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Kazakhstan Influencers and Celebrities: Driving Success in Brand Marketing
DIGITAL MARKETING
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Social networks are the main platforms for communicating with the audience, and Kazakhstanis use them daily. As of 2024, TikTok is the clear leader among platforms in Kazakhstan with more than 14.1 million active users. Instagram is second, covering 12.5 million Kazakhstani people, and YouTube is third (10.6 million).
Many Kazakhstani brands are actively using influencers to promote their products and services. For example, Kaspi.kz, a popular marketplace in the country, uses famous faces in advertising campaigns to draw attention to new products and strengthen the loyalty of existing customers.
Participation of the most popular Kazakhstani group Irina Kairatovna in advertising integrations of the Shop at Kaspi.kz marketplace
Influencers share their everyday stories, create humorous videos, and discuss fashion, travel, and family life. In short, the main trend is an entertaining lifestyle format, published in several bloggers' accounts on different social networks to increase audience reach. We're talking about Instagram and TikTok, the country's leading platforms. Additionally, some host YouTube.
Content Language
Since Kazakhstan has two official languages, Russian and Kazakh, many advertisers face an obvious question about audience language preferences. There is no definitive solution, but the following parameters can be considered. Primarily, Kazakh celebrities (e.g., artists, public figures, athletes, etc.) publish content exclusively in Kazakh, occasionally duplicating it in Russian or English. Meanwhile, most influencers tend to communicate in Russian, especially those whose posts have featured Russian advertisers. Some of them duplicate content in Kazakh or English, but this is much less common.
What to do in such a situation?
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Review the influencer's profile and determine the predominant content language.
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Request the blogger’s geostatistics by country.
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Define the appropriate campaign coverage strategy: if the target is exclusively a Kazakh audience, it is better to use the Kazakh language. Alternatively, if the blogger communicates in Russian and their content is viewed by Russian users as well, the campaign can also include Russia.
Kazakhstan TOP bloggers
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Let's take a closer look at each of them.
Kairat Nurtas
He’s a Kazakhstani pop singer, winner of the “Daryn” state award. In his blog he shows the life of a showman and shares beautiful photos of his family, content from his travels and lifestyles, emphasizing his love for premium products. Kairat doesn't often collaborate with brands, which is something to note for potential advertisers in Kazakhstan.
A native mention of the BMW brand on the @kair_n Instagram account
Asha Matai
She is a Kazakhstani singer, TV presenter, and actress. She launched her career by winning music competitions and soon became known for her vibrant performances on stage and in movies. Asha is also a model and brand ambassador for Eurasian Fashion Week events. On Instagram, she shares moments from her life, professional successes, and advice on beauty and family values.
Advertisement of a local brand Yessey on the @asha_matai Instagram profile
Karina Oksukpayeva
Karina Oksukpayeva is a multi-child mom and one of the most influential bloggers in Kazakhstan. Her content, mostly in Russian, is a perfect blend of humor, family stories, and genuine reflections. Her videos featuring her children are especially popular, as Karina organizes pranks and skits that go viral due to the genuine emotions of her family.
Karina works closely with her husband, Arman Yusupov, the leader of the Yuframe team. This partnership allows them to draw attention to their projects, including their involvement in the charitable initiative “Dom Mamy” (Mother’s House), where both have become ambassadors.
The Yusupovs are the ambassadors of the “Dom Mamy” (Mother’s House) project
Furthermore, Karina shares her experiences of blogging and family life in podcasts and interviews, which undoubtedly contribute to her growing popularity. Together with her husband, she has also launched their own online school, where they teach personal branding and blogging. They help others start a career in social media.
Toregali Toreali
The Kazakhstani singer and songwriter was born on October 14, 1992, in Baikonur. He is renowned for his songs in the "tin pop" genre and was bestowed with the inaugural National Television Music Award, "Zhyl tandauy."
Toregali actively shares moments from his life and career on social media. He posts photos from concerts, and rehearsals, as well as family ones on Instagram. Toregali posts short videos on TikTok, including behind-the-scenes moments, dance performances, and interactions with fans. The blogger has recently launched a Telegram channel and already has over 12,000 subscribers. He posts his music videos on YouTube.
