Our most acclaimed annual report, Marketing Trends, is back!
In its 4th edition, more than 120 marketing leaders across 22 countries share their reflections and insights on the evolving social media marketing landscape. Alongside our experts at SAMY, brands like L’Oréal, Miravia, Leroy Merlin, AliExpress, Diageo, Unilever, Microsoft, and INEOS Automotive contributed to this report, helping to shape a shared story of this passionate industry.
And here’s the key takeaway: many of them already know that their biggest challenge lies in finding the right balance between powerful algorithms and authentic human interactions. The goal is to move beyond trends and focus on real behaviors—while still delivering measurable results.
It’s not a groundbreaking revelation, but it isa timely reminder. No matter how advanced technology becomes, the real opportunity remains the same: creating meaningful connections.
Beyond every trend or innovation, we are still humans talking to humans.
These are 3 mantras shaping the CMO mindset in 2026.
#1 Turning Insights and Authenticity into Cultural Relevance
Cultural relevance is the (long-term) result of combining data-driven insights with human authenticity and creativity. By identifying topics, trends, and cultural shifts through social listening and other innovations, brands can create campaigns and content that genuinely resonate with today’s culture; a top 1 priority for CMOs according to the SAMY report.
How do we bring this to life? The weekly cultural trends calendar we curate for a leading beauty brand, shared across all offices, lets the team not only tap into existing culture but shape their own, spotting relevant moments even before they go mainstream. As we say to our clients, it’s time to change from spotting trends to shaping them.
#2 Adapting Storytelling across Multiple Channels
Looking ahead to 2026, 76% of CMOs agree that the most important quality for marketing leaders will be expertise in multi-channel brand storytelling.
A close second, cited by 60%, is being “an inspiring communicator.” This skill has real impact: on LinkedIn, for example, employee posts drive seven times more engagement than company posts (Hootsuite), showing how powerful authentic, personal communication can be for brands.
Source: SAMY Marketing Trends 2026 Report
The platform matters – Keep the story, change the tone
Loewe is one of our favorite examples of how mastering each platform’s cultural codes brings a brand story to life: keeping a consistent foundation of art and craftsmanship, while shifting from a polished, high-aesthetic tone on Instagram to an unscripted, humorous, low-fi approach on TikTok .
#3 Adopting a Real, Social-First Mindset
Where do consumers discover, get inspired, shop, and engage today? The answer drives the belief that marketing must be social-first—meaning social media is not just another activation channel, but the primary engine behind every marketing initiative.
Remember the Cannes gem of social-first campaigns last year? #VerifiedVaseline (Unilever )with over 136 million social views, shows how community listening + influencer marketing are key drivers for brand social relevance.
Download the full report below 👇
