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If there’s one thing we’ve learned this year, it’s that digital marketing moves fast—and marketers have to move even faster. In our 2025 trend roundup, we’re not just tracking what’s new; we’re looking at the shifts that matter most for brands trying to show up intentionally and stay relevant in the year ahead.
Here’s what’s topping our list for 2026:
- AI Fatigue & Purposeful Adoption
- GEO as the New SEO
- Social Search & Discoverability
- The Rise of Employee-Generated Content
- Voice-Optimized Content
- Smarter, More Predictive Digital Advertising
- Episodic, Long-Form Video Content
- Leveraging Virtual Spaces for Production
AI AI OH
2025 became a year of AI recalibration. Brands and teams began figuring out what AI actually helps with, where it complicates workflows, and how it’s quietly reshaping everything from internal processes to the way people search online. As we head into 2026, the conversation is shifting from what AI can do to what AI should do—and that mindset is shaping two major trends.
As AI Fatigue Sets In, Purposeful Adoption Wins
After two years of almost nonstop hype, many marketers are feeling the weight of AI fatigue. We’ve been told that AI will make everything faster and more productive—but the reality is… more nuanced. Learning how to use it well takes time, and teams are still determining which tools genuinely support their work and which ones simply add noise.
In 2025, the smartest move many organizations made was stepping back and taking a bird’s-eye view. Instead of forcing AI into every task, teams began asking a more practical question: Where does AI truly make our jobs easier or more effective? For some, that meant automating repetitive processes. For others, it meant rethinking roles and workflows to better leverage human expertise alongside AI.
As 2026 approaches, the focus isn’t on adopting every new tool. It’s on identifying clear, high-impact use cases and integrating AI with intention. The hype cycle may be fading, but thoughtful, strategic adoption is only just beginning.
GEO Is the New SEO
As generative AI becomes the primary interface for search, Generative Engine Optimization (GEO) is emerging as the new foundation of search marketing. Rather than optimizing solely for Google’s traditional rankings, brands now need to consider visibility across AI-driven answer engines like Google AI Overviews, ChatGPT, Perplexity, Copilot, and Gemini.
And consumers are already on board. Gartner reports that 79% of users are expected to rely on AI-enhanced search within the next year, and 70% already trust the results. By 2026, Gartner also predicts that traditional search traffic will drop by 25%, making it clear that adopting search strategies for AI-driven discovery is becoming increasingly important.
The playbook is changing, too. AI engines aren’t just looking for keywords, they’re interpreting intent. The content that rises to the top is highly specific, context-rich, and designed to answer real questions, like “Best CRM platforms for lead generation agencies in 2025.” For brands, the opportunity lies in deciding where this level of specificity makes sense and building content that aligns with what users are actually asking AI to solve.
As we head into 2026, the goal isn’t just volume—it’s relevance. Brands that invest in highly specific, authoritative content are better positioned to show up in AI-driven search and win within their niche.
SOCIAL MEDIA
Social platforms are continuing to shape how people discover brands and evaluate brand credibility. As we head into 2026, successful social strategies are less about chasing algorithms and more about designing content that’s discoverable, human, and built to last.
Social Search Is Redefining Discovery
Outside of traditional search engines and AI-driven answer engines like ChatGPT, younger, socially-native generations like Gen Z and Gen Alpha are increasingly turning to platforms like TikTok, Instagram, and YouTube to research products, learn new skills, and evaluate brands. For many of them, social feeds are the new search bar—and that shift is continuing to change the way brands think about visibility and discovery.
To keep up, businesses are beginning to treat social platforms more like search engines, developing “social SEO” strategies designed to help social content surface in search. That means weaving relevant keywords into your profile, captions, and alt text, and creating content that’s informative, engaging, and worth revisiting. It also means focusing less on pure entertainment and more on posts that people save, share, and return to—signals that platforms increasingly use to determine authority. The most effective approaches prioritize the platforms and content types where search behavior actually shows up, rather than applying a one-size-fits-all strategy,
As social search continues to grow among younger audiences, the brands that stand out are treating their content as searchable, discoverable assets, allowing them to become the answer their audience is already looking for.
The Rise of Employee-Generated Content
Brand voices aren’t just coming from brand accounts anymore. As audiences look for authenticity and real-world insight, employee-generated content (EGC) has quickly become one of the most effective ways to build trust and deepen connections online. Whether it’s behind-the-scenes looks, personal takes on industry topics, or team-created content that showcases culture, employees have become some of the most influential storytellers a company has.
Employee advocacy isn’t just a feel-good strategy—it’s a business driver. Giving your team the tools and guidelines to create content empowers them to act as internal influencers, expanding your reach with voices that feel genuine, varied, and human. And when employees collaborate on content together, that authenticity scales in a way brand-led content often can’t.
As social platforms continue prioritizing real people over polished brand posts, EGC offers a powerful way to meet audiences where they are. Companies that approach it with intention—building systems that support participation rather than relying on ad hoc posts—are strengthening credibility one employee voice at a time.
DIGITAL MARKETING
Digital marketing in 2026 is being defined by smarter technology and higher expectations from audiences. As tools become more sophisticated, the real advantage comes from knowing where personalization, optimization, and automation actually serve the customer—and where they don’t.
Voice-Optimized Content Isn’t Going Anywhere
Voice search continued to grow in 2025, and it shows no signs of slowing down in 2026. With smart speakers and voice-assisted devices like Alexa and Google Home now common in American households, consumers—especially younger ones—are using voice to do more than just check the weather. They’re asking conversational, transaction-driven questions to learn about products, services, and solutions in real time.
