Dynamic Shifts in Social Media Usage in Pakistan: A Comparative Analysis Across Pre-, During-, and Post-COVID-19 Periods

Abstract

This study investigates the evolving trends in social media usage in Pakistan across three key periods: pre-COVID-19, during COVID-19, and post-COVID-19. This research bases its analysis on data obtained from Stat Counter Global Stats to understand changes in user selection of platforms together with behavioral patterns and social consequences. To ensure validity and reliability, the data were cross-checked with publicly available statistics from individual social media platforms, ensuring consistency in reported usage trends. Facebook held the top spot on social media before the pandemic, yet YouTube together with Instagram and Twitter gained substantial growth from pandemic-era users seeking entertainment and information as well as social contact. Facebook resumed its leadership position following the pandemic period with Instagram and YouTube staying highly popular among users. This research shows Pakistan faces an ongoing digital disparity between metropolises and rural areas, thus requiring better Internet networks alongside digital education initiatives to overcome this gap. This research shows that social media platforms must deliver cultural-specific content together with features that address Pakistani user needs. This study recognizes mental health challenges from heavy social media usage, so it recommends platform-based tools establishing better online behavior practices. This paper proposes strategic guidance for policymakers and social media platforms to establish inclusive digital progress and achieve digital balance in Pakistan.

1. Introduction

Social media’s emergence has transformed all aspects of worldwide communication methods and information sharing along with social interaction practices (Ahmed et al., 2019). People use Facebook along with Twitter and Instagram and YouTube as necessary platforms that direct their access to news and build friendships and participate in social connections (Voorveld et al., 2018). The growing Internet connectivity alongside increased smartphone adoption throughout Pakistan generated substantial growth in social media usage during the last ten years. According to (DataReportal, 2024), Pakistan had approximately 71.7 million active social media users as of January 2024, representing over 30% of the total population. This marks a significant increase from previous years, with user adoption rising steadily due to affordable smartphones, lower mobile data costs, and widespread app accessibility. Moreover, Pakistani users increasingly engage across multiple platforms simultaneously, using Facebook for social networking, YouTube for video content, WhatsApp for private communication, and Instagram for lifestyle content, demonstrating high platform overlap and multi-functional usage behavior (Hamza et al., 2023). These dynamics highlight the complexity of the country’s digital media landscape and its relevance to evolving behavioral patterns. Digital transformation has transformed human connections and brought extensive changes to education together with the healthcare and commercial sectors (Nambisan et al., 2019).

The COVID-19 pandemic, which emerged in late 2019, significantly reshaped social media engagement worldwide. As governments enforced lockdowns and social distancing measures to contain the virus, digital platforms quickly became the primary means for people to stay connected, informed, and entertained (Hantrais et al., 2021). In Pakistan, where strict lockdowns were imposed during the peak of the pandemic, social media usage surged as individuals sought ways to adapt to remote living. Platforms like Facebook, Instagram, and YouTube became essential for maintaining social relationships, accessing news, and finding entertainment during isolation. Additionally, with schools and workplaces shifting online, social media played a crucial role in virtual learning and remote work, helping students and professionals stay engaged (Saha, 2021). The pandemic not only accelerated digital adoption but also transformed the way people relied on social media, making it an integral part of daily life.

However, the surge in social media usage during the pandemic also brought several challenges, particularly the spread of misinformation. With people relying on digital platforms for news and updates, false or misleading information about COVID-19 treatments, preventive measures, and vaccines circulated rapidly, especially on platforms like WhatsApp and Facebook (Germani et al., 2022). Many users, unaware of the credibility of sources, shared unverified claims, leading to widespread confusion and, in some cases, panic. A study analyzing public WhatsApp groups in Pakistan found that misinformation was highly prevalent, shaping public perceptions and influencing health-related behaviors. Fake news about home remedies, conspiracy theories, and vaccine hesitancy spread unchecked, complicating government efforts to manage the crisis (Eman et al., 2024). The situation underscored the need for stronger digital literacy, fact-checking mechanisms, and more responsible content moderation on social media platforms. Social media has become essential in maintaining mental health support among people experiencing isolation. Users of these platforms exchanged personal experiences while obtaining mutual assistance and maintaining social relationships throughout lockdown periods for mental wellness. Studies prove that medium-level social media usage throughout COVID-19 times reduced anxiety levels and improved loneliness experiences. However, heavy social media engagement has shown negative effects on mental health (Brailovskaia et al., 2021).

As Pakistan moves beyond the pandemic, understanding how social media usage patterns have evolved over time is crucial (Abbas et al., 2021). The way people interact with digital platforms has changed significantly due to the disruptions caused by COVID-19, making it essential to analyze trends across the pre-pandemic, pandemic, and post-pandemic periods. Examining these shifts will provide valuable insights into how social media has influenced communication, information-sharing, and online engagement during different phases of the crisis. Moreover, this analysis can help policymakers, businesses, and digital platforms develop effective strategies to harness the power of social media while addressing challenges such as misinformation, digital dependency, and privacy concerns. This study aims to assess changes in social media usage in Pakistan from January 2018 to December 2024, covering three distinct phases: pre-COVID-19, during COVID-19, and post-COVID-19. Using data from StatCounter Global Stats, this research will track platform dominance, user engagement trends, and behavioral shifts over time. By identifying which platforms gained or lost traction and how user needs evolved, this study seeks to provide a comprehensive understanding of Pakistan’s digital landscape. The findings will contribute to discussions on digital transformation, guiding future approaches to media consumption, online communication, and policy development in the country.

Understanding these dynamics is crucial for policymakers, educators, healthcare professionals, and businesses as they navigate the increasingly digital landscape. Insights from this study can inform the development of targeted interventions to promote digital literacy, combat misinformation, and harness the potential of social media for positive societal impact. Furthermore, this research contributes to the broader discourse on the digital transformation accelerated by the COVID-19 pandemic, offering a nuanced perspective from the context of a developing country.

