Industry Trends, Stats & Opportunities Overview

Digital Marketing in Guyana is at a pivotal stage of growth, with the country’s booming economy and expanding internet access driving a rapid shift from traditional media to online channels. This report provides an in-depth analysis of the current state of marketing and digital marketing in Guyana, covering market size, growth trends, business adoption, popular platforms, consumer behavior, challenges, opportunities, and key initiatives shaping the industry.

When it comes to Guyana social media trends, one platform towers above all others: Facebook.

Facebook is the dominant social network in Guyana by a wide margin, estimated to represent anywhere from 75% to over 85% of social media usage in the country . By early 2024, Facebook had about 493,000 users in Guyana (around 60% of the population).

For context, that reach equals roughly 71% of local internet users. Instagram is a distant second with roughly 165,000 users (around 20% penetration)​, though it has been growing – about 23% growth from 2023 to 2024 .

Other social platforms have comparatively smaller footprints: for example, LinkedIn has about 140–153,000 members (~18–19% of the population)​ and Twitter/X and TikTok have only niche followings.

Even YouTube, while popular for content consumption, accounts for a tiny sliver of social platform activity in terms of user share (under 2% of social media platform usage by some measures)​

The most widely used digital platforms in Guyana for marketing and communication are:

• Facebook: The primary channel for social media marketing and online advertising. Businesses of all sizes use Facebook Pages and Facebook Ads to reach Guyanese audiences. Facebook’s advertising reach in Guyana equals about 60% of the total population.
  , making it an essential platform for brand awareness and customer engagement.
• Instagram: Popular especially among younger demographics and for visually oriented marketing. Instagram’s ad reach is about 23.7% of Guyana’s internet users​

  . Brands (especially in retail, food, and tourism) use Instagram to showcase products and experiences with local flair.

• WhatsApp: Ubiquitous as a messaging app, WhatsApp is heavily used by businesses for customer service, promotions, and informal e-commerce. While exact user counts are not published (since WhatsApp has no public ads data), surveys indicate about 72% of Guyanese use messenger apps like WhatsApp, often for business purposes​
  . WhatsApp for Business and broadcast lists are common tools for small enterprises to communicate with customers.
• YouTube: Consumes a share of Guyanese online attention (with high viewership of music, news, and entertainment content), but is less used for advertising by local businesses due to production costs and connectivity limits. As internet bandwidth improves, more companies are experimenting with YouTube ads and video marketing.
• Other Platforms: Niche usage exists on platforms like Pinterest (which interestingly registers around 14% of social platform web traffic in Guyana)​, and LinkedIn (useful for B2B marketing and recruitment, with ~19% population reach)​. Additionally, emerging platforms like TikTok have started gaining traction among youth, though brand activity there is still nascent.

Overall, Guyanese consumers are highly active on social media, especially via mobile devices. Consumer behavior has shifted such that social networks and messaging apps are integral to daily life – from news consumption to product discovery.

Businesses have followed suit by focusing their digital marketing efforts on these popular platforms. Facebook’s dominance means it often serves as a proxy for the internet itself for many users, and having a Facebook presence is considered almost mandatory for brands targeting local consumers. Notably, even government agencies and major private-sector entities “advertise almost exclusively through social media, newspapers, television, billboards, and radio” in Guyana​ – with social media now at the forefront of that mix.

One of the most significant developments is the embrace of digital channels by local micro, small, and medium-sized businesses.

In Guyana, a growing number of small businesses use social media and messaging as marketing tools to reach customers. For many entrepreneurs, Facebook pages and groups have become the new storefronts, and WhatsApp serves as a primary channel for sales inquiries and promotions.

In fact, across developing countries, over 80% of micro and small enterprises report using digital tools like Facebook Marketplace or WhatsApp to support their business – and Guyana is no exception. This trend has only accelerated during and after the pandemic, as businesses realized the importance of an online presence.

