed.
The videos encouraged users to install the app without direct advertising calls to action. As a result, the cost per install dropped by 20%.
Aster Auto: more videos with fewer resources
The large dealership network Aster Auto aimed to increase inquiries from potential buyers but lacked the capacity to constantly produce new video content.
The solution was TikTok Symphony, an AI-powered tool that allows brands to quickly create videos adapted to the platform’s format and style. The company also used GenAI Music to generate personalized soundtracks.
This approach ensured a consistent presence in users’ feeds and highlighted the dynamic positioning of the OMODA and JAECOO brands. As a result, website traffic increased by 30%, while customer acquisition costs fell by 40%.
Borjomi: strengthening emotional connection
For Borjomi, the focus was on building an emotional bond with consumers. The TikTok campaign was integrated into food-related scenarios: family lunches, hosting guests at home, and meeting friends at restaurants.
Borjomi was presented as a natural part of the food-pairing experience - a drink that complements meals and accompanies moments of shared enjoyment. Campaign effectiveness was measured using TikTok’s Brand Lift tool.
The results showed a 2% increase in positive brand perception and a 3.4% rise in purchase intent. The content achieved strong reach, with around 29 million impressions, confirming high audience engagement.
Driving sales through automation and AI
In 2025, TikTok increasingly proved its value not only for visibility and engagement, but also for direct sales growth.
Pandora: from interest to purchase in one click
The global jewelry brand Pandora set out to improve advertising efficiency and boost online sales. To achieve this, the company used Smart+, TikTok’s generative AI-powered tool that automatically creates and tests multiple ad creatives, while optimizing audience targeting and ad timing.
In addition, Catalog Ads were used to showcase specific jewelry items based on users’ interests. The result was a nearly 4.5-fold increase in website traffic, while customer acquisition costs dropped by 66%.
OMODA: smart advertising for real sales
OMODA, one of the leading automotive brands, implemented Smart+ to optimize ad delivery and reach more relevant audiences. The campaign led to a 17% increase in clicks and a 40% reduction in cost per click.
GAC: lower costs, greater reach
The Chinese automotive manufacturer GAC combined Smart+ with the Cost Cap feature to keep advertising spend under control while focusing on the most effective formats and audiences.
As a result, cost per click decreased by nearly 30%, while cost per impression fell by more than 20%, allowing the brand to reach more interested users with lower budgets.
What this means for businesses
The results of 2025 clearly show that TikTok in Kazakhstan has evolved into a platform that delivers real business outcomes. Creativity, collaboration with creators, and AI-driven tools enable brands to test ideas faster, reduce costs, and directly influence sales.
For many companies today, TikTok is no longer an additional channel - it is becoming a core element of their digital strategy, regardless of industry or company size.
