Many people have asked us what the marketing trends for 2026 and beyond might be…
And while we consider ourselves ‘experts’ in our field, the truth is that to answer the question accurately, we may as well stick our fingers in the air to see which way the wind is blowing.
Why? Because, to put it simply, there is always a curveball around the corner.
Who knew Instagram were going to change so many things in quick succession in 2025 that it’d practically give us motion sickness? Or that AI would make us question every single cute ‘dog saves baby from certain death’ video for authenticity?
Trends change very rapidly in this industry, and with the rise of intelligent technology, we can imagine that things are only going to get faster and more dynamic over the next few years.
2026 Marketing Predictions from the Experts
However, to get a solid footing on the future of marketing as it stands right now, we thought the best approach would be to look at what the people we respect and follow in the industry are talking about for 2026.
That’s why we’ve gathered the thoughts from our top three highly influential experts, so we (and, of course, you) can get ahead of the trends for the year ahead. Plus, we’ve also devised our very own Social Media Personality Quiz to help you turn these insights into meaningful actions that support your unique content creation superpower – take the quiz now.
Here is the outlook from the heavy hitters… and word of warning – it looks like there’s a lot more change to come.
Adam Mosseri (Head of Instagram)
While Adam hasn’t specifically released a ‘2026 Roadmap,’ his consistent signals about Instagram’s long-term priorities give us a clear view of what will govern the platform over the next few months.
Although it’s also good to bear in mind that this is subject to change on whim, so keep your eye on his socials for the latest!
1. The Primacy of Video (Specifically Reels)
Unsurprisingly, Instagram will continue to prioritise short-form video content above all else.
- The Priority: Rewarding creators who post high-quality, original, and engaging Reels.
- What this means for 2026: If your content isn’t video-first, it will be harder to gain organic reach. Originality is key; content re-posted from other platforms (like TikTok) will likely see diminished reach.
2. Messaging and Connection
Users are spending more time in DMs and smaller, private groups than on the main feed.
- The Priority: Fostering deeper, one-on-one connections.
- What this means for 2026: Features like Broadcast Channels, shared content in DMs, and group Stories will take centre stage. DM engagement is becoming a significant metric of “true” connection.
3. Fighting Misinformation & AI Transparency
It’s a minefield out there, but Instagram is fighting back.
- The Priority: Using AI and human review to moderate harmful or deceptive content.
- What this means for 2026: Increased scrutiny on unsubstantiated claims (health, finance, politics). Transparency labels for AI-generated content will become standard.
4. Creators and Monetisation
Instagram are still exploring new ways to support their content creators.
- The Priority: Expanding tools for subscriptions, tipping, and direct fan support.
- What this means for 2026: Continued development of Subscription features and new ways to offer exclusive content to your most loyal followers.
Neil Patel (NP Digital)
Neil’s focus is less on platform features and more on the overarching shifts in consumer behaviour and the impact of Artificial Intelligence.
He has some interesting insights into how our shopping behaviour will continue to evolve.
1. The Quality Reset (Authenticity is the New Algorithm)
Patel predicts a massive “quality reset” driven by social fatigue.
- The Prediction: Audiences will reward meaningful, story-driven content over generic, high-volume posts.
- Action for SBOs: Content must feel human. Focus on your unique story and emotional connection to separate yourself from automated AI noise.
2. Social Platforms Become Search Engines
Forget Google, social media is now where you want to be showing up for key search terms.
- The Prediction: Users are searching for product reviews and guides directly on Instagram, TikTok, and YouTube, often bypassing Google.
- Action for SBOs: Optimise your content (titles, captions, and on-screen text) for relevant keywords. Make your Reels “searchable.”
3. The Shift to On-Platform Conversion
Crucially, the point of sale looks like it’s also shifting to social platforms too.
- The Prediction: Features like Meta Shops and Instagram Checkout will become the main sales channel, replacing the website as the primary destination.
- Action for SBOs: Invest in making the in-app purchase path as smooth as possible.
4. Expert Personal Brands vs. Influencers
2026 may well be the year of the niche creator, rather than the influencer.
- The Prediction: Audiences will gravitate toward people who possess real, demonstrable knowledge in a niche rather than generic influencers.
- Action for SBOs: You must become the authority in your specific niche.
Gary Vee (VaynerX)
For 2026, Gary Vee is doubling down on the ‘QVC-ification of Social Media,’ where content itself becomes the storefront.
His thoughts indicate that the way in which consumers shop could evolve quickly – and businesses should be looking to keep up or get left behind.
- The “Live Shopping” Revolution
Vee says that Live Shopping is coming and has the potential to change everything.
- The Prediction: Live Shopping will be the primary way small businesses survive. He calls this ‘Infotainment Commerce.’
- Why it matters: Friction is the enemy. If a customer has to leave the app to buy, you’ve lost them.
- Interest Media Over Social Media
Being successful on socials is not just about catering to your followers anymore…
- The Prediction: It no longer matters who follows you; it only matters if your specific video is relevant to the person watching right now.
- The Shift: Focus on high-volume content (using AI to help) to see which “interests” stick, rather than just pleasing current followers.
- Frictionless Infrastructure
Those that makes things easier for consumers will thrive in this new environment.
- The Prediction: 2026 will be the year of the “Solo Empire”—businesses run by “operators” using lightweight, frictionless tech stacks (like Stan Store).
- The Shift: You don’t need a complex website; you need a digital storefront that lives where the attention is.
- AI as your Creative Co-Pilot
Use AI to test, learn, and grow at speed.
- The Prediction: We are entering the era of Volume-First Marketing. Use AI to generate 50 different headlines or hooks, post them all, and let the algorithm tell you which one worked.
- The Shift: Spending time crafting the ‘perfect’ idea or hook just won’t cut it anymore. If you’re not leaning into AI to support your growth, you’re absolutely missing a trick.
Our Piece of Cake Marketing Take on 2026
With so much information to take in, we understand that it can be overwhelming to even know where to start.
Ultimately, we’re likely to see things continue to change and evolve (just as we get comfy with one trend, another takes its place!), but our key takeaways for the year ahead are:
- Entertainment Over Hard Selling: Video is huge, but it’s no longer just about showing up, it’s about being entertaining. Marketing should keep your brand at the forefront of people’s minds through funny, engaging content. Because, let’s face it, constant selling is just boring anyway!
- AI is a Game-Changer: AI is amazing and offers so many ways to streamline our workloads. However, the real winners will be the businesses that learn how to use it well to enhance their processes and then spend more time with their customers as a result of the time saved.
- The Live Shopping Question: Live shopping has definitely piqued our interest and got us asking questions! As soon as we have the answers on how to make this work for you, we’ll be back in touch…
Make 2026 a Piece of Cake
Feeling overwhelmed by all the ‘must-dos’ for 2026?
Don’t panic – it’s actually a Piece of Cake. A great place to start is to discover your social media persona and unlock the personalised advice you need to thrive – take our Social Media Personality Quiz here.
And of course, whether you need to master the ‘lo-fi’ video style Adam Mosseri loves, build the ‘strategic authority’ Neil Patel talks about, or jump into the ‘Live Shopping’ world Gary Vee predicts, we are here to help.
At Piece of Cake Marketing, we specialise in taking the stress out of your marketing strategy so you can focus on running your business. Whether you need support with your socials, strategy, or even to figure out your marketing goals, get in touch with Emma today. Email emma@pieceofcakemarketing.co.uk or call 07799626332.