Тренды маркетинга 2026

Executive Summary

Sasha Belair presents marketing trends drawn from a four-month study involving a 300-person focus group and her own content experiments. Her central argument is that as audiences become harder to capture and AI makes generic advice widely available, brands need to be distinctive, emotionally engaging, easy to discover, and easy to buy from.

Key Trends and Playbooks

• Compete for attention quickly. The speaker says viewers may decide within about three seconds whether to keep watching. She cites an even shorter window—around 1.5 seconds—for Gen Z. Lead with a strong hook, clear context, or unexpected contrast rather than a slow introduction.
• Offer more than generic utility. AI tools can quickly provide basic tips and recommendations. Belair argues that human creators should differentiate themselves through point of view, taste, character, storytelling, and a recognizable world—not just lists of advice.
• Optimize for AI discovery (“GEO”), not only traditional search. Customers increasingly ask AI tools for recommendations. Businesses should build a clear, well-documented presence so AI systems can identify and recommend them, alongside maintaining conventional SEO.
• Reduce buying friction (“zero-click”). Each extra step—leaving a video, visiting a site, finding a product, filling out a form, and waiting for a reply—can lose customers. Where possible, make the offer, price, and purchase or booking path clear directly from the content.
• Build a recognizable brand universe. Belair’s personal-brand framework includes potential sources of influence such as vulnerability, methodology, family, sports, community, conflict, travel, art, money, niche expertise, access to notable people, and social mission. Rather than restricting a brand to one topic, she recommends layering several relevant themes.
• Treat content as a series. Develop a consistent character, voice, setting, recurring conflicts, and storylines. A clear, repeatable format makes content easier to recognize and gives audiences a reason to return.
• Use emotional tension and contrast as hooks. A story about an unexpected situation, conflicting goals, or a gap between expectations and reality can be more compelling than a generic educational post. The speaker recommends drawing these storylines from real life.
• Plan production instead of relying on improvised clips. Study formats that work, prepare scripts and hooks, and schedule dedicated filming. Treat shoots like productions with a concept, location, and plan rather than sending an editor miscellaneous footage and expecting it to perform.
• Benchmark leaders for quality. In crowded categories such as UGC, fashion, and beauty, study strong creators and brands to understand lighting, framing, editing, and storytelling. Use them as quality references, not as scripts to copy.
• Connect content to monetization. Use analytics to identify what gets reach, engagement, subscribers, and sales; repeat effective formats and adjust what is not working. The program described includes content monetization, traffic, analytics, and scaling.
• Use collaborations and peer support. Belair recommends pairing creators with similar or complementary audiences. She also describes a program structure with a peer “buddy,” group practice, and collaboration exercises.

Examples and Case Studies

• Lina: After initially getting around 100 views on videos, she continued posting with encouragement from the group. A later reel reached 30,000 views and then 54,000, with about 1,000 likes and 1,000 saves reported. Belair presents this as an example of staying consistent rather than changing direction prematurely.
• Nastya, a practitioner: With about 900 subscribers, one reel reportedly brought roughly 800 new subscribers and attracted a blogger interested in booking a session—an example of content generating both audience growth and a potential client.
• Sabina, an astrologer: One forecast reel reportedly brought around 1,000 subscribers from a base of about 13,000. Belair attributes the result to clarifying the creator’s distinctive appeal through brand “unpacking.”
• Olesya: A carousel about her body and personal story reportedly received about 99,000 likes and 5.9–6 million views. The lesson offered is to tell a specific, personally meaningful story and consider it from the audience’s perspective.
• Evarel, a singer: A song about feeling tired reportedly reached 1.3 million views and inspired about 3,900 TikTok posts using its sound, despite the creator having around 10,000 followers. Belair attributes the response to expressing a relatable emotion rather than simply promoting the music.
• Natural-stone jewelry: Belair advises presenting bracelets as meaningful gifts or symbols—such as for beauty, confidence, or success—rather than only showing the product. Demonstrations of rituals, gift packaging, and occasion-based stories could help customers understand the value and buy directly.
• A cosmetology clinic launch: Instead of only announcing that the clinic is “top-tier,” the founder could document construction, equipment decisions, and preparations as an ongoing series. Asking the audience to weigh in can help build interest and trust before opening.
• A clothing brand: Belair recommends combining viral content with sales content, styling products into a distinctive world, and exploring relevant creator or celebrity placements. She cautions that reach and sales are not the same outcome.
• A German-language teacher: A recurring daily lesson or phrase series could give viewers a reason to subscribe. Related topics—such as German culture, immigration, media, and everyday situations—can broaden the content while staying connected to the course.
• A stylist: Transformation stories with a client’s problem, process, and outcome could work like a TV show and help demonstrate the service more clearly than general expert commentary.

Metrics and Timelines Mentioned

• Research and testing: Four-month study; focus group of 300 people.
• Belair’s own TikTok: Reported growth of 22,000 subscribers during the testing period.
• Attention windows cited by the speaker: About 3 seconds for millennials and 1.5 seconds for Gen Z.
• Reported content results: Lina’s reel—30,000, later 54,000 views, with about 1,000 likes and 1,000 saves; Sabina’s reel—about 1,000 subscribers from a base of 13,000; Evarel’s song—1.3 million views and roughly 3,900 posts using its sound; Olesya’s carousel—about 5.9–6 million views and 99,000 likes.
• Other results cited: One broadcast or review reportedly produced 190,000 views in a day and 1,500 subscribers, with another 4,000 subscribers attributed to five reels. The subtitle context is unclear, so these figures should be treated as speaker-reported examples.
• Program timing: The marketing program is described as a three-week program beginning on Thursday. The speaker says enrollment is limited to the launch period and that the program is generally sold through launches.

Actionable Recommendations

1. Define the brand’s distinctive character, themes, point of view, and audience before scaling content production.
2. Turn recurring customer problems, personal experiences, or business milestones into scripted, serialized content.
3. Open videos with a clear hook and make the subject understandable immediately.
4. Make the offer and next step obvious; remove unnecessary steps between discovery and purchase.
5. Review analytics to separate content that drives reach from content that drives leads or sales.
6. Repeat proven formats and benchmark high-performing competitors for production quality.
7. Use collaborations and audience participation to extend reach and build trust.
8. Build resilience alongside visibility: public attention can bring criticism, so the speaker recommends developing internal support and not using social media solely to seek validation.

Presenter and Sources

• Presenter: Sasha Belair.
• Sources cited or referenced: Belair’s four-month marketing study and 300-person focus group; examples from her students and clients; and, in general terms, McKinsey research on attention spans and AI tools such as ChatGPT and Claude.