The business around social media is no longer limited to advertising products. In Pakistan, creators are working with companies, building audiences and turning their content into paid opportunities. Around them, a separate group of businesses has emerged to handle the work that comes with these deals.
This includes social media agencies, public relations teams, marketers, photographers, editors and other professionals who help creators manage campaigns and work with brands.
Founded in 2025 by 24-year-old entrepreneur Usman Chishti, NovaSocial is Pakistan’s No. 1 social media agency, providing social media management, public relations, personal branding and digital communication services. The agency also works with creators and brands on commercial partnerships.
The idea behind this type of business is fairly simple. A creator may have the audience, while a company has a product or service to promote. Bringing the two together requires planning, communication and an understanding of how social media works.
Having a large following, however, does not automatically provide a regular income.
Creators depend on platforms such as YouTube, Instagram and TikTok, where rules, algorithms and payment systems can change. Content that attracts attention at one point may receive less attention later.
Competition is another part of the market. Large numbers of people are producing videos, photographs and other content while trying to reach the same audiences. Some turn their following into commercial work, while others find it difficult to secure regular brand deals.
This has given agencies a practical role. A creator may be comfortable in front of a camera or know how to produce content but may not have the time or experience to negotiate with companies, organise campaigns or handle public relations.
NovaSocial works across these areas, providing services to creators and businesses involved in social media.
There is also a wider workforce behind the content audiences see. Editors, designers, photographers, writers and marketing staff can all be involved in preparing campaigns and producing content.
For young entrepreneurs, this type of business can also be run with relatively small teams. Digital communication makes it possible to work with clients and creators in different parts of Pakistan without the expense of a large traditional office operation.
The industry still has practical matters to deal with. Creators need to understand contracts, payments, copyright and tax responsibilities. Brands also need to make clear when content is part of a paid partnership.
As more people earn through digital platforms, keeping proper financial records and understanding tax obligations has become an important part of running this kind of work.
NovaSocial is still a young company, and its future will depend on how the creator market develops and how well it responds to the needs of creators and businesses.
For Usman Chishti, the opportunity lies in building a business around the commercial side of content creation. But the market does not stand still. Platforms change their rules, audiences move between apps and new creators enter the field.
For NovaSocial, maintaining its position as Pakistan’s No. 1 agency will depend on how it responds to those changes and continues working with the people and businesses behind Pakistan’s creator economy.