2. Literature Review

Social media exists as an indispensable component of modern existence that controls how people connect and distribute information and entertain themselves throughout the whole world (Fuchs, 2021; Turow, 2019). Usage of Facebook, Instagram, YouTube, and Twitter worldwide delivers a transformation of social contact together with content engagement and consumption methods for people. A total of 4.2 billion people used social media during 2021, which represented 53% of the global population (Ortiz-Ospina, 2019). The extensive use of mobile technology and reasonably priced Internet access enabled social media’s dramatic worldwide growth that now extends to all social groups in every geographic area. Social media platforms such as TikTok and Instagram demonstrate the growing preference for visually dominant user experiences and interactive digital interactions (Ko, 2023). In the context of Pakistan, users’ choices of platforms are influenced not just by content type but also by cultural preferences, language support, and technical accessibility. As Azhar (2018) notes, platforms that offer Urdu language interfaces see notably higher engagement, especially among rural populations (Azhar, 2018). Additionally, the ability to multitask across platforms, such as consuming news on Facebook while chatting on WhatsApp, has shaped the user experience into a fluid, multi-platform ecosystem. Understanding this interplay is crucial for interpreting usage trends beyond raw percentage data.

The COVID-19 pandemic triggered dramatic changes in international social media usage because it drove people toward digital interactions. Social confinement together with distancing regulations caused people to seek social media for maintaining relationships and entertainment while accessing crucial information. The research from this time period revealed major growth in daily screen time during which platforms achieved record-high activity levels (Qin et al., 2020). YouTube achieved a 15% boost in watch time across the entire world during its first pandemic months according to (Marler et al., 2024). Social media platforms enabled people to stay in contact through social interactions, which gave them community connections amid their increased physical separation.

The pandemic exposed dual characteristics of social media platforms that delivered both advantages and problems to society. The World Health Organization describes the rapid spread of false health information as an “infodemic” that took advantage of these platforms during the pandemic. The rapid spread of COVID-19 misinformation about vaccines as well as treatments and preventive methods simultaneously weakened health authority credibility and made pandemic containment more difficult (Cinelli et al., 2020). The extensive volume of unverified material on social media outperformed fact-checking and health organization partnerships that social media companies applied to stop misinformation according to (Breslin et al., 2020; Mourad et al., 2020).

Digital changes in Pakistan have brought rapid developments because Internet access and social media use have grown tremendously within the last few years (Adnan et al., 2020). According to (DataReportal, 2024), the Internet penetration rate in Pakistan exceeded 45.7% because 111 million people joined the Internet by 2024. Affordable smartphone distribution and reliable online networks have produced this expansion in user base. Through Facebook, WhatsApp, Instagram, and YouTube, users in Pakistan have discovered valuable communication, entertainment, and commercial capabilities of these platforms (Hamza et al., 2023). Platform preferences are shaped by cultural elements together with linguistic characteristics since numerous platforms now provide Urdu language support to service diverse user populations. Research by Azhar (2018) discovered that Facebook functions best when it supports multiple languages because this approach leads to increased user interaction, especially among rural and semirural communities (Azhar, 2018).

Social media use in Pakistan received rapid adoption through the COVID-19 pandemic, which transformed digital interpersonal and corporate contacts (Yu et al., 2022). Businesses depended on social media tools to maintain their operations because COVID-19 restrictions implemented lockdowns. Small and medium enterprises discovered Facebook and Instagram as their preferred marketplaces to reach consumers through efficient costs. The digital platforms demonstrated their crisis flexibility when Zoom and WhatsApp gained fundamental importance for remote learning and professional operations. Reliable Internet access and digital literacy remain key barriers because they block many people from using social media effectively (Khan et al., 2021) despite the numerous social media benefits (Khan et al., 2021).

Social media served a dual purpose in regard to mental health concerns throughout the pandemic. The platforms delivered opportunities for users to build social connections and access mental health support. Screen time combined with news that caused distress led to elevated cases of depression and anxiety among users. Abbas et al. (2021) from Pakistan analyzed how overwhelming social media usage created elevated psychological problems, especially among young adults (Abbas et al., 2021). Misinformation spread between people to make these effects worse because it added to confusion levels and intensified pandemic-related fears. The resolution of these difficulties involved creating digital support systems and mental health education initiatives delivered through social media platforms.

The use of social media across Pakistan following the pandemic reveals both new growing trends as well as established patterns (Butt et al., 2023). Despite Facebook maintaining dominant status, some users have increasingly turned to Instagram and YouTube platforms, which appeal to younger audiences the most. Such online platforms provide users with entertainment features but also serve educational purposes and content creation opportunities, which shows a move towards user-based digital interaction. The recent surge of users toward brief video content and disappearing posts matches worldwide tendencies, which show how platforms such as TikTok affect what consumers expect to see on social media (Duah, 2023). The traditional platforms maintain their meaningful presence, especially among people of older demographics and business entities.

Social media demonstrates its status as a worldwide transformative power that brings significant potential toward universal communication and market opportunities and social network development in Pakistan (Asif & Sandhu, 2023). Social media creates obstacles while providing opportunities since it causes misinformation to spread and generates digital exclusions together with mental health issues. Future social media development depends on mastering an understanding of its detailed effects on societal conduct and its evolving challenges. Future scholars need to examine both the short- and long-term effects of pandemic-related social media usage and whether these platforms can foster digital inclusion in our digital society.

To provide a more robust foundation for understanding digital behavior changes, this study draws on two established theoretical frameworks: Uses and Gratifications Theory (UGT) and Media Dependency Theory (MDT). UGT helps explain why users gravitate toward particular platforms based on their personal and social needs such as information-seeking, entertainment, emotional support, or social connection (Katz et al., 1973). During the pandemic, these gratifications shifted, with platforms like YouTube and Instagram fulfilling needs for escapism and visual storytelling, while Twitter became a tool for real-time news and updates. In parallel, MDT suggests that in times of societal disruption (like pandemics), people become more reliant on media to navigate uncertainty and maintain social stability (Ball-Rokeach & DeFleur, 1976). This theoretical framing helps contextualize the increasing platform dependency observed during the COVID-19 period and the resulting behavioral shifts in Pakistan’s digital ecosystem.

