Gen Z, Discord and Digital Democracy

Had the KP Oli government heeded calls to lift the social media ban on September 7, the devastation of September 8–9 might have been avoided. But the refusal instead drove thousands of youths to the streets. Two days of protest ultimately toppled the Oli administration and rewrote Nepal’s digital story.

 

What followed was unprecedented: Nepal’s new prime minister was chosen through discussions on Discord—making the country the first in the world to select a head of government via social media. For years, political parties had used online platforms for outreach, but never before had digital forums directly fueled regime change and shaped the formation of a new administration.

 

Discord, once known primarily as a hangout for gamers, suddenly became the epicenter of Nepal’s political upheaval. The government fell on the second day of protests organized through the platform. By the fifth day, Gen Z had chosen an interim prime minister, and the House of Representatives was dissolved.

 

Live debates and voting on Discord drew tens of thousands into real-time decision-making. Until September 8, most Nepalis had never heard of the app; by September 13, it had surged to become one of the country’s most downloaded platforms.

 

More than 150,000 people participated in a single online forum. Debates streamed on YouTube, TikTok and Facebook, offering a stark contrast to the closed-door negotiations of previous political eras. Observers hailed it as nothing less than a “digital revolution”. On September 12, Sushila Karki was sworn in as interim Prime Minister. Her appointment was celebrated as both a generational milestone and a rare moment of political unity achieved entirely through digital channels.

 

Social Media as a Stage

 

Opening TikTok in Kathmandu today is no longer just about viral dances. Scroll through the feed and you will find real estate agents pitching premium apartments, food vloggers promoting restaurants and fashion brands advertising limited-edition lines. Social media in Nepal has evolved into a marketplace, a career incubator and now a political stage.

 

Facebook Marketplace and Instagram tell the same story. Entrepreneurs showcase products, post promotions and chat with customers in real time. For small and medium-sized enterprises (SMEs), digital platforms have become a lifeline. Startups once reliant on foot traffic or word-of-mouth now depend entirely on online visibility. Even established industries are pouring resources into influencer partnerships and targeted campaigns.

 

With 91% of Nepalis connected to the internet, social media is now both a commercial driver and a tool for civic engagement. During the Gen Z protest, platforms like Discord and Reddit were indispensable for organizing demonstrations. Even when bans were enforced, youths bypassed restrictions using encrypted apps and VPNs, demonstrating that these platforms are far more than entertainment tools.

 

Turning Likes into Livelihoods

 

For many Nepalis, social media is more than a pastime. Take Sarika Neupane, known as “Lilfoodie”. What began as casual food videos in 2019 turned into a full-fledged career. Today, she manages a small team, producing content, running campaigns and earning through sponsorships and ads.

 

She is not alone. Thousands of Nepali creators now earn livelihoods on YouTube, TikTok, Facebook and Instagram. Influencers, comedians, educators and performers monetize through ad revenue, brand deals and live streaming. According to Nepal Rastra Bank (NRB), creators collectively earned Rs 3.53 billion in FY 2024/25. A single YouTube video with one million views can bring in $100–200, while Facebook’s monetization program has added new income streams.

 

This ecosystem feeds related industries too. Freelance photographers, videographers, designers and digital marketers now work for clients at home and abroad, often earning in foreign currencies. For many young Nepalis, this path offers an alternative to traditional jobs or foreign employment.

 

Businesses Reimagined Online

 

Digital marketing has transformed how Nepali businesses operate. Campaigns today are precise, measurable and often cost-effective. A viral TikTok video can translate directly into sales for a small startup, while larger industries use long-term campaigns to build trust and brand visibility.

 

“Digital marketing helps create perception, increase purchase intent and ultimately drive growth. But it takes time,” says Prija Koirala, Marketing Communications Manager at Pioneer Moto Corp Pvt. Ltd.

 

The recent launch of the Jaecoo J5 electric SUV at the NAIMA Nepal Mobility Expo 2025 illustrated this shift. Through teaser campaigns, influencer engagement and paid ads, the brand generated buzz and test-drive bookings. While slower than a viral hit, the strategy reinforced positioning and credibility.