In July 2024, he appealed to the Kazakh people, requesting their help in reaching 4 million followers on Instagram. He successfully achieved this goal, showcasing his active presence on social media. The star rarely collaborates with brands. Instead, he mainly supports charity projects in Kazakhstan.
Supporting the charity fundraiser for the construction of a mosque in the Aral in the @toregalitoreali Instagram account
Abilova Merey
Merey blogs about fashion, beauty, and family life. Her account is filled with stylish photos in expensive interiors and interesting tips for women. Abilova works actively as a blogger and earns significant sums from advertising and cooperation with brands.
The girl promotes designer clothing brands, accessories, and jewelry and often participates in campaigns for beauty and FMCG brands.
Tomiris gold bracelet advertisement on the@abilovva_m Instagram profile
At the same time, Merey's content is diverse in terms of language. The blogger makes some of her publications in Russian and some in Kazakh.
Nurlan Koyanbayev
He is a Kazakh producer, TV presenter, and actor, the founder of the Kazteleproduct film company, and creative director of the Presidential Television and Radio Complex of the Republic of Kazakhstan.
In social networks, Nurlan actively shares moments of his professional and personal life. On Instagram, he publishes photos and videos of events, shootings, as well as lifestyle. On TikTok, the artist posts short videos of "behind-the-scenes” moments: backstage, rehearsals, and communication with fans. And YouTube content is dedicated to business and travel. In short, the blogger's social networks are a good option for advertisers in all the parameters of audience selection.
Qalan online school advertising integration on @koyanbayevnurlan Instagram profile
Madina Mamadalieva
Madeleine, better known as Madina Mamadalieva, is a bright and ambitious Kazakh blogger who attracts attention with her luxurious lifestyle, travels, and vibrant fashion images.
Her feed is full of photos from her journeys and stylish photo shoots. A recent shot from France, where she appeared in a snow-white pantsuit against the backdrop of an airplane, delighted subscribers. She is known for her love of prestigious resorts and status items. Her frequent trips to Italy, Mykonos, Dubai, and France have become a staple of her content.
Madeleine in Saint-Tropez, the elite city of France
Madeleine actively collaborates with brands from different categories. Among her partners are luxury brands and those accessible to a wide audience, for example, the Yandex Go service.
Advertising of the Yandex Go taxi app on the @_m_a_d_l_e_n Instagram profile
Gulnur Orazymbetova
She’s a Kazakh singer and TV presenter. Since 2015, Gulnur has been hosting the infotainment program "Tańsholpan" on the "Qazaqstan" TV channel. Since 2020, she has also been a soloist with the State Academic Philharmonic in Nur-Sultan. In 2009, the singer was awarded the prestigious title of "Honored Worker of the Republic of Kazakhstan."
On Instagram, Gulnur shares moments from her professional and personal life, as well as photos and videos from events and performances. She does not frequently use YouTube, primarily posting her own music videos. As a blogger, she collaborates exclusively with local brands, supporting them in the market.
Advertising integration of the Elite Dental dental clinic in the @gulnurorazymbetova Instagram account
Aiym Seytmetova
Aiyum is an actress and model who combines blogging with her professional career. She is the daughter of renowned Kazakhstani actors Azat Seitmetov and Danagul Temirssultanova.
Her Instagram features a mix of behind-the-scenes photos, fashion content, and personal posts about self-development in Russian. Additionally, she created the online course GLAM ME, focusing on makeup and hairstyling.
She collaborates with major jewelry brands, premium cosmetics, and fitness products, and has appeared in commercials for companies such as Coca-Cola (Fanta), and Henkel (Persil detergent), among others.
Fanta drink ad on the @aiymsm Instagram account
Aminka Vitaminka
Aminka Vitaminka is one of the most popular children's bloggers in Kazakhstan. She posts videos on YouTube and Instagram with dances, trends, and lifehacks, including comedy sketches and entertaining videos aimed at children and their parents. Her “Queen of the Court” videos are particularly popular, as well as her family vlogs, which often feature her sisters.