Local SMEs in retail, food service, tourism, and other sectors have been particularly active in leveraging social media. It’s common to see home-based or informal businesses marketing handcrafted products or daily menus via Facebook posts and WhatsApp broadcasts.

The ease of entry is a big driver – creating a Facebook page or WhatsApp Business profile is free and straightforward, which lowers the barrier for small business owners with limited marketing budgets. Even without sophisticated e-commerce websites, many are effectively conducting commerce online by posting products on social media and coordinating orders through messaging apps.

From a breakdown of local businesses participating in digital marketing, it appears larger corporations and consumer brands were the first to adopt digital advertising (often hiring local agencies to run Facebook and Google ad campaigns). Now, however, the uptake has trickled down to very small businesses and startups. A local digital agency notes that even the smallest enterprises are recognizing that they can “operate on a much smaller budget than traditional media” by using targeted online ads, and that even modest campaigns can yield meaningful results​.

This democratization of marketing is evident in Guyana’s vibrant online business community, where small vendors promote via Facebook Live videos, restaurants post daily specials on Instagram, and niche services find clients in local Facebook groups.

That said, a skills gap does exist. Many small business owners are not formally trained in digital marketing strategy. As a result, some struggle to optimize their social media presence or use advanced tools. Commonly, business owners start with the basics – creating a Facebook page and posting organically – but may not be familiar with features like analytics, ad targeting, or SEO (search engine optimization for their websites). This creates an opportunity for training and for specialized digital agencies to assist SMEs.

Local support organizations have begun offering workshops on social media marketing for businesses. For example, the Centre for Local Business Development (a business support initiative) has been actively encouraging small enterprises to improve their online marketing and even solicited expert input on shaping the “future of digital advertising monitoring in Guyana” via public consultations​.

In summary, small business digital marketing in Guyana is on the rise. The majority of local businesses – from retail shops in Georgetown to tour guides in the hinterlands – now recognize that having some online presence is beneficial. As more success stories emerge of small companies growing via Facebook or an Instagram campaign, this will further spur adoption among the remaining businesses that have yet to fully go digital.

International companies and platforms play a central role in Guyana’s digital marketing ecosystem. The most influential “players” are the global tech giants whose platforms dominate online advertising – namely, Facebook (Meta), Google, and to a lesser extent, other Silicon Valley firms like LinkedIn. Since Guyana does not yet have homegrown social networks or search engines at scale, businesses largely rely on these international platforms to run digital campaigns. Facebook and Instagram (owned by Meta) and Google’s services (Search Ads, YouTube Ads) provide the advertising infrastructure that local companies use to target both domestic and international audiences.

For example, a Guyanese tour company can use Facebook Ads Manager to target potential tourists in North America or Europe – effectively leveraging Meta’s global network from right within Guyana

In terms of international marketing agencies or companies operating in Guyana, the landscape is just beginning to develop.

Traditionally, local advertising agencies handled campaigns in-country, with any high-end production or strategy support sometimes coming from partners in larger markets (like Trinidad & Tobago or the US). With the surge in economic activity, major regional and global agency networks have taken interest. Some international digital marketing firms have started partnering with local Guyanese agencies to tap into emerging opportunities.

For instance, companies from the Caribbean region (e.g. in Trinidad) have been known to offer digital marketing services in Guyana, and global media companies are eyeing the market due to the increased advertising spend from the oil sector and related industries.

Additionally, foreign investment into Guyana’s economy (led by oil companies, mining firms, and other multinationals) indirectly boosts the digital marketing sector.

These large international companies often bring their own marketing budgets and sometimes their own agency relationships. As a result, you’ll find campaigns in Guyana managed by international teams – for example, an overseas agency running a social media campaign to improve the public image of an oil firm, or a foreign-owned hotel chain implementing a global digital strategy locally.

This means that international companies in Guyana’s digital marketing space are not only the platform providers but also include foreign advertisers and their marketing representatives.

