Pakistan Social Media Report – Feb 2014

Digital Marketing Reports, Monthly Reports, News and Events, PAS Research Studies, Resources

February witnessed 200,000 new Pakistani users on Facebook, with more new females than male, which slightly shifted the ratio in favour of women. With more than 65% users between the 18-34 ages, and with the majority still below 18 years, brands can continue to work to build lasting relationships with consumers.

This month the Fashion industry overtakes FMCGs at the top spot with a sum of 15.4 million fans. This growth in fan base has a lot to do with the recent launch of spring collections and Lawns. Electronics make their way to the second spot with almost 12 million fans, with Telecom and Beauty carrying on in the top 5.

Considering the top 20 Facebook brands, the average number of fans is 1,260,522 and far higher than the 25,170 twitter followers; yet Pakistani brands tweet more (average tweets 57) than Facebook postings (average posts 47). This identifies with Pakistan having one of the fastest twitter-using populations in the world.

Our top 5 Facebook brands remain the same as last month. Olx at the top with 2.19 million fans. Interestingly, all 5 have one thing in common – super engaging content. All of them saw steady growth through the month.

Samaa (1.46 million fans), Express News (1.01 million), (0.93 million – the largest video news web portal in Pakistan), MasalaTV (0.92 million) and Hum TV (0.87 million) are the top 5 media pages in the country.

The top 5 socially devoted Facebook brands are ruled by Telecom. Zong, Mobilink and Warid are the big 3. Followed by Telenor Pakistan and Djuice. Zong, Mobilink and Warid have response rates in the 90th percentile, with Djuice beating the average with a 79%

Communications and IT posts were the most popular this month. Nokia with its Lumia 1520 and 1020 bagged 2 out of 3 slots. Samsung followed in 3rd place with a contest. Images by Nokia got 55,000 and 50,000 interactions (Likes + Comments + Shares) this month. Samsung came in third with 47k.

Analytics will continue to become even more critical to the future of social initiatives. Continued internet penetration and intelligence defining social impact will eventually prove revolutionary for Pakistan.
These analysis were contributed by ZeeSocial Pvt Ltd

Infographic Feb 2014 (Zee) LR


Q. Who makes this Infographic:
A. This infographic was made by zeesocial (Pvt) Ltd using data by SocialBakers. Zeesocial is a full suite social media agency that specializes in Social Media Analytics to ‘Listen to conversations’, ‘Analyze the interactions’ and ‘Engage with customers’ in order to grow brands and business. zeesocial is a Trusted Pro Partner of Socialbakers in Pakistan and can be contacted at”

Q. Pakistan has 12.8million MAUs in total, but Fashion Pages have over 15million fans, how is that possible ?
A. Facebook user can like more than one page. Facebook does not provide information on unique users. So, when industry accumulated fans are collected, it can be higher. e.g. there are 100 Pakistani Facebook users, 70 like one Fashion Page 1, 35 like Fashion Page 2 and 25 like Fashion page 3 – accumulated fans liking Fashion pages would be 130 ! (more than total number of Fans)

Q. Why do you take Engagement Rate based on total interactions, which is a subset of total engagement? Facebook Insights also provides engagement rate, why is that not used ?
A. Facebook insights are available to Page Admins. Socialbakers on the other hand provides reports about brands and competition without any requirement of Admin rights. Unique value offered by Socialbakers is that it can provide competitive reports using public facebook API. Hence,it only includes the interactions (likes + comments + shares). Socialbakers engagement rate is as accurate as it can get if you want market / competitive context too… BTW Socialbakers is used by almost 50% of Fortune 500 brands.

Q. I have more questions about my Facebook Page, can you help ?
A. As Trusted Pro Partner of Socialbakers in Pakistan, we would be happy to help you with your queries and questions about Social Analytics or conducting audit and competitive study of your organization. Just send an email to

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