2026 is the new 2016. Nostalgia will be a powerful trend in 2026. Audiences will revisit and connect with the trends of 2016, creating an emotional bond with brands.
Behind the scenes is king.
Authentic content and behind-the-scenes glimpses gain even more relevance. “Real life” is the new luxury, even when staged, like Timothée Chalamet’s stunt double for the launch of Marty Supreme, which redefined film marketing in 2026.
Creative chaos.
Stars like Charli XCX and Addison Rae are driving the messy girl aesthetic, where maximalism, charm, imperfect details, and even ciginfluencers become symbols of authenticity.
Goodbye AI: the human flex.
One of the biggest flexes of 2026 will be "not made by AI". The backlash for campaigns like McDonald's shows that the use of AI without purpose no longer goes unnoticed.
Staff: the new influencers.
People in the inner circle of public figures, such as personal assistants or chefs, are establishing themselves as new brand influencers.
Padel: the new Pilates.
With the arrival of the Padel phenomenon in the US, the sport is preparing to become the new Pilates, just like F1 & Tennis Core in 2024.
Experience + Consumers.
Brand experience goes beyond influencers. Immersive activations with consumers create lasting emotional connections, such as Emily's trip to Paris or L'Oréal's experience in the Alps, generating value beyond conversion and making the brand memorable.
Carousels are the new vlogs.
Micro-vlogs in static format will become a recurring format. In addition to daily recaps, they gain space in recipes, DIY, BTS, or tips, always adapted to the creator's style.
Speaking of numbers...
AI & Conversion.
AI platforms will boost conversion directly in e-commerce channels, creating a personalized and fluid experience for the consumer.
Creator-Led Ads.
Influencer content boosts generate more engagement than traditional ads.
Comments = Protagonists.
Platforms are prioritizing the time users spend interacting with content instead of the number of views. It is also the meaningful comments which lead to good full video watch rates, ensuring the audience received the full impact of it.
PsychoGraphics > Demographics.
Targeting based on psychographics (personality, interests, and values) will replace demographic targeting, making content personalization important for groups with common interests.
In short, more real life, more imperfection, and more closeness are expected, whether in real-life content, less polished aesthetics, or appreciation of content not made by AI. Influence is no longer just about performance: it's about presence, context, and emotional connection.
Brands and creators who understand this shift aren't just communicating: they're building relationships.
