Three Shifts Shaping the Year Ahead

At GRIT, we’ve made a tradition of starting each year by taking a moment to look ahead, focusing on the digital marketing trends that are truly shaping what comes next. As we step into 2026, one thing is clear: the pace of change in online marketing isn’t slowing down. New tools, platforms, and tactics continue to emerge, and for many organizations, keeping up can feel like a full-time job in itself.

But while the digital landscape is evolving quickly, the most effective marketing strategies aren’t built on reacting to every new development as it appears. They’re built on thoughtful decision-making—knowing when to adapt, when to pause, and how to allow new capabilities to support your goals without losing sight of what makes your brand human, credible, and differentiated from competitors.

That perspective guides how we approach marketing at GRIT, and it’s the lens we’re using to look ahead. Below, we’re spotlighting three key shifts we believe will shape the new year—changes that are already taking hold with real implications for how businesses and organizations communicate, connect, and grow.

 

Trend #1: AI’s Expansion from Tool to Infrastructure

Artificial intelligence has been part of the digital marketing conversation for a few years now, but in 2026, its role has grown considerably. Rather than sitting on the sidelines as a novelty or a standalone solution, AI is increasingly embedded into the infrastructure that supports how marketing teams plan, execute, and evaluate their work.

This shift reflects a broader move away from isolated, one-off tools and toward integrated systems that support more thoughtful decision-making across digital marketing strategy, content planning, and performance measurement. In many cases, AI is no longer something teams “try out.” It’s becoming part of the platforms and processes they rely on every day.

One area where this expansion is evident is search. As AI-powered search experiences continue to evolve, marketers are beginning to think beyond traditional search engine optimization alone. Concepts like Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) are gaining relevance as AI-driven tools increasingly surface, summarize, and reference content.

But what are these concepts? Put simply:

Together, these new content optimization approaches signal a shift in how content needs to function: not just ranking well, but being genuinely helpful and clearly articulated.

At the same time, it’s essential to be clear about what this shift does not mean. AI’s growing role in marketing definitely does not replace the need for human judgment, creativity, or voice. Used well, AI supports marketers behind the scenes, allowing teams to spend more time on strategic thinking and less time on manual tasks. That distinction matters, especially as questions around AI and content creation continue to surface.

AI’s real strength lies in its ability to assist knowledgeable marketers—not replace them. Without context, brand understanding, or strategic direction, AI-generated outputs are simply raw material. It’s the human expertise behind the work that determines whether content is credible, on-brand, and effective across search, social, and owned channels.

For many organizations, partnering with a digital marketing agency is about ensuring that human insight remains at the center of their communications. At GRIT, we view AI as an assistive tool—one that can strengthen research, inform planning, and support performance—while experienced marketers remain fully responsible for design decisions on the visual side, as well as for voice, clarity, and storytelling in written content.

The bottom line? In 2026, the teams that benefit most from AI won’t be the ones using it everywhere. They’ll be the ones using it intentionally, with strategy—and human creativity—leading the way.

 

Trend #2: The Continued Rise of Video, and Why Strategy Matters More Than Ever

Video has been a dominant force in digital marketing for years, and in 2026, that dominance continues, especially across social platforms. Social media videos are no longer just one content type among many; they’ve become a primary way audiences discover brands, learn, and engage.

From Instagram Reels and Facebook videos to TikTok content and YouTube Shorts, short-form video content for social media plays a central role in today’s social media marketing strategies. For many users—particularly younger, mobile-first audiences—video is the default format, not an added bonus.

What Do Audiences Expect From Video Content Today?

What’s changed is not just how often video is used, but what audiences expect it to deliver. These expectations make video an essential part of a broader content strategy. Increasingly, video is expected to support both audience needs and evolving search behaviors, including:

  • Discovery – helping people find brands, products, and services organically
  • Education – by explaining ideas quickly and clearly
  • Trust-building – through authentic, human-centered storytelling
  • Search behavior – especially on platforms like YouTube and within social feeds

Beyond traditional discovery and engagement, video is also becoming part of how content is evaluated by AI-powered search and answer engines. When paired with clear titles, descriptions, transcripts, and supporting context, well-structured videos can help reinforce authority and relevance as platforms and AI tools determine what content to surface in response to user questions. In this way, video is much more than a social asset—it supports AEO and broader search visibility as well.

How Should Video Fit Into a Broader Marketing Strategy?

At the same time, the definition of “good” video has evolved. Highly polished production isn’t always necessary, but relevance, clarity, and purpose are. The most effective video content for social media isn’t created simply to chase trends or fill a content calendar—it’s created intentionally, with a clear role in the overall content ecosystem.

Organizations that integrate video into a cohesive digital marketing strategy, where it complements written content, search visibility, and brand storytelling, see far stronger results than those who produce videos inconsistently. As platforms like Facebook, Instagram, TikTok, and YouTube continue to be “video first,” success in 2026 won’t come from producing more videos. It will come from making the right videos, guided by strategy and aligned with how audiences actually consume content.

 

Trend #3: Strategy Over Saturation—the Shift from Volume to Value in Content Marketing

As AI lowers the barrier to content creation and digital platforms become increasingly crowded, a clear shift is underway in content marketing. More content does not automatically lead to better performance, and in many cases, it’s having the opposite effect.

Social feeds are saturated. Search results are more competitive than ever. Audiences are overwhelmed. In this environment, a “less is more” approach to content is gaining traction, as organizations recognize that quality over quantity leads to stronger engagement and more meaningful results.

The content strategies performing best in 2026 are rooted in focus. Rather than publishing constantly to stay visible, successful brands are investing in strategic content that serves a clear purpose, speaks directly to defined audiences, and aligns with business goals. That often means making more intentional decisions about where to spend time and resources. High-impact content marketing strategies prioritize fewer, stronger pieces of content that can be extended, refreshed, and reused across channels. They’re supported by regular audits that identify what’s working, what can be improved, and where existing content can continue to deliver value.

This shift from volume to value reflects a broader evolution in content strategy. In 2026, effective content marketing isn’t about being everywhere—it’s about being relevant, consistent, and purposeful wherever you show up.

 

Turning 2026’s Trends into Action

AI’s expansion, the continued dominance of video, and the shift toward more focused content marketing all point to the same conclusion: success in digital marketing this year will be driven by intentional, strategic decisions, not by chasing every new trend or platform.

So, the good news is that you don’t need to do everything, but you do need a plan for how these shifts impact your organization, your audiences, and your goals.

At GRIT, we help clients make smart, sustainable marketing decisions grounded in strategy, clarity, and collaboration. If you’re ready to approach 2026 with focus and confidence, our team is here to help. Connect with us to start the conversation.