Brand marketers face unique challenges in Myanmar with COVID-19

TOP OF THE CHARTS: Engaging with this Myanmar's consumers is a challenge, since social media trust is low, says a Humology report.

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As the COVID-19 pandemic has swept across Myanmar, consumers have stayed home to stay safe.

Even as COVID-19 continues to leave a trail of tragedy in its wake, Myanmar is just waking up its full effects. However, as the country's consumers begin to confine themselves at home and follow the consumption habits of other countries worldwide, marketers will need to deal with new twists in the Myanmarese consumption story.

According to new findings from a survey from martech firm Humology, brands may face a challenge addressing consumers in this country on social media, since trust in this medium is limited.

For brands looking to engage with consumers in Myanmar--an emerging, but challenging market to penetrate--reaching consumers on these platforms may be difficult because they are spending less time on them.

Instead, marketers are best served focussing on other categories where they can target consumers. For example, this survey reveals that online video has seen a sharp spike recently.

Elsewhere, categories such as gaming too have seen a sharp uptake in consumer interest, providing new avenues for marketers and brands.

Stuck at home, consumers are making their mobile devices the centre of their universe, opening up new opportunities for brands to be noticed.

However, in the time of a pandemic, brand messaging remains a critical and contentious issue. A significant number of consumers in Myanmar are prickly about brands they consume being associated with COVID-19.