Who is Kel Wouters?
Kel is the founder and CEO of So Buzzy, a Belgian social media agency she launched 13 years ago with a clear mission: to make brands stronger in and on social media. With a broad background across digital marketing, social media marketing, e-commerce, influencer and ambassador marketing, and community management, Kel helps brands like SOS Children’s Villages, Streamz, VDAB, Toerisme Vlaanderen and Cera translate their goals into digital impact.

In 2026, marketing will be all about working smarter, not harder. With economic uncertainty and global tensions influencing both budgets and consumer confidence, brands will need to become more strategic with their resources – without losing sight of creativity and connection.

1. Content repurposing will be a thing

In challenging times, every euro counts. We’ll need to get smarter about how we create and reuse content. The days of “one-shot” campaigns are over, now it’s about making ideas travel further. Great concepts will live longer by adapting to each platform in a native, relevant way. Futureproof content strategies focus on flexible formats, not individual posts.

2. Platform shifts

TikTok keeps winning ground, especially among younger audiences so, Meta, hold your horses! LinkedIn continues to innovate with new formats and engagement features, turning into a full-fledged inspiration platform for professionals. And X… well, remind me, what was that again? Brands are seeing less and less return there. The key takeaway for 2026: be present where your audience really is, and don’t be afraid to let go of what no longer works.

3. Creator marketing matures

Influencer marketing is evolving from reach to relevance and resonance. Brands are increasingly involving creators from the very start of the creative process, leading to more authentic collaborations. We’ll see more long-term partnerships instead of one-off posts, and more community-driven ambassador programs. The line between creator and brand advocate keeps blurring, and that’s a good thing.

4. AI in advertising: handle with care

AI is now deeply embedded in advertising platforms like Meta, Google, and TikTok. This pushes our work more towards the strategic side, but it also requires critical thinking. Tools like Meta Advantage+ may seem convenient, but letting AI automatically adjust your copy or visuals, can easily result in ads that don’t fit your brand’s identity or style guidelines. Maybe the technology will mature, but for now, human supervision remains essential. Use AI as your assistant, not your brand voice – and definitely not your brand designer.

5. Community management makes a comeback

The comment section has become the new focus group. At So Buzzy, we believe community and conversation management are crucial parts of every social media strategy. Interactions with followers, prospects, and customers reveal valuable insights into their expectations and doubts. Brands that actively listen and respond not only build stronger communities, they also gain visibility and engagement through social algorithms.

2026 will be the year of creative efficiency: doing more with less, combining technology and human touch, and building brands that connect, not just communicate.

Tip 1: Think in content systems, not single posts

Stop treating every post as a standalone effort. In 2026, smart marketers build content systems: one strong idea that can live across multiple formats and platforms. A single video can become a series of reels, quotes, blog snippets, or ads, each adapted to its channel. This mindset not only saves time and budget, but also ensures consistency in storytelling. Especially in times when every euro counts, content repurposing is the smartest way to boost both efficiency and impact. Before creating something new, ask yourself: Have I already said this in another way? And can I make it travel further?

Tip 2: Your comment section is your goldmine

Stop scrolling past the comments and start mining them! Every question, reaction, or complaint holds insight into how your audience truly perceives your brand. The comment section is no longer just about moderation; it’s a source of real-time market research. By actively listening and responding, you can identify patterns, clarify misconceptions, and strengthen your brand’s credibility. At So Buzzy, we see that brands engaging consistently in conversations not only build stronger communities but also enjoy higher algorithmic visibility. In short: treat your comment section as your daily focus group, and your engagement rate will thank you.

Would you like to discover the other 26 marketers’ and content creators’ visions for 2026? Download the whitepaper here.