Uzbekistan Brands' Social Media Engagement Ranking Released: UZcard Takes the Lead

As a partner of the Brand Awards International 2026, an award organized by the Marketing Association of Uzbekistan (MAU), Brand Analytics identified the brands with the highest audience engagement levels on Uzbekistan's social media and prepared a separate analytical report on social media presence for each brand participating in the award.

The study analyzed more than 40 billion public social media posts in Uzbek and Russian published between April 30, 2025, and April 30, 2026. Russian-language mentions were filtered separately based on context relevant to Uzbekistan. The analysis covered social networks and blogging platforms such as Instagram, Facebook, TikTok, VKontakte, x.com and threads.com, the video-hosting platforms YouTube and RUTUBE, public Telegram channels and chats, as well as forums, review sites, online stores and mapping services — examining the social media presence of a total of 76 brands actively operating in Uzbekistan.

For each brand, researchers separately calculated the number of mentions, the number of unique authors, audience size, engagement level (the sum of likes, shares and comments) and the number of views. By engagement level, payment system UZcard leads the ranking by a wide margin, followed by the media outlet Qalampir; third place goes to another payment system, Paynet; fourth place to halal food producer Rozmetov; and fifth place to telecom operator UZtelecom.

Engagement is one of the key metrics reflecting how actively an audience responds to content about a brand. A high engagement level indicates not only brand visibility but also its ability to evoke an emotional response, spark discussion, or inspire people to share information — a direct indicator of loyalty, interest and potential for viral reach.

According to the researchers, the value of this kind of analysis lies in its focus on discussions taking place outside companies' official accounts — precisely where users express their opinions freely and directly, offering a way to assess a brand's genuine recognition, the level of public attention it receives, and the attitudes that have formed around it. Unlike surveys, mention analysis captures feedback that arises spontaneously rather than being prompted by a researcher, providing a far more objective picture of brand perception.

The individual report prepared for each brand includes an analysis of mentions outside official accounts, data on presence in owned accounts and media coverage, as well as a breakdown by topic, platform, community, author, geography and sentiment. This data helps address practical tasks — responding promptly to negative feedback, preventing crises, gathering input for product improvement, and shaping an effective communication strategy.