Marketing Predictions for 2026: What Matters In the Coming Year
By Niki Clark, Rachel Clark, and Blair Kelly, Niki Clark Marketing
Approximate read time: 9-10 minutes
Key Takeaways
1. Trust beats volume.
Original insights, real people, and public proof outperform high-output AI content. Show experience, cite data, and keep it human.
2. Answer first, then invite action.
Lead with clear, skimmable solutions. Use short video, crisp copy, and simple paths to book, buy, or subscribe.
3. Own your audience.
Algorithms shift. Email, SMS with consent, and community spaces protect reach and compound results over time.
If 2025 was the year everyone discovered the “write me a blog” button, 2026 is the year audiences stop pretending to like it. Expect AI-generated everything, zero-click answers, and platforms that change the rules mid-scroll. The winners will be brands that feel human, move fast, and show receipts. This includes original data, first-person experience, and proof you can’t fake. That means shorter paths to answers, video that shows your face (cringe and all), community over vanity metrics, and owned channels that don’t vanish when the algorithm decides to change yet again.
For financial advisors, this means clearer expertise, trusted reviews, and client education that solves real questions in real time. Let’s call it now: in 2026, trust is the strategy, and everything else is tactics.
We’ve seen multiple lists of predictions for 2026 and we had thoughts. So we invite you to join our team chat! We’ll be walking through AI content, Google’s answer-first world, the rise of social search, and the proof that moves clients.
Niki’s answers are in green, Rachel’s are purple, and Blair is blue.
AI & Automation
AI-generated content explosion + need for human differentiation (originality, expertise, data, POV)
Things get worse before they get better. I have a feeling we are going to see a lot… A LOT of bad AI junk that leads to a lot of failing content and ultimately brands/creators before everyone has had enough. Even with internet users (e.g., everyone) griping about ChatGPT-isms and canned content, it still gets posted.
Conversational AI assistants embedded into platforms and tools
Ok. Yes–when it’s done right. I know I’m not alone in absolutely losing my mind over not being able to get the bot on the other end to understand what I need. Just picture a woman, near tears, screaming “REPRESENTATIVE” into her phone and that’s me calling AT&T.
Chatbots can be useful, but I can honestly say I can’t think of one single time where I didn’t eventually need to speak to a person.
Being upfront about the limitations of AI on your website is going to be essential if you don’t want to lose credibility and/or frustrate your audience.
I literally just want to speak to a representative.
Search & Discovery Shifts
Google AI Overviews replacing traditional results (zero-click answers)
When you search for something in Google now, you immediately get answers. You no longer have to click on a link to read more and try to find your answer. People like this, because this is how we prefer answers to be delivered. We don’t want to have to go hunt for it. How we predict this will impact search going forward. Marketing itself needs to get to the point and provide answers upfront and immediately. This also means that click-through rates will decline for a lot of sites but that’s ok, because the content you create still has the opportunity to show up in searches, so long as it answers people's questions correctly, meaning it answers user questions directly and make it really easy for them to understand the answer.
This is so true, and totally agree. Everyone’s moving so quickly, so we want answers, and we want them now. When it comes to marketing, some things you can do are to write the headline like you’re making a promise, then give the answer right away. Add one quick proof, a simple visual, and an easy next step. That’s how you can get your readers to save and share your content.
SEO shifts toward E-E-A-T, unique data, first-person experience
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Very excited about this one because you can fake high trust. You might be able to pay to play in a lot of areas for marketing but when it comes to trust, that’s earned. Google is now rewarding content that feels real and most importantly, original. So even though AI can pump out a book in 10 minutes, it doesn’t mean that it will do diddly squat if it’s deemed copy and paste.
This is great for brands with smaller budgets that can’t constantly be pumping out paid ads and sponsored posts.
Structured data, citations, and source packaging for LLMs
This, to me, seems like a “duh” kind of thing, but I am also in no way an expert on AI or LLMs. If you consider that ChatGPT hasn’t trained on new content since December 2023, then structured data providing dynamic external memory could be a game-changer. Instead of trying to retrain the whole LLM every few months (which costs millions of dollars and takes weeks), you can connect the model to live, structured sources — databases, APIs, or knowledge graphs — that update automatically.
