Is Facebook still worth it in Pakistan?

Look at who is actually there. Facebook in Pakistan skews older, more male in some categories, more spread across smaller cities, and much more likely to be someone with money to spend on a generator, a car, a plot or a wedding hall. Many of those users joined on a cheap Android in the middle of the last decade and never moved anywhere else. If your customer is forty-five and about to spend a large amount, that customer is on Facebook and probably not on TikTok.

Three things still work well. Marketplace, first: furniture, phones, cars and property move there constantly, listings are free, and buyers message you directly instead of filling in a form. Second, community and city groups — a plumber, a tutor or a cake maker who answers one question honestly in a Bahria or DHA residents' group gets more work from that comment than from a month of posting on their own page. Third, Facebook Reels, which the platform is pushing hard and which will happily show a Rawalpindi shop to thirty thousand nearby accounts.

What has stopped working is most of what pages still do. Static photo albums reach a fraction of your followers. "Like and share to win" is engagement bait and gets suppressed. Posting the identical square graphic you made for Instagram looks lazy in a feed built for video. And a post whose only content is a link gets throttled — put the substance in the post and the link in the first comment or the caption.

The way we run a Facebook page is deliberately unglamorous. The same vertical video that went to Reels and TikTok goes here with a different caption written for an older reader — plainer, more detail, price stated. Comments and Marketplace messages get answered within the hour during working hours, because a Facebook lead about a sofa or a room goes cold in a day. And we boost the one post that already did well by itself rather than putting PKR 1,000 behind everything.