Last year has been a
significant milestone for the digital media industry in Sri Lanka.
More brands came on board or became more active after realizing the
significance of digital media. Same time, the number of content
contributors also grew while keeping a proper balance between them and
Surprisingly according to internetlivestats.com, 2016 is the year
which has the lowest change of user growth (8.6%) after 12 years time.
The main reason is that the internet users are now being added from
the late majority of the innovation curve. Innovators, Early adaptors
and Early Majority have already been connected and there was a rapid
growth rate during that period of time. In 2017, It is expected that
the growth rate will further go down to 7.5% and many other factors
like government regulations, tariff changes will affect this largely.
Number of Facebook users in Sri Lanka reached 4.9 million mark at the
end of December 2016. It is a rapidly growing social network in Sri
Lanka while other social networks like Twitter, Instagram and Snapchat
are gaining the momentum in a slow phase. About 73% of the users are
accessing Facebook only from their mobile while 18% use multiple
devices (Desktop/Mobile) to access Facebook in Sri Lanka. There is
about 30% user growth during last year and the main reason can be the
viral topics surfaced during the particular period and the mainstream
media (TV/Radio/Press) talking about it frequently.
Instagram is becoming very popular among the youth in Sri Lanka and
the number of users were doubled during last year (2016) after it was
acquired by Facebook. Simplicity and the attractiveness of this social
network will bring in more new users in the next year hopefully while
creating a seamless platform for digital advertisers.
(Source: LinkedIn Advertising Platform)
LinkedIn is the social network for professionals and maintaining a
profile in this network has become a must if you are looking for a job
opportunity or need to network with like-minded professionals in the
respective industries. There is a year-on-year user growth rate of
around 10% and by the end of 2017 this network will have about 862,000
Twitter is growing quite slowly in Sri Lanka since the users find it
difficult to utilize and interact with. Even though, there are about
more than 1 million twitter accounts in Sri Lanka, actual number of
active users are around 180,000 currently. This will probably grow by
another 10% by the end of 2017. Also it is necessary to mention that
these current users are highly active and engaging compared to the
users on other social networks.
What else to expect than just
1. Importance of
integrating traditional with digital Media
Brand managers will understand the importance of integrating
traditional media campaigns with digital media and measuring the
success of overall campaign. Already some of the big brands in the
market are testing out the possibilities of integration and those
campaigns have seen better performance than the standalone campaigns.
Also the budget allocation for digital media will increase
significantly during 2017. Brand managers will be encouraged to cut
down traditional media budgets (press and radio probably) and invest
it on digital media.
2. Influencer Marketing
Considering the challenges with outdated banner ads, typical social
media posts and ad blocking, digital marketers will see the importance
of trying out influencer marketing for their products and services.
With the new content creators on Facebook and YouTube, influencer
marketing will be an easy task to execute when you identify the right
people. You can read more about this on my previous blogpost.
3. Social is the new SEO.
According to a recent report on TechCrunch, Facebook has surpassed
search; social has replaced SEO. What does this mean? Simply think
about an instance you searched about the latest offers of KFC,
McDonalds or KFC. Where did you go to find about offers? Searched on
Google or directly checked on their Facebook pages? Obviously you
would check the Facebook page to get to know the latest offers and
furthermore you would read the comments as well to know the feedback.
4. Competitive Content marketing
Yes. Everyone was doing content marketing for last couple of years and
now we are in a matured stage of this method. It will get tougher to
stand out from all those content and grab the attention of your
audience in this new year. Articles, Photo stories, Video contents,
Audio clips and unimagined mediums will surface on digital space and
the most creative ones will get the attention in this cluttered
5. Virtual Reality and Immersive Marketing
This is another way of doing content marketing but with a new twist.
Now Virtual Reality is becoming the talk of the town now with
affordable devices and different content. This will create a great
opportunity for marketers to engage their audience in a new medium.
Already Facebook and YouTube has introduced 360 degree videos and
these features will be further exploited by marketers in coming months
to market the products and services to consumers in a creative way.
By: Udara Dharmasena
This article was first