Search is moving into social platforms and chatbots
I think a lot of search will be headed towards social media while keeping it conversational. Instead of heading to Google, more people will be asking questions on TikTok, Instagram, or inside chatbots like ChatGPT. In fact, traditional search traffic is expected to drop 25% by 2026.
So, what this means is that search results are becoming more personal, visual, and based on trust. For marketers, this shift changes the game. Rather than focusing on keywords and SEO, you need to show up in real conversations and create content that people really connect with. And even though it might make you cringe, that means creating short videos to share. If you want to connect digitally, help them get to know you with quick and conversational snippets. So, long story short, you need to be showing up where people chat and ask advice, and offer them content that really connects.
I can see this being more prevalent just based on my own experience and searches. I want to see what real people are doing/saying about a certain topic or product. I have used Instagram to search for clothing, accessories, and recipes on more than one occasion.
Platform algorithm volatility and reduced organic reach predictability
One big prediction for 2026 is that social media platforms are going to keep marketers on their toes. The algorithm seems to change almost daily (I mean, seriously…do you ever just want to quit trying to figure it out?!), and organic reach is getting harder to predict. One week, your post takes off, the next it barely reaches your own followers. Studies already show that Facebook business pages reach less than about 2 percent of their audience without paying for promotion, and other platforms are following the same trend. Less than 2 percent?? That can make even the most positive marketer feel demoralized..
For financial advisors and marketing teams, that means it’s time to incorporate flexibility into your strategy. Don’t have just one platform do all the heavy lifting. Mix organic and paid content, focus on your owned channels like your website and email list, and try to find what each platform is rewarding. It’s going to be all about testing and adjusting so that the algorithm changes don’t catch you so off guard.
Content, Creators & Community
Video-first consumption (short-form, vertical, live, episodic)
I could start this in two ways. One way is to say, “Fortunately, video isn’t going anywhere.” I could say this because, as a millennial who does her fair share of scrolling, I love a good Reel. Dog videos? Yes, please. The guy who takes care of the neighborhood squirrels? I will be watching. Bistro Huddy (iykyk)? It’s basically my favorite show.
But on the other hand, I could also say, “Unfortunately, video isn’t going anywhere.” This is because I personally can’t stand recording myself. The cringe factor is off the charts for me. I can’t stand to see myself on camera and OH EM GEE I have the worst voice in the world. I know I’m not alone in bemoaning the necessity of video.
But, as a marketing gal, I understand the value. I would, and do, highly recommend it to our clients (and anyone who is looking to boost those metrics).
So essentially, do as I say, not as I do. Overcome the cringe. Put yourself out there. Let your audience see YOU. People like people. And they are watching!
Platforms opening to video feeds (e.g., LinkedIn, Instagram Reels-first)
We pretty much know by now that video isn’t going anywhere for a long time. While images are great and text-heavy posts do have their moments, video is where it’s at. We all spend a lot of time online, with almost 2.5 hours a day on social media platforms. And when you post a video, it’s one of the best ways to “meet” someone on social, or if you’re the one posting, introduce yourself. But what do these short-form videos mean for financial advisors, and how can they ride the video wave?
Advisors are getting away from their “stuffy” and overly buttoned-up image (no offense to old school advisors), but you can tell how much a platform like LinkedIn has changed and fairly quickly. It used to be basically a resume platform, and now it’s getting a lot more fun with funny videos, reels, and relatable memes.
And we get it, posting a video can be #stressful. I mean…I don’t want to post myself speaking on camera! (I know I shouldn’t be saying that) But when you’re creating and posting, keep in mind that people don’t want overly polished, so keep it authentic; people are going to relate to that much more!
Creator economy over celebrity endorsements (micro/niche experts)
I’m intrigued here because I don’t think it’s any secret that celebrity collabs are having a moment. I mean, Anna Kendrick and LPL… would’ve never seen that one coming. But lately it seems like brands are scrambling to find a *face* for their campaigns. And I get why. Consumers want to use, purchase, and experience the same things as their favorite celebs, so picking the so-hot-right-now “it” guy/gal is a way to get attention and traction.
There’s something about celebrities that has us in a chokehold. I can’t imagine that changing anytime soon. So if this is something that doesn’t have staying power, I’ll be surprised.
