Each year, identifying the most effective strategies for engaging consumers grows more complex as platforms and their offerings evolve and expand. As marketers face increasing pressure from CFOs, board members, and other stakeholders to justify investment in emerging channels, it’s critical that they know which signals point to effectiveness in reaching new audiences, building authentic connections, and driving strong performance. 

To better understand which channels and platforms present the greatest opportunities in 2026 and beyond, GALE surveyed more than 1,200 U.S. consumers to evaluate their relationships with traditional and emerging media. The report, “Connections Over Impressions: Unlocking Growth Through Emerging Media,” highlights a few key factors for brands to consider: platform momentum, ability to capture and hold attention, and inherent capacity to provide trust. 

Key findings include: 

• Nearly 70% of consumers prefer using online platforms that feel like a community, and 69% pay more attention to a brand when an online community speaks positively about it
• 72% of consumers are more likely to trust information on platforms where they can actively participate in the conversation
• Seeing friends engage with a brand online makes 68% more interested in their products
• 50% consumers are more likely to trust information on a platform they perceive as not yet “mainstream”
• When brands engage directly on online platforms, they’re perceived as more credible and trustworthy

Read the full report to learn more. 

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