Another aspect is the role of telecom companies. Guyana’s telecom sector has participation from international players (such as Digicel, a Caribbean telecom giant). These companies often introduce digital services and advertising platforms of their own. Digicel, for instance, has a digital advertising arm that could offer mobile advertising channels in Guyana through apps or SMS. While still relatively small in impact compared to Facebook/Google, such initiatives show the increasing footprint of international companies in the local digital ad ecosystem.

In essence, Guyana’s digital marketing space is tightly interwoven with global platforms and firms. Local businesses operate on Facebook, Instagram, Google, and WhatsApp – all international products – and many campaigns are guided by the standards and practices set globally. The upside is that Guyana benefits from world-class marketing tools and can reach global audiences. The challenge, however, is ensuring local marketers have the knowledge to use these tools effectively (addressed in the next section), and that local content stands out amid the sea of global digital content.

Despite the optimistic growth, there are notable challenges in Guyana’s digital marketing sector that stakeholders must navigate. Some of the key hurdles include:

• Infrastructure and Access Gaps: While internet access has grown, there remains a digital divide between urban and rural areas. Major towns like Georgetown enjoy relatively stable broadband and 4G mobile service, but many remote regions still suffer from limited connectivity​. This uneven infrastructure means digital campaigns might not reach all consumers equally – large swaths of the interior with spotty internet are harder to engage online. The government recognizes this and is working on expanding broadband to hinterland communities, including via satellite internet, but challenges persist​. Until access is truly ubiquitous, the reachable market for digital marketing is somewhat constrained by geography and network availability.

• Skills and Knowledge Gap: There is a platform literacy issue, especially among small and traditional businesses. Many business owners lack formal training in digital marketing and analytics​. For example, a family-owned retail shop might have started a Facebook page because “everyone is on Facebook,” but they might not know how to interpret engagement metrics or run targeted ads. This skills gap can lead to suboptimal use of digital tools – e.g., businesses boosting posts without a clear strategy, or failing to capitalize on customer data. Additionally, there’s a shortage of experienced digital marketing professionals in the local talent pool. Companies often cite difficulty finding staff proficient in areas like SEO, data analysis, or content marketing. Investing in training and education will be crucial to bridge this gap​.

• Payment and E-Commerce Barriers: Monetizing online efforts via e-commerce is still challenging in Guyana. Online payment options are limited; credit card penetration is low and many consumers prefer cash, which makes fully online sales difficult. While this is slowly changing with the introduction of mobile money and local fintech solutions, the lack of a robust e-commerce ecosystem means digital marketing sometimes stops short of conversion. Businesses can generate interest online, but closing the sale may require offline steps. This can dampen the measurable ROI of digital campaigns and may dissuade some businesses from investing more in online ads.

• Regulatory and Trust Issues: Guyana is still developing its digital economy regulations. Issues like data protection, online consumer rights, and advertising standards in digital media are areas of ongoing policy work​. The absence of clear regulations (or awareness of them) can be a double-edged sword – on one hand, the digital space is fairly open, but on the other, consumers might be wary of online transactions or ads. Building trust in online media – ensuring that users feel safe engaging with digital ads, sharing information, and transacting – is an important challenge. High-profile scams or misuse of personal data could undermine the progress of digital marketing if not proactively addressed.

• Cost and Scale Constraints: Although digital marketing is cost-effective compared to traditional media, there are still cost-related challenges. For one, the small market size means that businesses can quickly saturate their local online audience. To scale further, they need to target international markets or very niche segments, which requires more sophisticated marketing tactics. Additionally, digital ads are bought in U.S. dollars on global platforms – as the Guyanese dollar fluctuates, ad costs might effectively rise for local businesses. Smaller companies sometimes struggle with the foreign currency and credit card requirements needed to purchase ads on platforms like Facebook (though some workarounds via local third-party top-up services have appeared).

Addressing these challenges will require coordinated effort.

