In 2024, Aleph entered the Azerbaijani market as the official reseller for TikTok For Business. Just one year later, in 2025, the company became a sponsor of the F1 Team KICK Sauber.
Amid the celebration of GP Azerbaijan,Tural Karimov, Aleph's Sales Director for Azerbaijan, reflects on their first year of the company in the market, the partnership with TikTok, and the country's evolving digital landscape.
Q1. Tural, Aleph is a sponsor of F1 Kick Sauber team, which recently got to Baku for the GP Azerbaijan. What does it mean for Aleph to be part of a global sport like F1?
Formula 1 embodies speed, innovation, precision, and performance — the same qualities that drive success in digital marketing. Our sponsorship is a strategic way to align Aleph with these values while strengthening our global presence.
For us, this sponsorship is not just about visibility
on a global stage, but also mirrors Aleph’s commitment to
connecting diverse markets and cultures. Azerbaijan hosting a
Formula 1 Grand Prix makes this partnership even more meaningful
for our local market. It shows our local clients and partners that
Aleph is not only supporting the development of TikTok For Business
in the market, but also connecting them to a global ecosystem of
innovation and opportunities.
Q2. Aleph has been operating in Azerbaijan for one year now. What are the key results and milestones you would highlight?
A:
It has been a very dynamic and rewarding year. Our key milestone
was, of course, launching TikTok For Business in Azerbaijan through
Aleph. Over this year, we have built strong partnerships with
leading agencies and advertisers, educated the market through
training sessions and workshops, and already supported a number of
successful campaigns in FMCG, finance, telecom, and e-commerce
sectors.
Q3. TikTok has become a global phenomenon. What role do you see for the platform in Azerbaijan’s marketing industry?
A:
TikTok is not just another social network — it’s a platform where
trends are born, and consumer attention is fully engaged. In
Azerbaijan, we see extremely high adoption rates, especially among
Gen Z and millennials, but also growing engagement from older
audiences. For brands, this means a unique opportunity: to connect
with consumers through authentic, entertaining, and creative
content. With TikTok, advertisers can move beyond “traditional”
digital formats and create campaigns that really resonate.
Today, TikTok is not only about entertainment — it has become the go-to platform for content discovery. People in Azerbaijan turn to TikTok for everyday decisions: “Which restaurant should I choose for a family dinner?”, “What are the pros and cons of this new device?”, “How does this car look on the streets of Baku?” For such questions, consumers increasingly rely on TikTok. This shift makes the platform the leading space for content consumption and a powerful channel for marketers to reach their audiences.
Q4. From your perspective, what are the key trends shaping the digital advertising market in Azerbaijan today?
A:
I would highlight three main trends:
Shift to video-first communication. Short-form video is dominating user attention, and brands are increasingly allocating budgets to platforms like TikTok.
Performance focus. Advertisers want measurable results — clicks, conversions, and sales. With TikTok, we provide not just reach but also performance-driven tools.
Localization and authenticity. Audiences in Azerbaijan respond strongly to content that reflects local culture, language, and values. The best campaigns are those that feel real and native.
Q5. Aleph is a truly global company present. How does this global experience help your work in Azerbaijan?
A:
The advantage is huge. We are able to bring to Azerbaijan the
global best practices from markets such as Europe, the Middle East,
and Latin America, and adapt them to local realities. For example,
we share insights on how brands in other regions achieved success
on TikTok, then tailor those strategies to the Azerbaijani
consumer. This combination of global expertise and local execution
is Aleph’s biggest strength.
Q6. Looking ahead, what can local advertisers and agencies expect from Aleph in the coming year?
A:
We will continue to invest in education — more
workshops, and direct support for agencies and brands. We also plan
to highlight more local success stories on TikTok,
proving that Azerbaijani businesses can achieve real impact on the
platform. Finally, we will deepen our partnerships, helping
advertisers use TikTok not just for branding but for the
full marketing funnel — from awareness to direct
sales.
Considering the strong demand from advertisers, we have also
introduced other platforms in Azerbaijan such as
Spotify or LG Smart TV ads. While TikTok remains our key partner
and main focus, these platforms can also be offered to clients
depending on their needs and interests.
Q7. And finally, a personal question: what motivates you most in leading Aleph’s operations in Azerbaijan?
A:
For me, the most motivating part is seeing how quickly the market
is transforming. Just a year ago, TikTok advertising was new and
unknown for many. Today, it is becoming a must-have in media
strategies. Being part of this transformation and helping
Azerbaijani brands grow is a huge privilege.
With a year of strong foundations laid, Aleph Azerbaijan is set to accelerate further, helping local businesses harness the speed and creativity of TikTok to win in the digital race.