2. Powerful Digital Leadership.
MARIN
AGANDEROV
Head of Bulgaria & Balkans at Talent Media

3. Powerful Digital Leadership.
INTRODUCTION

4. Powerful Digital Leadership.
WHEN WHAT WHERE
Content that they can choose from
among millions of available
videos.
Watch when they need
information or have time to
entertain. They don't like
programming.
In the place and on the device that
provides them with the highest
level of user experience.
WHY DO PEOPLE WATCH ONLINE VIDEOS

5. Powerful Digital Leadership.
THEN NOW
Reach - Low
Engagement - High
Reach - High
Engagement - Low

7. The daily watching time in EU dropped by 20% in the 16-
24 age group in the last 4 years

8. Online video in Bulgaria
0. 12.5 25. 37.5 50. 62.5
To relax / escape
To be entertained / inspired
To stay up to date / on top of trends
To learn something new
To feel connected / communicate with people
To find out something new / progress in a task
People in Bulgaria watch video to learn, to relax and
to be entertained
What motivated people to watch their most recent online video session?

9. Online video in Bulgaria
0. 10. 20. 30. 40.
First thing in the morning
In the morning
During lunchtime
In the afternoon
In the evening
It’s important to post video when it is most likely to
generate higher viewership
At what time did people watch online videos during their last online video session on a weekday?

10. Powerful Digital Leadership.
TRENDS

11. Why YouTube?
.
Megatrend video
Over the past 3 years, the time spent on YT has
increased 5x, while TV total viewing time gets shorter.
On average 45% of the time spend online, Poles spend
on YouTube (Deloitte’s Research).
Time, attention & engagement
90% of internauts reach for their smartphone when ads
are displayed on TV (Gemius). YouTube is next to
Facebook the most popular social media - with a 2x
higher engagement rate (LifeTube’s Research).
Marketing tool
Unlike other social media platforms, YouTube offers the
possibility of positioning (SEO) and remarketing in addition to
the ability to create engaging content and precise targeting. It
is the second (after Google) largest search engine in the world.

12. YouTube remains a highly engaging visual
medium that boasts a massive viewer
count with 2 billion logged-in monthly
users. On average, each visitor spends 11
minutes and 24 seconds per day on the
platform.
Influencer marketing on YouTube can bring
impressive results if done right. Working
with creators can help brands and
businesses reach out to large audiences:
26,400 YouTube influencers have more
than 1 million subscribers.
56% of Marketers Name YouTube Videos the Most Important Type of Content for
Influencer Marketing
YouTube creators have more time to genuinely
connect with their fans and have their message
be heard.

13. YouTube is now bigger and more important than ever. It is a METATREND.
Neither fashion nor fad.
0.
7.5
15.
22.5
30.
37.5
2014 2017
Billions of hours watched per month

14. Engagement on youtube
during the day

15. How much percent of YouTube traffic
comes from mobile devices?
A 35-49%
B 50-59%
C 60-80%

16. 60%

17. Social media platforms provide
more ways for creators to generate
more income.
Facebook added more tools to help Instagram
creators earn money from their efforts,
including creator shops, new Branded Content
promotional deal frameworks, an an improved
influencer marketplace to connect users and
brands.
TikTok continues to expand its creator
monetisation tools with the addition of video
tipping and virtual gifts for regular uploads, in
addition to live streams in the app.
YouTube launched a new $100 million fund for
shorts creators.
2022: NEW CHALLENGES, NEW MILESTONES
1 2 3
Platforms move further into
eCommerce.
Instagram added a new 'Drops product
showcase to help boost eCommerce
activity.
TikTok expanded its relationship with
Shopify to provide more ways for Shopify
merchants to promote their products
directly to their audience in the app.
YouTube and Instagram
continue to push short-from
video content.
In its ongoing effort to slow the rapid
growth of TikTok, Instagram and YouTube
continue to push their own TikTok-like
elements.
Instagram officially launched the TikTok-
Like remix option for Reels.
YouTube Launched Shorts Beta in All
Regions.