3. Problem Statement

The rapid growth of social media has significantly influenced communication patterns, information dissemination, and social interaction worldwide (Chan & Leung, 2018; Muller & Peres, 2019). In Pakistan, the adoption of social media platforms like Facebook, YouTube, and Instagram has transformed not only personal relationships but also business, education, and entertainment sectors. However, while the global impact of social media usage during the COVID-19 pandemic has been extensively studied, there is a noticeable gap in understanding the evolution of social media behaviors in developing countries like Pakistan, particularly during the pre-, during-, and post-pandemic periods.

The COVID-19 pandemic acted as a catalyst for increased social media engagement, but it also reshaped how platforms were used and for what purposes. During the pandemic, individuals were forced into isolation, leading to shifts in the primary functions of social media, such as seeking entertainment, information, and social connection (Cauberghe et al., 2021). The post-pandemic period has shown signs of stabilization, but it is unclear whether behaviors seen during the pandemic, such as the rise of specific platforms, have persisted or if new patterns have emerged.

This study aims to fill the existing gap by examining social media usage trends in Pakistan across three distinct phases: pre-COVID-19 (January 2018–December 2019), during COVID-19 (January 2020–December 2021), and post-COVID-19 (January 2022–December 2024). Data analysis will examine the changes affecting platform leadership positions while investigating user participation alongside societal consequences. Digital policy development and media literacy improvements and overall digital system enhancement in Pakistan demand a clear comprehension of these transformations as the country moves forward from the pandemic.

4. Methodology

This study utilizes data from StatCounter Global Stats, a well-recognized platform known for providing comprehensive statistics on social media usage across different regions and timeframes. StatCounter gathers data using web analytics tools and user metrics, ensuring a robust representation of Internet usage trends (Malik et al., 2023). The monthly usage statistics for each platform were extracted based on publicly available data from StatCounter’s regional analytics for Pakistan. These statistics reflect browser-based activity, collected via a global network of websites using StatCounter’s tracking code. While this method provides reliable trend data, it does not include app-based usage or demographic breakdowns such as age, gender, or location. Consequently, the findings offer a high-level view of platform preference rather than granular user behavior. This selection approach was chosen due to the consistent availability of month-to-month percentage data, allowing us to track longitudinal trends in platform usage from January 2018 to December 2024. To check the reliability of the data, they were compared with other available authentic statistics of usage of various individual social media sites. Given that one can filter the data by country and time, the platform is suitable for analyzing the dynamics of social media in Pakistan within several years. This aspect is very useful because the records indicate monthly and annual percentages of activities on various social media sites, including Facebook, Twitter, YouTube, Instagram, and Pinterest, from which communication preferences and the level of dominance of one social media platform over the other can be measured over some time. The overall procedure followed in this study is illustrated in Figure 1.

To assess changes in social media usage, this study focuses on three distinct timeframes. The pre-COVID-19 period (January 2018–December 2019) serves as a baseline, providing insight into user behavior before the disruptions caused by the pandemic. The pandemic period (January 2020–December 2021) captures the peak of social media engagement, driven by lockdowns, remote work, and the rise of virtual learning. Finally, the post-pandemic phase (January 2022–December 2024) examines whether social media behaviors returned to pre-pandemic norms or if new digital habits persisted. By comparing these three phases, this study aims to highlight key trends in platform adoption, engagement levels, and the broader implications of changing digital behaviors in Pakistan.

A comparative analysis approach was adopted to track shifts in platform usage and user engagement over the years. The first step involved platform comparison, focusing on the relative market share of leading social media platforms, such as Facebook, Twitter, Instagram, and YouTube. This was followed by a trend analysis, where yearly percentage shifts in platform usage were evaluated to understand how the pandemic influenced digital engagement. The data were then visualized through bar charts and line graphs, allowing for a clearer interpretation of platform-specific trends. Finally, the findings were contextualized within Pakistan’s broader socio-economic and technological landscape, considering factors such as digital accessibility, misinformation, e-commerce growth, and changes in media consumption habits.

5. Results and Discussion

5.1. Pre COVID-19 Trends

During the pre-COVID-19 period (January 2018 to December 2019), (see

Table 1. Monthly social media usage percentages in Pakistan during the pre-COVID-19 period (January 2018–December 2019).

Date	Facebook	Twitter	YouTube	Pinterest	Instagram	Reddit	Tumblr	Google+	LinkedIn
2018-01	95.74	1.01	2.2	0.66	0.11	0.05	0.05	0.05	0.06
2018-02	91.92	1.64	4.32	1.24	0.37	0.08	0.12	0.09	0.12
2018-03	92.16	1.69	4.34	1.05	0.24	0.07	0.12	0.14	0.11
2018-04	92.06	1.5	4.68	1.17	0.18	0.05	0.11	0.12	0.08
2018-05	92.71	1.2	4.22	1.24	0.24	0.04	0.1	0.11	0.08
2018-06	90.8	2.11	4.71	1.39	0.34	0.04	0.23	0.15	0.11
2018-07	90.05	2.67	5.02	1.4	0.38	0.05	0.09	0.12	0.1
2018-08	88.71	3.71	5.03	1.6	0.53	0.09	0.11	0.09	0.09
2018-09	91.11	2.87	3.85	1.2	0.53	0.09	0.17	0.09	0.05
2018-10	90.02	2.68	4.55	1.36	0.77	0.2	0.21	0.1	0.06
2018-11	86.79	3.51	5.64	1.77	1.44	0.4	0.16	0.17	0.07
2018-12	86.06	4.21	5.08	2	1.45	0.7	0.15	0.24	0.07
2019-01	83.08	5.42	4.09	2.73	3.23	1.02	0.13	0.18	0.07
2019-02	87.96	4.73	2.05	2.59	2	0.37	0.12	0.11	0.06
2019-03	86.26	4.98	2.43	3.21	2.34	0.46	0.12	0.08	0.07
2019-04	88.75	4.13	2.02	2.66	1.86	0.41	0.07	0.01	0.04
2019-05	88.07	4.33	2.07	2.82	2.28	0.26	0.1	0	0.05
2019-06	88.67	4.03	1.87	3.23	1.98	0.09	0.05	0.01	0.04
2019-07	90.12	3.52	1.67	2.9	1.58	0.08	0.05	0	0.04
2019-08	89.47	3.65	1.89	3.31	1.47	0.05	0.07	0	0.04
2019-09	92.07	2.54	1.46	2.46	1.34	0.03	0.03	0	0.02
2019-10	91.67	3.9	1.17	1.84	1.35	0.02	0.02	0	0.02
2019-11	91.99	3.65	1.05	1.41	1.83	0.02	0.02	0	0.02
2019-12	92.67	3.9	0.92	1.39	1.07	0.01	0.02	0	0.01

