The key to success? Authenticity.
Members of our team attended this year’s Mid-Atlantic MarCom Summit in Arlington, VA, the largest marketing, advertising, and communications summit in the region. Surrounded by senior-level marketing professionals across various industries, they gained fresh insights into how other organizations are navigating the rapidly evolving digital landscape.
During a full day of panels, keynotes, and expert presentations, it became obvious that social media is becoming essential to any organization’s digital strategy—something D&A has always believed.
Vertical Videos Continue To Rise
While TikTok may have kicked off the rise in vertical video, it’s far from the only player now. Instagram, Facebook, and even LinkedIn are leaning heavily into vertical video with user interface (UI) updates that prioritize short-form, full-screen content. Across the board, brands that are adapting their strategies to incorporate vertical videos are seeing a boost in their metrics.
YouTube Shorts has also become a standout player. Beyond its ability to compete directly with TikTok, Shorts has the added advantage of boosting search engine optimization (SEO). Unlike TikTok, the SEO benefits of Shorts make it not just valuable for visibility but also for discoverability. For businesses seeking to boost their digital footprint, vertical videos are an essential pillar.
The Role of AI
It was no surprise that AI dominated much of the conversation at MarCom. When it comes to social media, there are AI applications that can help streamline social media management. One tactic businesses are finding helpful is to set up AI bots to answer social media messages. By pinpointing keywords in commonly asked questions, AI is able to send a pre-programmed response, saving your team from having to answer the same question over and over.
- Message: "I need to change my hotel reservation."
- AI Response: “Thank you for reaching out to us! To make any changes to your hotel reservation, you can either visit [company website] with your reservation number, or speak to one of our client representatives directly at [company phone number].”
Beyond customer service, businesses are also using AI to help brainstorm ideas, simplify complex topics, and for copyediting. All of which can make the content creation process faster. But the Summit’s speakers agreed on an important caveat: AI should enhance your strategy, not replace the human element.
Authenticity
Whether you’re experimenting with new video formats, integrating AI, or testing emerging strategies, one thing holds true… Authenticity is the key to success.
Authenticity means staying true to your brand’s voice, values, and messaging. Your audience follows you because they know what you stand for. A sudden shift in tone or identity can break that trust instantly. Even if you are experimenting with new content types, such as vertical video, it is important to stay true to your brand.
One of the drawbacks of AI is that it takes away that authentic touch. AI can generate ideas, but it can’t replicate the brand’s genuine tone. It can edit text, but it can’t understand nuances like a human strategist. And while it can generate images, audiences increasingly spot and distrust obvious AI images.
Our Summit Summary
If the Summit made one message unmistakable, it’s this: staying relevant in 2026 won’t be about chasing every new feature or trend. It will be about using innovation intentionally, leveraging vertical video, tapping into AI, and exploring new strategies, while remaining anchored in your brand’s identity.
In a landscape saturated with content, authenticity isn’t just a differentiator; it’s your brand’s greatest strategic asset.