In 2026, South Ossetia's digital landscape sees an increase in short-form video consumption, with users averaging 35 minutes daily on platforms like TikTok. Nearly half of local businesses leverage short-form videos for marketing, reflecting its growing importance in digital outreach. TikTok remains the dominant platform, accounting for over two-thirds of all short-video content engagement, underscoring its influence in local marketing strategies.
Advertising expenditure on short-form videos has risen to approximately ₾1.2 million, indicating strong investment in digital marketing. Engagement rates remain high at 7.4%, suggesting effective content strategies. As digital adoption accelerates, South Ossetia's businesses are increasingly integrating short-form videos into their marketing mix, aiming to enhance brand awareness and customer engagement in a competitive digital environment.