Micro-influencer ads for Kaspi pay off if, after watching a video, the viewer lands on the product card and buys from you specifically. It's simplest when the card is your own and has no competitors, or when you're consistently at the top. But if there are five sellers and another store is on top, part of the traffic you paid for will go to them. Next comes the money: the budget has to come back as profit from orders; you can't bank "awareness". And don't forget the law: in Kazakhstan, influencer advertising has to be labeled.
In short
- Before paying, open the product card and see who the order will go to. The order of sellers is decided by bonuses, price, rating, reviews and delivery speed.
- Budget ÷ profit per order is how many orders the campaign must bring in just to break even.
- Follower counts tell you little about a creator. Look at average views on recent posts and engagement.
- Kazakhstan's law requires influencer advertising to be labeled if it's done on a commercial or contractual basis, and barter counts too. The wording must come from the approved list.
- It's better not to state an exact price in the video: while dumping is going on it will change, and the viewer will see a different one in the card.
When it works and when it doesn't
| Situation | Who gets the order | Worth buying ads? |
|---|---|---|
| Your own brand, your own card, you're the only seller | You | Yes, this is the main scenario |
| Someone else's product, you're consistently first in the card | Mostly you, as long as you hold the top | Yes, if you hold price and stock |
| Someone else's product, another seller on top | Some shoppers go to the competitor | No, not until you sort out the top spot |
| A product where your seller rating is 3 stars or lower | More likely others: you drop into «Ещё предложения» ("More offers") | No |
Where this comes from: Kaspi Guide describes the order of sellers in a product card, and the guide for customers has the low-rating rule.
There's an important difference from Kaspi Marketing (Kaspi's in-platform advertising). If a shopper reaches the card from a Kaspi Marketing ad, they see only your shop (Kaspi Guide). If they come from a creator's video via an ordinary link or search, they see the normal list of sellers. How advertising inside Kaspi works is covered in "Kaspi Marketing: Cost-per-Click Bids".
What the law requires
Kazakhstan has the Law "On Online Platforms and Online Advertising" of July 10, 2023 (No. 18-VIII) (Adilet) and the Rules for Labeling Online Advertising approved by Order No. 59-НҚ of the Minister of Culture and Information of February 16, 2024 (Adilet). Lawyers at Konsu have done a good job of explaining what matters for a seller:
- advertising that a creator places on a commercial or contractual basis must be labeled; contractual basis also includes barter, free products and affiliate links;
- the label must be text, easy to notice, and visible without expanding the post via a "more" button; in video and audio, it must come before the ad message starts;
- the wording must come from a closed list: «реклама» ("advertising"), «рекламный материал» ("advertising material"), «партнёрский материал» ("partner material"), «спонсорский материал» ("sponsored material"), «на правах рекламы» ("as advertising"), «оплачено спонсором» ("paid for by a sponsor") and their Kazakh-language equivalents;
- targeted advertising run through a platform's ad account is labeled by the platform itself;
- advertising in messengers is excluded from the labeling rules.
If the post is prepared by a creator you've hired, the labeling obligation falls on them as the distributor. But it's in your interest to put it in the contract: "The Contractor places the label 'Advertising' at the beginning of the post text and says it at the beginning of the video." This protects both you and the creator. This is not legal advice: if in doubt, show the contract to a lawyer.
Economics: calculate before you pay
Metrics
- Average views. The average over the last 10 posts in the same format. Not followers: views can be far lower than the follower count.
- CPM, cost per 1,000 views = Placement cost ÷ Average views × 1,000.
- Engagement = (Likes + Comments) ÷ Views × 100%. It shows whether the audience watches and reacts.
- Audience geography. If the creator shares their stats, check the share of viewers in Kazakhstan and in the cities you deliver to.
Break-even point
First, one line of arithmetic:
Orders to break even = Campaign budget ÷ Profit per order before advertising
Required view-to-order conversion = Orders to break even ÷ Total views × 100%
Example
Take a hypothetical campaign, not a client case: 150,000 ₸ across five creators, 30,000 ₸ each. Each averages about 8,000 views, 40,000 in total, so a thousand views costs 3,750 ₸. Profit per order before advertising is 2,000 ₸.
To break even, you need 150,000 ÷ 2,000 = 75 orders. On 40,000 views that's 0.19%: roughly one viewer in five hundred has to reach Kaspi and place an order.
| View-to-order conversion | Orders | Profit from orders | Result after budget |
|---|---|---|---|
| 0.05% | 20 | 40,000 ₸ | −110,000 ₸ |
| 0.1% | 40 | 80,000 ₸ | −70,000 ₸ |
| 0.2% | 80 | 160,000 ₸ | +10,000 ₸ |
| 0.4% | 160 | 320,000 ₸ | +170,000 ₸ |
The conversion rates in the table are our scenarios. There are no public statistics on how many viewers of a video buy on Kaspi, and it depends heavily on the product and the creator. But the picture is clear: with 2,000 ₸ of profit, a campaign only turns a profit at good conversion. So influencers suit products that bring several thousand tenge per order, products people come back for, and own brands where all of the card's traffic is yours.
