Dynamic Shifts in Social Media Usage in Pakistan: A Comparative Analysis Across Pre-, During-, and Post-COVID-19 Periods

This study investigates the evolving trends in social media usage in Pakistan across three key periods: pre-COVID-19, during COVID-19, and post-COVID-19. This research bases its analysis on data obtained from Stat Counter Global Stats to understand changes in user selection of platforms together with behavioral patterns and social consequences. To ensure validity and reliability, the data were cross-checked with publicly available statistics from individual social media platforms, ensuring consistency in reported usage trends. Facebook held the top spot on social media before the pandemic, yet YouTube together with Instagram and Twitter gained substantial growth from pandemic-era users seeking entertainment and information as well as social contact. Facebook resumed its leadership position following the pandemic period with Instagram and YouTube staying highly popular among users. This research shows Pakistan faces an ongoing digital disparity between metropolises and rural areas, thus requiring better Internet networks alongside digital education initiatives to overcome this gap. This research shows that social media platforms must deliver cultural-specific content together with features that address Pakistani user needs. This study recognizes mental health challenges from heavy social media usage, so it recommends platform-based tools establishing better online behavior practices. This paper proposes strategic guidance for policymakers and social media platforms to establish inclusive digital progress and achieve digital balance in Pakistan.