Amina's mother helps her to manage her accounts. Despite her young age (13), the blogger actively cooperates with brands. She advertises financial products and educational applications.
Advertising for Halyk Bank with the "Kundelik" campaign in the @aminokka Instagram account
Zheka Fatbelly
Zhenis, better known as Zheka Fatbelly, is a master of humor. He creates sketches about relationships, life in Kazakhstan, and stereotypes. His charisma and sense of humor command the audience's attention. He is also the face of his own fast-food restaurant chain, Zheka's, and a local mobile operator, Activ.
Zheka Fatbelly in the campaign for Activ mobile operator
Zhenis has been actively partnering with other brands as well. Collaborations with Hyundai, Haier, and others have been spotted on his Instagram feed.
Hyundai advertising on the @zheka_fatbelly Instagram profile
Arman Yussupov
Arman Yusupov is a prominent Kazakhstani blogger, influencer, entrepreneur, and Karina Oksukpayeva's husband. He became popular thanks to his work with the Yuframe viner team. This team was the first in Kazakhstan to start making short videos and quickly gained popularity both in the country and abroad.
Arman hosts a podcast on YouTube and TikTok. He shares useful content about business and motivation, adding entertainment elements to keep his audience engaged. His audience is young people interested in career and personal growth.
A clip of Arman's conversation with psychologist Asel Esenbai about the money mindset
However, the blogger's main audience is focused on Instagram, where many promotional posts have been seen.
Ariston advertising on the @yussupov21 Instagram account
Birzhan Ashim
Birzhan Ashim is a renowned Kazakhstani blogger and viner who commands attention with his unconventional projects and audacious approach to content. His accounts are packed with hilarious videos and relatable moments from everyday life that resonate with his audience.
A few years ago, the blogger spearheaded the project "Curious Varvara" on YouTube, where he boldly addressed challenging topics such as sex education, drugs, and abortion. Birzhan is now focusing on Instagram. One thing remains unchanged: the author is unafraid to tackle issues that are rarely discussed in the media, and his videos often ignite lively debates among viewers.
Birzhan is also involved in educational projects. His Contrast course is the definitive guide for aspiring content creators looking to master the skills of mobileography and create high-quality visual content.
SPLAT brand ad on the @birzhanashim Instagram account
Artur Askaruly
Artur Askaruly is one of the brightest representatives of the Kazakh blogosphere, whose activities go beyond social networks. He holds the position of Creative Director of the Kazakh Football League (NFL), where he creates new approaches to the development and popularization of football in the country.
Arthur shares entertaining and informative content on his page that engages young people actively. His posts are not only fresh ideas and original formats but also live communication with the audience. Even in advertising, the blogger often uses the dialog format.
Halykbank.kz advertising in the @archibaaalt Instagram account
Kargiriz Twins
Tomiris and Nargiz, are famous twin sisters in Kazakhstan who first gained popularity on the Musical.ly platform. After it was merged with TikTok, the sisters continued to work on their personal brand on the new social network. Their main content is short, sometimes funny sketches about life and dance, even in commercial integrations.
Garnier Fructis “SOS Repair” advertisement on the @kagiristwins Instagram account
Bottom line
It's safe to say that influencers in Kazakhstan are actively using Instagram, YouTube, and TikTok to make creative, personalized content. Each of them has their own unique approach to promotion and works with different companies, from local to international ones.
In this article, we have only presented the TOP bloggers, but there are many more. If you want to quickly find the right influencers, contact them, and agree on mutually beneficial cooperation, we can help you.
Our team is ready to develop an effective promotional strategy and select bloggers that perfectly match your goals and budget in the Russian and CIS markets. We have an extensive database of influencers, which implements our blogger projects much faster.
Contact the RMAA manager now to get a consultation and discuss the details of your project. You can also subscribe to our blog to keep up to date with the latest trends in the marketing industry.
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About the Author
Resident Author at RMAA Blog. Polina shares insights and expertise on the latest trends in the Russian-speaking marketing landscape.
Polina Nesterova
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