18. Tik Tok and Reddit saw user growth explode admit the pandemic
Percentage change in user growth by platform, as of April 2021
Company 2020 2021
Tik Tok 87.1% 18.3%
Instagram 6.2% 3.7%
Snapchat 4% 2.6%
Twitter 4% 0.2%
Facebook 3.3% 0.8%
Source: eMarketer, Insider Intelligence

19. When it comes to influencer marketing, Instagram is a perfect place to reach new
audiences and gain direct access to target markets.
Instagram now has more than 2 billion monthly active users worldwide, according
to employees with knowledge of the key metric.
Instagram creators open up huge opportunities for businesses looking to market their
products and services in an authentic way. 68% of marketing specialists consider
Instagram important for their influencer marketing campaigns, which makes it the
most popular social media channel for influencer marketing.
This comes as no surprise. Influencer marketing on Instagram removes the barriers
of traditional advertising because customers get to know about your brand from
someone they trust. And it happens on an authentic platform they use on a daily
basis. When a creator recommends a product or service, it comes across as a
credible recommendation, and this is a great advantage for brands.
68% OF MARKETING SPECIALISTS USE INSTAGRAM FOR THEIR
INFLUENCER MARKETING CAMPAIGNS

20. Reels, Remix Option, Link stickers in stories
Instagram Officially Launched its TikTok-Like Remix Option for Reels
and Expanded Reels Up to 60 sec
New Remix option for Reels, which enables Reels creators to add their
own take to eligible Reels clips, which can help fuel content trends. The
option is almost the same as TikTok's 'Duets' option, which has proven
hugely popular in the app.
Opportunities for influencer marketing:
The Remix feature takes sharing to another level and encourages viral
content. Influencers can share brands’ videos with their comments,
amplifying the reach and potentially making the piece of content go viral.
2021: INSTAGRAM UPDATES
1

21. Reels, Affiliate program, Link stickers in stories
Instagram has extended Reels to 60 sec
TikTok now enables the upload of longer clips (up to 3 minutes), and
YouTube Shorts can also be up to 60 seconds in length, so it was
only a matter of time before Instagram followed the trend.
Opportunities for influencer marketing:
Additionally, the Remix feature gives brands more time to share their
story with the help of influencers.
2021: INSTAGRAM UPDATES
2
Reels, Remix Option, Link stickers in stories

22. Reels, Affiliate program, Link stickers in stories
Instagram Made Link Stickers Available to All Accounts
Instagram has announced that links are now available in Instagram
Stories for all users, not just those with 10k followers or verified
accounts.
Opportunities for influencer marketing:
Links in Stories allow you to track ads even among micro-influencers,
so anyone can share a link to a product/brand. This means that the
role of user-generated content (UGC) will increase and brands can
work with ordinary clients as influencers.
2021: INSTAGRAM UPDATES
3
Reels, Remix Option, Link stickers in stories

23. Distribution of Instagram Influencers by Categories
Lifestyle content takes the lead
Category 2021 in % 2020 in %
Change %
in points
Change in %
Lifestyle 13.80 11.59 2.21 19.03
Beauty 8.56 5.22 3.34 63.99
Music 8.27 6.52 1.75 26.84
Photography 6.64 5.58 1.06 19.02
Family 6.20 4.34 1.86 42.88
Humor 4.91 4.24 0.67 15.76
Shows 4.24 2.93 1.31 44.56
Modeling 3.93 3.28 0.65 19.71
Cinema 3.81 2.28 1.53 67.17
Fitness 3.27 2.95 0.32 10.89

25. Powerful Digital Leadership.
STATE OF YOUTUBE
BULGARIA 2022

26. 6.87 5.36 4.45 4.32 3.49
TOTAL
POPULATION
INTERNET
USERS
ACTIVE SOCIAL
MEDIA USERS
YOUTUBE
USERS
TALENTMEDIA
SUBSCRIBERS
MILLION
MILLION MILLION
MILLION
MILLION
Digital overview
Statistics as of July 2022 Source: Talentmedia MCN

27. Viewer age
2.3%
35.8%
24.4%
22.9%
9.3%
5.4%
Percentage distribution
Statistics as of July 2022 Source: Talentmedia MCN