Repeat purchases
If the product is bought repeatedly (consumables, cosmetics, pet food), calculate not profit per order but profit per customer over several months. But only if the repeat order will come to you: on someone else's card, the shopper will next time buy from whoever is first.
How to choose creators
- Topic. The creator's audience should be people who buy your product. A parenting blogger for kids' products, a car enthusiast for car accessories.
- Views, not followers. Look at the last 10 posts in the format you need.
- Comments. Genuine on-topic questions beat a row of "👍". Identical comments from empty accounts are a warning sign.
- Past ads. How the creator integrated other products: naturally, or by "reading out the script".
- Geography. An audience in Kazakhstan and in the cities you deliver to.
- CPM. Compare creators by cost per 1,000 views, not by price per post.
Five creators with a small budget each are better than one expensive one: you'll learn which type of audience works, and you won't bet everything on a single post.
After the first wave, keep only the creators whose posts produced an increase in orders, and repeat with them. A second post with the same creator sometimes performs worse than the first because the most interested followers have already bought, and sometimes better because the audience already knows the product. This too can only be checked on your own data: record the result of every post in a single table with the date, creator, format, views and uplift.
Integration formats
The same creator may or may not sell a product, depending on the format. For Kaspi products there are essentially four options.
| Format | What it shows | Who it suits | What to watch |
|---|---|---|---|
| Review | The product in detail, pros and cons | Electronics, gadgets, products where specs matter | An honest review that includes downsides earns more trust |
| Use-case scenario | How the product solves a specific everyday problem | Home goods, kids' products, kitchen | The problem should be familiar to the audience |
| Unboxing | Contents, packaging, first impression | Gifts, cosmetics, sets | Sells worse without showing the product in use |
| Story with a link | A short mention and a direct link | Repeat ads, promotions | Lasts a day; needs an audience that trusts the creator |
If the budget allows, test two formats with different creators in the same niche. After a month you'll have your own data on which format works better for your product, and that's worth more than any general advice.
The contract: what to spell out
Thirty thousand isn't the kind of money you call a lawyer for, granted. But at least keep the messages where the creator confirmed the date, format and labeling. If the video comes out three days late or without the «реклама» ("advertising") label, it'll be easier to argue.
- What exactly is published. Format, length, platform, number of posts.
- Labeling. The wording from the list and where it appears.
- Timing. The publication date and how long the post stays up before the creator can delete it.
- Approval. You review the script or draft before publication to rule out mistakes in the product name and promises that aren't in the card.
- Statistics. Screenshots of reach, views and clicks after 3 and 7 days.
- Payment terms. For example, part before publication, part after the stats are provided.
- What if views are lower than usual. Agree in advance: a repeat story, a partial refund, or nothing. Without an agreement, arguing is pointless.
- Rights to the video. Whether you can use it on your own social media or in the product card.
The brief for the creator
- How to find the product. The name word for word as in the Kaspi card, a link to the card and the search query that finds it.
- What to show. Two or three real-life scenarios: how the kettle boils water in a minute in a dorm room, not "excellent quality".
- What not to say. The exact price, which will change while the video is up; better to say "check the price on Kaspi". And nothing that isn't in the card.
- Labeling. Which wording from the list and where it goes: in the text and at the start of the video.
- Timing. When it goes out, how long it runs, how many days the post stays up.
- Report. Screenshots of reach and views on day three and day seven.
Preparing the card and the warehouse
Before the first post:
- Stock. Enough for at least the optimistic scenario in the table. If the product runs out, you'll get cancellations that count as your fault, and Kaspi requires keeping those below 3% (Kaspi Guide).
- Position. You're first in the card, or the card is yours. Your minimum price is calculated: on posting days, competitors see the demand spike too.
- The card. Photos, a description and reviews that convince someone arriving from the video.
- Chat. Fast replies in Kaspi chat on posting days.
How to measure results
Kaspi doesn't give sellers separate attribution of orders from creators' external links; at least, we didn't find such a feature in the public Kaspi Guide. So measurement is based on order uplift.
- Baseline. Orders for the product on the same days of the week over the two weeks before the campaign.
- Spread posts across dates. Not all five creators on one day, but at intervals of two or three days. That way you can see whose post produced the uplift.
- Uplift = Orders in the 3–5 days after the post − Baseline orders for the same period.
- Payback = Uplift × Profit per order − Placement cost.
- Check your position. If you lost the top of the card on posting days, part of the uplift went to a competitor and doesn't show up in your stats.
Common mistakes
- Buying ads for someone else's card where you're not first. You're paying for a competitor's orders.
- Choosing by follower count. What matters is views on recent posts.
- Naming the exact price in the video. With dumping, the shopper will see a different one and won't trust it.
- Forgetting the label. Barter and free products also count as contractual advertising.
- All posts on the same day. You can't tell who delivered.
- Not stocking up. Cancellations due to zero stock hurt your quality metrics.
- Measuring payback by "reach". Reach doesn't pay for your stock; count orders and profit.
Checklist
Ask yourself the main question before talking to creators: whose card is it? If it's yours, or you're consistently first in it, carry on. If not, part of the budget will go to a competitor, so it's better to fix that first. Then go through the list:
- Profit per order before advertising and the break-even point are calculated.
