Social media in Pakistan has taken over many fields, and the dynamics are changing day to day, with different aspects being introduced and creating jobs for youth. In Pakistan, people are getting degrees and searching for jobs. Being an influencer or content creator seems easy, but the journey itself is not easy. What people want to consume and what they will like, and consistency in that content is something that can only be achieved by consistency and variation in content.
Many applications have emerged as some of the most influential social media platforms in Pakistan, providing a stage for diverse content creators to showcase their talents and connect with audiences. With its reach and access to everyone, it has not only transformed digital entertainment but has also empowered individuals to establish their brands and careers in content creation.
From working as a mobile salesperson to becoming a social media sensation, Muhammad Ahmed’s journey to fame is a testament to social media influence. Known as Mr Battery, Ahmed started creating comedy videos inspired by legendary Pakistani comedians like Omar Sharif and Sikandar Sanam.
“I never had a glamorous background,” Ahmed shares. “I just wanted to make people laugh. Social media gave me a platform to do that and helped me connect with audiences worldwide.”
His humorous content resonated with millions, earning him a TikTok Creator Award. “This award validates my hard work and motivates me to keep pushing the boundaries of comedy,” he says. Ahmed acknowledges the challenges of content creation, emphasizing that producing engaging and original content requires dedication and creativity. However, he remains committed to making people smile through his videos.
Unlike many content creators, Muhammad Abbas Bukhari comes from an academic background. Holding an LLB from the University of London International Program, he initially worked as a trainee anchor and researcher before discovering his passion for comedy. “In mid-2023, I realized I had unique comic ideas that weren’t being explored,” Bukhari explains. “I decided to experiment, and TikTok provided the perfect platform.”
Through trial and error, Bukhari refined his content style, eventually gaining a loyal following. His success has led him to venture into stand-up comedy, an art form he hopes to popularize in Pakistan. “Stand-up comedy isn’t fully appreciated in Pakistan and needs so much work to be recognized,” he pointed out, adding that, “My goal is to make it mainstream and accessible.”
Bukhari credits social media understanding and how people are now recognizing different talents from different platforms, giving him exposure and helping him build a dedicated audience. “TikTok is a democratic platform where anyone can get recognition, but the key to this success is to not just make content on anything but also have a sense of responsibility when it comes to your target audience,” he says. Winning a TikTok Emerging Creator Award has further inspired him to strive for greater achievements, and maybe he can create better and more informative content in coming years that can encourage youth better.
A former YouTuber with a channel boasting over a million subscribers, Muhammad Usama transitioned into a content creator after noticing a shift in content consumption. Initially focusing on Android app reviews, he later ventured into gaming content, particularly walkthroughs of popular titles like GTA 5 and PUBG Mobile. “There was a lack of dedicated gaming content creators in Pakistan,” Usama explains adding that, “I saw an opportunity and decided to fill the gap and it was a hit.”
Today, he has garnered over 6.1 million followers and 288.1 million likes on TikTok, making him one of the most influential gaming content creators in the country. His content has attracted sponsorships and collaborations with game developers, providing him with significant financial benefits and also a boost to the gaming industry with his videos that are liked and appreciated worldwide.
Usama attributes his success to social media content moderation policies, which ensure a safe and engaging environment. “Unlike other platforms, such platforms maintain strict guidelines, making it suitable for all ages. This has allowed me to grow my audience effectively,” he said. Winning the Creator Award has motivated Usama to continue improving his content. “I’ve invested in better equipment and plan to expand my reach,” he says. “This award is just the beginning.”
Diversity and creativity
According to Saif Mujahid, Head of Content Operations and Marketing at TikTok Pakistan, the content in Pakistan thrives on diversity, offering content across various genres, including technology, entertainment, education, and comedy. Such platforms encourage users to express themselves in any way they like, fostering a sense of community and creativity. With different features such platforms enable users to produce high-quality content effortlessly, allowing them to engage with audiences in meaningful ways.
“Our platform celebrates uniqueness and provides a space where everyone can tell their own story,” Mujahid states. “We believe in empowering creators by giving them the tools they need to succeed.” Over the years, social media have democratized content creation, making it accessible to everyone, regardless of background or resources.
To highlight and reward outstanding creators, several initiatives and platforms are introduced to boost the content creation in Pakistan, including hashtag challenges, contests, and workshops in collaboration with local organizations. The TikTok Creator Awards has been held in Pakistan for the past three years, which encourages young and talented content creators to become impactful influencers. Mujahid emphasizes, “These initiatives are crucial in providing creators with the recognition they deserve. Our goal is to ensure that talented individuals receive the exposure and support they need to thrive.” Such platforms plan to enhance content discovery features and expand community engagement options, ensuring that creators can build their brands and reach wider audiences.
Additionally, Pakistan social media platforms are exploring new ways to support creators through education programs, partnerships with local brands, and training on digital literacy and online safety. “Our commitment is to keep it a space for creativity, inclusivity, and diversity, where the idea is to continue to invest in tools that help creators push the boundaries of innovation,” said Mujahid.
Several Pakistani content creators have gained immense popularity by using different platforms as stepping stones to their success.
With a growing community of creators and continuous platform enhancements, many social media platforms are expected to remain a dominant force in Pakistan’s digital landscape. The platforms that are widely used for content creation encourage and support local talent and ensure that interesting content creators have opportunities to succeed.
As Pakistan continues to evolve, it will likely introduce more initiatives to empower its users, making content creation more accessible and rewarding. For Pakistani creators, it represents not just entertainment but a gateway to professional success and global recognition where they can earn and live a better life.
With numerous success stories emerging, the new world of content creation is proving to be a game-changer for content creators, reshaping the digital landscape and setting new standards for online entertainment in Pakistan.