Top 10 Best Social Media Platforms in Pakistan 2024

Social media has transformed how we connect, share, and engage with people, becoming an indispensable part of our everyday lives. Pakistan’s digital environment is changing quickly, with millions of users using a variety of platforms. The use of social media is more prevalent in urban than rural areas. Studies show that Pakistanis use social media for three hours a day on average. Future advancements in regulation, evolving platforms, and shifting user tastes will all impact digital media.

According to recent figures, 71.70 million people in Pakistan use social media regularly, making up 31.5% of the country’s entire population. 22.8% of these users are female, and 77.2% of users are male. In the digital age, knowing these patterns can help people, companies, and organizations interact with Pakistani audiences more successfully. Learn How to Involve Your Pakistani Social Media Followers in 8 Easy Steps.

There are many advantages to social media, as it is an effective means of fostering relationships, communication, and personal connections. Businesses can benefit greatly from it as well, as it offers efficient marketing strategies. E-commerce companies may reach and interact with their target audience through social media marketing, which helps them establish their brand and increase sales. These platforms improve opportunity, communication, and connectivity for both enterprises and individuals.

The best social media platforms in Pakistan that are suited to the particular requirements of the Pakistani audience will be discussed in this article.

Key Factors Behind the Achievements of Social Media in Pakistan

The global rise of social media in Pakistan can be attributed to several key factors:

1. Increased Internet Penetration: As access to the internet has expanded across Pakistan, especially with the growth of mobile internet, more people have gained access to social media platforms.

2. Youth Demographic: Pakistan has a predominantly young population, and the youth are avid users of social media for communication, entertainment, and information sharing.

3. Smartphone Adoption: The affordability and accessibility of smartphones have made it easier for people across different socio-economic backgrounds to access social media platforms.

4. Urbanization: Urban areas in Pakistan have witnessed rapid growth in internet infrastructure and connectivity, which has facilitated the use of social media among urban residents.

5. Digital Connectivity: Improved digital infrastructure, including 3G/4G networks, has provided faster and more reliable internet access, enhancing the user experience on social media platforms.

6. Social Connectivity: Social media offers a platform for Pakistanis to connect with friends, family, and communities both within the country and abroad, fostering social interactions and networks.

7. Political and Social Expression: Social media has become a significant space for political discourse, social activism, and expression of opinions, providing a platform for diverse voices to be heard.

8. Business and Marketing: Businesses in Pakistan have increasingly used social media for marketing, advertising, and e-commerce, leveraging its reach and targeting capabilities.

9. Entertainment and Content Consumption: Social media serves as a source of entertainment, news, and cultural content, catering to diverse interests and preferences of Pakistani users.

Importance of Social Media Networks in Pakistan

Social media platforms in Pakistan have grown beyond their roles as communication tools. They have become powerful engines for economic growth and significant catalysts for social change. Here are some key facts illustrating their importance:

1. Promoting Communication and Connectivity

Social media is invaluable for connecting people across Pakistan, including those in areas with limited physical infrastructure. By 2021, the country boasted over 53 million active social media users, representing a huge portion of the population. This widespread usage highlights the essential role these platforms play in bridging distances and fostering community.

2. Driving Business and Economic Growth

For businesses in Pakistan, social media platforms offer an unmatched opportunity to reach potential customers, showcase products or services, and increase sales. An eye-opening report indicates that around 33% of small and medium-sized enterprises in Pakistan leverage social media for business purposes, thereby bolstering the nation’s digital economy. For more insights, check out how small businesses benefit from social media marketing in Pakistan.

3. Raising Awareness and Catalyzing Social Change

Social media has become a significant force in raising awareness about critical social issues. Numerous campaigns on these platforms have spotlighted vital topics such as education, healthcare, and women’s rights, prompting social change and advocacy across the nation.

Popular Social Media Platforms in Pakistan 2024

Pakistanis are increasingly turning to social media to connect, consume, and create content. The digital landscape in Pakistan is booming, with the Pakistan Telecommunication Authority (PTA) reporting an impressive 217 million social media accounts.

Active Users Across Platforms

Here’s a closer look at the current social media scene in Pakistan:

• Active Social Media Users: Approximately 70.1 million users are actively engaging on various platforms.
• YouTube: Holds the top spot as the most popular platform with 71.7 million users.
• Facebook: Follows closely with 57.5 million users.
• TikTok: Captivates 18.3 million users.
• Instagram: Engages 15.6 million users.
• LinkedIn: Attracts 7.6 million users.
• X (formerly Twitter): Maintains a notable presence with 3.4 million users.

