KARACHI:
Working in a digital media company, I am convinced that TikTok has improved the lives of many Pakistani content creators. Since its launch and subsequent rise in Pakistan, many brands are now more focused on promoting and branding their products on TikTok. The short video styled content that TikTok has explored is not only helping brands but also aiding those content creators who were not getting the limelight they deserve.
It is because of the vast reach of TikTok around the world and in Pakistan that many content creators from rural areas have now become stars. They have worked on how to creatively present their talent in order to attract a larger audience. The collaboration between brands and TikTok stars have significantly helped lower- and middle-class content creators earn big money and get exposure, dividing the overall digital landscape of Pakistan.
Even though the platform has reached one billion active users globally, with Southeast Asia being one of the biggest markets, TikTokers in Pakistan are unfortunately still waiting for the ban to be lifted.
Published in The Express Tribune, October 4th, 2021.
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