The London Playbook Does Not Travel
Most social media strategy written for Pakistani businesses is a UK or US plan with the currency changed. It arrives Instagram-first, because that is what the people writing it are used to — and on referral share Instagram sends 1.47% of Pakistan’s social traffic against 7.50% in the UK. The platforms are not the same, the balance is not the same, and starting from someone else’s mix is the most common and most expensive mistake here.
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The same six platforms, in a completely different order
StatCounter, July 2026, referral share of social traffic to websites. Read the Pakistan column against the UK one rather than on its own — the gap is the point.
- FacebookPakistan 91.71% · UK 72.79% · USA 74.72%
- YouTubePakistan 4.46% · UK 3.35% · USA 1.97%
- TwitterPakistan 1.72% · UK 7.53% · USA 9.91%
- InstagramPakistan 1.47% · UK 7.50% · USA 4.55%
- Search engine share, for scaleGoogle 97.14% of Pakistani search
- Device splitDesktop 51.51% · mobile 47.87% · not mobile-only
Now the caveat, because it changes what these numbers mean. StatCounter measures referral traffic to websites — clicks that left a platform and arrived somewhere else. It does not measure usage, attention or time spent. Instagram and TikTok deliberately make linking out difficult, so they under-index dramatically on this metric everywhere, not only here. So 1.47% is not "nobody in Pakistan uses Instagram" — plenty do. What it says is that Instagram is not where the clicks to your website come from, and if the objective is traffic rather than brand presence, that distinction decides the budget. Anyone quoting this figure as usage has misread it.
Facebook is not the unfashionable answer here
In London or New York, a strategy that opens with Facebook reads as dated. In Pakistan it reads as accurate. Facebook groups remain a genuine commercial channel, Marketplace does real transactional volume, and Facebook is where a large share of small-business discovery still actually happens. A plan that skips it because it feels old is skipping most of the market to chase a platform that sends one click in seventy.
YouTube is the second thing worth taking seriously, and it is consistently underweighted in briefs. Pakistan’s YouTube referral share runs above both the UK’s and the United States’ — and unlike a feed post, a video keeps earning for years. For a business that can explain something on camera, YouTube behaves less like social media and more like search, which is also how we would plan it.
The language question is the one nobody puts in a proposal. A great deal of Pakistani social is conducted in English, but it is Pakistani English, and Roman Urdu appears constantly in comments, captions and search. Copy written in London English is understood perfectly and lands as though it came from somewhere else, because it did. This is not a translation task; it is a register task, and it is the difference between an account that reads as local and one that reads as imported.
The last part is ours to state plainly. Our head office is in Karachi. On every other market page on this site we explain that our presence is people and working hours rather than premises. Here it is premises — which changes nothing about how a post performs and quite a lot about who is available on a Tuesday afternoon when something needs answering.
- ✓Facebook first, without apology — 91.71% of social referrals. Skipping it because it feels dated skips the market.
- ✓YouTube outranks Twitter and Instagram combined — And a video keeps earning for years, which a feed post does not.
- ✓Instagram is presence, not traffic — Real usage, very little outbound click. Budget it as brand, not as a traffic channel.
- ✓Roman Urdu is not a translation problem — It is register. Copy written in London English lands as imported, because it is.
- ✓We are actually here — Head office in Karachi. The one market page on this site without a remote-working caveat.
A 1.47% Instagram figure does not mean Pakistanis are not on Instagram. It means Instagram is not where the clicks to your website come from — and confusing those two is how budgets get spent in the wrong place.
What social management looks like here
Six things, ordered by what the Pakistani mix actually rewards rather than by what is fashionable.
Facebook, Properly
Page, groups and Marketplace treated as the commercial channels they still are here — not as the box ticked before the real work starts on a platform that sends one click in seventy.
YouTube as Search
Planned around what people actually type rather than around a content calendar, because a video that answers a real question keeps earning for years while a feed post is gone in a day.
Copy in the Right Register
Pakistani English, with Roman Urdu where that is genuinely how people write. The failure mode is copy that is understood perfectly and still reads as though it arrived from another country.
