If there’s one thing I’m confident we’re going to see more of in 2026, it’s this: connection as one of the biggest marketing trends for small businesses.
We’re coming out of seasons where everything felt polished, curated, and a little too put-together. But now, people want real! They want to see the face behind the business, hear the story, and understand the humans doing the work. And honestly, I love this shift!
As a brand photographer and videographer working with business owners across Indianapolis, I hear this often: “I want my ideal clients to feel connected to me.” Good news: 2026 is the perfect year for that!
Today, I’m sharing my predictions for what’s coming, why this trend matters, and how you can start leaning into connection right now. I think 2026 will highlight five major shifts for small business marketing:
People want to buy from people (not logos)
There’s been a big shift toward human-centered marketing. Consumers want to see your personality and hear your voice. They want to understand what you care about and get a peek into the realness of your brand and business.
This doesn’t mean you have to share your entire life online though. It just means showing up in a way in 2026 that feels genuine, approachable, and true to your brand.
And the businesses that are already doing this well are earning trust faster and building audiences who feel more connected to what they’re creating or selling.
Storytelling is your strongest differentiator
In 2026, facts and features about your product or service matter. But stories are what really connect and convert! The reason for this is that stories help people understand what you do and why you do it. They’re also the quickest way to stand out in a saturated online space (your stories are unique to you!).
What stories should you share? Think about behind the scenes moments, how you got started in business, what has recently inspired you, or even client results. This helps your audience feel like they’re getting to know you and not just the service you provide.
Visuals will lead the way (especially video)
If connection is the trend, video is the easiest way to do it! Video builds trust faster than anything else because your audience can see you and hear you. It bridges the gap between online and real life, making you instantly more memorable.
In 2026, I expect to see:
• more small businesses using simple, personality-driven video
• brands showing behind-the-scenes moments
• business owners talking directly to camera more often
• video becoming a core part of websites, emails, and sales pages
• brand photo + video packages becoming the new standard
And here’s the best part: video doesn’t need to be complicated or perfect. Just think about the focus being simple and human, no matter the type of production you use.
Consumers want relatable over perfect
The most effective brand visuals in 2026 will be the ones that feel like you! Not just the perfectly styled version of you.
Perfect visuals used to sell. But now, the images and videos that spark connection are the ones that feel honest, authentic, and personality-driven. Your audience doesn’t expect you to be a movie star. They just want to see the real human behind the brand they’re choosing to work with.
How to start leaning into connection in your business
Here are a few simple ways you can embrace this marketing trend of connection, starting today
• Share more of your voice and perspective
• Incorporate short videos into your marketing (Reels, Stories, on your website, etc.)
• Update your brand photos so they reflect your current vibe
• Tell more stories in your posts, newsletters, and captions
• Show behind-the-scenes moments, even the imperfect ones
• Let people see you, not just your work
Connection builds trust, and in 2026, trust will build your business! If 2026 is your year to elevate your visual presence, I’d love to help you confidently step into it.
Brand photography and videography are powerful tools for connection, and they can make your marketing feel easier and more like you. Reach out about booking a 2026 brand and video session!
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