Social Media Marketing in Pakistan

E-Commerce
Social commerce is gradually gaining ground in France

30% of Pakistan people have used social networks to make purchases over the past year…

Adam has just published the results of its study on social commerce and consumer habits based on
generations.

Social commerce, namely the fact of making a purchase directly via social networks, is a growing
phenomenon around the world, and Pakistanis no exception…

Social commerce: a practice that does

not only concern the youngest
In Pakistan, generation Z (16-26 years old) is the most active in terms of purchases on exchange
platforms, almost 50% (49.25%) of them having made purchases directly on social networks during of
2023, an increase of 30% compared to the past year.

For this generation, TikTok Shop is the most popular channel, followed by Instagram and Facebook
Marketplace.

But this growth does not only concern the youngest, although they are much more exposed to social
networks.

This trend was in fact recorded in all age groups questioned during the study.
44% of Millennials have made a purchase on a social network in the last 12 months – an increase of
almost 28% (27.92%) compared to 2022.

Same phenomenon for Generation X, with an increase of 26.83% compared to last year.

Finally, baby boomers are no exception to the rule, with an increase of 35%. This time, TikTokShop is no
longer the platform most used by these generations – these include Facebook Marketplace and
Instagram.

A beginning in Pakistan, but a very

anchored trend internationally
Social commerce is an emerging trend in Pakistan, with 30% of Pakistan people concerned in total.

But this trend is already much more marked in other territories, notably Asia and America, as this study
show.

They offer 5 levels of social media management services:

(1) Provides 1 social network for $900 per month, 15 social posts, 6 custom images, and 2 advertising
campaigns per month;

(2) Provides 2 social networks, charges $1,300 per month, provides 30 social posts, 8 custom images, 3
ad campaigns, 2 blog posts per month, and ad comments every Monday, Wednesday, and Friday
monitor

(3) Provides 3 social networks for a monthly fee of US$1,500, 45 social posts, 10 custom images, 4 ad
campaigns, 2 blog posts, and daily ad comment monitoring;

(4) Provides 4 social networks for $1,800 per month, 60 social posts, 12 custom images, 5 advertising
campaigns, 4 blog posts, 1 contest per year, and daily ad comment monitoring ;
(5) Provides 5 social networks, charges $2,100 per month, provides 75 social posts, 14 custom images, 6
advertising campaigns, 4 blog posts, 1 contest per year, and daily ad comment monitoring.

7.PBJ Marketing

PBJ Marketing provides paid media, website design, brand strategy and a full range of digital marketing
services, including social media advertising. They believe that social media as a marketing channel
requires a strategic, data-driven approach to activate goals, messages and KPIs to fit the brand’s
audience and goals. In the short term, social media advertising campaigns are ideal for increasing brand
awareness, attracting potential customers, and driving conversions.

They focus their social media advertising on Facebook ads, Twitter ads, and Instagram ads.

PBJ Marketing uses Facebook user data to provide powerful, conversion-focused audience targeting,
carefully crafting Face book ads to deliver brand messages to audiences that are more relevant to brand
goals. PBJ Marketing uses a four-pronged approach to target customized audiences:

Audience targeting;

Analyze tracking.

8. Socially In

Socially In helps brands realize different aspects of their social media marketing strategy by deploying
results-based services in social strategy, content production, community management, paid social
advertising, influencer marketing and more.

They divide their services into creative and production, community management, social media strategy,
and social paid advertising.

Filming, capturing, producing, painting, recording, baking, building, incubating, writing, inventing,
writing ,and drawing content for all social media within the client. They begin their social strategy with
in-depth meetings around the demographics of those participating in social media campaigns. The
session helps creative teams brainstorm content that resonates with their ideal audience.

Once their team has an understanding of the business and brand, they build discussions around short
topics. It could be a campaign, a seasonal holiday event, or anything in between. After a brief discussion,
they entered into a brainstorming session, using different brainstorming techniques to come up with
unique ideas for various social platforms. Once they're ready to launch their strategy, they move on to
testing, measuring, and optimizing.

Among the best students in social commerce globally across all generations, we find India in particular,
with 77% of the local population having used social commerce over the past year.

Next come Hong Kong (74%), the United Arab Emirates (73%), Malaysia (72%), Mexico (67%), Brazil
(65%) then the USA (51%).

In Europe, social commerce is less present, but continues to be democratized. We find at the top of the
ranking in particular Poland with 45%, then Italy (40%), Norway (39.80%) and Switzerland (39.44%)

“The growth of social commerce is impressive on a global scale, and these platforms represent an
opportunity for businesses to seize.

We obviously know the impact of social networks on new generations – we now see that they are
transforming the purchasing habits of consumers of all ages, and this phenomenon is also growing in
Pakistan.

It is therefore essential for companies to meet new expectations by offering smooth payment
processes.”

Declares Pascal, Country Manager Pakistan at Newton

Methodology

Consumer research

38,151 adults were surveyed in Germany, Australia, Austria, Belgium, Brazil, Canada, China, Denmark,
United Arab Emirates, Spain, United States, Hong Kong, India, in Italy, France, Japan, Malaysia, Norway,
Mexico, Netherlands, Pakistan , Poland, Portugal, United Kingdom, Singapore, Sweden, Switzerland,
Survey carried out between January 15, 2024 and January 29, 2024.

Retail study

13,177 retailers were surveyed across Germany, Australia, Austria, Belgium, Brazil, Canada, China,
Denmark, United Arab Emirates, Spain, United States, Hong Kong, India, Italy, France, Japan, Malaysia,
Norway, Mexico, the Netherlands, Pakistan, Poland, Portugal, the United Kingdom, Singapore, Sweden
and Switzerland.

Survey carried out between January 15, 2024 and February 1, 2024.