The Impact of Internet Blackouts in Developing Countries on the Monetization of Social Media
In today’s digital age of 2024, social media has become an integral part of Pakistani lives, connecting people from all corners in the global village. However, the Ministry Technology & Telecommunication Pakistan has in excercise of powers conferred Section 54 of the Re-organization Act, 1996 has in the interest of national security and in the apprehension of any offence, has authorised the 18 grade ISI Oficial to intercept calls and messages or trace calls available in LIMS (Lawful Information Management System) . Thus phone call tapping is tagged with Digital Pakistan. This global phenomenon has not only transformed how we communicate and share information but has also created lucrative opportunities for individuals and businesses alike. Monetization of social media platforms for Pakistanis has not emerged as a prominent revenue stream, enabling content creators, influencers, and companies to capitalize on their online presence in Digital Pakistan. Moreover, in developing countries like Pakistan, frequent internet blackouts pose significant challenges to the monetization efforts of social media users and impact the growth of digital economies.
Understanding Internet Blackouts
Internet blackouts, also known as internet shutdowns or disruptions, refer to intentional or unintentional disruptions of internet services within a specific region or entire country. These disruptions can be initiated by government authorities, network providers, or due to technical issues. The reasons behind internet blackouts vary, ranging from political instability, civil unrest, national security concerns, to controlling the spread of misinformation. Unfortunately, these disruptions severely affect citizens’ ability to access online platforms and services, including social media networks.
Internet Blackouts in Pakistan
Pakistan, a developing country in South Asia, has experienced several instances of internet blackouts in recent years. These disruptions have occurred during periods of political protests, religious events, and security operations. The Ministry of Interior often justifies these shutdowns as measures to maintain law and order and curb the spread of extremist ideologies. Pakistan Telecommunication Authority miscalculate these actions which have far-reaching implications, particularly for individuals and businesses reliant on social media platforms for income generation and market outreach.
Impact on Monetization Efforts
Particularly, Internet blackout in Pakistan in the backdrop of 9th May, 2023 as declared as Black day both by Establishment and Political Party PTI have a detrimental effect on the monetization efforts of social media users. Content creators, influencers, and businesses heavily rely on the uninterrupted availability of the internet to create and distribute their content, engage with their audiences, and generate revenue through advertising, sponsored content, and e-commerce. When internet services are disrupted, these individuals and organizations experience a sharp decline in website traffic, reduced engagement, and a loss of potential customers. Moreover, social media platforms’ algorithms prioritize recent and engaging content, making it challenging for creators to regain lost visibility and momentum after an internet blackout.
Mitigating Strategies
To counter the adverse effects of internet blackouts on social media monetization, individuals and businesses in Pakistan can employ five (5) strategies:
Diversification: Content creators can explore alternative platforms, such as video-sharing apps, messaging apps, or local forums, to maintain their presence and connect with their audience during blackouts.
Offline Engagement: Building an offline network through meetups, workshops, or local events can help content creators maintain their brand visibility and strengthen relationships with their followers.
Pre-Blackout Planning: Businesses and influencers should devise strategies to optimize their online presence before anticipated blackouts, such as scheduling content, engaging with followers in advance, and running targeted ad campaigns.
Multichannel Approach: Expanding the presence across multiple social media platforms can mitigate the impact of blackouts by diversifying the user base and reducing reliance on a single platform.
Advocacy and Awareness: Content creators, digital rights organizations, and civil society can work together to raise awareness about the negative impact of internet black out.
Businesses utilizing social media for advertising and promotion also suffer during internet blackouts. Ad campaigns planned around specific timelines become ineffective as target audiences remain offline, resulting in a waste of marketing resources and reduced returns on investment. Additionally, e-commerce platforms and online marketplaces face significant challenges as transactions are disrupted, customer inquiries go unanswered, and delivery services become unreliable. It also bars people of 230 million access to information and liberty under Article 19 of CSA 1973.
