The Ins and Outs of Digital Marketing in 2026

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As platforms continue to evolve and attention becomes harder to capture, more intentional approaches are gaining traction while outdated habits are left behind. The year 2026 will bring a more refined energy to the industry, rooted in smarter decisions that align with audience expectations, brand goals, and long-term growth. Here are our ins and outs to help guide you through what’s ahead.

IN: Using AI Strategically | OUT: Using AI as a Shortcut

Since its inception in 2022, generative AI has taken the world by storm. What started as an emerging technology has quickly transformed into a widely adopted tool, influencing everything from content creation to customer experience. What was once dubbed a quick shortcut is now being positioned and used in a far more strategic way.

The focus has shifted from speed alone to how AI can enhance quality without fully replacing the human aspect of creativity. Setting guardrails before adopting AI can keep your team focused on quality and intention, without adding to the growing collection of AI slop.

IN: Tapping Into Nostalgia | OUT: Living in the Past

Nostalgia remains a powerful way to gain attention and foster emotional connection, but in 2026, we’ll see it work best when paired with relevance. Brands are already finding success by pulling familiar visuals, sounds, and references from the past and reintroducing them with a modern lens that feels intentional rather than just recycled.

But as easy as the coziness of days past feels, it’s imperative to understand that what worked in digital marketing a decade ago may not provide the results you’re looking for. Staying in tune with shifting audience behavior, evolving platforms, and current cultural moments ensures nostalgia feels intentional instead of stale.

IN: Actionable Commitments | OUT: Vague Community Promises

Your audience is smart, and they can spot empty promises quickly. In an oversaturated market, people do not have the time or energy to follow brands that say the right things without backing them up. According to a Blackbaud study, 70% of Gen Z consumers prefer to support socially responsible companies, which shows that values play a real role where attention and dollars go. Clear action and follow-through are no longer optional.

Giving back works best when it feels connected and genuine. Partner with organizations that align with your industry and values, and communicate how your team is contributing through volunteering, donations, or ongoing initiatives.

IN: AEO (Answer Engine Optimization) | OUT: Keyword Stuffing for Search

People are searching differently than they used to. Instead of typing short phrases, they are asking full questions and expecting direct answers, often without ever clicking past the first search result. With tools like Google Gemini’s AI Overviews in search results, content that clearly answers real questions is more likely to be found and trusted.

Relying too heavily on keywords often leads to content that feels forced and unhelpful. When writing is built for algorithms instead of people, users notice and quickly move on. Write content the way you would answer a real customer question. Be clear, specific, and helpful so your content can stand on its own, even when it appears inside AI-powered search results.

IN: Short-Form Video Content | OUT: Trend-Chasing Without Strategy

Short-form video continues to work because it allows brands to quickly communicate value, personality, and expertise in a format audiences already consume. Consistent, intentional video builds familiarity over time, even when individual posts are not breakout hits.

Sources say unlikely, but more and more brands are understanding how virality works and how it’s not a good strategy to rely on. Chasing one-off moments of attention often leads to inconsistent messaging and diluted brand identity. The addition of episodic video content with recurring themes, formats, or series can create anticipation. Familiar structure keeps audiences coming back and helps your content work together instead of as one-off posts.

As 2026 unfolds, one thing is clear. The strategies that work are rooted in intention, clarity, and consistency, not shortcuts or trend chasing. Brands that focus on usefulness, alignment, and long-term growth will be the ones that stand out and earn trust. If you want help navigating these shifts and turning strategy into action, connect with our team at Black Twig Marketing & Communications. We’ll help brands like yours make smarter marketing decisions this year and beyond.