2025 MYANMAR DIGITAL TRENDS: WHAT’S CHANGING & WHAT BRANDS MUST DO ABOUT IT

2025 is no longer about catching up. It’s about catching attention. The digital shift in Myanmar is real, fast, and full of contradiction. TikTok is rising, Facebook is surviving, Telegram is growing underground, and cashless is finally becoming a lifestyle. Brands that still think "post & boost" is a strategy? It's time to evolve.

In this blog, we break down what's actually changing in Myanmar's digital ecosystem, and more importantly, what marketers, founders, and brands should be doing about it.

1. The Fall (But Not Quite Death) of Facebook

Let’s get real. Facebook is no longer what it used to be in Myanmar. Since the 2021, the platform has been banned—technically. But it still has:

• 13.1 million users as of January 2025, according to DataReportal's 2025 report

• This is the 23.9% of the total population

• Yet engagement and trust have significantly dropped, especially among Gen Z and younger Millennials

People now treat Facebook more like a crowded, messy market than a fun hangout. Misinformation, poor ad targeting, and over-commercialization have made it hard for brands to break through.

Brand takeaway: If Facebook remains your primary channel, consider diversifying now. It’s no longer enough to run boosted posts. Organic engagement is tanking. Paid reach is fragmented. Audience trust is shifting.

2. The Meteoric Rise of TikTok

TikTok has become Myanmar’s most influential platform for Gen Z and young adults. And it's not just about dance trends.

According to DataReportal (Jan 2025):

• TikTok had 19.6 million users in Myanmar (22.3% of the population)

• That’s a 35.9% of the total population

• Since 2021, TikTok has become the default entertainment + information platform for young people

We dug deeper and found:

• Influencer-led shopping is booming (a.k.a. “TikTok Sales”)

• Hashtag challenges and native-style ads outperform traditional content

• TikTok search is quietly replacing Google for Gen Z

Brand takeaway: TikTok is not optional, it’s foundational. Brands need to start thinking “TikTok-first” and adopt native content formats. That means vertical video, lo-fi, relatable, storytelling-based content. Not repurposed ads.

Reference:

3. Telegram: The Underground King of Messaging

Telegram is growing fast, especially among politically active groups and communities seeking privacy. Why?

• Facebook Messenger is unstable or banned

• Viber has low adoption among young people

• Telegram offers large group sizes, anonymity, and channels

We’re now seeing:

• Telegram Channels replacing FB Pages for underground news, community organizing, and even small biz

• Higher engagement in niche community-led groups

Brand takeaway: While Telegram may not be the mainstream marketing tool, brands working in activism, education, or tight-knit communities should start experimenting here.

Reference:

• https://restofworld.org/2023/telegram-usage-in-myanmar/

4. MyanmarPay & The Rise of Cashless Culture

For the first time ever, mobile payment usage is growing beyond just city centers. Thanks to fintech players and banking incentives:

• KBZPay still leads, but WavePay, AYA Pay, and OnePay are expanding

• MyanmarPay is quietly gaining ground in state-run institutions

• QR codes are now standard in shopping malls, restaurants, and clinics

The cultural shift? Young Myanmar users are now used to:

• Paying without cash

• Scanning QR for discounts

• Using e-wallets to buy from TikTok Lives and IG shops

Brand takeaway: If your digital journey ends at awareness, you're missing out. Conversion = frictionless. Make mobile payment integration seamless in your customer journey. 

Reference:

• https://www.irrawaddy.com/news/burma/myanmar-junta-presses-citizens-to-use-digital-payment-system.html

5. Influencer Trust Is The New Currency

As media trust declines, people trust people. Local micro-influencers with 5K–30K followers are now more powerful than glossy celebs.

In 2025:

• Authenticity > reach

• TikTok influencers > Facebook Pages

• Comments & DMs > Likes

Brand takeaway: Influencer marketing in Myanmar must shift from "one-time paid shoutouts" to long-term brand storytelling partnerships. Find 3–5 rising voices and co-create.

6. CRM & Marketing Automation Is Finally Entering the Chat

For years, Myanmar brands did digital like this:

Post. Boost. Pray.

Now, the smarter ones are adding:

• Basic CRM to track leads and conversions

• Email flows and remarketing journeys

• Retargeting using pixel-based ads

Brand takeaway: If you run ads but don’t track lead-to-sale pipelines, you’re not marketing, but gambling. CRM isn't just for banks. It's for any business that cares about repeat customers.

7. What Brands Must Do—Today

If you read this far, here’s your 2025 checklist:

✅ Diversify away from Facebook as your only platform
✅ Adopt a TikTok-first content strategy with native video
✅ Use influencers for storytelling, not just reach
✅ Explore Telegram for community-led engagement
✅ Integrate mobile payment options in every customer flow
✅ Start small with CRM. Track. Optimize. Repeat.

Final Words: Adapt or Fade

Digital in Myanmar is no longer about who shouts the loudest. It's about who listens best, adapts fastest, and creates content that connects deeply.

So stop copying international playbooks. The Myanmar digital space has its own rules. Learn them. Break a few. But above all—build for people, not platforms.

Need help navigating the noise? We’re here for that. Book a meeting now to explore how to stay updated,

💥 Rendezvous Digital Hub
Where brands meet breakthroughs.

📌 References:

• DataReportal 2024: https://datareportal.com/reports/digital-2024-myanmar

• Irrawaddy News on MyanmarPay: https://www.irrawaddy.com/news/burma/myanmar-junta-presses-citizens-to-use-digital-payment-system.html

• Rest of World: Telegram's Growing Use in Myanmar: https://restofworld.org/2023/telegram-usage-in-myanmar/