DIVA presents an exclusive interview with a trailblazer in the digital world Revie Sylviana, Director of Global Partnerships for Southeast Asia and South Asia at Meta.
Visiting Pakistan for the first time, Revie discusses the country’s vibrant digital landscape, the potential of its creators, and Meta’s role in fostering growth. She explores how innovations like WhatsApp Channels and AI tools are reshaping the content creation industry and offers valuable advice for thriving in social media’s ever-changing world.
Q: How do you see the potential of Pakistan’s digital landscape in Meta’s broader vision for Southeast Asia and South Asia?
This is my first visit to Pakistan, and I’m excited to witness its growth and opportunities. With a large youth population, Pakistan is a key market for Meta. Facebook thrives here, Instagram is rapidly growing, WhatsApp remains essential, and Threads is gaining traction.
Pakistan’s passionate creators and strong developer community are equally inspiring. Creators eagerly adopt new features, driving innovation, while developers showcase their talent, as seen with Traversaal.ai winning our APAC Accelerator Program and a $100,000 grant.
With its dynamic ecosystem and immense potential, Pakistan is a market we are eager to explore and invest in further.
Q: Do you have any favorite Pakistani creators who have impressed you with their content and impact?
A: That’s like asking who your favorite child is! All creators are unique and talented in their own way. For those just starting out, I admire their struggle to grow their audience, while established creators face their own set of challenges. Yesterday, I attended our Creators Connect event and was amazed at the evolution of Pakistan’s creator ecosystem. Some creators are one-person shows, while others have teams of 30 or even 50 people behind them. The sense of community among creators here is also inspiring. Instead of naming a single favorite, I prefer learning and listening to all of them.
Q: What unique qualities do you think Pakistani creators bring to the global platform?
A: Pakistani creators stand out for their cultural richness, resilience, and forward-thinking mindset:
1. Cultural Richness: Pakistan’s diversity is reflected in its creators, who stay connected to their local roots. Whether they’re from Karachi, Lahore, or Islamabad, they bring a unique touch from their cities.
2. Resilience and Adaptability: Creators here embrace challenges, stay updated with innovations, and experiment with new formats to grow.
3. Future-Forward Mindset: They are digital-savvy, eager to adopt new features like Meta AI, and continuously experiment with emerging trends.
Q: How is Meta supporting Pakistani creators?
A: Meta is committed to empowering the creator economy in Pakistan through several initiatives:
1. Creator Events: These bring creators together, fostering collaboration and networking. Creators often say they’ve met others they admire for the first time at these events.
2. Educational Webinars: Both online and offline sessions provide resources and updates on new features.
3. WhatsApp Channel: Our newly created WhatsApp channel for Pakistan will keep creators and the rest of our community informed about updates and features.
4. Programs and Collaborations: Meta runs specific initiatives like content creation campaigns, collaborations during Ramadan, and awareness programs around safety and wellness.
Q: Why did Meta launch a dedicated WhatsApp channel for Pakistan?
A: WhatsApp is a primary communication tool in Pakistan. It’s simple, instant, and ensures people receive updates directly from Meta about new products, features, and trends.
Q: What content creation trends should Pakistani creators focus on?
1. Authenticity: Young audiences prefer raw, relatable, and natural content.
2. Finding Your Niche: Differentiate yourself by focusing on what makes you unique, even within popular verticals like fashion, food, or travel.
3. Experimentation: Stay updated with trends and try new formats. Experimentation is key to finding what resonates with your audience.
Q: How does Meta see AI helping creators in Pakistan?
A: Meta AI offers tools that benefit creators in multiple ways:
1. Content Ideas: Suggests topics and content ideas based on trends.
2. Captions: Provides catchy caption suggestions.
3. Creative Tools: Assists with creating stickers, backgrounds, thumbnails, and more.
Meta AI acts as a personal assistant for creators, sparking creativity and simplifying content creation.
Q: What are the best practices for creating authentic content?
A: Authenticity depends on knowing your audience. Study their demographics, monitor how they react to content, and focus on engagement. Meta is not just about content creation—it’s about connection. Engage with your followers by replying to comments and building a relationship. This boosts engagement and distribution, helping you grow your reach.
Q: What advice would you give creators on managing their online presence while protecting their privacy?
A: Meta provides tools like comment moderation, word blocking, and pinning positive comments to foster a healthy environment. These features not only protect creators but also encourage positivity within their communities.
Q: What initiatives help Pakistani creators collaborate globally?
A: Meta has organized collaborations during events like Ramadan and continues to explore opportunities for global partnerships. Even within Pakistan, the collaboration potential among creators is vast and can be further leveraged.
Q: How does Meta address mental health challenges faced by creators, particularly when dealing with online negativity and trolling?
Meta supports creators through:
1. Safety Tools: Features like reporting and moderation to combat online bullying and scams.
2. Mental Health Resources: Redirecting users searching for self-harm content to legitimate helplines.
3. Community Support: Encouraging creators to connect and share experiences through initiatives like our “Create with Care” podcast.
4. Awareness Programs: Providing tips and resources to manage stress and maintain mental well-being.
Q: What are the top strategies and tools creators can use to expand their reach and engage larger audiences on Meta?
To grow reach, creators should:
1. Use Reels: Reels are highly effective in reaching non-followers and growing an audience.
2. Experiment with Formats: Try carousels, stories, and collaborations to engage different audiences.
3. Leverage Trending Songs: Using popular audio tracks boosts discoverability.
4. Focus on the Hook: The first two to three seconds of a video are critical to capturing attention.