Every year, I write a blog post sharing my thoughts on where digital and social media in Sri Lanka is headed. It is not meant to be futuristic for the sake of it. It is based on patterns I see, conversations I have, and what is already quietly working.
This year feels different. The gap between brands that adapt and brands that hesitate is getting wider. 2026, will reward brands that understand culture, content, and community far better than those that simply spend more.
These are my predictions for the year ahead in 2026.
1. Brands are losing to creators and that has to change
Right now, many brands are being outperformed by independent creators working with minimal budgets and simple setups. That should be a wake up call. It is not that social has become harder for brands. It is that creators understand platforms better. In Sri Lanka, creators like travel vloggers, food reviewers, comedians, and educators consistently win attention because their content feels real. In 2026, brands that do not improve their content craft will continue to lose relevance on social feeds.
2. Video is no longer optional
Short vertical video is now the default language of social media. It is the most consumed format and the easiest to distribute across platforms. From Instagram to TikTok to YouTube Shorts, video works everywhere. Sri Lankan brands that still treat video as an experiment or an add on will struggle to stay visible. The brands that win will be the ones that build video into their daily content mindset.
3. Social teams need trust, not tighter control
Brands cannot demand performance while slowing everything down with approvals, fear, and overthinking. The most effective social content often comes from speed and cultural timing. In Sri Lanka, brands that trust their social teams to take smart risks are already seeing stronger engagement. 2026 will prove that trust is not a soft value but a growth driver.
4. Brands will start thinking like creators
The smartest social teams will learn directly from what performs on their own feeds. They will study formats, hooks, pacing, and storytelling styles. Instead of only planning big campaigns, they will focus on daily relevance. Brands will observe local creators closely and adapt learnings without copying. Thinking like a creator will become a required skill, not a nice to have.
5. Niche influence will outperform mass reach
The era of one creator appealing to everyone is fading. Instead, we are seeing strong communities form around specific interests. Food, fitness, parenting, beauty, travel, education. In Sri Lanka, creators with smaller but highly engaged audiences will deliver better results than celebrity scale influence. Brands that prioritise relevance over follower counts will see stronger returns.
6. AI will assist creators, not replace them
Artificial intelligence had a big moment, especially in content generation. In 2026, its role will be quieter and more practical. Creators will use AI to speed up editing, ideation, and workflows, but audiences will still value human presence and authenticity. In Sri Lanka, AI content alone will not outperform real people telling real stories.
7. Real world experiences will gain value
As digital tools make life more efficient, people will crave physical and human experiences even more. Events, workshops, pop ups, and community driven experiences will grow in importance. Brands that invest in real world connections will build deeper emotional loyalty. In a digital first world, offline moments will feel premium.
8. Vernacular and hyper local content will scale
Sinhala and Tamil content will no longer be treated as secondary. Brands will design content specifically for regional audiences using local humour, references, and storytelling styles. Instead of translating Colombo focused ideas, brands will create with culture in mind. 2026 will reward brands that take language seriously as a strategy.
9. Performance will matter more than vanity
Likes and views will slowly lose their shine. Brands will demand clearer proof of impact. Sales contribution, conversions, and meaningful outcomes will matter more than surface level metrics. Agencies and marketing teams will need to connect social activity to business results more clearly than ever before.
10. Trust and privacy will become brand strengths
As internet usage grows, so will awareness around data and privacy. Sri Lankan consumers will pay more attention to how brands collect and use information. Brands that are transparent and respectful will build stronger long-term loyalty. Trust will move from being an abstract idea to a clear competitive advantage.
11. Conversational AI will become normal
Chatbots and conversational tools will become a standard part of brand communication. The real shift will come from multilingual support. Brands that engage effectively in Sinhala, Tamil, and English will improve service and speed across social and web platforms. Automation will raise expectations, not remove the need for human connection.
12. Gaming and live streaming
Competitive gaming and Esports are gaining structure through formal organisations and national events, and community festivals. However, the streaming ecosystem is still emerging rather than established. Creators who combine gameplay with entertaining commentary, local language engagement, humour, and community energy will dominate attention more than long marathon streams. Brands that support and integrate with local tournaments, creators, and Esports events will build the most loyal and passionate gaming audiences.
Closing thoughts
2026 will not be about chasing every new trend. It will be about choosing the right ones early and committing fully. Brands that move faster, think locally, trust their teams, and respect their audiences will stand out. As always, these are my predictions for the year ahead. The interesting part will be seeing which ones feel obvious by the end of the year.
About the Author.
Mohenesh(Chamith) is a leading Sri Lankan marketer with over two decades of experience. As Managing Partner at dentsu grant group, he drives integrated marketing solutions and has led teams to over 160 industry awards, including eleven Effie Golds. A global advertising influencer, he has served on juries for MAD Stars, The Drum Awards, Cresta Awards, NYF Advertising Awards, SmartiesX, and WINA Awards. Beyond marketing, he championed Sri Lanka’s underground metal scene as Program Director of the “Underground Metal Circle” and curates one of the country’s largest personal music libraries.
Personel Website: www.mohenesh.com
