Proud partner
Article
2-minute read
Social Today 2026: everything revolves around connection
Written by Sterre Wind
Social Marketer & Graphic Designer
Last week, during Frankwatching’s ‘ Social Today’ event, I delved into the future of social media advertising. The conclusion was painfully clear for the perfectionists amongst us: authenticity definitively trumps perfection. But how exactly do you be authentic in the digital age? These are the three key lessons that are set to change our strategy with immediate effect.
1. Stop the ‘obligation to broadcast’
We’ve all been there: the pressure to post something simply because ‘it’s Tuesday’. The result? Repetitive job adverts or dry corporate news that nobody is interested in.
The harsh truth: mediocre content isn’t just a waste of your time; it harms your reach. If your followers consistently ignore your content, the algorithm will penalise you. The new rule: if you’ve got nothing to say that entertains or adds value, don’t post anything. Does a spontaneous photo of the office dog generate more engagement? Then you’ve still won. People simply like to see what they enjoy. Or, as Kirsten from JustK put it so aptly: “Vibessss.”
2. Embrace the ‘Ugly Ad’
Consumers have developed an infallible radar for polished adverts. As soon as something looks too much like a commercial, we swipe away. The solution is surprisingly simple: the iPhone video. These so-called ‘ugly ads’ feel trustworthy and human.
The result? The cost per lead falls significantly because the barrier to entry for the viewer is much lower. Danique Bras from Adspells used compelling examples to demonstrate how accessible this can be in practice.
3. Live is the shortest route to trust
Narcisse Ndeke from The Firm Consult (formerly Netflix) was the final speaker, but also the one who opened my eyes the most. We crave connection: in real life, but now also online.
Did you know that 80 per cent of users nowadays would rather watch a live stream than read a blog? Going live instantly creates a sense of urgency (FOMO) and community – just think of the huge impact of the Olympic Games. It’s the best way to turn a passive follower into an active ambassador. People want to feel seen; answer their questions live and break down the barrier between brand and person.
What would we like to see on your social media?
Real people, real stories and genuine passion. Let’s make social media social again! 🙂
Tomorrow’s winners
Also of interest
News, SEO
7-minute read
Want to grow together?
Our team is
ready to help you