Every like, share, and comment feeds the machine—one that profits from your time, emotions, and divisions. Are we users, or are we the product?

Social media has revolutionized how we communicate, access information, and engage with the world. Platforms like Facebook, Twitter, Instagram, and TikTok have become integral to daily life, connecting people globally. However, these platforms are designed to keep users engaged, often at the cost of their mental well-being, privacy, and social harmony. The article highlights the manipulation behind social media and its impact on society. While studies generally focus primarily on Western societies, their lessons are highly relevant to Pakistan, where social media has become a powerful force shaping politics, public opinion, and youth behavior.
Social Media Addiction and Mental Health
Pakistan has witnessed a massive increase in social media usage, with over 87.35 million internet users and 71.70 million active social media users as of 2023. On average, Pakistanis spend 2.5 to 3 hours daily on social media, making them highly vulnerable to online manipulation. Social media companies operate on a business model known as surveillance capitalism, where user data is the primary commodity. These platforms use artificial intelligence (AI) to track user behavior, predict interests, and keep people engaged longer. Every like, comment, and share feeds into algorithms that maximize screen time.
This has led to the rise of clickbait journalism in Pakistan, where misleading headlines attract engagement. Sensational news, often without verification, has become common. Additionally, YouTube influencers and TikTokers exploit trends for views, sometimes at the cost of truth. This system benefits tech companies financially while keeping Pakistani users hooked on content that may not always be accurate or beneficial.
Social media addiction is also affecting productivity in Pakistan. Many students and professionals struggle with distraction due to excessive social media use, leading to decreased efficiency in academic and workplace settings. The psychological design of these platforms encourages users to keep scrolling endlessly, leading to procrastination and reduced focus on real-life responsibilities.

Pakistan has witnessed a massive increase in social media usage, with over 87.35 million internet users and 71 .70 million active social media users as of 2023. On average, Pakistanis spend 2.5 to 3 hours daily on social media, making them highly vulnerable to online manipulation. 

Fake News and Polarization 
Pakistan has witnessed a dramatic rise in misinformation and polarization fueled by social media. Fake news and deepfake videos often circulate before elections, influencing public opinion.
Health misinformation is another critical issue. During the COVID-19 pandemic, false information about vaccines spread widely on WhatsApp and Facebook, discouraging many Pakistanis from getting vaccinated. Conspiracy theories, such as the belief that vaccines contained microchips or were designed to harm Muslims, gained traction among certain segments of the population.
This spread of misinformation erodes public trust, damages reputations, and heightens tensions between communities.
The ability to manipulate social media algorithms has also resulted in ideological echo chambers, where people are only exposed to content that reinforces their existing beliefs. This increases polarization as individuals become more entrenched in their perspectives and less willing to consider alternative viewpoints. 
The Mental Health Crisis 
Social media addiction has serious mental health consequences, particularly among youth. Studies show that excessive social media use is linked to anxiety, depression, and low self-esteem. University students and teenagers, in particular, struggle with the pressure to present a perfect online image. The constant comparison to influencers, celebrities, and peers creates unrealistic expectations, leading to dissatisfaction with their lives.
The suicidal tendencies among teenagers have increased, partly due to cyberbullying and unrealistic beauty standards on platforms like Instagram and TikTok. Many young people suffer silently, overwhelmed by the pressure to fit in, gain followers, and maintain an idealized digital persona. The rise of anonymous trolling and online harassment further exacerbates these issues. Victims of cyberbullying often experience isolation, emotional distress, and, in severe cases, suicidal thoughts.
Another alarming trend is social media's addictive nature. Endless scrolling, dopamine-driven notifications, and personalized content keep users engaged for hours, reducing productivity and increasing procrastination. Many students and professionals find it difficult to concentrate on their studies or work due to frequent social media distractions. The impact on sleep patterns is also significant, with many individuals staying up late to consume digital content, leading to fatigue and decreased mental clarity.
Parents and teachers often struggle to monitor children's online activity. Many children are exposed to inappropriate content early, which can negatively shape their perceptions and behavior. The lack of awareness among parents regarding digital parenting further compounds the issue, leaving young users vulnerable to harmful influences.
While studies have highlighted global concerns, Pakistan faces unique challenges that require local solutions. Schools and colleges should include social media awareness programs to educate students about misinformation, online privacy, and mental health risks. Fact-checking initiatives should be encouraged to prevent the spread of fake news. 
The Pakistan Telecommunication Authority (PTA) needs stricter regulations to monitor hate speech, fake news, and deepfake videos while ensuring freedom of speech. Social media platforms should be held accountable for spreading misinformation. While Twitter, Facebook, and TikTok have taken steps to remove harmful content, more must be done nationally. The government should collaborate with tech companies to create policies that balance freedom of expression with responsible content moderation.  
Responsible social media use can mitigate harm on an individual level. Users should disable unnecessary notifications to reduce distractions, set time limits for daily social media use, and verify sources before sharing news. Parents should monitor children's online activity and have open conversations about cyberbullying and mental health. Community leaders and educators should also play a role in promoting digital literacy, teaching individuals how to critically assess information and avoid falling into the trap of misinformation.

YouTube influencers and TikTokers exploit trends for views, sometimes at the cost of truth. This system benefits tech companies financially while keeping Pakistani users hooked on content that may not always be accurate or beneficial. 

Corporate responsibility is another crucial factor. Tech companies operating in Pakistan must implement transparent policies to curb the spread of harmful content. More investment in AI-driven fact-checking tools and local language moderation can help identify and eliminate misleading information before it spreads widely.
Social media is not just a tool—it is an unprecedented experiment on the human mind. Designed to capture attention, it exploits our deepest psychological instincts, shaping the way we think, behave, and even perceive reality.
The Social Dilemma exposes this unsettling truth. What began as a means to connect people has evolved into a system of mass manipulation. Algorithms do not serve truth or human well-being; they serve engagement. The more extreme the content, the more addictive the experience—fueling misinformation, polarization, and mental health crises on a global scale.
Pakistan, with its rapidly expanding digital population, stands at a critical juncture. The country must decide whether to remain passive consumers of a system built elsewhere or take control of its digital destiny. This requires more than just awareness—it demands action. Digital literacy must become a priority, ethical regulations must hold tech giants accountable, and individuals must rethink their online habits.
The question is no longer whether social media is beneficial or harmful. The real question is: Who controls the narrative—humans or algorithms? The time to act is now—before we lose the ability to choose at all.