Business social media usage rate in Türkiye: new business promotion in numbers
The business social media usage rate in Türkiye is 57.7%. According to TÜİK’s ICT Usage Survey in Enterprises 2026, about 58 out of every 100 enterprises with at least 10 employees use social media. A year earlier the rate was 55.2%. In small enterprises with 10 to 49 employees, it stays at 55.0%.
The share of enterprises paying for internet ads is not in the bulletin summary carried by the press. An industry report shows where the money goes: Deloitte’s report for Turkish advertising associations puts the digital share of 2024 media and ad investment at 74.2%. On the customer side, 71.1% of people aged 16 to 74 use Instagram. In short, customers are on social media, and nearly half of small businesses are not there yet.
What share of businesses in Türkiye use social media?
BU BÖLÜMÜN ÖZETİ
- A 2.5-point rise in one year
- Who the survey counts, and who it leaves out
- Website ownership is a separate story
TÜİK’s 2026 survey puts the share of enterprises using at least one social media app at 57.7%. The rate rises with size: 55.0% for 10 to 49 employees, 68.4% for 50 to 249, and 86.6% for 250 or more, a 31.6-point gap. A new business often starts smaller than the smallest row.
A 2.5-point rise in one year
The rate is 55.2% in 2025 and 57.7% in 2026. Comment: social media becomes a little more “normal” every year, and a business without an account is slowly becoming the minority.
Who the survey counts, and who it leaves out
The scope is enterprises with at least 10 employees. Comment: a one-person barber or a new bakery opening its shutters sits outside this rate, and this survey has no official figure for neighbourhood shops.
Website ownership is a separate story
You can read the share of enterprises with a website, broken down by size, in small business online presence in numbers. Here we look only at social media and advertising.
Which sectors are on social media, and which lag behind?
BU BÖLÜMÜN ÖZETİ
- At the top: content, finance, repair
- At the bottom: field-based work
- On sales, food service leads
Sector gaps beat size gaps. In TÜİK’s 2026 data, publishing and content reach 93.9% and finance and insurance 83.1%. Construction sits at 40.7%, transport and storage at 42.7%. There are 53.2 points between the top and the bottom. Knowing where your sector stands is the first step to knowing your competitors.
At the top: content, finance, repair
Computer and communication equipment repair reaches 81.1%. Comment: service businesses that must catch the customer at the moment of need use social media as a shop window.
At the bottom: field-based work
Construction 40.7%, transport 42.7%, administrative and support services 56.9%. Comment: where the work happens on site, opening an account drops to the “we’ll do it later” list, which leaves open ground for a newcomer.
On sales, food service leads
The same survey shows that in 2025, 43.3% of accommodation and food service enterprises sold online, against 23.7% in wholesale and retail. Comment: for a café, restaurant or hotel, the internet is no longer just promotion; it is where orders arrive.
How does Türkiye compare with Europe?
According to Eurostat, 63.6% of EU enterprises used social media in 2025. In the same year the Turkish rate was 55.2%, a gap of 8.4 points. In the EU, small enterprises reach 60.6% and large ones 89.1%. Malta leads with 88.2% and Bulgaria trails with 41.5%. Türkiye sits below the average but far from the bottom of the table.
| Indicator | Türkiye | EU average | Comment |
|---|---|---|---|
| Enterprises using social media (2025) | 55.2% | 63.6% | Gap of 8.4 points |
| Small enterprises (10-49 employees) | 55.0% (2026) | 60.6% (2025) | Different years, same direction |
| Large enterprises (250+ employees) | 86.6% (2026) | 89.1% (2025) | The gap closes at the top |
| Highest / lowest | Publishing 93.9% / Construction 40.7% | Malta 88.2% / Bulgaria 41.5% | Sector gap as wide as country gap |
Small gap at the top, big gap at the bottom
Among firms with 250 or more employees, Türkiye and the EU are 2.5 points apart. Comment: it is not large companies that lag behind, it is small and new businesses.
Read the years carefully
TÜİK’s size breakdown is for 2026, Eurostat’s for 2025. Comment: compare the totals for the same year, and read the size rows as a trend.
Which apps do customers use, and where are businesses?
