Less hashtags, more hacks
Just in time for 2026, Instagram has announced that hashtags will be limited to just 5 per post, down from a maximum of 30. If you’ve been leaning on hashtags to expand your audience, it’s time to pivot to loading every post with keywords instead – whether the keywords are spoken in video, or used in written posts and captions.
One way to power up your brand under these new limits is to start using keywords in your alt text on images. (“Alt text” is under Advanced Settings on Instagram – to test it on an existing post, tap “Edit”, and then tap “Alt Text” in the bottom right of your photo). Instead of your alt text reading “The image shows people paddling in the ocean”, try a keyword loaded description like “The image shows sea kayakers paddling along the Pacific coast near Tofino, British Columbia, with a rocky shoreline and evergreen forest.” Along with more descriptive alt text, expect wordier captions, and chattier videos for 2026.
Social is the new search, and that means new audiences
For many younger consumers, finding a brand now starts on social feeds rather than on a search browser. Better algorithms on social media mean that it’s a lot easier to find what you’re looking for through social, but it comes at a price for marketers. That’s because a better search means niched audiences – you’ll have to get creative to keep your audiences’ attention. A smart approach is to lead through humour, and target new audiences by playing to folks who are outside your comfort zone.
Looking for an example? GoPro, known for their edge-of-your-seat sport videos, worked with cooking influencer Susi Vidal (Only Pans) and Aidan Shannon (a Michelin rated chef) to show how GoPros could be an exciting way to make food videos. This move recruited an entirely new video-producing community to try out GoPro’s product, without abandoning GoPro’s sport audience.
Longform video gains power
This trend started growing when YouTube introduced 3 minute Shorts early last year. Since then, Tiktok has rolled out 10 minute videos, and 60 minute videos could be next in the works. Audiences enjoy longer videos because it combats scroll fatigue, and while this means brands will need to invest harder in their video and storytelling strategy, longer limits are also a way to create stronger relationships with audiences. That’s partly because serialization is a related trend, with brands opting to invest hard in quality longform storytelling content that’s then carved up across channels to create longer watches for content-hungry fans. Are we headed back to the days of your favourite show being a 30 minute ad for a product?
Ottawa Tourism delivered on the promise of these trends last month by creating Magic On Set, a 20 minute Hallmark-style Christmas movie about a California girl meeting a Canadian baker, set in Canada’s capital city’s most romantic winter locations. Beyond the movie, Ottawa Tourism doubled down by inviting local influencers to the set for BTS tours and interviews. The charm offensive worked, netting them thousands of views (and a lot of affection from locals).
AI is on the upswing – so keep it real:
AI image generators like Midjourney and Gemini (not to mention OpenAI’s song generator Suno) are already powerful tools for content creators, because they run on clearly-stated ideas, not technical skill. At the same time, backlash against AI slop, AI-generated content that fills social media with misleading images, is very real. This means that brands need to be thoughtful about how they choose to use AI. If your organization doesn’t yet have an AI policy, now is a good time to create one: decide what you are willing to generate with AI, and where you will credit it.
Our advice? Instead of using AI to replace human writing and images, consider using it as an organizational assistant instead. AI can help you plan content calendars, optimize posts for keywords and A/B test content, while you keep the front-facing edge of your brand – the bit that actually connects to your audiences – distinctly human. For inspo, TV Ontario’s hit AI podcast Me + Viv has an appealing take on what an AI disclosure statement can look and sound like (and full disclosure, you’ll spot the author in the credits if you listen long enough!)
Making brands feel human:
Because AI is such a powerful and unavoidable force on social media, it’s time to think about what makes your brand most human.
Aisle, a Canadian company that produces period wear, launched a scrappy and engaging campaign to try to sell 20,000 pairs of underwear in one month. The campaign was based on new CEO Lux Perry’s family moving across the country to help Lux sell enough underwear in a month to save the business. Reels packed with information about company products also included Lux’s parents, and a big dose of sisterly ribbing (from Lux’s sister, the new social media manager). Audiences loved it. The company’s announcement video shares the numbers on the powerful effect this storytelling had on users, and is a fantastic example of how honest storytelling can help build Canadian brands.
One thing is clear for 2026: social media is moving away from shortcuts and toward substance. The brands that will stand out aren’t the ones chasing every new feature, but the ones using new tools to deepen connection, earn trust, and show up with intention. As digital marketing tools evolve, the goal stays the same: focus on creating content that people actually want to spend time with.
