Social media has been growing in Pakistan over that past few years. Here is a snapshot of the key social media trends in Pakistan for 2024. The list includes what is happening with video, TikTok, Instagram and influencer marketing.

Here is a podcast version pf this blog post

Trend	Platforms/Details	Popularity
Short-form Videos	TikTok and Instagram Reels are dominant for short, engaging video content. Brands leverage these platforms to go viral.	Very High
Augmented Reality (AR)	AR filters on Instagram and Facebook enhance user interaction and engagement.	Increasing
Influencer Marketing	Micro-influencers are becoming more effective than mega-influencers, with stronger audience trust and engagement.	High and growing
Video Content	Short videos, tutorials, and live streams on YouTube and Instagram are favored.	Dominant form of content in marketing
Mobile-first Strategy	Majority of users access platforms via mobile, making mobile optimization critical.	Essential for user experience
Live Streaming & Interactive Polls	Facebook, Instagram, and YouTube are popular for live interactions and user-generated content polls.	Increasing
Professional Networking	LinkedIn continues to grow, especially in the B2B segment.	Steady growth in B2B

 

Facebook in Pakistan

Pakistan, Philippines, Bangladesh, Indonesia, and India have the same primary use of Facebook via the mobile phone, which is talking to friends and family. Next comes playing games and learning about events, new music and films.

The Situation changes for Pakistan when it comes to types of account followed via the mobile. Pakistan users are the least likely to follow celebrity X (formally Twitter) accounts via the mobile phone when compared to the Philippines, Bangladesh, Indonesia, Vietnam and India and also the most likely to not use X at all.

Personally, I have daily interaction with social media users located in Pakistan, as over half of my Facebook followers are based in Pakistan, and in Karachi, Sindh, in particular.

Most used social media platforms in Pakistan

Social Media Stats Pakistan – August 2023 to August 2024
There is an amazing change in social media trends in just one year. YouTube is now leading from 2023:

Source: Statcounter

Trend line for 2024:

 

The most followed Facebook pages in Pakistan

The top Facebook pages in Pakistan;

1. ARY News 25 Million

2. Atif Aslam 23 Million

3. Geo News Urdu 23 Million

4. Express-News 18 Million

5. Daily Pakistan 18 Million

6. PTI 15 Million

7. Imran Khan 13 Million

8. Shahid Afridi 13 Million

9. Samaa TV 13 Million

10. Duniya News 12 Million

 

eCommerce is on the rise in Pakistan too!

 

Key Takeaways: Digital marketing is growing in Pakistan.

In conclusion, the adoption of Facebook and other social networks is helping the overall adoption rate of digital marketing in Pakistan. Brands need to understand the underlying drivers to this growth to be in a position to grow their social media selling activities and brand awareness. 

What do you see as the drivers of social media adoption in Pakistan? What will be the trends for next year?