Social media in the CEE, 2022

The social media trends observed in previous years sustain with all weCAN experts mentioning the rapid and persistent growth of TikTok, especially among Gen Z users and the overall popularity of short format videos. While the advertising platform of TikTok is still not yet available in all CEE countries, Michaela Cunderlikova, Media Strategist and Planner at _CANMedia describes it as “becoming essential for campaigns targeting the younger demographic (18-35 years olds).” Brands are finding ways to advertise to this audience through branded content and influencers, whose prominence is unwavering, micro-influencers have becoming brands’ favorites, due to their high engagement, according to Costin Grigoras, Media Director at thegroup, Romania.

WECAN SOCIAL MEDIA RANKING In the CANnual Report, data related to the number of users on Facebook were obtained from the advertising account of the platform. Percentage values show the ratio of users above 14 as the relevant age group for the advertising market within the whole population. Despite TikTok’s growing popularity, Facebook is still the most popular platform in the region, however, reach numbers published by Meta are becoming more and more difficult to compare from year to year, as Meta has been making substantial changes in the way its advertising resources report audience reach data. We faced a similar situation last year, where drops in reach numbers were observed, in 2023 we are witnessing a significant increase in reach numbers, which are not reflective of actual change in reach, more of Meta’s repeated revisions to its base audience data.