Social Media Advertising - Pakistan

Pakistan

Highlights

In Pakistan, ad spending in the Social Media Advertising market market is projected to reach US$57.81m in 2024.
The ad spending in this market is expected to exhibit an annual growth rate (CAGR 2024-2030) of 8.57%, leading to a projected market volume of US$94.67m by 2030.
In a global context, the majority of ad spending will be generated China, with an estimated US$84.65bn in 2024.
Within the Social Media Advertising market market in Pakistan, it is anticipated that 71% of total ad spending will be generated through mobile by 2030.
Furthermore, the number of users in the Social Media Advertising market market in Pakistan is expected to reach 119.6m users by 2030.
In Pakistan, the rise of smartphone usage is significantly transforming social media advertising strategies, compelling brands to engage more creatively with digital audiences.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Social Media Advertising market in Pakistan is experiencing significant growth and development, driven by various factors such as increasing internet penetration, changing consumer preferences, and the rise of digital platforms.

Customer preferences: In Pakistan, there is a growing preference for digital platforms and social media as a means of communication and entertainment. With the increasing availability of affordable smartphones and internet connectivity, more people are accessing social media platforms on a daily basis. This has created a vast audience for advertisers to target and engage with. Additionally, the younger population in Pakistan is particularly active on social media, making it an attractive channel for brands to reach their target audience.

Trends in the market: One of the key trends in the Social Media Advertising market in Pakistan is the shift towards video content. Video advertising is gaining popularity as it allows brands to convey their message in a more engaging and interactive way. With the rise of platforms like TikTok and YouTube, video content has become an integral part of social media advertising strategies. Brands are investing in creating high-quality video content that resonates with the Pakistani audience and captures their attention. Another trend in the market is the increasing use of influencer marketing. Influencers, who have a significant following on social media platforms, are being leveraged by brands to promote their products or services. This form of advertising is effective in reaching the target audience and building trust among consumers. Pakistani influencers are known for their authenticity and relatability, making them influential in shaping consumer preferences and purchasing decisions.

Local special circumstances: Pakistan has a large population, with a significant percentage being young and tech-savvy individuals. This demographic, coupled with the increasing internet penetration, creates a favorable environment for social media advertising. Additionally, the Pakistani market has a diverse cultural landscape, with different regions and languages. Advertisers need to consider these cultural nuances and tailor their campaigns accordingly to effectively connect with the local audience.

Underlying macroeconomic factors: The growing economy of Pakistan is also contributing to the development of the Social Media Advertising market. As disposable incomes increase, consumers have more purchasing power, leading to higher demand for products and services. This presents an opportunity for brands to advertise on social media platforms and tap into the consumer spending trend. Furthermore, the government of Pakistan has been supportive of digital initiatives, providing incentives and policies that encourage the growth of the digital advertising industry. In conclusion, the Social Media Advertising market in Pakistan is witnessing significant growth due to increasing internet penetration, changing consumer preferences, and the rise of digital platforms. Brands are leveraging video content and influencer marketing to engage with the Pakistani audience. The local market dynamics, such as the young and tech-savvy population and the diverse cultural landscape, play a crucial role in shaping advertising strategies. Additionally, the growing economy and government support for digital initiatives contribute to the development of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.