CEO of Wild.Creative Kirils Stepanovs: Marketing in 2026 will not be about doing more

As platforms continue to reduce organic visibility, paid media will also become the backbone of digital growth. Brands will stop relying on organic reach as their main driver and will instead design content specifically for distribution. Monthly paid promotion budgets will become standard, and marketing will be treated increasingly like an investment channel rather than a creative experiment. Predictable growth, measurable return and controlled reach will replace random virality.

In the recent article, Kirils talked about the changes that brands will face in 2026 and how their businesses are going to organize marketing.

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