Social media agency Pulse Advertising has observed that audiences, especially Gen Z, are increasingly favouring “authentic, human-led communication and trust signals”. It notes that the creator founded brands such as Rare Beauty and Rhode, which are continuing to grow rapidly.

Pulse Advertising has published its findings on how brands can communicate with audiences in 2026, arguing that brands should move away from “top-down broadcast models” and engage with community-driven ecosystems instead.

It believes small communities like #BookTok will outperform traditional demographic targeting

Lara Daniel, CEO and co-founder of the company said: “The balance of power has shifted from institutions to individuals. Audiences are no longer persuaded by brand announcements; they respond to human voices, lived experience and shared values.

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“The brands that succeed in 2026 will be those that embrace real connection over messaging control.”

The agency also notes that 2026 could see the rise of “edu-tainment”, a trend which sees audiences using social platforms as learning spaces.

Other trends for 2026 could also include socialised engagement, value over visuals and influence moving offline to live podcasts, activations and community-led events.

The agency could also see AI being “used as an amplifier, not an author”.