With the increasing number of internet users in Pakistan, experts believe that social media will play a decisive role in determining the fate of political parties in the upcoming general elections scheduled for February 8. The surge in internet users, reaching a record 87.35 million in January last year, and a significant rise in social media users, with platforms like Facebook, YouTube, Instagram, and TikTok seeing substantial engagement, underscores the influence of online platforms in shaping public opinion.

In the 2013 and 2018 general elections, social media played a significant role in influencing the outcomes, with strategies employed by political parties, particularly the Pakistan Tehreek-e-Insaf (PTI), making a notable impact. The growing number of internet and social media users in Pakistan makes these platforms crucial for political communication and mobilization.

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Experts anticipate that social media will be a key player in the 2024 elections, with all major political parties actively engaging on various platforms, including Facebook, Instagram, Twitter, and others. Manifestos, political behavior, and past service records are expected to be crucial factors for voters, and social media will play a pivotal role in disseminating information about party programs and candidates.

The upcoming general elections will see around 127 million registered voters, with youth voters (aged 18-35) comprising 45% of the eligible voting population. The youth demographic, along with female voters, is expected to be a key factor in determining the election outcome.

Given the current challenges, including weather conditions and security concerns, the importance of social media is heightened, providing a quick and widespread means for political parties to share information and connect with voters. As the election date approaches, political parties are actively using social media to project their programs and engage with the electorate.