The Digital Shifts Defining 2026
Whether you’re a communications professional in DC, immersed in the digital or traditional media landscape (or not) the year is off to an interesting start. The digital landscape is always shifting, but newness and changes that come, especially amid new technology (enter, the AI reality) and mid-administration shifts, are dynamic. They require communicators to think and act differently. When it comes to 2026 digital trends being applied, and those just emerging for organizations to consider for the rest of the year, there are a few that stand out.
Digital Content Is Crucial for AI Results
AI is here to stay. Brands and executives are realizing that this means business. AI is a crucial factor in search results and ultimately digital reputation. Organizations must apply smart digital and paid media strategies to favorably impact AI-based outcomes.
In addition to auditing your current AI landscape via our agency Data & Insights team, tools and custom AI visibility products, earned and social media (including LinkedIn which is now the top-two most-cited domain for professional queries in AI search, often ranking just behind Reddit for AI-generated responses), smart paid media strategies are needed to create ultimate impact and surround sound.
Examples include: boosted LinkedIn and social media content, paid/branded content and paid op-eds on trusted national and local news platforms that AI large language models (LLMs) are pulling from (i.e. Axios, Forbes, WSJ, NYT, local news sites, etc.); corresponding newsletter and event sponsorships that have large digital footprints and more.
YouTube (TV) Consumption & Consideration
According to multiple sources, YouTube accounts for ~12.5% of total U.S. TV viewing (and more than any other streaming platform) and ranks #1 overall. Further, YouTube is also the #1 most-cited domain in Google AI Overviews, accounting for nearly 30% of all citations.
Communicators and advertisers in-turn must include this in their media mix for organic video content, earned and paid podcast sponsorships and video ads. The historical YouTube pre-roll video ad as a result got a face-lift with what would previously just be served to desktop, mobile and tablet (short-form) video viewing, now can easily include (YouTube) TV reach to tuned in audiences. And there is still no minimum spend for this tactic!
Influencers (And How to Reach Them) Have Evolved
Pay to play is certainly still the name of the digital and influencer game, but the landscape has shifted. To name a few emerging, influential groups, reporters, new media stars, politicos and podcasters are increasingly important to leverage to reach public affairs audiences.
In DC, having direct and indirect relationships to get to these influential individuals is key for forming cutting-edge, effective amplification efforts. Now more than ever, organizations also need to target influencers with ads and ensure they’re implementing smart, cost-efficient and impactful strategies in doing so. There are a lot of options out there!
And Yes, All Roads Lead to DC
Election years are telling, even when trust is down, in that the sitting administration and Congress are working to make things happen, voters are perking up to enact change and your brand–and your executives–should be positioned among these groups positively in general and surrounding key issues.
Organizations need to apply smart digital amplification and targeting strategies to reach pertinent policymaker audiences in DC and when they’re back home in the states.
While preparing for potential changes coming out of midterm elections later this year, communicate, and don’t hide, to get ahead on policy priorities as well as brand reputation and visibility messaging that matters the most.
Reach out to Rachel and our Digital team to start applying the latest recommended strategies.
