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Seis cosas a las que hay que
estar atentos en digital.
Enero 2026.
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“Video is mandatory. Not optional, not a
test, not “we’re experimenting.” Short-form
vertical video is the o
ff
i
cial language of
social media now. It’s the most consumed
type of content, it’s a content type that can
be placed on every single social network,
and it’s the content with the most potential
for virality.”
- Jack Appleby
Video es clave
para 2026. Reels,
tiktoks, shorts.
Mucha atención
enfocada ahí.
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El contenido debe
estar pensado en
forma que conecte
como si las personas
fuesen más jóvenes.
Porque así se
comportan a la hora
de navegar redes
sociales.
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“Gen Z spends an average of six hours
a day online, with only 48% of 16- to
24-year-olds watching live TV weekly
- down from 76% in 2018. To reach
them, brands must be
fl
uent in the
platforms and formats they inhabit”
- Contagious
A la hora de hablar
de los Z, son 6
horas al día online.
Solo el 48% de los
de 16 a 24 años
con
fi
esa que ve TV
en vivo a la
semana.
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“It's getting harder to impress audiences. It's getting
harder to prove that e
ff
ort was involved. It won't
matter whether you are for or against generative Al.
We want to be wow'd!(…)
Brands will even use media dollars to push behind-
the-scenes content: the humans behind the content,
prototypes, failed versions pinned to walls, test
shoots, etc. Peeling back the curtain is nothing new.
But in 2026 it'll be essential. The "how" becomes as
valuable as the polished result.”
- Jason Murray
Es importante mostrar
que el esfuerzo de
producción de una
marca (o creador) es
real. Y no con IA. Mostrar
el detrás de cámara o el
proceso de producción
es esencial.
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“Entertaining advertising creates more long-term
share growth at every spend level. In my research
with Systeml and TikTok, short-form content that
entertained the hardest delivered double the
brand awareness, triple the brand image gains,
and 50% more conversion. The same pattern holds
in TV. The ads that entertain, attract broad
attention, and create emotion drive both
immediate sales e
ff
ects and lasting brand e
ff
ects.“
- Andrew Tindall
La entretención en
TikTok genera impacto
fuerte a nivel de
awareness y 50% más de
conversión. Si tu
contenido es una lata,
tienes un problema.
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Una nueva forma de
medir la salud de la
marca. Lo está haciendo
Adidas a nivel global.
Revisan las búsquedas
orgánicas sobre la marca
en Google en 38 países.
Con eso ahorran un 60%
en gastos de trackeo*.
*ideal agregar un social listening
global para entender la conversación sobre la marca.
“Adidas uses organic search data as the main means by which to track the
health of the brand across 38 countries instead of relying on regular
surveys, such as Net Promoter Score – and it has saved the company 60%
in tracking costs and generated an additional eight-
fi
gure value.”
“for adidas and its competitors, both search volume and SoS showed
strong correlations with sales and market share across di
ff
erent regions and
product categories.”
Vía Warc.
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Seis cosas a las que hay que
estar atentos en digital.
Enero 2026.