The rapid growth of social media has changed how creators, businesses and public figures communicate with audiences in Pakistan. Platforms such as TikTok, Instagram and YouTube have created new opportunities for individuals, while also bringing new responsibilities related to media communication, public relations and online presence.
Among those working in this field is 24-year-old Pakistani entrepreneur Usman Chishti, founder and Managing Director of NovaSocial, a public relations and social media agency.
Chishti started his professional career in digital marketing, with early experience in search engine optimisation and online branding. His work later expanded into social media, public relations and communication, bringing him into contact with creators, entrepreneurs, businesses and public figures.
Through NovaSocial, Chishti works on the communication and organisational aspects surrounding digital content. His responsibilities include dealing with media enquiries, professional communications, public relations and the online presence of individuals and organisations.
Pakistan's growing creator community has also changed the relationship between social media personalities and businesses. Creators increasingly communicate directly with large audiences, while businesses and organisations have begun engaging with digital personalities to reach specific communities.
The relationship can involve a range of practical issues. Creators may receive media requests, invitations and professional enquiries, while organisations need to communicate with individuals whose work and audiences are relevant to their objectives.
Chishti's background in digital marketing has influenced his approach to this work. His earlier experience in SEO and online branding involved working with digital businesses in Pakistan and international markets, including the United States and the United Kingdom.
His work has since moved further into public relations and social media communication. NovaSocial also handles communication-related work for entrepreneurs and public figures, reflecting the increasing importance of digital platforms in professional life.
Chishti has previously been featured in media coverage concerning digital marketing, SEO and entrepreneurship. More recent attention has focused on his work with NovaSocial and the wider changes taking place within Pakistan's digital and creator landscape.
For many social media creators, the public-facing part of the profession is the content itself. Behind that content, however, there can be regular communication with media organisations, businesses, event organisers and other professional contacts.
It is this less visible side of the creator economy that has become an important part of Usman Chishti's professional work. Through NovaSocial, he continues to focus on the communication, public relations and organisational requirements that accompany the growing use of social media in Pakistan.