Creators paying to boost reach (IG/X boost tools)
I can personally attest to this. Thanks to AI (insert sarcasm), there is so much garbage flooding feeds now. In seeing this, I recommended to some of our clients who have good organic marketing that we boost their content for refined (and better) exposure. Personally, I see social media moving to more paid options in order to get away from bots and ads because I could do without both.
UGC and community-led content outperforming brand output
I am a newsletter girly. I read several a day. One thing I’ve noticed in pretty much every marketing newsletter I read is that UGC is living it up. And it’s fun! I love knowing what a “real” person experiences when they try something new. A paid endorsement, no thanks.
I saw a Reel on IG last week. Come with me on this journey.
There’s this guy sitting at a restaurant. It’s the new joint in town and he’s checking it out. He doesn’t like the food. He’s sitting there talking about how awful it is. But then someone off-screen comes up and hands him a wad of cash to promote the business and off he goes. This is the best food I’ve ever had! You have to try this place, it’s amazing!!
And I think I can speak for literally thousands of people when I say, ENOUGH IS ENOUGH. No one wants to be duped or lied to. UGC cuts through that junk and tells you what real people actually think about a product or service. It’s like having your bestie call you about her new favorite coffee shop. Because let’s face it, who do you trust more, your bestie or Matt Damon?
Authenticity as a differentiator (unscripted, behind the scenes, real people)
This is something we coach our clients weekly on. One’s authenticity is their true differentiator and if someone wants to stand out, you need to lean into that all the way. Show yourself without the filters, show your audience some behind the scenes because people are nosy and want to see what’s going on in your “REAL” life. With AI and avatars coming in hot, people want realness.
I love this as a marketer and as a consumer/audience member. From the marketing standpoint, I couldn’t agree more with what Niki said. From the POV of the consumer or social media user, I want to see REAL PEOPLE. I want to engage with real people. I want to see how real people feel about things that are of interest to me. Those social accounts with a fake profile picture and no posts trolling in the comment section or sending scammy DMs are so ubiquitous now that genuine human content is going to be *special*.
Platform & Channel Evolution
Facebook continues AI ad dominance but pushes personal connections
Mark Zuckerberg says he wants to take Facebook “back to its roots,” reconnecting family and friends and bringing back that warm, early-2000s nostalgia. Cute story. But let’s be real: this isn’t about friendship; it’s about data. The push for more “personal sharing” is Meta’s way of feeding its AI better training material — richer behavior patterns, more emotional cues, more opportunities to predict and profit from your every scroll. So while it looks like Facebook is chasing connection, what it’s really doing is weaponizing intimacy and turning your conversations into the raw fuel for smarter, more profitable AI-driven ads.
Instagram further deprioritizes static feed → Reels + paid editing tools
This is where the social platform battle starts to affect the user. I get that IG wants to keep up with TikTok but there is a reason people have multiple forms of social media. If every app was the same, there’d be no point in having more than one – or 6.8, which is the global average. I like a good photo. I’m here for a pretty picture. Do I like Reels? Obviously. I’m not a psychopath. But there is nothing wrong with a lovely nature shot or puppy pic.
Threads surpasses X, becomes real-time conversation hub
Confession: I love Threads. Threads is my jam. Give me all the Threads.
I have to actively avoid getting on Threads because I will get lost in the scroll.
And truthfully, the sense of community over there is top-tier. Something about that algorithm is algorithming because I hardly ever see anything I don’t want to see–unless someone is sharing it to state an opinion about it (that is similar to mine). One like on a dog pic, and BOOM, your feed will be sprinkled with adorable snoots. Comment on an outfit you like, VOILA, dozens more to add to your Pinterest fashion board.
And with the new Communities feature, I am not at all surprised that Threads usage is on the rise.
PLUS - that character count is more than double what X allows (unless you pay and that ain’t happening), and if you want to add more to your post, it’s so simple to attach a new thread to your original post. I’ve seen storytelling posts with 10-12 attachments that read just like if there was no limit.
I was not paid to say these things. I just genuinely really like Threads.
Team Threads 2026.
X seeks monetization (subscriptions, payments, adult content, AI bots)
As social media platforms are flooded with more ads and more bots, people will gladly pay not to have to deal with that. X has stated that it wants to become a super app. For those who don’t know what that is, in simple terms, a super app is a single app that lets users perform multiple tasks all in one place instead of needing separate apps for each task. X is working on making this a reality.