For marketers, this means content can be optimized for natural language and long-tail phrases that reflect how people actually speak—particularly for brands where voice-driven discovery or local search plays a meaningful role. Voice Search Optimization (VSO) strategies, like using schema markup, optimizing local listings, and ensuring content is easily discoverable, can be effective when applied intentionally. Beyond SEO, voice optimization also improves accessibility, creating a more inclusive experience for users relying on assistive technology.With over 20% of mobile searches now conducted by voice, brands that prioritize conversational content where it makes sense for their audiences are better positioned to capture attention, engagement, and conversions alongside traditional search.
Digital Advertising Gets Smarter and More Predictive
As search continues to evolve, Google is making a major push toward AI-powered advertising, with Google AI Max being at the center of it. AI Max expands how and where search ads appear by using machine learning to predict intent, match ads to relevant queries, and surface placements marketers may not have explicitly targeted. As we move into the new year, it’s likely to become a baseline standard for teams running digital ads.
One of the biggest shifts AI Max introduces is reach. Keywordless technology allows ads to show for longer-tail, highly specific search queries brands may not be directly bidding on—but that still align with their core keywords. In addition, ads can now appear within AI Overviews and AI Mode, which means advertisers can capture high-intent moments earlier in the decision-making process, even as users move away from traditional “ten blue links” search behavior.
Creative strategy matters more than ever in this environment. While AI Max handles targeting and query expansion, strong performance still depends on creative diversification. Testing different messaging angles, formats, and value propositions helps Google’s AI understand what resonates with different audiences and contexts. In many cases, flexible creative paired with strong signals will outperform rigid, keyword-heavy approaches.
Looking ahead to 2026, successful advertisers won’t fight automation—they’ll guide it. Brands that combine AI-powered reach with intentional creative and clear business goals will be best positioned to stay visible, relevant, and competitive as Google continues reshaping paid search.
VIDEO & VISUAL STORYTELLING
Video continues to be one of the most powerful ways brands connect with audiences. In 2026, the strongest video strategies will be built with intention, balancing creativity, consistency, and scalability across formats and platforms.
Long-Form Content Evolves Into Episodic Series
Long-form content isn’t disappearing—it’s evolving, and fast! With audiences craving depth and consistency, brands are increasingly experimenting with episodic, social-first series that feel more like TV shows than traditional marketing. These series offer a unique way to entertain, inform, and build lasting brand affinity while staying native to social platforms.
We’re seeing it in pop culture, from Millie Bobby Brown participating in a British Vogue “intern-for-a-day” segment tied to her cover story, to Converse launching their blind dating show “Chuckmates” hosted by Amelia Dimoldenburg. Brands are getting into the business of creating their own “TV shows” too. For example, we produce Go. YourWay. Maine for the Maine Motor Transport Association, a series that highlights in-depth, on-the-road stories from across the trucking industry. For First National Bank, we created Community First, a series that shines a light on Maine businesses, the communities they serve, and the boots-on-the-ground impact of First National Bank’s unique and personal partnerships.
Episodic content lets brands combine storytelling with strategy—keeping audiences engaged over time while establishing a consistent voice and presence. That said, it’s most effective when there’s a clear commitment to cadence, tone, and distribution, and it may not be the right fit for every brand or moment. As we head into 2026, brands that take a thoughtful, social-first approach to series-based content will turn long-form video into a tool for both connection and conversion.
Maximizing Creativity with Virtual Spaces
Creating high-quality video content can feel overwhelming when budgets are tight and timelines are short, but technology is making it easier than ever to produce versatile, polished material. Virtual spaces, like those developed at StudioLab in Derry, NH, offer everything from immersive video backgrounds to audio voice-over booths and experiential event setups—all in one centralized location.
When creative is designed for these environments from the start, virtual studios—paired with AI tools and advanced production technology—can streamline workflows, support experimentation, and deliver high-quality results without the traditional time, travel, and cost burdens. Whether it’s recording a webinar, shooting a campaign video, or producing immersive digital experiences, these tools are most effective when used intentionally, as part of a broader creative and production strategy.
As 2026 approaches, brands that leverage virtual production and emerging technology can create richer, more engaging content—while remaining efficient, and aligned with their goals.
That’s A Wrap On 2025!
In the year ahead, the marketers who thrive will be the ones who remain adaptable while looking beyond the tactics right in front of them. The real work is knowing where to focus, which tools are worth using, and how individual efforts work together instead of competing for attention. Marketing is the strategic lever that builds visibility, earns trust, and drives sustainable growth over time.
Of course, no amount of optimization or automation can compensate for a weak brand foundation. But when your brand is clear, differentiated, and aligned, the right mix of tactics can become a powerful accelerator.
Looking to expand your own marketing capabilities in the year ahead? Get in touch with our team to explore how we can help you make smart decisions and build a strategic approach designed to last.
About Ethos | VONT
More than an advertising agency, Ethos is a 100% employee-owned multiplatform branding agency founded in 1999 by a small team of discerning marketing and creative minds who believed in the inherent value of truth. Today, Ethos develops and executes integrated marketing campaigns across multiple channels for clients inside and outside of Maine. The company’s guiding principle is to uncover and communicate every client’s unique promise and truth, then set a meaningful marketing course designed to achieve maximum results.
Ethos excels in the fields of food and beverage, agricultural trade commodities, financial services companies, healthcare organizations and behavior change. In 2007, to position the agency to meet the growing demand for performance digital marketing, Ethos launched VONT, a digital performance marketing company dedicated exclusively to web, social media and online marketing channels. Together, Ethos and VONT work hand in glove to deliver integrated marketing communications across multiple channels for clients. For more information, visit www.ethos-marketing.com.