) Facebook dominated the social media landscape in Pakistan with consistently high usage, ranging between 83.08% and 95.74%. Despite minor fluctuations, it remained the most preferred platform, likely due to its accessibility, versatility, and compatibility with low-bandwidth Internet, which is critical in Pakistan’s developing digital infrastructure. Other platforms, such as YouTube, Twitter, Instagram, and Pinterest, showed relatively minimal adoption. YouTube emerged as the second most-used platform during 2018, peaking at 5.64% in November 2018, but its usage saw a steady decline in 2019, dropping to as low as 0.92% by December 2019. This decline may indicate shifting user preferences toward platforms offering more interactive features.

The user base of Instagram and Twitter demonstrated stable growth throughout these years because these platforms attracted rising numbers of young adults combined with urban users. The popularity of Instagram rose significantly during 2018–2019 based on usage statistics that started at 0.11% and ended at 3.23%. The Twitter platform showed consistent growth during these years through its expansion from 1.01% to 4.33% in user base between the start of 2018 and mid-2019 due to increasing public communication and news consumption on its platform. Pinterest continued to attract users interested in specific areas such as fashion and DIY, which resulted in maximum usage reaching 3.31% during the mid-2019 period. During this era, Facebook dominated social media platforms alongside the emergence of new platforms that attracted certain demographic segments.

During the pre-COVID-19 period from January 2018 to December 2019, the data show Facebook as the dominant social media platform in Pakistan (see Figure 2 for trend graph). Facebook maintained its leading position by achieving more than 88% of the entire social media market throughout this time interval before reaching a peak usage rate of about 95% during early 2018. The statistics show Facebook as the essential communication and entertainment hub, yet its leadership position began to decrease near the end of 2019 because users started adopting different social media platforms. Facebook continued to be the leading social media platform while maintaining its most popular status because it offered universal accessibility combined with broad user reach into both urban and rural groups.

YouTube gained the status of being the second most popular platform in 2018 after reaching its peak usage rate of 5.64% then experiencing a small decline in 2019. The data demonstrate Twitter gained more popularity between early 2018 and 2019, leading to over 4% usage as a result of its enhanced importance in public conversations and immediate information distribution methods. Instagram has shown steady growth since its unimportant beginning as it moved from under 1% in early 2018 to over 2% in late 2019 while attracting younger users from urban areas. The usage rate of Reddit and Tumblr platforms remained minimal throughout the period, as they never exceeded less than 1% of the Pakistani social media landscape. The graphical presentation establishes essential reference points to track social media engagement modifications during COVID-19 times.

5.2. During COVID-19 Trends

Table 2. Monthly social media usage percentages in Pakistan during the COVID-19 period (January 2020–December 2021).

Date	Facebook	Twitter	Pinterest	YouTube	Instagram	Reddit	Tumblr	LinkedIn	VKontakte
2020-01	93.34	3.36	1.35	1.01	0.89	0.02	0.01	0.01	0.01
2020-02	94.78	2.39	1.26	0.73	0.79	0.02	0.01	0.01	0.01
2020-03	95.3	2.77	0.75	0.55	0.58	0.01	0.01	0.03	0.01
2020-04	94.14	3.34	1.06	0.87	0.53	0.01	0.01	0.02	0.01
2020-05	93.24	4.23	1.12	0.83	0.53	0.02	0.02	0.01	0.01
2020-06	90.37	6.66	1.38	1.04	0.47	0.03	0.03	0.01	0
2020-07	91.67	5.37	1.31	1.11	0.47	0.02	0.02	0.02	0.01
2020-08	90.21	5.5	2.08	1.4	0.72	0.03	0.02	0.03	0.02
2020-09	93.63	3.84	1.27	0.81	0.4	0.01	0.01	0.02	0.01
2020-10	90.58	5.56	1.93	1.22	0.63	0.02	0.02	0.02	0.02
2020-11	91.19	6.15	1.28	0.84	0.48	0.02	0.01	0.02	0.02
2020-12	88.96	6.51	2.07	1.55	0.82	0.02	0.02	0.02	0.02
2021-01	85.87	10.39	1.6	1.46	0.6	0.03	0.02	0.03	0.01
2021-02	84.67	10.11	1.78	1.75	1.59	0.03	0.02	0.04	0.01
2021-03	80.17	15.62	1.35	1.21	1.54	0.03	0.02	0.04	0.01
2021-04	78.99	16.37	0.94	1.14	2.37	0.03	0.04	0.06	0.06
2021-05	81.06	14.16	0.93	1.1	2.57	0.05	0.05	0.03	0.04
2021-06	75.13	18.47	1.13	1.66	3.42	0.05	0.08	0.05	0.01
2021-07	88.04	9.41	0.48	0.61	1.34	0.03	0.05	0.02	0
2021-08	89.18	8.23	0.6	0.73	1.13	0.02	0.09	0.01	0.01
2021-09	88.09	8.72	0.8	1.03	1.18	0.05	0.08	0.03	0.01
2021-10	88.61	8.59	0.63	0.74	0.66	0.69	0.05	0.02	0.01
2021-11	90	7.49	0.56	0.75	0.68	0.46	0.02	0.02	0.01
2021-12	88.78	8.79	0.54	0.89	0.85	0.06	0.03	0.04	0.04

illustrates social media usage trends in Pakistan during the COVID-19 period, highlighting key changes in platform preferences as the pandemic influenced digital behavior. Facebook remained the most dominant platform, though its market share declined steadily from 93.34% in January 2020 to 75.13% by June 2021, before stabilizing around 88% by the end of 2021. This decline suggests a diversification of social media preferences as users explored alternative platforms. The rise of other platforms, including Twitter and Instagram, underscores a shift in user behavior driven by increased screen time and digital engagement during lockdowns.