Diverse Preferences and Adoption

These figures highlight the widespread adoption and varied preferences within Pakistan’s dynamic social media landscape. They reflect the evolving digital habits of the Pakistani population.

For more detailed insights, you can visit the official PTA website here.

TikTok

Despite facing a temporary ban in 2020, TikTok gained significant traction in Pakistan, boasting over 20 million active users. Its short-form video format and user-friendly interface appealed to a diverse audience, particularly the youth, who used the platform to showcase their creativity through lip-syncing, dancing, and comedic content.

Wide Appeal Across Age Groups

TikTok offers a wide range of content that resonates with Pakistani users across all age groups. This versatility contributed to the platform reaching approximately 11% of the country’s population, marking its significant imprint on Pakistan’s social media landscape. The platform remained influential and continued to drive trends, even during its ban.

Creativity and Community Boost

TikTok has proven to be more than just an entertainment platform. It boosts creativity and fosters community through viral challenges, trends, and interactive features like the For You Page (FYP) algorithm. This algorithm tailors content to individual user preferences, enhancing user engagement and content discoverability.

Beyond Entertainment

TikTok’s influence extends beyond mere entertainment. Educational and informative content has also gained popularity on the platform, offering users diverse ways to learn and grow. This multifaceted approach has further solidified its role in Pakistan’s social media ecosystem.

Key Features of TikTok

Short-Form Video Creation

TikTok allows users to create short-form videos ranging from 15 to 60 seconds, offering a platform for quick and creative content.

Video Editing Tools

The app provides a variety of video editing tools, including filters, effects, text overlays, and music options. These tools enable users to enhance their videos and express their creativity fully. For more sophisticated editing, users might explore tools like CapCut. Learn more here.

Trending Challenges and Hashtags

TikTok is famous for its viral challenges and trending hashtags. These features encourage users to participate, create content, and engage with the community, driving viral trends and widespread user interaction.

Livestreaming

TikTok’s livestreaming feature allows users to broadcast live video content to their followers, fostering real-time engagement and interaction.

Creating a Successful TikTok Marketing Strategy

Given the platform’s vast reach and engagement levels, developing a successful TikTok marketing strategy can be a game-changer for brands looking to tap into the Pakistani market. It involves creating relatable content, using trending challenges and hashtags, leveraging the power of influencers, and engaging directly with the audience through comments and live streams.

• Users: 20 million
• Growth Rate: 53% (2021-2022)
• Age Range: Primarily younger demographics (teens & early 20s)
• Most Popular Content:
  • Humor, skits, comedy
  • Dances, challenges
  • Educational tutorials
• Top Languages Used:
  • Urdu
  • English
  • Regional languages
• Most Popular Creators:
  • Zaid Ali
  • Sham Idrees
  • Momin Saqib
  • Jannat Mirza

2: YouTube

YouTube: A Cornerstone of Pakistani Digital Culture

YouTube stands as a cornerstone of Pakistani digital culture and is a major platform for sharing videos, offering diverse content ranging from entertainment and education to news and lifestyle. YouTube enjoys widespread popularity in Pakistan, with over 40 million active users. From providing educational resources to empowering creators to share their stories and perspectives, YouTube plays a significant role in shaping Pakistani digital culture and promoting creativity and connectivity. Learn more about 7 Best Pakistani YouTube Channels to Learn Freelancing. In Pakistan, YouTube is viewed more than Google and is user-friendly as people are more likely to watch videos than read articles on Google.

YouTube’s Impact on Content Creation

YouTube pays popular channels for their views, motivating many creators to produce better content. When channels reach certain milestones, like gaining many subscribers, they receive awards such as the Silver and Golden Buttons. These awards encourage creators to work hard and improve their videos to attract more viewers and earn money from YouTube.

Key Features of YouTube

Here are some of the features of the YouTube platform:

Vast Content Variety

Users appreciate the wide range of content available on YouTube, from educational tutorials to entertainment, music, vlogs, and more.

Monetization

Eligible creators can monetize their content through various means such as ads, channel memberships, and partnerships.

Creator Tools

YouTube provides creators with tools like YouTube Studio for video management, analytics, and community engagement. Learn more about YouTube marketing in our article Understanding the Need for YouTube Marketing for Your Business in Pakistan.

Mobile and Cross-Platform Integration

YouTube is available on various devices and platforms, including mobile phones, tablets, smart TVs, and gaming consoles.

