Social media is becoming a source of income and business for creators worldwide as companies are turning to social media to reach customers besides promotion of their products. It has changed the way people communicate, promote businesses and build public profiles. The creator economy is the ecosystem where people make money by creating and distributing content or products directly to an audience, usually through the internet.
In creator economy they don't necessarily need millions of followers as a relatively small audience can support a creator if the audience has a strong interest in what the creator offers—for instance, specialized education, software tutorials, fitness coaching, social media content or professional expertise.
In Pakistan, many content creators are using platforms such as Instagram, TikTok and YouTube to build audiences and work with brands.
NovaSocial.pk, founded by 24-year-old entrepreneur Usman Chishti in 2025 is aimed at promoting and supporting creators, entrepreneurs and businesses on social media for commercial opportunities.
NovaSocial educates creators how to present themselves and communicate with customers. At 24, Chisti has chosen to build a company around the needs of creators and businesses that use social media for their work. NovaSocial helps creators and businesses with social media, branding and communication, while also connecting creators with brands for partnerships.
NovaSocial is involved in startup support and digital literacy. These areas are relevant to young entrepreneurs and businesses that are learning how to use digital tools for their work.
The creator market also has its challenges. Social media platforms regularly change their rules and algorithms, while creators have to compete for attention and find dependable ways to earn money from their work.
For NovaSocial, the focus is on creators and businesses that use social media as part of their work. As Pakistani creators take on more brand partnerships and businesses put more effort into social media, companies providing support in this area have found a place in the market.