Content trends your customers want in 2026 (and that your competitors are already using)

Like any trend, content trends move fast. But it’s not about keeping up with short-lived whims. These trends are reflections of your customer needs and where the market is going.

We’re not saying you should jump on the bandwagon of every trending thing (remember the ice bucket challenge?). But there’s a reason they’re trending: your customers want it and they’re creating cut through.

And in turn, their driving return on investment and real business outcomes.

Out with the old. In with the new. Here’s how your 2025 content should change in 2026.

What trends are out and what’s in

Quantity vs connection 

For years, social media algorithms rewarded regular posting. Then AI made content creation possible with a few clicks. As a result, last year saw businesses up their content volume.

But mass content has led to people feeling overwhelmed and exhausted. Now, people want less volume and more quality. It’s also about getting to know you, your business and building a relationship with you and your brand. 

Posting regularly is good, but what you post matters more. 

AI integration vs authenticity 

2025 was all about AI integrations and using it to save time and streamline processes. 

The downside? Content started sounding ‘samey’ and lacking original opinion. Readers want to sense that there is a real human behind the words. 

In 2026, people want to hear your story:

• Who you are

• How your business started

• What you stand for

And people aren’t perfect. So try less polish and more raw emotion. 

Bitesized vs storytelling

Content in 2025 was associated with bite-sized content and video (such as TikTok, stories and reels). 

2026 content is seeing a return to long-form content and storytelling as the hero content. This trend is driven by a desire for connection and education, as people want to dive deeper into topics.

You can meet this need through blogs (like this one), LinkedIn articles or detailed social carousels. Your longer-form content will also help leverage trust and create SEO value.

Another area gaining traction? Content that tells your brand, founder or company story. Here, it’s all about getting to know the 'how it all began' story, why you exist and your values.

Viral vs community 

While 2025 emphasised going viral and high engagement was the key driver to increase, 2026 is more about who you reach. Those companies that can create online communities and bring people together with common goals, missions and values are going to get ahead.

And why is engagement less important? Reports show that people "lurk” more. They like and comment less. As engagement behaviour has changed, so have metrics for success. By focusing on your views, you can work out what’s working and what’s not.

Rather than creating short bursts of online engagement, successful brands are creating communities: consistent followings of people with a common goal. Think Red Bull’s extreme sports community. Or your independent book shop’s book club. 

People want to belong and be connected to people who ‘just get it’ and want the same thing. Companies that can bring people together for a common goal will be the ones leading the competitor's pack.

Brand building vs brand personality 

In 2025, businesses built brands through consistent tones of voice and marketing styles. 

2026 takes that a step further. 

This year has been dubbed “The Year of Founder Brands”. Founders who establish a personal brand, showcase their personality, and share their story are likely to succeed. 

This brand personality craving goes hand in hand with their need for authenticity. After all, humans love stories. You shouldn’t be surprised if they prefer to hear your business journey story over an AI-generated sales pitch. 

But what does all this mean?

Look, we’ve definitely given you a lot to digest! So, here’s a handy trend and action cheat sheet to help you apply these to your business.

2025 Trend	2026 Trend	Actionable Tip
High volume posting	Quality and value focused	Post less, but with more depth. Create targeted content, specific to your customer’s pain points and needs.
AI-first content	Human-authored storytelling	Create a unique tone of voice for you and your brand, and the ‘what’ behind it.
Lots of bite-sized content	Long-form storytelling	Give them depth! Think educational posts, blogs and detailed carousels. It’s not an advert. Content should be a conversation.
Viral content and engagement spikes	Community and reach	Focus on increasing your views and reaching the right people. Look for common needs and wants to bring people together.
Polished corporate tone	Founder-led brand personality	Share authentic stories, insights and opinions. Not as a rant, but as valuable shared knowledge.

If there’s one thing to do after this post, do this …

Have your brand personality and tone of voice defined! Those who can bring that unique, authentic voice to their industries are going to lead the pack.

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