Our marketing ‘ins’ and ‘outs’ for 2026

A new year always brings new trends, and 2026 is no different. 

Here are our ‘ins’ and ‘outs’ for the new year, and what we think we’ll see in the marketing industry over the next 12 months. 

What’s in? 

Serialised content on socials

More and more, people want to invest in the content creators are putting out on social media. Users want to stay up to date and find creators they love that they can revisit again and again when new updates are posted. 

This is why I think that over the next 12 months, there will be an increase in the number of creators and businesses creating content series with a range of videos on one topic, for example, finance creators discussing investment, estate agents discussing step-by-step on how to buy your first home, or even restaurants revealing recipes for some of their popular dishes. 

For a series to work, it needs to give real value to your audience (something we’ll come to in a minute), and it should also stand the test of time. Content series are not about trends. 

Authentic creators as influencers for big brands 

Traditional brand adverts, particularly on social media, are slowly becoming a thing of the past. In an effort to become more relatable and authentic, many businesses are now favouring promoting UGC content and using influencers to increase their brand mentions online. 

This is particularly important for creators and brands who are targeting a Gen Z audience, who have grown up on social media and can easily spot content which isn’t authentic or is just designed to sell. 

Social selling (that means you, TikTok Shop!) 

Last year TikTok shop had a huge year, with so many big brands joining the platform and providing more legitimacy to the app’s feature for consumers. This year, we’re expecting to see the shopping tool on TikTok grow even further, with more creators taking advantage of brand deals to promote products and expand their platforms. 

Content with a purpose

As I touched on in my point about content series, alongside creating authentic posts, many users are now searching for content that serves a purpose and really adds value to them. For example, content that offers a guide or is educational. 

Some examples of creators who are doing this really well at the moment are, Pints of Sheffield, Mia McGrath, and Kalani Ghost Hunter. 

And on the outs? 

Fast food ads & influencer marketing 

On the 5th January in the UK, a ban came into effect, preventing brands from advertising food and drinks which are high in fat, salt, and sugar from being advertised on TV before 9pm and online at any time. This means that brands cannot use adverts which directly show these foods at any point outside of these restrictions. 

The new rule also applies to your favourite foodie influencers. Brands can no longer rely on influencer marketing to get paying customers through the doors, with the rules also preventing companies from paying, or gifting, influencers food and drinks, with the deliverable of promoting them online in the UK. 

Jumping on ALL the social media trends 

Not every social media trend will work for you, or for your business. So don’t feel the need to jump on every trend as soon as it appears. Instead, stick to a consistent strategy and carefully select trends to take part in when they align with your brand and your goals. 

Overproduced video ads on socials  

Sometimes, simple is the best way forward. Although high-production videos absolutely have a place within your marketing strategy, and even on your social media, not every video needs Oscar-worthy performances and scripted storyboards. Often, short, snappy videos that are taken on your phone feel more authentic and deliver better results when it comes to engaging your audience.  

Focusing on vanity metrics

When it comes to reporting on your social media performance for the month, you need to think about more than just impressions and followers. Focusing on vanity metrics won’t translate to real results (e.g. sales for e-commerce), so it’s vital that you’re putting the effort into measurables that actually create success for your business, like engagements and conversions. 

With the industry constantly changing, it’s important to keep up to date with platform updates, changing content styles and the trends that your target audience are really engaging with. If you don’t know where to start with reviewing your marketing for 2026, get in touch with us today and let us help you create a strategy that will really work for your business.