Will audiences crave a return to community and simplicity in 2026?

With the start of a new year comes a familiar question: what’s next? For marketers, a new year means navigating shifting audience behaviours, the rise of new platforms, and finding ways to cut through more noise than ever before.

2025 was all about short-form content, algorithm-driven strategies, the rise of AI-generated content, and learning what truly captures attention.

Last year was a pivotal time for marketers.  Teams found themselves ‘asking what now?’ on an almost weekly basis. Whether it was the rapid rise of AI-generated content, which came with huge efficiency opportunities, along with challenges (the less said about the now infamous em-dash and emoji overload, the better), the seemingly constant changes to algorithms, and budget constraints in some sectors, all put marketers through their paces.

So, what does 2026 have in store?

Audiences are becoming weary of having to question the videos, images, and written content they are being shown. In 2026, marketing will revolve around a more aware audience, one that values authenticity, focus, and creators over celebrities.

Human-centric vs AI-generated

The rise of human-generated content – a badge of trust.  With AI content flooding feeds, human-created ads, writing, and creatives will carry extra weight. Brands are relying on AI more than ever, and audiences are taking notice and turning away.  Authentic, human-driven content will be a key differentiator in 2026.

User-generated content becomes the go-to for consumers

Younger audiences are losing trust in big celebrities, who often feel out of touch and inauthentic. Instead, they gravitate toward micro-influencers with a few thousand followers, whose relatable, authentic voices are more trusted for reviews and recommendations.

Real people behind the brand

In turn, brands are putting their own employees at the forefront of social media. Employee-generated content (EGC) is one of the top predicted social media trends for 2026. One company doing ECG well is Hopper Coffee House (@hoppercoffeehouse).  Their simple reels have gained millions of views on Instagram, proving that you don’t need a huge budget or fancy equipment to grow an audience. By showcasing real people behind the brand, companies are highlighting authenticity and building trust. This approach turns employees into relatable voices that audiences can connect with, giving brands a genuine, human face in a digital world often dominated by polished marketing.

The return of long-form content

People are rebalancing how they pay attention, and long-form content is making a comeback. Short-form content isn’t dead; audiences still use it for quick discovery. However, viewers are increasingly seeking depth and context in what they consume, whether it’s deep-dive podcasts, eBooks, video essays, or detailed blog posts. When content is compelling, long-form consistently captures deeper attention and engagement, giving brands a valuable opportunity to build stronger connections with their audiences.

Community platforms will flourish

Smaller, community-focused platforms like Substack will continue to rise in 2026, reflecting a shift toward long-form independent content and direct creator-audience relationships. As audiences crave authenticity and depth, brands and creators who prioritise community-driven platforms will have a competitive edge in building loyal followings.

2026 will be a year where authenticity wins. Audiences are seeking real voices, meaningful connections, and genuine content that truly engages. For marketers, the goal is clear: focus on real, relatable, and memorable messaging.

If you want to make a genuine impact and stay ahead of the trends, get in touch with us at hello@korero.co.uk