Improvement in infrastructure is underway (more fiber optic cables, 5G pilot programs, etc.), and there are calls for capacity-building in digital skills. Some encouraging signs include government training programs aiming to train thousands in ICT skills and private sector workshops on social media marketing. As for the regulatory aspect, Guyana’s officials have stated their commitment to modernizing policies for the digital age, indicating that clearer frameworks for things like e-commerce and data security are on the horizon.

In summary, the digital marketing challenges in Guyana revolve around ensuring the fundamentals are in place – reliable internet for all, a knowledgeable base of users and marketers, and an enabling environment of trust and policy. Overcoming these barriers will unlock the full potential of digital marketing as a driver of business growth.

On the flip side of challenges, Guyana’s digital landscape presents numerous opportunities for growth, investment, and innovation. The convergence of a growing economy and an increasingly connected population creates a fertile ground for digital marketing advancement. Key opportunities include:

• Rising Internet Penetration and New Audiences: Guyana has seen an explosion in internet users in the past few years – from just 37% of the population in 2021 to over 80% in 2024​. This dramatic increase means tens of thousands of new internet users are coming online, many from previously unconnected rural areas. For marketers, this translates to new digital audiences to engage. As infrastructure projects continue (e.g. the government’s goal to reach 75% internet penetration by 2030, which has likely been exceeded ahead of time)​, the reachable market via digital channels will expand further. Brands that establish an online relationship with these first-time internet users can earn long-term loyalty. There is a chance now to shape the preferences of a whole new cohort of digital consumers in Guyana.

• Untapped Niches and Content Areas: Much of Guyana’s digital content is still in its infancy. This means there are many niches and storytelling angles yet to be fully explored by brands. For example, local content marketing is an open field – companies can create blogs, videos, or social media series around themes like Guyanese cuisine, eco-tourism adventures, or behind-the-scenes looks at industries, and quickly become a leading voice due to limited existing competition. Influencer marketing is also an emergent opportunity; while influencer advertising spend is only around $1.45 million in 2025​, it’s growing as local social media personalities gain followings. Early adopter brands that collaborate with up-and-coming influencers or encourage user-generated content can ride that wave and connect authentically with consumers.

• E-commerce and Online Payment Growth: The e-commerce sector in Guyana is poised to grow significantly, supported by government initiatives and the population’s increasing comfort with online services​. As digital payments become more accessible (for instance, through local banking apps or mobile money), more consumers will start purchasing online. This opens opportunities for businesses to convert digital marketing into direct sales. Companies that invest now in simple e-commerce platforms (even if just via Facebook Shops or Instagram Shopping) stand to benefit as online transactions pick up. Additionally, the post-pandemic shift in behavior means people are more willing to try online ordering (for food, groceries, retail goods) – a habit that, once formed, often sticks. Marketing strategies that highlight convenience (online booking, delivery services, curbside pickup coordinated via WhatsApp, etc.) can tap into this changing consumer behavior.

• Integration of Traditional and Digital (Omnichannel): Because Guyana is a relatively small market, businesses have the chance to create very cohesive omnichannel marketing strategies. Many consumers will encounter a brand both online and offline in a given week (seeing a Facebook ad, then hearing a radio jingle, then seeing the storefront). Brands can innovate by integrating these touchpoints – for example, using QR codes on billboards that lead to an interactive online campaign, or running synchronized promotions (a TV ad that tells viewers to follow the brand on Instagram for a giveaway). Such integration can maximize reach. As one agency put it, a “360-degree approach combining traditional with digital” gives an edge in reach and engagement​. Guyana’s size allows for experimentation in this integrated marketing without enormous budgets.

• Tech Innovation and Adtech: With the government pushing a tech-driven development agenda, there may be opportunities for marketing tech innovation locally. The forthcoming “ICT Masterplan 2030” emphasizes partnering with the private sector to foster innovation​. This could include incubating local startups that build digital marketing solutions suited for Guyana’s context – for instance, a locally tailored advertising platform, or analytics tools that cater to Caribbean consumer behavior. Moreover, as Guyana establishes IT parks and attracts tech investment, marketing for tech products and services will become a new niche in itself. Investors and agencies could look into developing local capability in areas like programmatic advertising, marketing automation (Guyana’s marketing automation market is expected to grow in coming years as well​), and AI-driven customer insights.

