Digital marketing trends shift toward engagement and AI video

Marketing strategies in 2026 are shifting toward direct audience engagement and advanced AI-driven content creation. On social media platforms like Instagram, brands are moving away from traditional advertising to foster community through interactive formats such as contests, challenges, and giveaways. A recent example includes Assaí’s Pet Special campaign, which utilized photo contests and content creators to transform followers into active participants.

Simultaneously, the rise of generative AI is transforming digital content production. While text-to-video models remain popular, image-to-video technology has emerged as a critical tool for maintaining brand consistency. This technology allows creators to animate existing product photos or brand assets with precise control, avoiding the generic look of purely generated content. Tools like Pollo AI are facilitating this workflow by allowing users to animate specific details, such as camera movements or subtle object motions, providing a more cost-effective alternative to traditional video production.