28. Viewer age
8:01
9:20
9:48
9:08
11:13
11:49
Average view duration
Statistics as of July 2022 Source: Talentmedia MCN

29. Viewer gender
Statistics as of July 2022 Source: Talentmedia MCN
Male
54%
Fem
ale
46%

30. Device breakdown
Statistics as of July 2022 Source: Talentmedia MCN
60%
21%
14%
5%
Mobile Smart TV Desktop Tablet

31. Viewer gender
9:52
9:16
Average view duration
50%
Statistics as of July 2022 Source: Talentmedia MCN

32. Digital Ad spend
Source: AdEx Report 2022
144
198
2020 2021
+38%

33. Main market categories
In million BGN
Category 2020 2021 Change in %
Display 102 137.5 34.8
Search 33.9 46.4 36.9
Native / PR 4.3 5.9 39.7
Influencer 2.5 6.1 142.8
Other 1.6 3.0 92
Total 144.2 198.9 37.4
Source: AdEx Report 2022

34. Influencer channels
In %
Source: AdEx Report 2022
1 1
1 2
2 1
3 6
10
14
23 17
60 59
0
30
60
90
120
Twitter LinkedIn Twitch Other Tik Tok Facebook YouTube Instagram

35. Powerful Digital Leadership.
CAN WE MEASURE
THE INFLUENCE?

36. Why influencer marketing?
TRUST
92% of consumers trust other people's recommendations more than brand
messages (The Shelf, AdWeek).
RECOMMENDATIONS’ POWER
70% of subscribers claim that YouTube creators change and shape pop culture, and
60% say they made purchasing decisions based on the recommendation of their
favorite YouTube star (Under 30 Network, Forbes).
EFFICIENCY
Influencers achieve 6x better results than other digital tools and 3.5x lower
cost of reaching 1 user (see case Play).

37. Why Influencer marketing matters to brands
0. 0.7 1.4 2.1 2.8 3.5
Authentic storytelling
Consumer reach
Better ROI
Brands feel plugged into digital
Alternative to traditional ads
Reach Millennials and Centennials

38. Who or what do we call “an influencer”
Reliable image
Organic Reach
Native content

40. Can we measure the influence?
Engagement Rate or ER is a commonly used benchmark of success on Instagram as it can determine how
well an influencer connects with their audience. Highly engaging content with many likes and comments
often stands a better chance of organically appearing on an Instagram feed.

41. Can we measure the influence?
Engagement Rate or ER is a commonly used benchmark of success on Instagram as it can determine how
well an influencer connects with their audience. Highly engaging content with many likes and comments
often stands a better chance of organically appearing on an Instagram feed.
Nano-influencers tend to
have stronger connections
with their audience. Thus,
their ER is higher than the
ER of other influencer
groups: 4.79% in 2019, 5% in
2020, and 4.8% in 2021.
The highest average ER for
any influencer tier was
achieved in 2018 (2.92%).
Since then, the average ER
has decreased significantly.
ER dropped for all Tiers in
2021. Perhaps this is due to
the fact that users began
to spend part of their time
in Reels and more time in
Stories, so the activity
on posts has decreased.

42. The Average Percent of Instagram Accounts
Impacted by Fraud Decreased by 6.16%
Percentage of influencers impacted by fraud by follower number:
Сompared to 2020, the average percent of Instagram accounts impacted by fraud decreased by 6.16%. This is the second year in a row that this number has
decreased. This is a positive trend that shows that Instagram has begun to fight fraud more effectively and influencers themselves have realized that
fraudulent methods of promotion does not work in the long term.
This is especially noticeable for microinfluencers and nano-influencers, where the figure decreased by 4.41% and 6.76% respectively. But the number of
influencers impacted by fraud is still very high (49.23%). Fake influencers and engagement could cost advertisers millions of dollars each year.
Among the most popular gray
hat tricks are:
- buying followers
- buying likes and comments
- buying stories views
- comments pods

43. TikTok Nano- and MicroInfluencers Have the Highest
Engagement Rate
The ER for all tiers of the TikTok influencer has decreased compared to 2020.
If we look at the ER of TikTok influencers, we’ll see that
Microinfluencers and Mega-influencers have the highest
ER: 13.33% and 13.70% respectively. The ER of Mir-tier-,
and Macroinfluencers slightly differs and accounts for
around 13%.
High ER can be explained by the fact that user behavior on
TikTok differs from how people interact with other
platforms. TikTok was built for users to easily create and
interact with content. This encourages them to post videos,
like and follow frequently, and increases engagement.

44. Marin Aganderov
+359898639036
marin@talentmedia.tv
www.talentmedia.tv
Thank you!