Each year, I write about the trends shaping the future of digital in Sri Lanka. With over two decades of experience, my forecasts have proven to be around 80% accurate. For 2025, we’ll see major shifts that reflect global movements but carry a distinctly local flavor. From YouTube’s continued dominance to gaming’s untapped potential, here’s what you can expect in the Sri Lankan digital space in the coming year.
YouTube Will Continue to Dominate
YouTube remains the go-to platform for Sri Lankan audiences. Whether it’s binge-watching comedy skits by Wasthi, Block & Dino, or Kaali’s engaging short films, its appeal spans demographics. While TikTok continues to grow, YouTube’s connected TV viewership and long-form content offer unmatched engagement. Local creators are constantly evolving to keep audiences hooked, ensuring YouTube’s dominance in 2025.
TikTok’s Growing Dominance
With 5.2 million Sri Lankan users, TikTok’s local footprint is undeniable. The platform’s average time spent per user is significantly higher compared to many other social platforms in Sri Lanka, making it a prime space for engagement. Its partnership with a local reseller for ad services is a game-changer for brands. Expect a surge in TikTok-driven campaigns, leveraging its massive youth following.
Algorithms Limit Sri Lankan Creators?
As social media algorithms become increasingly adept at tailoring content to individual preferences, creators in Sri Lanka are finding it more challenging to reach a broad audience. For instance, if someone doesn’t engage with cricket or rugby content, no matter how popular the creator is, their sports-related videos are unlikely to appear on that person’s feed. This hyper-targeted approach means that niche creators, even with significant followings, struggle to break into untapped audiences. Additionally, it seems unlikely that platforms are incentivised to allow creators to grow too big.
Are Great Media Planners an Endangered Species?
The era of great media planners is fading, replaced by one-dimensional strategies. Many professionals have platform certifications but don’t stay updated or take the time to do proper research. The lack of iconic local campaigns that truly connect with people shows the need for the industry to engage with its audience, not just rely on platforms to deliver messages. To create meaningful campaigns, it’s essential to understand subcultures, track their evolving preferences, and adapt strategies to reflect real-world trends and behaviour.
AI-Powered Content
AI is revolutionising content creation by making it faster, more accessible, and more localised. From crafting captions in Sinhala and Tamil to generating entire ad campaigns, businesses in Sri Lanka are leveraging AI to stay competitive. For example, small businesses in towns like Jaffna are using AI-powered tools to market handmade products more effectively on social media. By adopting AI, these businesses can compete with larger brands, reduce costs, and focus more on crafting their unique stories. This shift is democratizing digital marketing, empowering local entrepreneurs to expand their reach and grow their businesses in ways that were once out of reach.
Creator-Led Brands Are Not Going Away
The trend of creators launching their own brands continues. While globally we’ve seen examples like Feastables, locally, we’re witnessing influencers experimenting with apparel, food, and niche products. For example, “Wild Cookbook” recently launched his restaurant, WILDISH, blending his digital persona with a physical business venture. Though challenging, the trend is expected to grow as creators find innovative ways to balance content and entrepreneurship.
Gaming: A Blue Ocean
Globally, gaming has evolved into a multi-billion-dollar industry, and Sri Lanka is beginning to tap into its potential. With 4.4 million gamers in the country, this emerging market presents a significant opportunity for brands looking to break new ground. From casual mobile games to competitive esports, gaming offers diverse avenues for engagement. Popular streamers and esports events are rapidly gaining traction, creating a vibrant ecosystem of players, fans, and content creators. In the past, Sri Lankan brands that have taken risks in this space have seen remarkable growth. Brands that sponsored local esports tournaments or collaborated with gaming influencers found themselves connecting with a younger, tech-savvy audience. These initiatives not only increased visibility but also built strong brand loyalty by associating with a community passionate about gaming. The gaming audience in Sri Lanka spans all demographics, from teenagers immersed in battle royales to adults enjoying casual mobile games. This diversity offers brands the flexibility to tailor their strategies—whether through sponsorships, in-game integrations, or exclusive collaborations with popular gaming personalities.
