The internet has changed a lot over the last two years, as generative AI and continued social media influence reshape how we market to customers. Now that 2026 is here, speculation is on for what will be the biggest digital marketing trends we’ll see over the next year. Here are three of the likeliest trends that have already started.
Visual Content Isn’t Going Away
First, a trend that is still going strong and won’t change anytime soon. The past few years have shown that, through social media, image and video content have become more click-worthy than written posts. Most focus on short-form videos here, and they’d be right to; it can be quick to produce and get a lot of eyes on your brand.
However, there is something to be said for platforms like YouTube, where long-form video can still rack up millions of views, if they cover the right topics. There’s also a robust streaming industry that includes live, interactive card rooms that stream 24/7, best seen in the online live casino UK space. They also host game shows and original show ideas alongside blackjack, roulette and classic casino games.
What we’ve seen is a divide – short-form videos are incredibly popular, especially on platforms like TikTok and Instagram, while other platforms like YouTube value long-form videos, podcasts and streams. One lends itself to fast, trendy content that introduces your brand, while the long alternatives are more viable for marketers who can position their brand as thought leaders in their industry. Either way, visual content is king and marketers should learn how to make it and optimise for it.
AI Has Changed How Search Works
This was something many predicted in late 2023, once generative AI was firmly established in everyone’s minds. While the long-term market for AI is still quite murky, it’s undeniable that AI has changed how search works since then. As of late 2025, these changes have become permanent features in most browsers and apps, whether it’s summarising your Google search results or helping you organise your Spotify playlists.
SEO experts are no strangers to having the rug pulled out from under them, as every Google update can (and does) crater someone’s rankings somewhere. So, ever persistent, many digital marketers have gone back to the drawing board to make SEO work with generative AI. The prevailing idea so far is that keywords and backlinks, while always necessary, will take a backseat to how trusted your brand is as a source. If your brand fulfils typical SEO metrics while also being trustworthy, in the eyes of Google’s Search Generative Experience, then the AI is more likely to pluck your information, with source links, and show it to users.
Customers Will Need to See Authenticity
Our first two trends focus more on how to get eyes on your brand, but that’s only half the battle. The rest is getting them to subscribe, buy and remember you the next time they want more. Just like AI search, customers have a justified scepticism of online sources, and one that will only get stronger. In the future, customers will want to see transparency and authenticity from their businesses.
This will vary depending on what industry you’re in. Some thrive on instant, arms-length purchases, while others prefer personal, even community-based outreach that frames the business as a peer. However, standing out against more cynical, automated, de-personalised competitors will be a great way to get people’s interest.
These are three of the most clearly identifiable trends we can see in 2026, though these are multi-year processes that will probably apply for the next few years. As for what lies after that, only time will tell.