The sudden blackout of Facebook, Instagram, YouTube, WhatsApp, and X has sent shockwaves through Nepal’s growing digital economy. While ordinary users are scrambling to stay connected, it is social media influencers and online entrepreneurs who say they are facing the most immediate and painful consequences.
Over the past five years, social media has become a lifeline for Nepal’s youth-driven economy. Thousands of influencers have built careers on platforms like TikTok, Instagram, and YouTube, turning short videos and lifestyle content into real income streams. At the same time, small businesses ranging from online clothing stores to food delivery startups have leaned heavily on Facebook and Instagram pages for marketing, customer engagement, and sales. With the ban now in place, that ecosystem has come to a grinding halt.
“I had three paid promotions scheduled this week, and all of them are now on hold,” said a Kathmandu-based fashion influencer with more than 200,000 Instagram followers. “Brands are cancelling deals because they don’t know if their ads will even reach people anymore.”
For small businesses, the stakes are even higher. Many micro-entrepreneurs operate almost entirely through Facebook pages and Instagram shops, avoiding the costs of physical stores. A Pokhara-based home décor seller explained that 90 percent of her orders came through Facebook Messenger. “Since the ban, I haven’t received a single inquiry. My business is frozen,” she said.
Industry experts warn that the disruption could have long-term effects. Nepal’s digital market was just beginning to mature, with e-commerce platforms like Daraz thriving and global brands eyeing local influencer marketing. The blackout risks stalling that momentum, leaving both creators and small enterprises in limbo. Some are shifting quickly to TikTok and Viber, which remain accessible, but many say these platforms cannot fully replace the customer networks and monetization tools of Facebook and Instagram.
The timing is also sensitive. Festivals like Dashain and Tihar, which usually drive a surge in online shopping and advertising campaigns, are approaching. Influencers and businesses say they could lose their busiest season if the ban drags on. “This is usually the time when sales peak,” noted one digital marketing agency owner. “Without Facebook and Instagram, our clients have no way to reach their audience.”
Government officials insist the ban is a temporary enforcement measure under the 2023 Social Network Directives, and that platforms will be restored as soon as they register locally. But critics argue the decision did not take into account the dependence of Nepal’s young entrepreneurs on social media. Rights groups warn that the blackout could not only silence voices but also wipe out livelihoods.
For now, influencers are urging their followers to connect through TikTok or Telegram, while businesses experiment with alternative sales channels. Yet most agree that unless the major platforms return, Nepal’s digital economy faces its biggest crisis yet.
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