By Lana Mini
Marx Layne & Company

The digital landscape is shifting at a pace we haven’t seen before. Algorithms are changing, expectations are rising, and AI is now built into almost every step of the marketing process. For businesses, keeping up with these shifts is no longer optional, it’s directly tied to growth and credibility.

AI, creativity and community

AI is now part of everyday work: cutting video, drafting copy, sorting data, and flagging what’s working. The brands gaining ground are using it to handle the heavy lifting while keeping strategy, voice, and creative judgment firmly in human hands. The tools can generate a post; they can’t define what your brand stands for.

At the same time, big follower counts don’t guarantee impact. Smaller, high-trust spaces are where real conversations are happening — Instagram broadcast channels, TikTok communities, private Facebook groups, and niche Discord or WhatsApp chats. The brands that are winning aren’t just posting at people; they’re showing up regularly, responding, and letting audiences see the people behind the logo.

Video that feels native and searchable

Short-form video is still the dominant format, but what “works” has shifted. Overproduced, overly polished content is giving way to pieces that feel quick, layered, and natural. On‑screen captions, fast cuts, B‑roll, and conversational voiceover are now standard. Product and service stories perform best when they’re woven into that native, in‑feed style rather than treated like traditional ads.

At the same time, social platforms have become powerful search tools. More people (especially younger consumers) are opening TikTok or Instagram first when they want recommendations, reviews, or how‑to guidance. Clear hooks, descriptive language that mirrors how people search, and formats like “how to,” “what to know,” or short tip-based videos help brands show up where decisions are actually being made.

Creators, paid media and values

Influencer marketing looks more grounded in 2026. Big-name creators still have a place, but a lot of real movement is coming from micro and nano creators with loyal, niche communities. Brands are leaning into longer-term partnerships instead of one-off posts, which makes the content feel more authentic on both sides and builds familiarity over time.

Paid social is also becoming more efficient as AI quietly supports testing and optimization. It can spin out variations, spot fatigue early, and help shift budgets toward what’s working while campaigns are live, freeing teams to focus on positioning and storytelling. Overlaying all of this is a rising expectation around values and behavior: audiences want to see how companies treat employees, support their communities, and follow through on commitments. This isn’t about jumping into every debate; it’s about letting real people, real actions, and real stories carry your values into your everyday content.

In 2026, the opportunity for businesses is to use technology to gain speed and efficiency without losing the human center of the brand. That means creating content quickly but intentionally, being discoverable where your customers actually search, investing in real communities instead of empty reach, working with creators who truly fit, and letting your values be visible in how you show up. The tools can help you reach people. The reason they stay, and believe in your brand, still comes from you.