Pakistan’s Social Media Marketing Report – Oct 2014
Once again this month Fashion with 20 million total fans, Beauty with 17 million fans and Electronics with 14 million fans are the top industries on Facebook. Each month these numbers seem to grow. Interestingly, these industries are constantly innovating.
Pakistani Fashion House creations have the nation, and the world swooning. Grooming too has become fundamental to Pakistani men and women. With this, Beauty businesses have flooded the market and social channels with products, services and information. The Electronics industry will not be left behind. With new versions and gadgets easily obtainable every month and in very high demand, the industry does not seem to be slowing down anytime soon.
Telecom continues to dominate Twitter with Mobilink leading with 239k followers; Warid follows with 184k; Ufone with 163k and Telenor with 161k. Lumia Pakistan (with 105k followers) tweets some exciting features in October.
Imran Khan’s Twitter profile continues to grow maintaining the top profile slot. Wasim Akram’s profile with 873k followers has interesting tweets dominated by public appearances, family pictures and hashtags (#babyakram).
Creative campaigns in October have brought in excellent engagement. Nesfruta has the highest engagement rate of 19.74%, with their highly innovative "Wonder Built" campaign where fans have sent in pictures of amazing structures built using empty Nesfruta packs. MilkPak Cream follows with an 18.57% ER, while continuing with the previous ‘sharing cream recipes’ campaign. Third is Chester Bernard’s 5.16% ER, due to them providing constant assistance to all online shopping related questions.
Chill Yaar is the new and upcoming Karachi based online store, already making waves on Facebook with a 3.24% engagement. Easypaisa is close behind with 3.12% engagement due to their adorable "Convenience is…" campaign.
The most popular posts on Facebook are very interesting this month. Samsung Pakistan is a top rater, posting a colourful post of their latest Galaxy Note4. This post had a total of 158k interactions which includes 150k likes, 2824 comments and 5488 shares, ending up with an engagement rating of 10%. Fawad Khan and Clear move in with 133k interactions and a 21.8% engagement rating. Nesfruta’s "Wonder Built" campaign follows next.
LinkedIn has shown a steady growth over the past few months and currently there are 2 million Pakistanis which, as of October 2014 have a 1.33% penetration in the world market.
Pakistanis can’t seem to get enough of Facebook. Social media strategies mostly revolve around Facebook (with Twitter making brief appearances). Other digital media channels are gradually being exploited. However Pakistani organizations are making a difference on social media platforms as they attempt to explore them and consider them as a serious marketing tool.