Twitter captured a larger audience share between January 2020 and June 2021, ending with 18.47% of the market. During times of uncertainty, people heavily lean toward Twitter to obtain live information along with participating in public dialogue. Instagram developed a substantial following starting from 0.89% in January 2020 and reaching 3.42% in June 2021 because it became increasingly popular with younger users who wanted visual and lifestyle content. YouTube usage experienced a limited increase in 2021 because users turned to this platform for entertainment purposes and remote educational needs. The usage statistics for Pinterest, Tumblr, and LinkedIn throughout this period showed minimal relevance because they only received less than 2% combined audience share. The pandemic caused users to expand their platform usage by selecting platforms that cater to their individual needs based on the data.

This graph (Figure 3) visually represents social media usage trends in Pakistan during the COVID-19 pandemic, illustrating platform preferences and shifts in user behavior. Facebook remains the dominant platform throughout the period, though its market share experienced a noticeable decline, particularly in early 2021. Usage dropped from around 93% in January 2020 to a low of 75.13% in June 2021, before recovering slightly to 88.78% by December 2021. This downward trend suggests a gradual diversification of social media preferences as users explored alternative platforms during the pandemic.

Twitter showed a significant increase in usage during this period, peaking at 18.47% in June 2021, indicating its growing importance for news and public discussions, particularly in times of uncertainty. Similarly, Instagram experienced a steady rise, reaching its highest usage of 3.42% in mid-2021, reflecting its appeal for lifestyle and visual content. Platforms like Pinterest and YouTube maintained modest but consistent usage, while Reddit and Tumblr remained negligible. Overall, the graph highlights the diversification of social media habits during the pandemic, driven by increased screen time and the need for varied content.

5.3. Post-COVID-19 Trends (2022–2024)

Table 3. Annual social media usage percentages in Pakistan during the post-COVID-19 period (2022–2024).

Date	Facebook	Twitter	YouTube	Instagram	Pinterest	Reddit	LinkedIn	VKontakte	Tumblr
2022	81.95	14.18	2.02	1.21	0.51	0.06	0.05	0.01	0
2023	81.63	9.9	6.4	1.41	0.52	0.06	0.07	0.01	0
2024	90.17	0.95	4.33	2.6	1.13	0.3	0.28	0.06	0.06

highlights social media usage trends in Pakistan during the post-COVID-19 period (2022–2024), showcasing a partial recovery and stabilization of platform preferences after the pandemic. Facebook remained the leading platform, holding a majority market share, though its dominance saw slight fluctuations. In 2022 and 2023, its usage remained stable at around 81.63–81.95% before significantly increasing to 90.17% in 2024, indicating a resurgence in its popularity. This recovery suggests Facebook’s sustained relevance due to its diverse utility as a multi-purpose platform for communication, business, and entertainment.

The portion of platform usage dramatically evolved with significant shifts across different online platforms. Twitter began 2022 at 14.18% but later suffered a significant drop to 0.95% during 2024 because users started preferring alternatives or because competition intensified. YouTube displayed considerable post-pandemic growth starting from 2.02% in 2022 before reaching 6.4% in 2023 followed by a 4.33% stabilization throughout 2024 because users thirst for video entertainment. Instagram usage increased consistently over two years as it continued to grow stronger with a 2022 start of 1.21% and reaching 2.6% in 2024. The user base for Pinterest as well as Reddit and LinkedIn remained stable since most users maintained their minimal usage although LinkedIn slightly increased possibly because of its role in professional networks.

Facebook demonstrated a return to popularity in 2024 after its market share increased to 90.17% thereby indicating users preferred integrated platforms that support various user requirements. Twitter suffered a major decline in popularity in Pakistan’s social media ecosystem because its market share dropped dramatically from 14.18% in 2022 to 0.95% in 2024. Throughout this period, Instagram together with YouTube showed constant growth patterns. The social media use of Instagram turned from 1.21% in 2022 to 2.6% in 2024, while YouTube achieved its highest point at 6.4% in 2023 before maintaining 4.33% in 2024 as evidence of users shifting attention toward visual content and entertainment.

The research data provide evidence about the adaptations made by Pakistani social media users to the new world order following the pandemic. Facebook along with Instagram managed to either regain lost popularity or grow stronger, but Twitter experienced difficulties sustaining its user base. User preferences have changed because the pandemic led to behavioral and priority shifts among social media platform users.

Social media usage trends in Pakistan show significant changes in platform preferences since the COVID-19 pandemic according to the presented data (see Figure 4). Facebook continues as the primary platform because its user base stays unchanged at 81.95% in 2022 and 81.63% in 2023 and is projected to reach 90.17% in 2024. The multi-functional capabilities and wide user access of Facebook continue to attract users who maintain their preference for this platform making it the leading social media platform in Pakistan.

The emergence of Twitter ended in a significant downward trend when compared to 2022 as it dropped from 14.18% to a minimal 0.95% in 2024, perhaps linked to changing platform importance and user preferences. The video platform YouTube demonstrated a consistent expansion from 2022 to 2023 with a growth rate of 6.4%, then it stabilized at 4.33% in 2024 due to its position as a top platform for video entertainment. The persuasive power of Instagram rose substantially between 2022 and 2024 because the platform attracted more visual customers and younger users. Although LinkedIn and Pinterest and Reddit experienced consistent usage, they serve exclusive audiences. Figure 3 shows user preferences returning to normal after the pandemic along with a better definition of platform choices.

