Happy new year! Unfortunately, it’s that dreaded week where everyone is technically back at work, but mentally still on vacation.

I’ve been thinking a lot about what 2026 is going to look like for content, creators, founders and marketing teams. Not from a “trend forecasting” perspective, but based on what I’m actually seeing with clients, hearing from friends in the industry and experiencing firsthand.

These aren’t meant to be bold hot takes. Everyone has those - it’s “viral bait” (I might have to coin this term lol)

These takes are patterns I’m seeing.

We can check back in December and see how many of these hold true.

1. The content creator industry will continue growing

AI content is going to keep flooding every platform. It’s already happening, and it’s only accelerating.

Adam Mosseri recently said it’s going to get harder and harder to distinguish between AI-generated content and content made by real people. He also said that real, authentic content will continue to win.

I agree.

Even as AI tools get better, people feel more disconnected online than ever. That’s exactly why they crave content that feels human.

I’m already seeing brands shift how they work with creators. Less overly polished paid partnerships. More whitelisting creators’ Stories. More leaning into content that feels real-time and imperfect.

Stories disappear after 24 hours. They feel native. They feel honest. They feel like something a real person actually posted, not something engineered to convert.

AI will improve.

Creators will still matter.

2. Founders are becoming content creators. Those who don’t will struggle

This is my spiciest take (is it?), but I stand by it.

Every founder is going to try AI content if they haven’t already. Most will hate it because it won’t convert the way it was “promised”. Then they’ll pivot to creating their own content.

That’s when reality sets in.

They’ll realize how hard it actually is.

They’ll post something that pops off.

They’ll hit creator’s block.

Then they’ll realize they don’t have a strategy behind it.

Founder-led content works because it’s real. You can’t replicate someone’s story. You can’t fake why they started the business, what risk they took or what they’ve learned along the way.

But without strategy, founders will burn through their best stories early and stall out.

Authenticity wins. Strategy sustains.

3. AI isn’t going to take your job in 2026. But you’re training it to

AI is improving at a pace our brains can barely keep up with.

Right now, most tools still have gaps. Memory issues. Hallucinations. Lack of context. But the progress is undeniable.

The reality is this: even if AI doesn’t fully replace your role in 2026, you are actively training it to do so.

It’s the equivalent of hiring a junior employee, training them for a year, watching them get better at your job and then being told your role is no longer needed.

Millennials aren’t surprised by this.

AI won’t replace you overnight.

But it will quietly replace the parts of your job you stop owning.

What should you do about this? Learn AI, how it works, how to be a weapon with it at work. Then you won’t be replaced by AI, instead you’ll be the one operating it with scale and efficiency.

Always keep learning. I’m a student of YouTube University (not a real thing, but I learn a lot off of YouTube) and I’d encourage you to enroll, too.

4. Reddit Ads will become a serious ads engine for DTC brands

I believe Reddit Ads are going to quietly become one of the most important channels for DTC brands in 2026.

Not because Reddit is new.

But because people are overwhelmed everywhere else.

Research shows that 67% of Americans say there is too much content, making it harder to choose what to engage with. When people hit decision fatigue, they don’t scroll more. They look for clarity.

That’s why people increasingly add “+ Reddit” to their searches.

In 2024, Reddit became the 6th most searched term in the United States. That’s not accidental. It’s intent.

People don’t go to Reddit to be sold to. They go to validate decisions, compare options, and hear from real humans.

That’s why Reddit works best higher in the funnel.

Reddit isn’t a direct-response machine.

It’s a consideration engine.

Reddit now accounts for 51% of online purchasing conversations. People use it to compare products, read nuanced opinions, and understand tradeoffs.

But Reddit punishes inauthenticity fast.

Overly polished ads and aggressive sales tactics don’t work here. Native, educational, and honest content does.

The brands that win on Reddit in 2026 won’t try to force conversions. They’ll earn trust.

5. Distribution will matter more than creation

Content creation is getting cheaper and easier every day. Distribution is not.

In 2026, the brands that win won’t be the ones posting the most. They’ll be the ones who understand where their content lives, who it’s for, and how it actually gets seen.

Owned audiences will matter more than ever. Email. Community. Founder-led platforms.

Algorithms change. Audiences don’t.

Content without distribution is just noise.

If there’s one theme across all of this, it’s clarity.

Clarity of message.

Clarity of role.

Clarity of intent.

Let’s see how this holds up by the end of the year.

I hope 2026 brings you joy, hope and motivation to achieve your goals!

- Chase Coleman

Founder of Social Playbook

Notes on content, creators, performance and building Social Playbook.