head of Eid this year, Shafaq dedicated a good while to social media, posting simple but compelling reviews of bangles and other Eid essentials on her Instagram account. It earned her a decent amount that she could spend on Chand Raat. Post-Eid she was ready with another review — of a jewellery brand — and made a quick buck.

Having secured a couple of thousands followers/ subscribers — and still counting — Shafaq is among the many nano influencers who recently trained at the tech hub run by Circle Women Association, a not-for-profit NGO based in Lahore. The NGO imparts training to underserved young women, in micro-entrepreneurship and digital marketing.

Shafaq says the training has equipped women like her to find their voice and reach out to people at large. Obviously, they get to earn too, since the likes of Instagram, TikTok, and YouTube are now monetised.

Sidra, another nano influencer, is in talks with a leading fashion brand of the country, for online marketing opportunities. Like Shafaq, she is a certificate holder from Circle’s digital literacy programme. “For many, social media platforms are merely online spaces to show off,” she tells TNS. “For me, it’s become a source of earning; I generate content and, as a consequence, income.”

Shafaq says the training has equipped women like her to find their voice and reach out to people at large. Obviously, they get to earn too, since the likes of Instagram, TikTok, and YouTube are now monetised.

Sidra seconds Shafaq’s view that being a content creator is empowering. “When I realised that my following [on Instagram] was growing, and that whatever I was posting got noticed big-time, it gave me a sense of authority.”

Amna is also a content creator who trained at Circle. Talking about the transformative nature of the training, she says, “Thanks to the guidance and training we received, we learnt how to engage the people.”

While most social media influencers could be called unofficial ambassadors of various fashion brands and luxury items, Dr Saima is happy selling books. It’s a project that’s very close to her heart. After having sold books at different book fairs, she has now set up an online book club cum store that connects her with the buyers as well as dealers. These are mostly books designed to enhance children’s cognitive abilities and foster a love for reading in an era dominated by gadgets.

“I started my business during the Covid-19 lockdowns,” she says. “Since then, I’ve been reaching out to schools and potential readers through online platforms as well as in-person exhibitions we arrange.”

Shahneela, who completed her training at Circle with distinction, went on to launch her podcast. She credits the organisation with providing her with the right tools to attract opportunities and achieve financial independence.

ccording to an estimate, 40 percent of the world’s population uses social media. Of these (billions of) social media users, many look up to their favourite influencers to help them decide what to buy and what trends to follow.

Till about a decade ago, the idea of women from low-income backgrounds being active on online spaces was considered taboo. In today’s changing mediascape, however, they are regarded as entrepreneurs. Circle’s digital literacy initiative is aimed at helping these women achieve financial independence and navigate the digital landscape safely. Sadaffe Abid, the founder and CEO of Circle, explains: “We are striving to engage women with brands. This is a win-win situation for both: women get employment by using online spaces for a purpose, while the brands get effective mouths for marketing.”

She adds, “Internet access and digital literacy pose a challenge, but women are proving that online spaces can be harnessed as a tool for change. So far, we have trained 1,500 women influencers from across the country. If the number of digitally literate women goes up, will become a network and a platform for women to script their own narratives.”

She says the role of social media influencers goes beyond doing promotional work: “They end up being ambassadors of the brands they validate [on their social media accounts]. Their followers become more and more reliant on their recommendations. Therefore, I urge [the influencers] to not overlook the fact that they carry a social responsibility.”

Abid says that a nationwide campaign should be launched to advocate women’s rights, digital literacy and financial inclusion.

Ahsan Malik is a media veteran interested in politics, consumer rights and entrepreneurship