 

For smaller enterprises, the results can be immediate. Home-based food outlets, craft businesses and boutique apparel stores depend entirely on social platforms to reach and serve customers. Advances in AI-generated visuals and targeted campaigns have cut costs and expanded reach, enabling startups to compete with established brands.

 

Influencer marketing has become integral. Brands now value authenticity and engagement over raw follower numbers, reflecting shifting consumer preferences. With young Nepalis spending hours online, companies that tap into creative, interactive content see stronger connections with audiences.

 

Connectivity vs Control

 

As of January 2025, Nepal had 14.3 million Facebook users, 3.9 million Instagram users and over 2.2 million TikTok users. Internet penetration stands at 91%, and smartphone imports reached Rs 35 billion last fiscal year.

 

This rapid digitization has been especially transformative for Nepal’s youth. According to Santosh Sigdel, executive director of Digital Rights Nepal, social media has evolved beyond mere communication—it has become a space where young people express themselves, shape their thinking and amplify their voices. These platforms have also emerged as powerful tools for political engagement, he added.

 

Nepali youth have leveraged social media to voice opinions on governance and, in some instances, influence political outcomes, including supporting the selection of their prime minister. The platforms also facilitate collective action, helping to organize and coordinate protests and highlighting their role in civic empowerment.

 

This rapid growth has fueled tension between connectivity and control. On September 4, the government banned 26 platforms, including YouTube, Facebook, Whatsapp and X, citing registration requirements. Telecom operators and ISPs disabled access, disrupting creators, businesses and filmmakers who had begun to rely on digital platforms for promotion and engagement. Film promotion was particularly hard-hit, with trailers and music releases delayed. The ripple effect extended to editing, research, design and marketing teams.

 

The ban ignited fierce debate over freedom of expression and digital governance. Platforms were asked to register under Nepali law, respond to complaints within 24 hours and enforce content moderation. Many companies viewed this as a threat to privacy, operational freedom and global compliance frameworks.

 

The fall of the Oli government and the rise of Sushila Karki highlighted the extraordinary political potential of social media. This episode showed how online platforms enable organization and amplification in ways traditional media cannot. Social media in Nepal is no longer just a space for entertainment; it is now an instrument of civic empowerment at the intersection of technology and democracy.

 

Challenges Galore

 

The turbulence has raised questions about Nepal’s digital infrastructure and investment climate. Local data centers, heavily reliant on social media traffic, saw revenue fall during bans. Without domestic servers, telecoms must rely on expensive international bandwidth which slows infrastructure expansion.

 

Meta has delayed its local infrastructure rollout until 2026. Google, Akamai and Cloudflare maintain networks in Nepal, but experts warn that repeated bans could damage investor confidence despite Nepal’s AI policy envisioning green data centers in highland regions to attract global partnerships.

 

Even as access grows, low digital literacy fuels misinformation. During the Gen Z protests, even professionals—doctors, journalists, civil servants—were misled by false reports. Old videos were circulated as fresh evidence of vandalism, casualty figures were exaggerated and AI-generated clips stoked anger.

 

“Alongside genuine expression, a flood of misinformation, disinformation and malinformation spread unchecked,” Sigdel said. “AI-generated videos and provocative comments made the online space even more unsafe.”

 

This highlighted the urgent need for digital literacy campaigns and responsible platform governance to ensure a safe, trustworthy online environment.

 

Looking Ahead: A Balanced Digital Future

 

Social media presence in Nepal has been expanding despite regulatory hurdles. For small businesses and the arts sector, social media is more than a tool—it is a lifeline. Thousands of Nepalis now rely on digital platforms for livelihoods in production, marketing and online trade. Sustained restrictions can lead to job losses, stalled growth and a migration of digital talent abroad.

 

The way forward lies in collaboration: governments ensuring fair governance, platforms enforcing community standards and people cultivating digital literacy. With nearly half the population online and youth at the forefront, social media can empower individuals, foster innovation and strengthen democracy if managed wisely.

 

This report was originally published in October 2025 issue of New Business Age magazine.