THERE has been a rapid rise in the domain of influencer marketing in Pakistan. With the increasing penetration of social media platforms, influencers have become a dominant force in shaping public opinion and purchasing decisions.

Brands, both large and small, are leveraging digital creators to connect with their target audiences in ways that traditional advertising no longer can. One of the main reasons for this shift, many in the field believe, is the decline in trust in conventional advertisements.

Consumers now prefer authentic and relatable endorsements from influencers over scripted television commercials. Influencers create a sense of personal connection and credibility, making their recommendations more effective.

However, while influencer marketing has proven beneficial for businesses, there are concerns regarding misleading pro-

motions and the lack of proper regulation. Many influencers promote products without clear disclosure which makes it hard for consumers to tell apart honest reviews from paid advertising.

To ensure the ethical growth of this emerging industry, the relevant authorities should introduce guidelines for trans-parency in influencer marketing.

Consumers, too, must be educated about the importance of verifying claims before making purchasing decisions.

If used responsibly and professionally, influencer marketing has the potential to revolutionise Pakistan’s advertising scene and provide more opportunities for businesses and content creators alike.

Syeda Fizza Raza
Karachi

Published in Dawn, April 21st, 2025