The influencer marketing and social media advertising sector in Uzbekistan is purportedly experiencing rapid growth, with unofficial estimates suggesting the digital market size has surpassed $100 million. However, due to the relative infancy of the industry, a significant portion of it allegedly continues to operate through outdated and informal management methods.

For marketing specialists, SMM managers, and business owners, placing advertisements via Telegram or Instagram often turns into a burdensome operational hurdle. Launching an advertising campaign typically requires negotiating individually with dozens, or even hundreds, of channel administrators, haggling over prices, and transferring funds to private bank cards.

Abror Ismailov, a co-founder of the initiative, claims that one of the industry's primary vulnerabilities is a severe lack of transparency. According to his statements, the absence of fair pricing, verified statistics, and reliable financial security forces businesses to navigate high risks in an unstructured environment.

Furthermore, the antiquated management model relying on personal chats and Excel spreadsheets introduces numerous systemic risks. The lack of formal documentation and official closing reports reportedly serves as a major barrier for large corporate brands attempting to allocate their marketing budgets efficiently and compliantly.

Source: kun.uz