TikTok-ification of Pakistan – Asad Shabbir
Seven years ago, American Youtuber Casey Neistat triumphantly claimed that “Filmmaking is a sport and now, everyone’s invited.” The assessment stands proud today as social media has wreaked havoc in what was once a calm oasis of mainstream media. Pakistan’s media landscape, once dominated by a handful of TV channels and newspapers, has undergone a quiet revolution—one fueled not by ink or satellites, but by bite-sized videos. The rise of short-form platforms like TikTok, Instagram Reels, and YouTube Shorts has turned every smartphone into a broadcasting studio, every user into a potential influencer. But as Pakistan swipes, laughs, and dances away, the question isn’t just what we’re consuming—it’s how this digital carnival is reshaping behavior, ethics, and society itself.
Rural artisans, transgender activists, and Rawalpindi’s dhaba chefs now bypass gatekeepers to reach audiences directly. A 2023 PTA report notes that Pakistan has over seventy million social media users, with short-form video apps driving 60% of engagement. This isn’t just entertainment; it’s a socio-economic leveller. For instance, Sialkot’s leather craftsmen have used TikTok tutorials to tap global markets—proof that viral trends can stitch together livelihoods.
But democratization has a dark twin: information overload and misinformation. When everyone’s a content creator and there is no editorial oversight, AI-powered deepfakes and 15-second sized pieces of fake news will replace comprehensive explainers. Sometimes, it’s a fake notice for a holiday but it could also be convincing people to escape polio vaccinations. While short form video platforms have thrived on our shrinking attention span and momentary deluges of dopamine, platforms like TikTok have also become unexpected classrooms; Urdu poetry, entrepreneurship journeys, climate activists explaining monsoon patterns, and faceless critics point out thrive on these platforms.
Additionally, short-form platforms have created a performative culture. People now curate their lives for virality, often prioritising shock value over substance. This has led to what psychologists call “validation addiction” — a craving for likes, shares, and comments. Unfortunately, this phenomenon skews self-perception, particularly among Pakistan’s youth, 64% of whom are under 30 years old.
As these platforms shape behaviours, they also raise critical questions about digital ethics. For example, who is responsible for ensuring that content shared with millions adheres to basic moral and factual standards? In a society as diverse and polarized as Pakistan’s, the impact of irresponsible content can be seismic. Consider the rise of “clickbait controversies,” where creators intentionally provoke outrage to drive engagement. While such content garners attention, it often deepens societal divisions. Similarly, the use of AI-generated deepfake content-often to launch inappropriate scandals involving celebrities (read: cyber crime) is on the rise, raising new layers of complex ethical considerations.
The onus of better digital ethics lies on multiple stakeholders. Platform algorithms should be re-engineered to reward constructive content rather than sensationalism. Policymakers, educators, fact-checking organizations, advertisers, and even influencers must step up to promote digital literacy, encouraging responsible consumption and creation of content. For individuals, critical thinking must be at the forefront. We need to ask ourselves: Is this video factual? Is it spreading hate or empathy? As digital citizens, these small acts of mindfulness could collectively transform the media ecosystem.
Short-form video platforms have redefined media in Pakistan; voices once silenced are now amplified. However, this democratisation brings with it significant challenges. The unchecked spread of fake news, the rise of deepfakes, and the misuse of AI are eroding trust in digital spaces. Voices once silenced are now amplified, and stories that were overlooked now have the chance to shine. If we are to truly harness the potential of this media revolution, Pakistan must invest in critical thinking and ethical frameworks.
In a world where a single 15-second video can shape public opinion, the ability to pause, question, and think critically is the most valuable skill we can cultivate. The challenge now is whether we’re ready to step up and meet this moment.
