By 2026, Pakistan's social media users have grown to 53 million, reflecting increased internet access and smartphone adoption. With a penetration rate of 24%, businesses are increasingly leveraging social platforms for marketing and engagement, tapping into a vibrant digital audience. The average daily usage of 2 hours 45 minutes indicates strong user engagement, making social media a key channel for brand visibility.
Advertising expenditure on social media has reached USD 350 million, showcasing the country's expanding digital economy. Facebook remains the leading platform, but TikTok and Instagram are rapidly gaining popularity among youth. Companies investing in targeted social media campaigns are seeing improved ROI as digital literacy and mobile internet penetration continue to rise in Pakistan.