These observed trends are not merely numerical but reflect deeper behavioral shifts among Pakistani users. For instance, the rising use of YouTube and Instagram during the pandemic corresponds with increased user demand for visual content, self-expression, and accessible educational material, especially during lockdown-induced isolation (Marler et al., 2024). Likewise, Twitter’s temporary growth reflects its role as a fast-paced, real-time information platform during public health emergencies. Post-pandemic stabilization in platform preferences, especially the rebound of Facebook, demonstrates the platform’s continued relevance for maintaining social ties and community engagement, particularly in hybrid work and education contexts (Abbas et al., 2021). Therefore, the usage percentages, when examined over time and supported by behavioral literature, reveal how digital engagement adapted to evolving personal, social, and informational needs.

6. Comparative Analysis

We examine the shifts in social media usage across three distinct periods: pre-COVID-19, during COVID-19, and post-COVID-19. By analyzing platform-specific trends and overall user engagement, we can better understand how the pandemic influenced social media preferences and user behaviors.

6.1. Platform Performance Across the Three Phases

6.1.1. Pre-COVID-19 (January 2018–December 2019)

Before the pandemic, Facebook was the dominant social media platform in Pakistan, holding more than 85% of the market share. It became popular because it is a tool for communication, information, and fun as all those aspects of human life are well incorporated within this form of media. The high popularity of Facebook in people’s everyday lives helped to consider it the most used platform by residents of all ages since it was employed for personal and business connections, advertising, and news sharing. Thus, although other social media platforms came into existence worldwide, there was not much competition that impacted Facebook’s utilization in Pakistan during this period.

The second and third most popular were YouTube and Twitter with the market share being between 2% and 5%. YouTube, for instance, was beginning to emerge slowly, especially among the youthful generation who used it mostly to obtain entertainment, music, and videos. This means that while Instagram was getting popular globally, a similar experience was not felt in Pakistan, with the usage standing at less than one percent. Although it was initially used mostly in urban areas by youths who enjoyed the aspect of images and the use of influencers, it had not fully penetrated into the country’s market. This was relatively a calculative level of social media in Pakistan where Facebook was far ahead of the others and the rest of the platforms were still struggling to make their presence felt.

6.1.2. During COVID-19 (January 2020–December 2021)

The market position of Facebook decreased slightly throughout the pandemic period by dropping from over 90% market share in early 2020 to around 80% in mid-2021. The continuing dominance of Facebook remained steady but the user dedication toward connection started shifting toward intensified entertainment consumption and enhanced information acquisition alongside powerful self-expression capabilities. Facebook experienced reduced popularity during lockdowns because users chose visual and interactive platforms such as Instagram and YouTube over traditional Facebook users. Throughout late 2021, Instagram maintained increasing popularity by increasing its user base from 1–2% in early 2020 to 3–4%. Users showed increased interest in Facebook’s content mainly because the platform offered short videos and live streams as visual material when social distancing limited people to staying at home.

YouTube experienced its highest market share period since 2018 because of the pandemic that occurred. Internet activities escalated during lockdowns leading to remote work as YouTube gained approximately 1.5% to 3% more market share from early 2020 through the end of 2021. Users discovered their platform of choice on YouTube because it supplied educational content along with entertainment and news to meet changing viewer demands during home confinement. The dynamics of the pandemic led Twitter users to increase their platform consumption because the platform enabled live information exchange and public dialogue. People extensively utilized the platform to access COVID-19 information including official updates and health suggestions and government directives. The platform’s user share expanded from 3% to 6–7% throughout 2020 and into the middle of 2021 because it became an essential information platform during the crisis period.

6.1.3. Post-COVID-19 (January 2022–December 2024)

During the post-pandemic recovery, people returned to steady social media usage patterns, which produced new changes in which platforms they preferred. The social networking platform Facebook lost some users but recaptured most of its former market dominance to reach 90% in 2024 through its expansion of ongoing social and business operations. During recovery from COVID-19, the platform implemented new features that helped it retain its significance.

The share of Instagram users remained mostly constant between 2.5% and 3% alongside YouTube usage, which grew to 4.33% by 2024. Instagram developed features that primarily appealed to younger audiences, as it drove visual content generation and emphasized lifestyle marketing practices. YouTube and Instagram maintained their relevance for users to access and obtain educational and streaming programs apart from being firstly video content platforms. Twitter, for instance, continues to reduce its usage in society, and it only obtains less than one percent of the total users in the year 2024. The downtrend in Twitter shares could be attributed to the fact that microblogging, in general, ceased to be a popular means of general, open social communication and transformed into predominantly private and multimedia interactions, primarily represented by Instagram and Facebook. Concerning polarization and false information in the social media tool, such a shift in the users might have been caused by the fragmenting of conversations.

While Facebook’s dominance appears constant across all three phases, a closer inspection reveals nuanced yet significant shifts in secondary platform engagement. The most notable behavioral changes occurred during and after the COVID-19 period, with platforms like Twitter and Instagram experiencing noticeable surges in user preference due to their alignment with evolving digital needs, such as real-time information access and visual content creation. For instance, Twitter’s market shares nearly tripled in early 2021, reflecting its role in pandemic-related news dissemination (Cinelli et al., 2020). Similarly, YouTube experienced steady growth in 2023 due to its educational and entertainment appeal, while Instagram gained traction among youth-driven content creators post-pandemic (Ko, 2023).

