Reels and Short Form Content Will Stay on Top.

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Short form content isn’t going anywhere. People are still consuming quick, easy content they can consume in seconds, not minutes. Reels work because they fit naturally into how we scroll. Short form content isn’t about doing more, it’s about saying the right thing, faster. Your audience wants to be entertained and video content continues to be the most engaging. It outperforms static content in catching attention, building trust and in motivating action.

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AI Powered Personalisation Becomes Mainstream.

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AI is becoming part of everyday marketing. Not in a flashy way but rather in a practical one. People now expect content, ads and messages to feel relevant to them. When it doesn’t, they scroll past. The brands that get this right will use AI to understand their audience better, not to replace real communication. AI should help brands listen, adapt and respond. Establishing a niche, specific target audience will be essential in creating effective content as personalisation becomes increasingly more tailored.

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User-Generated Content is Pivotal.

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People trust other people more than brands, that hasn’t changed. What has changed is how visible that trust has become. Reviews, tagged posts and shared experiences now shape buying decisions more than brand-led content. In 2026, user generated content will be essential. Brands that encourage their community to speak will stand out.

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Social Commerce Will Explode.

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Social media is no longer just about discovery, it's also about action. People are comfortable buying directly from platforms they already spend time on. If the experience feels easy and familiar, they’ll do it. The key is not to sell harder. It’s to make buying feel natural, and to do so, the content should lead. Brands should consider product catalogues, influencer driven marketing and a seamless in-platform buying journey.

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Employees Will Influence for Brands.

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Some of the strongest brand voices already work inside the business. Employees bring honesty, experience and credibility that brand accounts often struggle to show. Showing the faces behind the business will help to build trust and authenticity within their community. When they share their perspective, it feels real.

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Adapting to the Age Ban.

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Changes around age restrictions will force brands to think more carefully. Brands will need to be clearer about who they are speaking to and why. The brands with a younger demographic may need to search for other ways to reach their target audience with other marketing channels.

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Authenticity Matters More Than Ever.

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People are tired of perfect content. Everyone using AI sounds the same, your audience wants genuine brands that sound like humans. In 2026, finding what makes your brand stand out will be essential in the saturated world that is social media. The brands that succeed will be clear about who they are, what they stand for and how they show up. AI is not authentic, and your brands communications need to be. Using AI on the backend of your business is important, but not so much in your content.