- You know what conversion from views you need, and you have a couple of scenarios.
- Creators were chosen by views, engagement, geography and CPM.
- Legal labeling is written into the contract.
- The brief has no exact price but does have a link to the card.
- Stock will last even if things go better than expected.
- The posts didn't all go out on the same day.
- You recorded how many orders there were before the campaign.
- The result is calculated as uplift × profit − budget.
How to automate it
In SaleScout, choosing creators is handled by a separate module, «Реклама у микроблогеров» ("Micro-influencer ads"), which has no trial period. Holding the top of the card while the videos gather views is a different job. SaleScout's Kaspi bot can help with that: it checks prices every 20 seconds, never goes below your minimum price and raises yours when a competitor goes up or leaves. You can try the bot free for 7 days, no card required.
FAQ
Do micro-influencer ads pay off for products on Kaspi?
If people buy from you after the video and the profit from those orders covers the budget. In practice that means your own card or one where you're consistently first, plus a product that brings several thousand tenge per order or gets bought again. Before paying, divide the budget by profit per order: that's the minimum number of orders to break even.
How are micro-influencer ads different from Kaspi Marketing?
From a Kaspi Marketing ad, the shopper lands in a card that shows only your shop, and you pay per click. From a creator's video, they land in the normal card with all sellers, and you pay for the placement regardless of the result.
Do influencer ads need to be labeled in Kazakhstan?
You do. The Law "On Online Platforms and Online Advertising" and the Labeling Rules require a label if the advertising is on a commercial or contractual basis, and barter is no exception. The label is text, clearly visible and from the list, for example «реклама» ("advertising") or «на правах рекламы» ("paid advertisement"). In a video it goes before the advertising message begins.
How do I choose a micro-influencer to promote a Kaspi product?
Look at what the blog is about and who reads it, how many views the last 10 posts get on average, how the audience reacts and which cities it's from. Calculate the cost per 1,000 views. Pay almost no attention to followers. And for a first try, it's wiser to hire several inexpensive creators than one expensive one: that way you see which of them actually sells.
How can I tell whether an influencer ad worked?
Compare orders in the 3–5 days after the post with a baseline for the same days of the week before the campaign, spread different creators' posts across dates, and check whether you held the top of the card. Payback = order uplift × profit per order − placement cost.
How much does a micro-influencer ad cost?
It costs whatever the creator asks; there's no common price list, and the price depends on the topic, format and audience. So compare not the price per post but the price per thousand views: placement cost ÷ average views on recent posts × 1,000. Then run the budget through the payback calculation at a cautious conversion rate.
Which products suit micro-influencer ads?
Ones that look good in action on camera, bring several thousand tenge per order or get bought again. Ideally, it's your own brand with its own card and no other sellers. Someone else's product also works if you're consistently first in its card.
Can I name the product's price in the video?
It's better not to name an exact price. If you or your competitors change the price in the card, the shopper will see a different amount and may not trust the ad. "Check the price on Kaspi" plus a link to the card is enough.
Sources
All links checked Oct 15, 2026. The sources are in Russian; original titles are given with English translations.
- Law of the Republic of Kazakhstan «Об онлайн-платформах и онлайн-рекламе» ("On Online Platforms and Online Advertising"), Jul 10, 2023, No. 18-VIII — https://adilet.zan.kz/rus/docs/Z2300000018
- Правила маркировки онлайн-рекламы ("Rules for Labeling Online Advertising"), Order of the Minister of Culture and Information of the Republic of Kazakhstan of Feb 16, 2024, No. 59-НҚ — https://adilet.zan.kz/rus/docs/V2400034004
- Konsu. «Маркировка онлайн-рекламы в Казахстане: что нужно знать бизнесу и инфлюенсерам» ("Online ad labeling in Kazakhstan: what businesses and influencers need to know"), Jul 2, 2026 — https://konsugroup.com/ru/news/online-advertising-labelling-kazakhstan-2026/
- Kaspi Guide for partners. «Как располагаются продавцы в карточке товара?» ("How are sellers ranked in a product card?") — https://guide.kaspi.kz/partner/ru/shop/goods/general/q3190
- Kaspi Guide for customers. «Почему в карточке самая низкая цена, но я не могу найти её у продавцов?» ("Why does the card show the lowest price, but I can't find it among the sellers?") — https://guide.kaspi.kz/client/ru/shop/choice/q18442
- Kaspi Guide for partners. «…Покупатель будет видеть предложения других продавцов?» ("…Will the shopper see other sellers' offers?") — https://guide.kaspi.kz/partner/ru/marketing/advert_goods/q2067
- Kaspi Guide for partners. «Почему меня отключили от Магазина на Kaspi.kz?» ("Why was I disconnected from the Kaspi.kz Store?") — https://guide.kaspi.kz/partner/ru/shop/conditions/q2920
Bota, SaleScout analyst
This article is for information only and is not legal advice. SaleScout is our company's product. Kaspi and Kaspi.kz are trademarks of Kaspi.kz JSC; SaleScout is not affiliated with Kaspi.
