Myanmar’s digital habits show why global trends don’t always translate, and what communicators must do to stay relevant.
SINGAPORE - Globally, TikTok is rising, Instagram is trending, and Facebook is often seen as for “old people,” but Myanmar tells a different story.
In Myanmar, Facebook is not just a social media platform, but the internet itself, with over 20 million people actively using Facebook, according to the Consumer Media View (CMV) Myanmar 2024 report by Myanmar Marketing Research and Development Ltd. (MMRD).
Based on the total population of 51.3 million, this represents nearly 40 per cent, even though Facebook is banned in the country.
Despite ongoing internet shutdowns and social media restrictions, Facebook continues to dominate Myanmar’s digital landscape, with TikTok and YouTube following closely behind.
This is quite different from the neighboring countries, where Singapore favors WhatsApp, Thailand uses LINE, and Zalo is widely used in Vietnam.
Understanding each country’s unique preferences is essential for communicators trying to connect with local audiences.
“Before we do everything, the most important thing is to understand the unique digital landscape of each region for an effective message delivery,” says Thin Nwe Ei, also known as Or Or, 26, Senior Account Manager from the client servicing team at MCIX Agency.
Or Or also said, delivering a message online is not just about where you post, it is about how deeply your message resonates with the daily life of your target audiences.
“We have worked with many clients and NGOs for the APAC region (Asia Pacific countries), but global trends do not work in all countries, especially in Myanmar,” she added.
“Even within the country itself, focusing only on Facebook does not work all the time.
“Sometimes, the most effective way is working on Viber Bulk Messages Campaigns in local dialects.”
In some areas, people only use communication channels, and due to several reasons, there is also a significant number of people in Myanmar – especially in rural areas – who either do not use or lack internet access.
As of the CMV Myanmar 2024 report, nearly 25 per cent of the total population is not online. The gap here presents a challenge for communicators who need to deliver messages within all areas of the country.
“For our NGO clients, we mostly work on traditional channels such as print, radio, and community gatherings, especially in rural areas,” said Or Or.
Or Or shared many international clients think that TikTok or Instagram campaigns are a must, “but if you are not on the platforms or channels your target audiences are using, your message won’t make an impact”.
She also added that these statistics do not mean that Myanmar is behind global trends, and it is just that the digital behavior is heavily localized and deeply cultural.
In an age of global marketing, this is a powerful reminder: You do not need to be on the trendiest platform, you just need to be on the right one.