Social media has become an important part of how Pakistani creators promote their work and how businesses reach customers.

Platforms such as Instagram, TikTok and YouTube allow creators to build audiences and work with companies. For many creators, brand partnerships and promotional work are now part of what they do.

This has also created a need for companies that can help creators and businesses work together. NovaSocial.pk, founded in 2025 by 24-year-old entrepreneur Usman Chishti, works with both sides.

NovaSocial helps creators and businesses with social media, branding, public relations and communication. It also brings creators and brands together for partnerships.

Usman started NovaSocial at the age of 24. He built the company around the needs of creators, entrepreneurs and businesses that use social media to promote their work and connect with customers.

For creators, social media can also be a business. Many work with brands to promote products and services to their audiences. Some creators also get help with branding, communication and finding business partnerships.

Businesses are also using creators to reach specific groups of customers. A company can work with a creator whose audience is interested in a particular product or subject. The creator can then introduce the product to that audience.

This has created work for people who help arrange and manage these partnerships. Creators need to present their work to brands, while companies need to find creators who fit their products and customers.

NovaSocial works with both sides, helping with social media, branding and communication and connecting creators with brands.

Social media has also given young people another way to start businesses. Those with skills in marketing, content, design and communication can offer their services to creators and companies.

NovaSocial also works on startup support and digital literacy, with a focus on young entrepreneurs and businesses using digital tools.

Creators also face problems. Social media companies can change their rules and algorithms, and creators have to compete with large amounts of content for people's attention. Income from brand work can also vary.

For NovaSocial, the business is built around these needs. The company works with creators and businesses as both sides use social media for promotion, communication and partnerships.