WhatsApp as the Handoff
For a great many Pakistani businesses the conversation moves to WhatsApp within two messages. Designing for that rather than fighting it is the difference between an enquiry and a lost thread.
Instagram as Presence
Maintained because buyers check it, budgeted as brand rather than as a traffic channel. Being honest about which of those it is stops it quietly consuming the production budget.
Reporting in Rupees
Enquiries and where they came from, invoiced and reported in PKR — no conversion spread and no number that has to be divided in your head before it means anything.
What clients say
Real clients, quoted in their own words — published with their permission.
“Working with Ghalib has been an outstanding decision for our company.”
“It was a pleasure working with Ghalib and his team.”
“Highly professional and dedicated to achieving results.”
More of them, in full, on our reviews page.
— Our Proprietary Methodology —
The Visibility Framework™, applied in Pakistan
The method doesn’t change by market. What it’s pointed at does.
Audit & Listen
Existing accounts, competitor feeds, audience demographics and every comment and review already written about you. Ends with a recommendation on which platforms to keep.
Position & Plan
Content pillars, brand voice, visual direction and a first calendar — agreed with you before a single post is produced.
Produce & Publish
Shooting, editing, writing, scheduling and replying. The part that has to happen every week without fail, which is where most in-house efforts quietly stop.
Amplify & Refine
Budget behind proven pieces, formats that underperform dropped, and the calendar rewritten monthly around what the data actually said.
Honest, No-Nonsense Commitment
Nobody controls a platform’s algorithm, so we will never promise you a viral post or a follower number. What we do commit to: the agreed content volume ships every month, every comment and DM is answered inside the agreed window, and if we miss either, that month is on us.
Social Media Management pricing for Pakistan, in PKR
This is the one market page on this site that does not print a band, and the reason is the same as on our Pakistani SEO page: there is no rupee figure recorded anywhere here, and converting the dollar tiers would produce a number that looks precise and describes nothing. The rupee figure comes out of the first call, from your actual competitors and platforms.
Starter
One platform, published consistently.
- Platform choice from the mix, not from habit
- Content plan & publishing
- Monthly reporting, invoiced in rupees
Growth
Two platforms with production included.
- Everything in Starter, plus production
- Comment and message handling
- Bi-weekly calls — in person if you want them
- Optional: bundle in SEO or Website Development
Enterprise
Multi-city or multi-brand accounts.
- Dedicated senior strategist
- On-site production days
- Custom reporting dashboard
- Optional: combine all 4 services for full-funnel growth
Every plan is scoped around your market — get a free audit and we’ll recommend what fits, priced in PKR.
What you’re actually committing to
Most agencies keep this in a contract you only see after the sales call. We would rather you knew now, because it is the question everyone asks second — right after the price.
- A 3-month initial term, then month to monthThree months is the shortest period in which a content approach can be judged honestly — month one is mostly setup and production. The wider industry standard is 6 to 12 months.
- 30 days’ notice to stopNo exit fee and no buy-out of the months you haven’t used. You leave when you decide to, not when the contract lets you.
- No setup or onboarding feeThe audit is free, and month one costs exactly what month two costs. Nothing is front-loaded.
- You own everythingAccounts, page roles, ad accounts, raw footage and every finished asset — in your name from day one, and still yours if we part ways.
- Ad spend never touches our invoiceYou pay the platform directly and keep the billing under your own control. Our fee is our fee.
- An agreed response windowThe time we commit to replying to comments and DMs is written into your agreement, not left to goodwill.
These are the terms as they appear in the agreement itself — nothing here is softened for the website. The full wording lives in our terms and conditions, and you get the agreement to read before anything is signed or invoiced.
Pakistan Social Media Management questions, answered
Related Social Media Management pages
Same service, different angle — by market, by discipline and by platform.
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Get in touch with Ghalib Ashrafi HQ
Ghalib Ashrafi takes on work for brands in six markets — the UK, USA, UAE, Saudi Arabia, Australia and Pakistan. Every enquiry gets a reply within 24 hours.