• Global Reach from a Local Base: A unique opportunity for Guyanese businesses is to leverage digital marketing to reach international markets without leaving home. With the right digital strategy, a local company can find customers abroad. We see this already with the tourism industry – eco-tourism operators in Guyana have used Facebook and Instagram ads to target international tourists by showcasing the country’s natural beauty​. Similarly, a local artisan might use Etsy or their own Instagram to sell crafts to a global audience. The investment pouring into Guyana has put the country on the world map; there’s growing international interest in Guyanese products, culture, and opportunities. Smart digital marketing can capitalize on this by telling “Brand Guyana” stories globally (for instance, exporting authentic Guyanese sauces via an online store, promoted through YouTube cooking channels, etc.). The opportunity for global audience expansion is very much real and increasingly within reach for those who master digital channels.

In summary, while still maturing, the Guyana digital marketing space holds many opportunities.

Companies that innovate – whether through creative content, tapping new online consumer segments, or embracing e-commerce – are likely to see outsized gains.

The overall trajectory is very positive: as connectivity improves and digital literacy rises, the pool of consumers and businesses engaging online will grow, creating a virtuous cycle that propels the industry forward. Guyana stands at the cusp of a digital marketing leap, and early movers can define the benchmarks for success in this emerging arena.

Both the government and industry groups in Guyana are actively working to support digital transformation, which in turn boosts the marketing and advertising landscape. Several government initiatives and programs are aimed at modernizing the digital ecosystem:

• National ICT Masterplan 2030: The Government of Guyana has drafted an ICT Masterplan that lays out strategic priorities for a digital economy​. Although not yet public in detail, this plan emphasizes expanding broadband access (including to remote areas), improving e-government services, and fostering innovation via public-private partnerships. Importantly, it highlights digital inclusion – ensuring citizens in rural communities gain internet access and digital skills so that the benefits of technology are widespread​. Over the coming years, the initiatives under this masterplan (such as community ICT hubs and subsidized internet programs) will increase the reachable audience for digital marketing and create more tech-savvy consumers.

• Telecom Liberalization and Infrastructure Investment: After decades of monopoly, Guyana liberalized its telecommunications sector around 2020, which has led to increased investment in infrastructure. Two new submarine fiber optic cables were rolled out in recent years (2017 and 2019) to improve international bandwidth, and more are planned​. Mobile operators (Digicel and GTT) are extending 4G LTE coverage and even testing 5G in limited areas​. The government has also budgeted substantial funds (e.g., GY$1.3 billion, roughly US$6+ million) to support rapid development of the ICT sector​. For marketers, these developments mean more reliable networks to deliver rich media ads (like video) and the potential for new channels (like SMS or app-based marketing in hinterland regions via improved mobile networks). The “1000 free internet connections across six regions” program and establishment of 200 ICT hubs in hinterland communities​ are specifically breaking down access barriers, gradually allowing marketers to reach consumers in areas that were offline until recently.

• Digital Skills Training: Recognizing the skills gap, authorities have initiated training programs to build local digital expertise. A notable goal mentioned is training 3,000 persons in ICT as part of building a “knowledge-based society”​. Various workshops in coding, digital literacy, and even digital marketing basics have been offered through collaborations between government ministries and educational institutions. For example, the Office of the Prime Minister (which oversees the ICT sector) has been involved in community training sessions and coding camps for youth​. This focus on human capital is crucial – it means the next generation of Guyanese entrepreneurs and marketing professionals will be more comfortable with technology. Over time, we can expect more local digital marketing specialists and perhaps even homegrown tech startups contributing to the industry, thanks to these capacity-building efforts.

