Islamabad, In the upcoming general elections in Pakistan, social media is set to play a pivotal role, significantly impacting the political landscape. This trend marks a major shift in how political campaigns and voter engagement are approached in the country.

According to Ministry of Information and Broadcasting, reveals a substantial increase in internet and social media usage in Pakistan. Internet users surged to 87.35 million in January of last year, showing a 4.4 million increase from the previous year. Similarly, social media users reached a record 71.70 million in 2023, with Facebook, YouTube, Instagram, and TikTok witnessing substantial user bases.

Professor Dr. A.H. Hilali, former Chairman of the Political Science Department at the University of Peshawar, noted that all major political parties including PML-N, PPP, ANP, JUI-F, MQM, IPP, and PTI, have established their presence on various social media platforms. Prominent political leaders such as Nawaz Sharif, Bilawal Bhutto, Khalid Maqbool Siddiqui, Pervez Khattak, and Jahangir Tareen have official accounts on platforms like X (formerly Twitter) and Instagram, authenticated with blue ticks.

Ehtisham Qaiser, a Lecturer in Urdu literature, emphasized the ease of accessing political party manifestos through social media, allowing individuals to engage with political content with just a mobile click.

The Election Commission of Pakistan (ECP) expects approximately 127 million registered voters in the upcoming election, with a significant portion being youth aged between 18 and 35, who constitute 45 percent of the eligible voting population. This demographic is notably active on social media platforms.

Experts highlight that the chilly weather and security challenges have further elevated the importance of social media in these elections. Political parties are increasingly using these platforms for disseminating information swiftly and engaging with voters, aiming to secure maximum seats in the national and provincial assemblies.