Community > Virality: The Shift That Will Define 2026
Virality is unpredictable, short-lived, and increasingly expensive. Community-led marketing is sustainable, trust-driven, and especially powerful for local + regional brands (hello, Halifax).
Brands are finally realizing that a viral post means nothing without a base of people who actually care. Local communities, especially in places like Halifax, are becoming the heart of smart marketing strategies. Audiences in 2026 are burnt out on overproduced content and short-lived trends.
the rise of unpolished content: why “real” wins on social
Scroll through any feed today and you’ll notice a shift. The glossy, perfectly lit ads that once dominated are being replaced by raw, phone-shot videos, casual behind-the-scenes clips, and even lo-fi selfies from founders. This trend is called unpolished content, and it’s taking over for one big reason: it feels real.