In 2026, Bulgaria's social media landscape continues to expand, with over 4.2 million active users representing 62% of the population. The average user spends nearly three hours daily on social platforms, indicating high engagement levels. This growth presents significant opportunities for brands aiming to reach Bulgarian consumers through targeted digital campaigns.
Advertising expenditure on social media has risen sharply, reaching approximately €120 million. Facebook, Instagram, and TikTok remain dominant, reflecting global trends and local preferences. Marketers are increasingly leveraging influencer marketing and video content to connect with Bulgaria's digitally savvy audience, fostering a vibrant online advertising environment.