Instagram, which was blocked on August 2, 2024 in Turkey, created a significant gap in Turkey’s digital world. According to the numbers, Instagram usage in Turkey makes Turkey the 4th largest platform in terms of the number of users. It’s also used as an effective tool in e-trade in Turkey.
1 out of every 3 ads in Turkey is shown on Instagram!
The platform, which is visited by 50.6 million people monthly, has become a medium actively used by one out of every two people using the internet. Users between the ages of 25-44 prefer Instagram the most and the gender distribution is almost 50-50, with 48.52 percent female and 51.48 percent male. This shows that Instagram usage in Turkey appeals to a young and dynamic audience.
Instagram is one of the most important channels not only for users but also for advertisers in Turkey. Out of every 100 ads shown in Turkey, 33 are on Instagram. This makes Instagram the leader among advertising platforms with a 33 percent SOV (Share of Voice) value.
Meta officials released a statement about the Instagram ban in Turkey. The service may be back online sooner than expected
YouTube ranks second with 19 percent, followed by TikTok with 8 percent and Facebook with 6 percent. The category that advertises the most on the Instagram platform is e-commerce with 19.64 percent SOV. E-commerce is followed by media (6.64 percent), personal care and hygiene (5.45 percent) and travel/tourism (5.22 percent).
The fact that Instagram is a visual-heavy platform makes it especially attractive for the tourism/travel industry, and this sector makes nearly half of its advertising investments on Instagram. 1 out of every 2 ads published by the tourism/travel industry is on Instagram. When SOV values are analyzed on Instagram, it is clearly ahead with 46 percent, followed by YouTube with 16 percent, Facebook with 12 percent and TV with 14 percent.
Instagram is also an indispensable platform for small and medium-sized enterprises (SMEs). 44 percent of the ads published on Instagram are placed by SMEs. Although big brands such as Getir, Unilever, Doping Memory and Pladis also actively advertise on Instagram, the dominance of SMEs cannot be ignored. The shares of Turkey’s biggest companies with their advertisements are far behind SMEs.
Therefore, Instagram is a very important platform for both users and advertisers in Turkey. The continuation of the access block seems to disrupt the commercial activities of many businesses, especially SMEs.
