Social Media Advertising - Bulgaria

In Bulgaria, ad spending in the Social Media Advertising market is projected to reach US$86.03m in 2024.
This ad spending is expected to exhibit an annual growth rate (CAGR 2024-2030) of 10.62%, leading to a projected market volume of US$157.70m by 2030.
In a global context, the majority of ad spending will be generated China, with a forecast of US$84.65bn in 2024.
Within the Social Media Advertising market, it is anticipated that 62% of total ad spending will be generated through mobile by 2030.
Furthermore, the number of users in the Social Media Advertising market in Bulgaria is expected to reach 5.7m users by 2030.
In Bulgaria, the social media advertising landscape is increasingly adapting to local consumer behaviors, emphasizing authenticity and community engagement over traditional advertising methods.

Definition:
Social Media Advertising is a form of online digital marketing in which paid banner and video ad campaigns are run on social media platforms to reach the target audiences. Marketers can promote brands, products, and services and increase purchase intention.

Additional information:
Social Media Advertising comprises advertising spending, users, average revenue per user, and key players. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Social Media Advertising include Facebook, Instagram, Twitter, TikTok, LinkedIn, Weibo, Naver, and Kakao. For more information on the data displayed, use the info button right next to the boxes.

All ad spending generated by social networks
Sponsored posts

Ads within online games playable on social networks
Revenue generated from membership subscriptions or premium fees

The Social Media Advertising market in Bulgaria has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing importance of digital marketing.

Customer preferences: Bulgarian consumers have increasingly turned to social media platforms as a primary source of information and entertainment. With the rise of smartphones and affordable internet access, the use of social media has become widespread across the country. As a result, businesses are recognizing the importance of reaching their target audience through social media advertising.

Trends in the market: One of the key trends in the Social Media Advertising market in Bulgaria is the shift from traditional forms of advertising to digital platforms. Traditional advertising methods such as television and print are becoming less effective in reaching the desired audience. Social media platforms offer businesses the opportunity to target specific demographics and tailor their advertising messages accordingly. This targeted approach has proven to be more effective in engaging consumers and driving sales. Another trend in the market is the increasing use of influencer marketing. Influencers, who have a large following on social media platforms, are being utilized by businesses to promote their products or services. This form of advertising is seen as more authentic and relatable to consumers, as influencers are often seen as trusted sources of information. As a result, businesses are allocating a larger portion of their advertising budgets towards influencer marketing campaigns.

Local special circumstances: Bulgaria has a relatively small population compared to other European countries, which presents both opportunities and challenges for businesses in the Social Media Advertising market. On one hand, businesses can target a specific audience more effectively due to the smaller population size. On the other hand, the smaller market size means that businesses must be creative and strategic in their advertising efforts to maximize their reach and impact.

Underlying macroeconomic factors: The growth of the Social Media Advertising market in Bulgaria is also influenced by macroeconomic factors. The country has experienced steady economic growth in recent years, which has resulted in an increase in disposable income. This has led to higher consumer spending and a greater demand for products and services. Businesses are leveraging social media platforms to tap into this growing consumer base and drive sales. In conclusion, the Social Media Advertising market in Bulgaria is growing rapidly due to changing customer preferences, the shift towards digital advertising, and the increasing use of influencer marketing. Businesses are recognizing the importance of social media platforms in reaching their target audience and are allocating more resources towards this form of advertising. With the continued growth of the Bulgarian economy, the Social Media Advertising market is expected to further expand in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Social media is no longer just for connecting with friends; now brands meet customers, and trends are born in these platforms. As social media advertising spending is projected to continue to grow during the second half of the decade, buying behavior is consistently impacted by likes, comments, and shares. Social influence has led marketing strategies to align with platforms that promote video content. In 2024, TikTok and social media ranked among the top three leading consumer trends according to marketers surveyed around the globe, making such channels unavoidable for most advertising strategies. The social media advertising market is not limited to one region; countries across all continents are investing in social media advertising, with the United States and China recording the highest expenditures worldwide.