Pakistanis are increasingly turning to TikTok as a primary source of information, signaling a shift away from traditional search engines. The popular social media app released its 2025 search trends, revealing a major transformation in online behavior.
According to TikTok, users now rely on the social media app not only for entertainment but also for learning, shopping, and planning trips. The report highlights that short-form video platforms are becoming essential tools for everyday decision-making.
Umais Naveed, TikTok Head of Content Operations for South Asia, stated that the app has become integral to daily life in Pakistan. People use it to check product reviews, plan vacations, and even gain educational insights. “Search is no longer optional; it is part of how users live and learn,” Naveed said.
One of the most notable trends is the surge in educational content. Searches for #StudyTok increased by 60%, showing students’ growing preference for learning through TikTok. Similarly, health-conscious Pakistanis are turning to the platform for exercise guidance. Searches for #FitnessTok grew 66% year-on-year.
Food and travel content also saw significant growth. Searches for #TravelTok jumped 53%, with popular destinations including Islamabad, Hunza’s Altit Fort, Chenab River, Lahore, and Karachi. Food-related searches (#FoodTok) rose 52%, with viral trends like Lava Burger, Matcha Drink, and Dubai Chocolate leading the charts.
Cricket remains a dominant interest, with fans searching for Babar Azam’s milestones, Pakistan vs. South Africa matches, and contests against India. Other searches included Virat Kohli, Haris Rauf, Pakistani dramas, Turkish series, reality shows like Tamasha, and award events like the Hum Awards.
Practical knowledge also gained attention. Women frequently searched for mehndi designs, while tech enthusiasts explored AI prompts, software updates, and product reviews. This highlights Pakistanis’ increasing reliance on digital platforms for informed decision-making.
TikTok’s 2025 report demonstrates a broader cultural and technological shift. The social media app is no longer just an entertainment platform—it is now a key source of knowledge, lifestyle guidance, and trends for millions of Pakistanis.
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This trend indicates that short-form video platforms are reshaping how people access information, marking a major change in Pakistan’s digital landscape.
