As we wrap up another year at Summary Content, it’s the perfect time to pause, reflect, and look ahead. 2025 has given us plenty of reasons to celebrate, while also challenging us to adapt and stretch our creativity.

Here is our year in review. It’s what shaped our work in 2025, what we’re officially leaving behind, and what we’re excited to build in 2026.

Our Digital Marketing Business

What we’re looking forward to seeing change in the social media and content marketing landscape in 2026:

Building REAL Connection and Authenticity

In 2026, marketers and brands will need to lean into what brings people together, from authenticity on social media to creating a sense of community, local flavor, and one-to-one connections. Whether this is through content on your blog, social media, or within email, it’s time to focus on connection. Read this blog from Adobe with more creative insights for 2026.

AI Finds Its Place with Marketing and Social Media

We all know how dominant AI tools have become in our lives as professionals and marketers, but 2026 will bring a new balance to the usage of AI for social media and marketing. Here’s our advice on what to do and not do in terms of using AI in your work.

Do

Use AI to speed up mundane tasks like research, email drafts, reporting, meeting coordination, and notes.

Use AI as a crutch, or as the original copywriter of your work. In marketing, we ride the line of impactful and original. Make sure your work is actually yours!

Don’t

Give credit for AI usage when you use it. Your customers and clients will understand and be appreciative of your honesty. After all, we’re all using it.

Take the credit for work that was generated by AI, more than you would take the credit for work that another person did for you.

Email and Direct Message Marketing will Dominate

We’re seeing a return to the importance of cultivating a rich email list and using email marketing and direct messaging to reach your ideal clients and customers. Social media has its place, and it’s not going anywhere, but trends show people want a real relationship with brands and email, and direct messages are the way to get there!

Blogging remains critical to long-term loyalty

AI has made content generation easier and enables content creators to be more specific and niche in their topics and strategies. Yes, AI has a place in your blog strategy and production. Just ensure you are not using it as a crutch, but as a tool to reach your audience more personally.

What we’re excited to leave behind from marketing to social media trends from 2025:

Macro Influencer Obsession and Dominance are Dissipating

Influencer and affiliate marketing have become a dominant force in the minds and marketing strategies of brands and consumers alike. But we’re seeing that some of this excitement and obsession has worn off as social media users have become more accustomed to seeing influencer content and being inundated with people posing for branded content. In 2026, we anticipate the rise of micro and nano influencers who genuinely know their followers and can establish authentic relationships with them and the brands they work with.

Obsession with Social Media over Website Optimization

In 2025, we saw many clients and users prioritize social media marketing over website optimization, blogging, and SEO. With the help of AI tools and shifts in customer behavior, we anticipate users spending more time seeking out rich content in 2026, including video vlogs and tutorials, blogs, and email. Don’t neglect the power of your website and owned platforms.

Hiding Behind the Scenes

Audiences increasingly want to connect with the people behind a brand, not just the finished product. Showcasing behind-the-scenes content helps humanise your business, build authenticity, and foster trust. In 2026, brands that encourage staff to share stories, processes, and day-to-day moments will create deeper, more meaningful connections with their audiences.

Read our full Marketing Growth Guide for Brands and Marketers for 2026 here!

Our Team

Elisabeth Thomas - Chief Decider

What are you looking forward to in 2026?

I am excited about embracing life and the opportunities that come my way in the new year. None of us knows how much time we have on this earth, so my goal for the new year is to make decisions as if there won't be another chance or moment. I want to live life for the experiences and opportunities it offers!