BU BÖLÜMÜN ÖZETİ
- The gap between customer and business
- WhatsApp is not a window, it is a counter
- Customers arrive by phone
TÜİK’s Household ICT Usage Survey 2026 puts internet use among people aged 16 to 74 at 92.3%. The most used apps are WhatsApp at 90%, YouTube at 77.6% and Instagram at 71.1%. Online shopping rises from 55.7% to 60%. Three out of four customers sit in an app where they could be searching for you on their phone.
The gap between customer and business
71.1% of individuals use Instagram, while 55.0% of small enterprises use social media. Comment: those 16 points are where customers search and find no one across the counter. Behind the till, that feels like “nobody walks through the door”.
WhatsApp is not a window, it is a counter
The 90% WhatsApp figure points to customers who want answers by message. Comment: a WhatsApp Business line matters as much as a social account.
Customers arrive by phone
In adaptedijital.com’s Search Console data for 14 June to 13 September 2026, 1,267 of 1,699 clicks come from mobile, roughly three quarters. Comment: build your promotion around how it looks on a phone screen first.
How much money goes into internet advertising?
Deloitte’s report for associations such as the Advertisers Association, the Association of Advertising Agencies and IAB Türkiye puts 2024 media and advertising investment in Türkiye at TRY 253.6 billion. Of this, 74.2%, about TRY 158 billion, goes digital. Social media takes 47.08% of digital spend, and 79.4% of digital ads run on mobile devices. Roughly TRY 35 of every TRY 100 spent on advertising flows to social media.
Big budgets and small budgets share one feed
A neighbourhood café can appear in the same feed as a big brand. Comment: we work out how much to set aside line by line in new business promotion budget.
What do these numbers mean for a new business?
The numbers say three things: customers are on their phones and on social media, nearly half of small businesses are not, and ad money keeps moving to digital. For a new business, that is a gap. When your shutters go up, your competitor may not even have an account. We gathered the order for filling that gap in the new business promotion guide.
Say you are opening a new café in Beylikdüzü
Your sector, food service, leads online sales. Your customers look for places on Instagram and ask about bookings on WhatsApp. Flyers alone will not be enough here; you can read which brings more customers in flyers or digital promotion.
If your work is field-based
If you are opening a renovation, construction or moving business, your competitors are in the weakest sectors on social media. Comment: regular posts and an ad account can be enough to stand out here.
Quick Summary
- TÜİK 2026 puts the business social media usage rate at 57.7%.
- Small enterprises with 10 to 49 employees reach 55.0%.
- Sector gaps are wide: publishing 93.9%, construction 40.7%.
- The EU rate is 63.6% in 2025, against 55.2% in Türkiye.
- 71.1% of individuals use Instagram and 90% use WhatsApp.
- In 2024, 74.2% of advertising investment goes digital.
Short Glossary
Enterprise: Enterprise is the term TÜİK uses to describe an independent economic unit producing goods or services.
Media investment: Media investment is the industry term used to describe the total ad spend advertisers pay to channels such as TV, digital and outdoor.
Audience: An audience is the ad setting used to choose who sees an ad by location, age and interests.
Next Step
Be visible where your customers already are. Apply to the Get Visible Online campaign and get the recipe that fits your needs form.
Frequently Asked Questions
Source: Eurostat — Social media: statistics on the use by enterprises
Sık Sorulan Sorular
As of October 2026 we could not confirm a full-year 2025 figure from two sources. Comment: the latest published data (2024) is safer than an estimate.
Adapte’s Get Visible Online campaign sets up one of three recipes for a fixed TRY 36,000 + VAT. The Meta Ads Recipe sets up the pixel, audiences and ads; the Google Ads Recipe sets up search campaigns; the Website Recipe builds a sales page and a Business Profile. The ad budget is not included and is paid separately to Google or Meta. To find the one that fits, fill in the needs form on the Get Visible Online campaign page.
You can see every branch of new business promotion in one place in how to promote a new company.
According to TÜİK’s ICT Usage Survey in Enterprises 2026, the rate is 57.7% among enterprises with at least 10 employees. Small enterprises with 10 to 49 employees reach 55.0%.
No. The Get Visible Online campaign has a fixed price of TRY 36,000 + VAT. With the Google Ads or Meta Ads Recipe, the ad budget is paid separately to Google or Meta.
No. TÜİK’s enterprise survey covers enterprises with at least 10 employees. Micro businesses with 1 to 9 employees are not included in this rate.
Updated: October 2026