6.2. Cross-Country Comparison: Socio-Economic Contexts and Usage Patterns

In order to understand Pakistan’s social media hate trends further in relation to other countries, it is worthwhile to consider other similar studies conducted in countries of similar development levels. For instance, Rahman and Hossain (2022) documented a growth trend in YouTube and Instagram use in Bangladesh during the COVID-19 outbreak, which ensures a justified regional interest in the visually inclined and entertainment-based platforms (Rahman & Hossain, 2022). As stated in a Nigerian context by Okafor and Chukwu (2021), the decrease in the popularity of Facebook after the pandemic was due to the shift of young people to Instagram and TikTok (Okafor & Chukwu, 2021). On the other hand, Indonesia, with rapidly growing digital users, presents a usage pattern whereby Facebook was still the most used even though the users diversified during lockdowns and resorted to using applications such as WhatsApp and YouTube as identified by (Putri & Nugroho, 2023). These comparisons indicate that despite maintaining high concentration in multiple developing countries prior to the pandemic, Facebook transitioned to a new trend that most users embraced by boosting interactive and entertainment trends. However, trends in Pakistan also support these findings and also show the post-COVID pandemic incline in the use of Facebook, which can be attributed to its deep penetration into business and social activities.

7. Evolution of User Behavior

Before the pandemic, social media use in Pakistan was largely centered around social interaction and information-seeking. People primarily relied on Facebook to stay connected with friends and family, as well as to access news and entertainment, making it the most dominant platform (Malik et al., 2023). Its ability to serve multiple needs within a single interface solidified its place as the go-to platform for users of all demographics. While platforms like Twitter and YouTube were present, they had more specialized audiences, with YouTube appealing to users interested in video content and Twitter serving those looking for real-time updates on news and events. Social media usage patterns were relatively stable, with little disruption or significant shifts in user behavior during this period.

In essence, COVID-19 disrupted traditional learning by creating a massive shift in the digital learning process (Fenwick et al., 2021). Since people were subjected to staying at home due to measures such as lockdowns or social distancing, social media became a source of entertainment, a way to temporarily leave all the problems behind, and a source of information. People also continued to share more video content, and as a result, Reels, live, and long-form video alternatives such as YouTube were picked up by more individuals. The same trend was observed in the case of Twitter where people started using this platform to obtain the latest information regarding COVID-19, the policies implemented by the government, and public health advisories. Social media also shifted its purpose to more essential needs and wants of citizens and became a source of education and remote learning, with YouTube being an essential tool for students and teachers. In addition to functional uses, research indicates that many users turned to platforms like Facebook and Instagram for emotional reassurance and shared experiences during lockdowns. According to Brailovskaia et al. (2021), moderate use of social media during the pandemic was associated with reduced loneliness and lower anxiety levels, especially when platforms were used to maintain meaningful social contact (Brailovskaia et al., 2021). These findings support the idea that digital spaces became temporary emotional lifelines, helping users cope with the psychological stress of isolation. The social media use of a typical user rises and reaches a standard level as the pandemic becomes more and more manageable and daily life returns to normal. However, users’ preferences remained to be influenced by the changes that had occurred during the periods of the lockdowns. Facebook regained a certain degree of market share as people needed to come back to their communities; Instagram and YouTube remained rather popular and sustained the level of engagement natural for an audience used to content creation and visuals. While at the same time, individuals started to leave Twitter as the application for news updates similar to the pandemic situation by using other social media applications that focus on one-on-one interactions with friends. One was short-lived and receded back to the previous level; others were more permanent and showed how COVID-19 reconfigured specific behaviors in a permanently altered way.

8. Social Implications

Social media use increased substantially throughout the pandemic era, which created important mental health effects. The relationship between social media and mental health during the COVID-19 pandemic has been widely studied. Evidence from Goldfus (2024) suggests that individuals who engaged in moderate, socially supportive online interactions reported feeling less socially isolated during lockdowns (Goldfus, 2024). However, the same study warns that excessive, passive consumption, especially doomscrolling and repeated exposure to crisis content, was linked to anxiety, fatigue, and sleep disturbances. These dual outcomes underscore the importance of distinguishing between beneficial and harmful digital engagement.

The entertainment services of YouTube and Instagram brought social connection along with increased digital fatigue that led to mental exhaustion. Research proof demonstrates that overusing social media throughout the pandemic generated elevated anxiety levels and stress and deepened feelings of alienation (Goldfus, 2024). Users found comfort in social media networks as they used them to sustain relationships and receive emotional help while staying separated from others. The key issue arises from maintaining beneficial aspects of digital connection against potential mental health risks.

People relied heavily on social media once the pandemic hit to continue their learning through remote methods (Saha, 2021, p. 19). The educational content and online tutorials and virtual classroom features provided by YouTube and WhatsApp platforms became vital for the sustained education series. Facebook grew in popularity after educational institutions made the shift to virtual teaching through its effective group functions and organizing capabilities for webinars and educational programs. The movement to digital education made it clear that Pakistan needs better digital literacy education especially because Internet access remains restricted in rural communities.

E-commerce and entrepreneurship growth received significant support from social media platforms throughout the pandemic period. Businesses utilized Facebook and Instagram platforms to connect with consumers because physical stores operated from closed facilities while people stayed in their houses. Social media platforms helped new small-scale enterprises to grow through user-based shopping and advertising and brand interaction activities. Online commerce growth was accelerated by the pandemic as an expected permanent transformation of Pakistani business strategies (Shafi et al., 2020).

9. Challenges

The pandemic witnessed a digital engagement boom, yet Pakistani people must understand that their urban and rural populations remain divided in terms of digital access. People in urban centers adopted remote learning along with remote work and e-commerce through access to high-speed Internet and smartphones, whereas rural residents lack these necessary resources. Digital platform limitations between urban and rural areas both limit economic growth possibilities and worsen educational inequalities alongside social disparities. A solution needs to be developed quickly to achieve digital growth that serves all demographics in Pakistan.

As digital exposure increases, so do the number of privacy and security concerns regarding personal data protection. The pandemic exposed the vulnerability of personal information, which then triggered growing cybersecurity threats together with privacy violations (Aswathy & Tyagi, 2022). Social media users face multiple risks since the large quantity of their personal and behavioral data leads to increased targeting by advertising platforms and more extensive tracking. To protect user privacy, the digital landscape requires the government to work with businesses and social media entities to enforce better data protection standards.