LinkedIn: video feed, live events, AI career paths, trend insights
LinkedIn has become so… fun. Until recently, I was of the opinion that LinkedIn was the buttoned-up version of Facebook–an endless feed of “I got a new job!” or workiversaries. But I can admit when I’m wrong, and I was so wrong! LinkedIn had a social media glow-up.
I say that to say that if LinkedIn wants to stay relevant and keep the momentum going, it will have to tap into video and other trends.
TikTok: livestream shopping, mini-programs, gaming, AI avatars
As someone who's trying to stop the “doom scroll” and has a 15-minute-a-day timer set for my Instagram, I know that TikTok is not for me. But, I know it’s where it’s at in terms of content. I’ll send a funny video to my friends on Instagram, and they’ll tell me that it’s been on TikTok for weeks now. But I digress. I think it’s here to stay for a while, and all the things that come with it.
Initially, when influencers and celebrities started selling products on social media, it seemed like it was mostly LED teeth whitening or a weight-loss shake. But times have quickly changed. With almost 1.6 billion global TikTok users, I think livestream shopping is going to take off, especially for Gen Z and Millennial audiences. Social media is so powerful, and this will be the immersive experience that people want.
TikTok’s pushing it, as they’re featuring livestreams on the “For You” page to boost visibility. And even though financial advisors aren’t exactly showing off serums, the format does work for selling trust.
When you think about live Q&A sessions, mini money myth-busting, or quick “retire-or-not” breakdowns, you could really see this trending in the right direction. Real-time interaction builds credibility, and as we mentioned above, TikTok’s pushing lives hard in the algorithm. No, you don’t need to shout “LIMITED TIME OFFER!” But you could open a few live calendar slots during the stream and casually mention it. Soft sell, high trust, and you don’t even have to show off your viral dance moves.
Pinterest: AI content filtering, visual search, one-click shopping research
Pinterest is leading the way in AI content filtering. It’s such a simple process to eliminate the AI slop from your feed and I am so glad they present that option.
I am really excited to see what the visual search entails and if it catches on. Personally, I think of Pinterest as a place I go to be inspired so I don’t think that I would use the visual search aspect. BUT, that’s just me.
One-click shopping anything sounds dangerous to me.
Email remains high ROI but is governed by new deliverability/authentication rules
Email is still one of the best ways to get results, but the inbox game just got a little smarter. Gmail and Outlook now want to see that your emails come from a real, trusted source. That means setting up authentication, keeping your list clean, and talking to people who actually want to hear from you. These changes are not bad news. They are a chance to stand out. The goal is to clear out spam and make room for real messages that people actually enjoy reading. If you follow the new rules, your emails will land where they belong and perform even better.
SMS and push notifications regain relevance as owned channels
I don’t know about you, but there must have been a flip switched somewhere where every business that had my number started texting me coupons. Personally, I am not a fan. My number is the one place I can have some peace, and I don’t want spam there, too. So I imagine some rules that are being applied to email marketing (ahem spamming) will start taking place. There is a time and place for everything, but SMS marketing needs to be done very strategically.
Commerce & Monetization
Social commerce growth (especially live + creator-driven)
People trust what they hear and see from others. This is social proof at its finest. Think about the creators you follow and if they recommend a product or company, are you more likely to check it out?
Mini-programs and micro-apps within platforms
Ok. I might be aging myself here, but not everything has to be an app. I know it’s all “get with the times” but sheesh. I see the benefit to apps in a lot of spaces, but I’ve also seen apps gum up the works. I recently had a conversation with someone who went out of town and was trying to go to this restaurant but the only place they could find to park required them to scan a QR code, download an app, SET UP AN ACCOUNT, and only then could they pay for their spot. Parking becomes this 10-15 ordeal when it’s already not fun.
Creator monetization tools accelerating (subscriptions, virtual gifts, tipping)
You tip for service. You tip. For service. As a former server and bartender, I am all for leaving a good tip. I don’t even mind the little iPad swivel at the coffee shop.
Subscriptions, I can understand. Patreon? Sure. If it tickles your fancy. But tipping? For content? I have yet to see an example of where I would be on board with this.
