In Pakistan's livestock trade, a good animal is only part of the story. People still want to visit the farm, look closely, ask questions and satisfy themselves about how an animal has been raised. Deals are shaped by reputation, personal referrals and the kind of confidence that usually takes years to build.
That is still true. But more sellers are now finding that the first introduction no longer happens at the farm gate.
For livestock businesses, that shift matters. A farm may have strong practices and healthy animals, but for a long time its reach was often limited to people who already knew its name. Growth depended heavily on word of mouth, repeat buyers and the seasonal rush of footfall. Now, with videos showing feeding routines, animal care, farm visits and the day-to-day rhythm of work, sellers have another way of showing people what they do before anyone arrives in person.
Zamanz Cattle Farm: A Case of Organic Digital Growth on TikTok
Zamanz Cattle Farm in Karachi offers a clear example of that change. What began as a personal interest in livestock has grown into one of the city's recognised cattle farms, with social media helping it reach far beyond the usual circles of farm buyers. Over time, the farm has built its standing through the quality of its animals, steady farm practices and a growing presence online.
Umer, who represents the farm and has been closely involved in its growth, said the business did not begin with a detailed plan.
"We didn't start with a specific roadmap," he said. "We simply wanted to do something connected to nature. Alongside our other businesses, this was a completely different venture that began with curiosity. Alhamdulillah, it has grown far beyond what we imagined."
Coming into livestock without prior experience meant learning almost everything from scratch. The team had to find the right location, build the infrastructure, source good animals and establish itself in a market where people are slow to take chances on unfamiliar sellers. Umer said they chose to treat those early hurdles as part of the learning process rather than a reason to pull back.
"We remained patient, trusted people, built genuine relationships, and continuously worked on improving the quality of our animals," Umer explained. "Over time, that consistency became our greatest strength."
Zamanz had been present on social media from early on, but Umer said things changed noticeably about a year and a half ago when the founders began appearing in the videos themselves. That small shift made the farm feel more personal. People were no longer just looking at cattle on a screen; they were also seeing the faces of the people caring for them.
By regularly posting clips of animal care, farm routines and livestock transformations, the farm gradually found an audience. Today, Zamanz has around 2k followers and more than 20.7K likes on its TikTok account. For the farm, though, the importance of that presence is not in numbers alone.
Building trust before the first farm visit
It has helped people arrive with some sense of the place already in mind. Many now contact the farm after following its videos over time. Others discover it online before reaching out directly. The account has also helped Zamanz connect with overseas buyers who may never have found it through the older networks of referrals and local contacts. In practical terms, social media is not only helping the farm tell its story, but also bringing in people who may become customers.
That changes the first stage of buying in quiet ways. Traditionally, someone might head to a mandi or a farm with only a recommendation to go on. Now they can watch how animals are kept, get a feel for the surroundings and form an impression before making the trip. It does not replace seeing livestock in person, but it can narrow the field and make that first visit less uncertain.
"TikTok is one of the most powerful business tools available today," he said. "It allows us to communicate directly with customers and lets them see exactly how we operate before making a purchase. That transparency has made a huge difference."
Expanding Reach Beyond Local Markets Through TikTok
For sellers, that can mean staying in people's minds even outside the busiest buying periods. A farm once known mostly within its local circle can now be seen by people in other cities, other communities and among Pakistanis living abroad. For smaller operators, this can make a real difference. Not every farm has the means for formal advertising, but regular posting can still give people a sense of who is behind the business and how they work.
That is what comes through in Zamanz's case. People following the farm are not simply watching animals being displayed for sale. They are seeing routines, feeding practices, care standards and the people responsible for them. Over time, that familiarity begins to count for something in a trade where buyers are often asking themselves, first of all, whether they feel comfortable dealing with a seller.
When it comes to sourcing livestock, Zamanz does not tie itself to one area. Animals are brought in from Karachi, Punjab and interior Sindh, depending on what is available and what meets the farm's standards.
"We don't limit ourselves to one region," Umer explained. "Our focus is on finding healthy animals, strong breeds and the best value. Where the animal comes from is secondary."
The team now plans to expand operations, add new categories of animals and invest further in breeding programmes. Umer said the aim is not simply to increase numbers, but to improve quality, control costs and offer better value.
"We want to farm responsibly and keep improving the quality of what we offer," he said. "We aim to create real value for customers.” They still rely on reputation.
Advice for new livestock entrepreneurs
For people hoping to enter livestock farming or agro-entrepreneurship, his advice is simple: take the work seriously and do it with sincerity. He sees the trade not just as commerce, but as a responsibility that demands patience, care and compassion.
"Our faith teaches us to treat animals with mercy and respect," he said. "If you genuinely care for them and fulfil their rights, the results follow naturally. Anyone looking for shortcuts at the expense of animal welfare is approaching this business the wrong way."
In his view, long-term success still rests on integrity and consistency. "If you commit fully and do things the right way, growth follows naturally," he said. "Trust takes years to build, but once you've earned it, it becomes your most valuable asset."
Zamanz Cattle Farm's story shows how an old-style trade is adjusting without shedding what made it work in the first place. In livestock, personal dealings still matter. People still want to inspect animals for themselves. They still rely on reputation. But now, before the visit, there is often a screen in between - one that can introduce a farm, show how it operates and make it feel less unfamiliar.
That is where TikTok has found its place. Not as a replacement for face-to-face dealings, but as a way of helping farms like Zamanz reach more people, build familiarity ahead of a visit and grow in a market where confidence is hard won.
