Our top 10 marketing predictions for 2026

The Christmas trees are up and there’s mince pies in the office, so it’s time to get out our crystal ball again – just what does marketing have in store for us in 2026?

Our expert advisers have shared their top tips and we’ve also scheduled a webinar to talk about how you can leverage these trends to supercharge your start-up.

1. Smaller circles, big impact

Rebecca Hopwood, founder of Youbee Media:

“In 2026, I don’t think we’ll see TikTok explode in size, but we will see niche communities tighten and become even more powerful. TikTok is already a discovery engine, with audiences searching for answers, new brands and what’s happening around them – and that behaviour will only grow.

“The brands that truly understand their purpose and speak directly to the right pockets of people will win. Small businesses that embrace honest conversation, fast replies and follower-led content won’t just fit TikTok, they’ll own it, unlocking the strongest ROI through real, connected discovery.”

2. The AI bubble will pop (or, deflate at least)

Anna Morrish, director of Quibble:

“2025 saw AI evolve into a bit of a beast and the world of search as we knew it changed forever. This brought about new buzzwords like Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO), which are strategies for optimising content for AI-powered search results.

“Whether you label it AEO, GEO or just next-gen SEO, the mission is the same. It’s all SEO. As we move through 2026, I believe most people will become aware of this and simply go back to basics, focusing on Experience, Expertise, Authority and Trust.”

3. FOBO will impact online retailers

Katherine George, director of Oh So Social:

“Fear of better options (FOBO) is a new term coined by Pinterest to explain e-commerce cart abandonment. As budgets get tighter, we’re going to see consumers spending longer making purchase decisions to make sure they are getting the best possible offer.

“We have already seen an element of this during Black Friday, as people have been holding off until the last possible moment in case of better offers on the final day. As businesses, we need to ensure we are being super clear about our offering and being aware that we could be starting to lose traction to places like Amazon that have default free delivery.”

4. Instagram will shift to a “private story” vibe

Kahina Belamri, founder of Cheri Social:

“Businesses will connect with audiences through unpolished, spontaneous content that feels personal and real. Raw, authentic video will dominate social media in 2026, outperforming high-production campaigns.

“Instagram Stories will shift to a ‘private story’ vibe, shared like updates with close friends rather than polished posts. TikTok Live will also grow as a tool for engagement, customer interaction and new revenue opportunities.”

5. Story-first marketing becomes the norm

Sanjay Aggarwal, co-founder and chief spice officer, Spice Kitchen:

“We’re going to see marketing become a lot more human again. AI is everywhere now (we all use it) but the brands that stand out will be the ones using it to support their story, not replace it.

“People still buy from people. They want to know who’s behind the product, what they care about, and why they show up every day. I think ‘story-first marketing’ will become the norm.”

6. Brands need to create spaces for meaningful interactions

Louise Chandler, founder of Soundbite Media:

“Brands must embrace authenticity and human connection. They need to move beyond generic messaging by sharing real stories and focusing on how you help, not just what you sell. They can build communities to foster engagement, loyalty and advocacy.

“In a fragmented digital world, trust and relationships will define success. Personalise communication, listen actively, and create spaces for meaningful interaction to stand out in 2026.”

7. Lo-fi content will supercharge paid social

Katherine George, director of Oh So Social:

“The continued growth of lo-fi, authentic, in real life (IRL) content will be big in 2026. We are seeing such a push towards consumers buying things from real people. If you are not already embracing lo-fi authentic IRL content, this is your opportunity.

“If you are running paid social, bringing lo-fi user generated content (UGC) into your campaigns will supercharge them. We have seen nearly a 200% increase in conversions when introducing it into a range of campaigns.”

8. Loyalty will come from community and honest hospitality

Sanjay Aggarwal, cofounder and chief spice officer, Spice Kitchen:

“Instead of chasing viral moments, brands will focus on small, loyal micro-communities who feel part of the journey. Behind-the-scenes content, founder involvement, proper two-way conversations, that’s where trust is built.

“2026 will be the year small businesses stop pretending to be bigger than they are. Consumers are choosing heart over hype. Handmade, small-batch, low-waste, family-run... that’s what cuts through. 'Authenticity' isn’t a strategy anymore – it’s the expectation.

“We’ll also see a big shift in what happens after the purchase. Small businesses will start treating after-sales as its own experience: live cook-alongs, tasting sessions, classes, tips, little touchpoints that help customers actually enjoy what they’ve bought.”

9. People are looking for peace of mind

Daisy Morris, founder of The Self Hood:

“The internet is always changing, but this next shift may be one of the most important we've seen in a long, long time. When we study user sentiment, it appears that we've gone from chasing the algorithm to chasing peace of mind. 2026 looks like less noise, more real.”

Daisy’s prediction was taken from The Self Hood’s brilliant 2026 trend report. You can watch her talk about creativity, community and finding joy in the messy middle on our recent episode of Founder Fails.

10. Generative AI will change how we plan B2B content

Chris Goodfellow, content manager at Enterprise Nation:

“Generative AI has fundamentally changed how people look for answers. Anyone planning B2B content needs to think about what their audience is likely to read blogs about and when they’ll turn to ChatGPT; it’s not just about Generative Engine Optimisation (GEO), it’s about focusing our efforts where we can create value.

“When we write informational content, we need to offer genuine expertise. That means putting subject matter experts on a pedestal – getting a junior copywriter to rehash information they found on Google or ChatGPT simply won’t cut it.”

How did our 2025 predictions fare?

We’re proud to see that lots of our 2025 tips and predictions became important trends this year.

Here are a number of highlights:

1. Employee-generated content will dominate

2. Genuine content over AI overload

3. Leverage TikTok Shop and influencer power

4. Small businesses must embrace AI strategically

Want to learn more about what 2026 holds in store?

We’re running a webinar on how to supercharge your start-up with marketing 2026 trends on 12 December 2025.

Join Lorna Bladen, chief marketing officer at Enterprise Nation, Alison Battisby, founder of Avocado Social, and Martha Keith, founder of Martha Brook, for an insight-packed webinar:

• AI-powered marketing for everyone: How to use automation and personalisation tools to save time and boost engagement.

• The creator economy meets small business: How to collaborate with creators and communities to grow your brand authentically.

• Sustainability and storytelling: Why conscious marketing is winning hearts (and sales) – and how to communicate your values effectively.

• Social platforms in 2026: Where your audience will actually spend their time and what content is driving results.

• Budget-friendly innovation: Smart ways to test new ideas without big-brand budgets.