2026年媒介趋势报告：算法时代的人性真相

Core Insights - The report emphasizes that brands must return to fundamental human truths to navigate the rapidly changing media landscape and achieve growth in the algorithm-driven era [1][3] Group 1: Human Truths in Media - The report identifies three core human characteristics that brands should focus on for their marketing strategies in 2026: the preference for simplicity, the desire for social connection, and the inclination towards valuable content [1][3] - Consumers inherently prefer convenience and simplicity in their interactions, but not all friction should be eliminated; strategic friction can enhance user engagement and create a sense of urgency [1][2] Group 2: Social Connectivity - People are social beings who crave connection and belonging, and brands should facilitate connections among consumers rather than just transactions [2][6] - Brands are encouraged to engage with interest-based communities and leverage creators and real users to convey messages, enhancing the sense of shared experiences [2][6] Group 3: Advertising and Content Engagement - In an era where consumers are increasingly resistant to traditional advertising, brands must shift from saturation-based advertising to quality-driven engagement [2][3] - The report suggests three pathways for brands: utilizing AI for precise audience insights, understanding the long-term impact of advertising on brand equity, and embedding themselves in entertainment domains to foster emotional connections with audiences [2][3] Group 4: Media Strategy and Human Behavior - The media landscape will continue to be influenced by technological advancements and cultural shifts, and brands must understand the enduring aspects of human behavior to drive growth [3][5] - The essence of media is to connect the brand world with the audience world, and integrating media strategies with human truths is crucial for building a sustainable growth framework [3][5]