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A few years ago, small businesses in Pakistan relied almost entirely on word-of-mouth, loyal customers, and foot traffic. But today, many of them are finding growth in a different way, through social media platforms.
From Peshawar to Karachi, everyday entrepreneurs are using short-form videos to showcase their products, tell their stories, and connect with audiences in ways traditional advertising never allowed. What’s striking is how naturally many of them have adapted, often without formal training or marketing teams, using just a smartphone and a bit of creativity.
Gul Wali Khan of Nayab Dry Fruits in Peshawar never expected to go viral. His video showing a walnut “that couldn’t break even under a truck” turned him into a local legend. “I didn’t plan anything,” he said. “I just spoke from the heart.” That single video brought him customers from across Pakistan, and even from the UK. Today, he has more than 1 million followers across TikTok and other platforms, and is featured in hundreds of fan-made videos.
At Jalil Sweets in Mardan, Rehmat Gul, lovingly called ‘Baba Ji ke Kartab’, turned mithai-making into entertainment. One video of him juggling hot gulab jamuns mid-air caught fire online. “Young people who had never entered a mithai shop started coming just to see the performance,” he said. Rehmat now has over 600,000 followers on TikTok, and many of his customers act as brand ambassadors, tagging the shop in their own videos.
Meanwhile in Sialkot, Atia Zuhair revived her family’s clothing brand Kachay Dhagay by documenting the behind-the-scenes process of her work. From sourcing fabric to talking about the challenges of running a home-based business, her videos resonated with thousands of women. “It’s not about perfection. It’s about being real,” she said. Her online following has grown more than 70,000, turning casual viewers into a supportive and loyal customer base.
And in Mardan, Umer Nawab, also known as Pehlwan Kachalu Wala, has turned his spicy potato snack stall into a full-on street food brand. His energetic videos, packed with quick banter and humor, helped him build a strong online presence. “People trust what they see,” he said. “I show how I make everything with my own hands. That’s what connects.” Umer now has over 520,000 followers on TikTok, and continues to grow through customer engagement and content requests.
In Lahore, Imman Ali turned personal struggle into purpose with her home décor brand PyariWalls. What began in a small room grew into a multi-city venture, powered by her heartfelt presence on TikTok. From sharing packaging days to emotional milestones, her raw, unfiltered videos built a deep connection with followers. One video narrating her journey from “zero to hero” went viral, bringing both visibility and loyal customers. Now with over 250,000 followers, Imman uses the platform not just to market, but to inspire others chasing their own small business dreams.
What makes TikTok especially powerful for these businesses is the combination of short, visual storytelling and massive organic reach. Unlike platforms that depend heavily on paid promotion, TikTok rewards originality and consistency. Many use trending audio clips, text overlays, comment replies, and casual customer interactions as part of their content strategy — often without even realizing it’s a strategy.
These stories show that digital marketing doesn’t have to be complicated. When small business owners share their process, their passion, and their personality, audiences pay attention. And sometimes, one video is all it takes to change everything.
Editor at Times of Karachi