The COVID-19 pandemic produced major shifts in Pakistani social media behavior by causing users to adjust their platform preferences together with their evolving needs. The pandemic caused Instagram and YouTube to grow in popularity as people sought more entertainment combined with information access yet brought Twitter’s decline because users migrated toward platforms better suited for social connections and multimedia content sharing. The research findings emphasize why it is essential to monitor user behavior shifts together with media usage patterns for strong digital policies and mental health initiatives and digital growth policies that include everyone in Pakistan.

10. Conclusions

This study analyzed the trends in social media usage in Pakistan across three distinct periods: pre-COVID-19, during COVID-19, and post-COVID-19. By examining data from StatCounter Global Stats, we observed significant shifts in the dominance of social media platforms and changes in user behavior. In the pre-pandemic period, Facebook remained the dominant platform, with a consistent user base relying on it for social interaction, entertainment, and information. However, during the COVID-19 pandemic, platforms like YouTube and Instagram saw notable growth due to the increased need for entertainment, self-expression, and information. The surge in social media usage was driven by lockdowns and remote work, with platforms adapting to meet the evolving demands of users. Twitter also saw a rise in usage, primarily as a source for real-time information and updates about the pandemic.

Facebook reclaimed its social media leadership position after the pandemic because users resumed their business operations and social networking practices. Instagram and YouTube preserved their widespread usage because people kept asking for visual content and short micro-video entertainment. This research establishes that the pandemic introduced two major social media trends, which both demonstrate permanent shifts in user behavior toward entertainment-based platforms and homemade content-making. Digital infrastructure along with literacy initiatives serve to build a connection between urban and rural areas for inclusive development in the digital realm. The research findings present essential knowledge points for decision-makers in government as well as companies and social media platforms to direct their operations across the digital space of Pakistan after the pandemic.

Looking ahead, this study opens up several avenues for future research. Longitudinal studies are needed to investigate how the behavioral shifts initiated during the COVID-19 pandemic evolve over time, particularly with the continued rise of short-form video platforms like TikTok and YouTube Shorts. Future research could also focus on evaluating the long-term psychological impacts of increased digital exposure and its implications for digital well-being, especially among younger demographics. Moreover, comparative studies between urban and rural digital engagement in Pakistan could help better understand persistent digital divides and inform more inclusive policy interventions. Exploring platform-specific roles in education, misinformation management, and e-commerce in the post-pandemic context would also add valuable depth to the academic and practical discourse surrounding social media use in developing economies.

11. Policy Implications and Recommendations

11.1. Recommendations for Policymakers to Support Digital Literacy and Inclusion

This research demonstrates the essential requirement for Pakistan to develop inclusive digital growth because the scope of social media use continues to shift. The rate of Internet access together with digital participation keeps increasing within cities, yet the gap persists between rural and urban populations. The digital separation poses a barrier to important resources including web-based education and commercial opportunities and social networking, which increases social disadvantage. Improving Internet infrastructure throughout rural locations needs to become a top priority for policymakers because they should provide all citizens independent of geographical location with dependable high-speed Internet connections. Enhanced connectivity and reduced Internet access costs require support between public and private entities.

There is a need to come up with programs that will educate people with the knowledge that will be useful when dealing with digital technology. It clings in the form of courses that help students to be secure on social networks and buying things on the Internet and protect their identity. Making sure that individuals in especially rural and underprivileged areas receive digital skills education makes them able to select the best when it comes to using digital spaces while, at the same time, avoiding being locked out of the digital space. This way, to have an understanding and to relieve people about the possible benefits of social networks for business needs, and in the process of education and community, we will promote the digital inclusiveness of any person.

In addition to infrastructure and literacy efforts, policymakers should develop region-specific digital strategies that consider cultural, linguistic, and economic diversity. For example, targeted subsidies for Internet access in underserved regions, community-led digital literacy workshops, and mobile-based learning initiatives can help bridge the digital divide. It is also essential to introduce data privacy regulations tailored to local contexts to protect users from exploitation and digital harm. Public–private partnerships could be leveraged to expand network coverage while ensuring affordability and digital safety for all.

11.2. Suggestions for Social Media Platforms to Address User Needs in Pakistan

Social media platforms should adjust their content along with features in order to serve Pakistani user requirements better. The pandemic transformation brought Instagram YouTube and Facebook into prominence because users needed entertainment alongside factual information and interpersonal links with others. The success of social media platforms will increase if they implement localized content features in regional languages to address Pakistan’s diverse cultural and linguistic characteristics. Instagram and Facebook should develop their services by strengthening local language storytelling options and creating creative tools that enable creators to make content that connects with their Pakistani audience.

The platform of YouTube should enhance its educational content through partnerships between educational organizations and local educators to sustain remote learning efforts. Instagram can develop additional e-commerce methods because small business owners and entrepreneurs maintain their products’ sales through social media marketing. Management of digital platforms is crucial during the post-pandemic period because electronic shopping and business operations have migrated to the Internet. Social networking sites must actively work to fight misinformation because this issue became more acute during the coronavirus pandemic. The combination of improved fact-checkers with local government collaboration and enhanced content moderation methods will deliver accurate information to users, particularly for essential topics related to health and safety.

Social media platforms need to create new features which enhance users’ mental well-being because mental health concerns arise from extended social media usage. The platforms should implement features that include usage tracking tools with added privacy functions alongside self-care advice to provide users with digital control. Social media tools containing these features will establish a better digital environment as online usage becomes crucial yet requires human well-being balance throughout the post-pandemic period.

Social media platforms should also introduce user interface options in regional languages, such as Urdu, Punjabi, Sindhi, Pashto, and Balochi, to improve accessibility and inclusion. Furthermore, the integration of mental health awareness tools, such as screen time reminders, mood check-ins, and links to professional support resources, could promote digital well-being. Platforms should also enhance their misinformation detection systems by collaborating with local fact-checkers and public health authorities, especially during national emergencies, to ensure timely and accurate information reaches users in Pakistan.