From veterans such as PPP to rookies a la PSP, every political party with designs on electoral success now has a dedicated social media cell or personnel for the job.

The message is clear: social is essential.

It’s an internet election! — a member of PPP's digital cell

Canvassing is incomplete without social media now. — PSP's social accounts manager

PTI may have pioneered the use of Facebook and Twitter in Pakistani politics circa 2018 but five years later it has competition. So much so that now the pioneers have started to feel a a bit concerned.

“Other parties are spending millions on sponsored posts and their digital campaign. Facebook has restricted organic reach recently which requires one to pay to reach a wider audience. This is growing a concern for us.” > PTI’s social media secretary Arslan Khalid

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