Ad Spending and the Georgian TikTok Economy: A New Media Balance in the Making

In the second half of 2024, businesses in Georgia increasingly shifted toward social media advertising—especially on TikTok, where young audiences have already migrated. While traditional media still offers stability and standardized metrics, TikTok is far more volatile: one video can hit 200,000 views in a single day, while the next might completely vanish from the algorithm.

TikTok ads are now officially available in Georgia through the Ads Manager, but small and medium businesses still largely rely on influencer-based deals—directly contacting TikTokers and sponsoring specific posts. This practice has created a kind of micro-economy: influencers with 10,000 to 30,000 followers typically charge 100 to 400 GEL per post, though their income remains inconsistent and unpredictable.

A regional comparison reveals that Georgia’s TikTok CPM—cost per 1,000 impressions—hovers around $2–3, slightly higher than in neighboring Armenia and Azerbaijan. In Azerbaijan, CPM is about $1.8, while in Armenia it dips as low as $1.5, likely due to lower ad competition and a smaller digital ad market. Meanwhile, local content in Georgia tends to be more reactive and organically viral, making it more valuable for small-scale targeting.

Still, companies struggle with measurement. Unlike Facebook, TikTok’s analytics tools remain limited, providing less visibility into who views ads, how long they engage, or how many convert into customers.

As for audiences, data specific to Georgia is scarce, but surveys by CRRC and Caucasus-based media researchers indicate that 18–30-year-olds in Tbilisi use TikTok daily—some for over two hours a day. Many in this age group no longer watch TV at all. In 2023, over 70% of Georgians aged 18–24 said they “rarely” or “never” used television as a source of news—opting instead for YouTube, Instagram, and TikTok.

With numbers like these, businesses are following attention—precision is no longer the top priority; emotional impact is. And in a space where one TikTok post can go viral within 24 hours and reach thousands of young consumers, even traditional media is being forced to take notice.

Georgia still lacks dedicated TikTok marketing agencies, but independent consultants and digital brand managers are stepping in. One emerging strategy is trend analysis: which music, formats, or styles resonate, how users comment, and what gets shared.

In the broader region, the TikTok economy is still emerging—but Georgia is entering it faster than its neighbors. The bolder brands already see this as a new media reality—one that breaks from standard formats and moves into a less predictable, but far more vibrant, space.