GALE has released new research aimed at helping CMOs make smarter media investments as brands head into 2026. The report, titled “Connection Over Impressions: Unlocking Growth through Emerging Media,” outlines how discovery, influence and brand trust are shifting in an always-on digital environment.
Based on a survey of more than 1,200 U.S. consumers, the findings point to a clear evolution in how audiences engage. Nearly 70 percent of respondents said they prefer online platforms that feel like a community, underscoring the growing role of social currency and peer interaction in shaping behavior. For brands, the message is direct: move beyond scale for scale’s sake and invest in participation, credibility and community-building as growth drivers.
“Community is more important than ever and the need for it is fundamentally changing how brands need to show up and prioritize across platforms,” said Ben James, Chief Innovation Officer at GALE. “Simply broadcasting messages isn’t enough. Now, earning long-lasting engagement through connection and credibility is the way to win. And consumers will follow the platforms that make that possible.”
Among the report’s core insights:
Community Drives Affinity
Nearly 70 percent of respondents prefer platforms that feel like a community. Brands that focus on facilitating real connections rather than chasing empty impressions stand to build stronger affinity and longer-term value.
People Remain Deeply Plugged In
Despite the cultural conversation around digital detoxing, usage continues to intensify. Sixty-one percent of respondents agreed that online platforms play a bigger role in their lives now than they did a year ago. Even legacy platforms are seeing renewed engagement, with half of Facebook users reporting increased usage year over year.
The Rise of Social Search
As social search and large language models reshape discovery, brand and product visibility is increasingly influenced by crowd-sourced input. TikTok emerged as the most useful platform for Gen Z discovery, with between one-quarter and one-third of respondents in that demographic selecting it as the most helpful across multiple categories.
Word of Mouth Goes Digital
Friends and family remain the most influential sources of brand and product recommendations, outperforming creators, journalists, AI assistants and celebrities. Digital platforms amplify this dynamic, extending traditional word-of-mouth into networked communities where validation and consensus drive trust and purchase decisions.
The report concludes that there is no universal channel strategy. Instead, marketers must design connected ecosystems across paid, owned and earned media, online and offline. Platforms that enable participation, peer influence and authentic human voices are gaining ground, and brands that embrace community-led engagement are positioned to earn greater credibility and long-term impact.
For more information or to access the full “Connection Over Impressions, click here.
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