By 2026, TikTok has solidified its position as a primary social media platform in Bulgaria, with over 4.3 million users. Marketers are increasingly leveraging TikTok for targeted campaigns, with average monthly active users per campaign reaching 1.2 million. Engagement rates remain high at 9.5%, reflecting strong audience interaction and content relevance, critical for brands aiming to boost visibility in Bulgaria's digital landscape.
Digital advertising expenditure on TikTok in Bulgaria has grown significantly, totaling approximately 12 million BGN in 2026. Influencer marketing strategies have proven highly effective, delivering an ROI of around 210%. These trends indicate a mature and dynamic digital marketing environment, with businesses recognizing TikTok's potential to connect with younger demographics and drive sales effectively.