Rise of In-House Creators
Sri Lankan brands are increasingly hiring in-house creators to manage their social media, driven by the need for cost efficiency and faster turnaround times. This shift has also led to brands building their own in-house agency-style teams, combining creative, strategy, and production capabilities under one roof. These teams enable brands to respond to trends quickly, maintain closer control over their messaging, and reduce dependency on external partners. While the rise of in-house creators brings notable benefits, it also comes with challenges—a topic for another discussion. Nonetheless, this trend highlights a significant evolution in how brands approach content creation in Sri Lanka, reflecting the need for agility in today’s fast-paced digital landscape.
Real-Time Influencer Marketing
Real-time influencer marketing is becoming crucial for brands looking to capitalise on viral moments. Quick, agile collaborations—like a viral TikTok challenge or trending Instagram post—allow brands to engage with audiences in the moment. This approach not only drives immediate sales but also boosts brand relevance by tapping into trending topics and cultural events. For Sri Lankan brands, this means being agile in responding to local trends and leveraging influencer partnerships to maintain cultural and contextual relevance.
Focus Shifting Back to Millennials
While much focus is on Gen Z, millennials remain a key demographic due to their significant purchasing power. In Sri Lanka, this generation is driven by nostalgia, social consciousness, and a preference for authenticity. Brands can connect with millennials by crafting campaigns that appeal to their values, such as sustainability, community, and nostalgia for their youth (e.g., 90s culture). By aligning messaging with these themes, brands can build deeper relationships, fostering loyalty and engagement in a market where millennials continue to drive consumer spending.
Keyword-Rich Captions Matter More
As Instagram shifts from hashtags to SEO-driven content discovery, keyword-rich captions are becoming increasingly important. Sri Lankan brands must optimise their captions to improve visibility, using relevant keywords that align with their audience’s search behaviours. By incorporating terms and phrases that resonate with users, brands can enhance their chances of being discovered, ensuring their content reaches the right people at the right time in an evolving platform landscape.
Data Privacy and Ethical Marketing
As global discussions on data privacy continue to grow, Sri Lankan brands must prioritise transparency in how they collect, store, and use consumer data. Adopting clear, ethical data practices not only ensures compliance with international and local regulations, but also fosters consumer trust—an increasingly valuable asset in today’s market. Brands that are proactive in demonstrating their commitment to privacy will differentiate themselves, particularly as consumers become more cautious about how their data is handled. In a market where skepticism around data usage is on the rise, those who get it right will build stronger, more loyal customer relationships and maintain a competitive edge.
More Brands Risk Lawsuits Over Copyright Violations
As Sri Lankan brands increasingly use third-party content in digital campaigns, they must be cautious of copyright violations, whether with music, images, memes, or celebrity imagery. Failing to obtain proper licensing can lead to lawsuits and reputational damage. The rise of AI also complicates matters, as AI-generated content may infringe on existing intellectual property, raising questions of ownership. In 2025, as digital and AI tools become more widespread, brands must ensure they have the proper rights to avoid legal risks and navigate evolving IP laws..
Employee-Generated Content Will Flop
While some brands might experiment with employee-generated content to cut costs, the lack of professional execution often results in lackluster output. Acting and video production are specialised skills, and consumers are quick to spot the difference.
Millennials in Leadership Will Boost Social Budgets
As millennials take on senior leadership roles, we can expect increased budgets for social media and influencer marketing. Aged 28 to 43, millennials understand the value of digital platforms in driving brand awareness and engagement. They prioritise data-driven strategies and authentic marketing, often delivered through influencers. This shift in leadership will lead to more resources being allocated to social media, as millennials recognise its importance in reaching younger, digitally native audiences and achieving business goals. In Sri Lanka, this trend will likely reshape the marketing landscape.
Conclusion
Digital in Sri Lanka is evolving at lightning speed, and the possibilities are as exciting as they are endless. Whether it’s diving into the world of AI, capitalising on the booming gaming scene, or shifting focus to the millennial market, the opportunities for growth are vast. But the real secret sauce? It’s about taking these global trends and giving them a uniquely Sri Lankan twist. The brands that can marry innovation with local culture will lead the charge. So, as we approach 2025, let’s take these trends and turn them into game-changing, culture-shaping campaigns. It’s time to make digital marketing in Sri Lanka truly remarkable.
Written by Mohenesh Chamith Buthgumwa