Brand marketplaces and collabs over traditional ads
Who doesn’t enjoy a good collab? Starbucks recently collabed with Hello Kitty. Microsoft with Crocs. Oreo × Post Malone. Collabs work because they bring two audiences together and create something new that neither brand could pull off alone. They multiply attention and give both sides a fresh reason for people to care.
Consumer Behavior & Experience
Preference for real people over polished brand messages
Absolutely. Please!
As Rachel said, yes please. Give us real. Give us unairbrushed. This is why I am such a huge fan of Ilona Maher. This is what people crave because they are tired of feelling like they aren’t good enough. I think there is going to be a big divide: those who lean into AI avatars and those who opt more for the off-grid type of lifestyle.
I third this!
Community over broad audience reach
Yes, for the community aspect as a community member, but for creators, this could even further inhibit organic reach.
Fast, frictionless experiences (1-click checkout, instant responses)
We want what we want when we want it and we want it now. People love frictionless experiences because they are so tired of having to jump through hoops or being misled. This is why Carvana has been a breath of fresh air for car buyers.
Value-driven decisions (mission, transparency, ethics)
This seems to already have a place in certain industries. Transparency should be ubiquitous.
Emerging Interfaces & Formats
Dynamic, personalized homepage/feed experiences
This sounds fun. I’m curious to see which platforms would be able to make use of this. I could see LinkedIn taking advantage of this. They are a platform that is becoming more popular and isn’t just viewed as a strictly buttoned-up place to find a new job. Plus, they had (and reversed) a pretty unsuccessful algorithm update in 2024 so now might be a great time to find something that really works for its users.
Gamified experiences (loyalty, challenges, interactive ads)
A little friendly competition goes a long way. Gamified campaigns make clients feel involved and entertained while keeping your brand top of mind. It is engagement that feels more like play than marketing. Heck, even my Bible app and some grocery shopping apps are leaning into this.
Virtual events + hybrid live streaming as standard
Online events are no longer the backup plan, they are part of the plan. Mixing virtual and in-person lets you reach more people and keep things flexible. There are so many opportunities to meet people in both areas.
Financial Advisor-Specific Layer
Trust and proof (reviews, ratings, case studies) are gold
These are huge. We are seeing a giant shift towards platforms like Amplify Reviews and WealthTender. Sure people like referrals for advisors but they are no longer taking those at face value. The very first thing someone does when they get a review is go search them online. They want to see who the advisor is and check out reviews.
Educational content preferred over promotional
Heavy promotional is so 1999. No one wants to be constantly pitched and sold to. We are relational beings and the finance industry has had a major overhaul in this department. People care about solving their own pain points so if content helps them, they value that and keep returning.
Social media is “business-critical” for younger investors
Younger investors are active on social media. This is what they grew up on. So it is only natural that this is where businesses should be to connect with their audiences. And with finfluencers on every platform, waving money around, it can be alluring to young investors. Social media is a great place to connect with audiences in spaces they feel comfortable.
Niki is spot on (as always). Ignoring Gen Z isn’t a smart move. It might not be the place you’re most likely to look for HNW investors, but the younger generation is capitalizing on content creation and in some cases, it’s really paying off. Some young adults are making a lot of money FAST and it would be wise to include them in the conversation.
Forward-looking tax/retirement planning content as authority builder
Clients want to know you’re thinking ahead for them. When you share forward-focused insights on taxes or retirement, it tells them you’ve got their back before the headlines hit. It builds trust because you’re not just managing money, you’re protecting their future.
Local presence + community involvement still powerful in 2026
People want to work with someone who feels real and reachable. When you show up in your community, it reminds clients you’re invested in more than their portfolio. You’re part of their world. Actions like these matter.
High-net-worth expecting concierge-level experience online and offline
Your most affluent clients want to feel seen and cared for, not managed. They notice the details, from how quickly you respond to how effortless it feels to work with you. When every touchpoint feels thoughtful, it deepens trust and keeps the relationship strong.
Wrapping it up
Thanks for tuning in with the three of us. We covered the big shifts, the real plays, and the moves worth testing next. We’d love to hear what you think about the predictions we shared or if you have your own thoughts for what’s coming next year! Comment here or send us an email.