• Users:
  • 2.6 billion active users each month
• Watch Time:
  • Each user watches an average of 120 minutes daily
• Top Viewed Content:
  • Music videos
  • Gaming
  • Comedy
  • Vlogs
• Mobile Usage:
  • 70% of the total watch time is from mobile devices
• Live Streaming:
  • 1 billion hours are watched each month
• Creators:
  • Over 50 million channels have more than 1,000 subscribers
• Ad Revenue:
  • Generated $28.8 billion in 2023
• Popular Features:
  • Shorts
  • Community Tab
  • Premieres
• Top Languages:
  • English
  • Spanish
  • Hindi
  • Portuguese
  • Russian
• Emerging Trends:
  • Social commerce
  • Creator-driven economies
  • Educational content

3: Instagram

Instagram: A Leading Social Media Network in Pakistan

Instagram is one of the most visited social media networks in Pakistan. Due to its visual-centric approach, it has resonated with the Pakistani audience, attracting over 28 million users. Launched in 2010 and owned by Facebook, Instagram primarily focuses on photos and videos, enabling users to express themselves creatively and connect seamlessly with like-minded individuals and brands. The majority of users on Instagram fall within the 18 to 34 age range. The platform’s popularity among Pakistani youth is evident as influencers and content creators utilize it to share their stories and experiences with the world.

Key Features of Instagram

Here are some key features of the Instagram platform:

Fullscreen Reels Feature

Instagram recently introduced Fullscreen Reels, a feature that revolutionizes video viewing by eliminating cropping and maximizing screen space. Instagram usage significantly increased after this feature, as creators and viewers adopted the immersive experience, solidifying Instagram’s status as the best platform for visual storytelling. Learn more about how to promote your brand to the Pakistani audience through Instagram Reels by reading our article on 7 Pro Tips to Increase Views on Your Instagram Reels.

Visual Storytelling

Instagram’s visual-centric nature allows users to tell compelling stories through photos and videos. It is an ideal platform for creative expression and showcasing personal or brand narratives to the world.

Engagement and Interaction

Instagram provides various features, like Stories, Reels, and IGTV, for engaging with followers and building meaningful interactions. Learn more about Instagram Story Ideas for More Views and Engagement.

Influencer Marketing Opportunities

The popularity of Instagram creates ample opportunities for brands to collaborate with influencers for promotional campaigns, allowing them to connect effectively with large target audiences. If you want to hire an influencer for your business promotion, read our article 5 Quick Ways to Hire an Influencer for Your Business in Pakistan.

• Users:
  • 15.6 million active users
• Gender Breakdown:
  • 65.71% Male
  • 34.29% Female
• Age Range:
  • Predominantly 18-34 years old
• Most Popular Content:
  • Food
  • Fashion
  • Travel
  • Photography
  • Humor
  • Influencer marketing
• Reach:
  • 16% of the Pakistani population
• Time Spent per User:
  • 58 minutes daily
• Popular Features:
  • Stories
  • Reels
  • Live Video
  • Direct Messages
• Shopping Potential:
  • 84% follow brands
  • 72% make purchases through Instagram.

4: Facebook

 A Widely Used Social Media Platform in Pakistan

Facebook remains one of the most widely used social media platforms in Pakistan, boasting approximately 57.5 million users in the country. Facebook caters to a wide range of demographics in Pakistan, including users from urban and rural areas, different age groups, and various socio-economic backgrounds. Content on Facebook varies widely, ranging from text posts, photos, and videos to live streams and event invitations. Facebook trends in Pakistan often include viral challenges, community-driven initiatives, and cultural events.

Businesses and brands use Facebook as a powerful marketing tool to showcase their products or services, engage with customers, and drive sales. This diversity allows users to share a wide variety of content based on their interests and preferences. As of 2021-22, Facebook remains a prominent platform for connecting with friends, family, and communities.

Key Features of Facebook

Here are some key features of the Facebook platform:

Monetization with Facebook Stars

Facebook Stars enables content creators to monetize video and audio content by receiving virtual Stars from viewers, each valued at $0.01 USD. Viewers can purchase Stars and send them during live broadcasts or in live audio rooms, offering a new revenue stream for creators on Facebook.

Groups

Facebook Groups allow users with similar interests to come together,

• Users:
  • 57.5 million active users
• Growth Rate:
  • 4.3% (2021-2022)
• Gender Breakdown:
  • 77.2% Male
  • 22.8% Female
• Age Range:
  • Mostly concentrated in the 18-34 age group
• Most Popular Content:
  • News
  • Entertainment
  • Group discussions
  • Personal updates
• Time Spent per User:
  • Average of 3 hours per day
• Top Languages Used:
  • Urdu
  • English
• Most Popular Groups:
  • Local communities
  • Religious groups
  • News and entertainment groups
• Usage for Businesses:
  • Marketing
  • Customer service
  • Community building

5: LinkedIn