• E-Government and E-ID: The government is also moving services online (e-government) and planning a national electronic ID system. Plans to roll out e-ID cards and digital solutions for public services in 2025 have been announced​. As citizens engage with digital government services, overall digital literacy and trust in online systems should improve. From a marketing perspective, successful e-government services can increase people’s confidence in doing other activities online (like shopping or banking). Moreover, if a digital ID infrastructure is in place, it could facilitate smoother Know-Your-Customer processes for e-commerce and financial services, indirectly benefiting digital marketers in those sectors.

• Industry and Private Sector Initiatives: Outside of government, industry groups are also supporting digital transformation. The Georgetown Chamber of Commerce and Industry (GCCI) and other business associations have hosted seminars on digital marketing for their members. International development organizations (like the IDB or UNDP) have run programs to help local businesses digitize – for instance, UNDP’s Accelerator Lab did research on informal businesses going digital in Guyana and highlighted the need to assist them in that transition​. Additionally, larger corporations in Guyana are setting examples by launching innovative digital campaigns, effectively acting as case studies for others. For example, major banks now use social media heavily for product marketing, and telecom companies run app-based promotions – these efforts both market their services and normalize the idea of digital engagement for consumers.

All these initiatives contribute to a more robust environment for digital marketing innovation.

Supportive policies and improved infrastructure mean marketers can be more ambitious with their campaigns (e.g., using data analytics or interactive content without worrying as much about users being offline or inexperienced). The fact that the government itself uses social media extensively (ministries and officials maintain active Facebook pages, etc.) lends legitimacy to the medium as well​

In conclusion, the digital transformation in Guyana is being actively guided by strategic initiatives, which bodes well for the marketing industry. Continued investment in infrastructure, skills, and supportive regulation will address many of the current limitations and open new frontiers for digital marketing. For businesses and marketers, staying informed about these initiatives and aligning with them – such as participating in training or utilizing new government digital platforms – can provide an advantage. Guyana’s journey to a digital economy is underway, and marketing professionals are both beneficiaries of and contributors to this journey.

The marketing and advertising sector in Guyana is undergoing significant transformation. Economic growth and technological progress have created a ripe environment for digital marketing to flourish. Traditional marketing channels (like TV, radio, and print) are still in play, but the momentum clearly lies with digital platforms.

With over 85% of the population now online and social media use deeply ingrained in daily life, businesses have unprecedented opportunities to connect with consumers through targeted, cost-effective campaigns. Digital marketing in Guyana has moved from a niche experiment to a mainstream component of business strategy – a trend that will only strengthen as more of the population comes online.

While challenges such as infrastructure gaps, skill shortages, and trust issues need continued attention, they are being actively addressed through both public and private efforts. The trajectory is undoubtedly positive.

We are already seeing Guyana’s social media trends mirror global patterns, with high engagement on platforms like Facebook and growing interest in visual and video content.

Local case studies – from a small hotel filling its rooms via Facebook promotions, to an eco-tour operator reaching international travelers through Instagram – demonstrate the tangible impact of effective online marketing​. These success stories, coupled with supportive initiatives, are encouraging even traditionally skeptical businesses to invest in online advertising in Guyana.

Looking ahead, the industry should prepare for more innovation. As connectivity improves, more Guyanese in the hinterland will join the digital market, and mobile-first strategies (SMS marketing, apps, etc.) could take off.

The post-2025 era may also bring new technologies like programmatic ads, more sophisticated use of data, and possibly local digital media ventures. With the government’s push for a knowledge-based, ICT-driven economy, one can envision a future where Guyana not only catches up in digital marketing but potentially leads in unique ways – for instance, leveraging its multicultural society to produce diverse content that resonates regionally and globally.

In essence, Guyana’s marketing sector is evolving from traditional to modern digital strategies, blending the old with the new. Businesses that adapt quickly, embrace online platforms, and remain sensitive to local consumer behavior will thrive in this evolving landscape. The current state is one of exciting growth and learning, and the country stands on the cusp of unlocking the full power of digital marketing to drive economic and social value. By addressing challenges and seizing opportunities, digital marketing in Guyana is poised for a bright and innovative future.