Online creativity doesn't work: how a brand should express itself in 2026

Opinion

27/02/2026

Yevhen Shaposhnikov

Today, almost all brands have social media presence and their own place in the information landscape. However, each year it becomes increasingly difficult to compete for the public's attention.

And the issue isn't Instagram's algorithms, trends, or the number of posts – the problem is the saturation of online content. Even when a brand has a digital presence, that doesn't necessarily mean real attention.

Digital advertising is seen by thousands of people, but it increasingly leads to less action – in 2025, the average click-through rate was only 0.9%. In contrast, real impact is achieved through live events – offline events where the brand becomes part of reality. We share what's worth integrating into your strategy in 2026.

Total immersion on the level of the five senses through art

According to the Eventex Awards, there are five trends transforming creativity in corporate events. Among them is "Works of Art" – artistic practices that take participants out of their comfort zone and immerse them in new emotions, transforming the event into a true work of art.

Thanks to the combination of live storytelling, interactive elements, and sensory effects, participants experience the event on five levels: they see, hear, feel, touch, and even taste the atmosphere created by the brand. Integrating art into events or booths allows companies to create a deep emotional connection between the brand and the audience, leaving lasting impressions.

What will replace the side events?

Typically, during large conferences, side events are held concurrently. However, due to their sheer number and uniformity, these events are losing effectiveness in building brand recognition. People register for dozens of initiatives happening simultaneously and only decide which one to attend on-site. Because the audience is scattered and participation is random, side events lose their effectiveness for the business.

The new trend is Account-Based Marketing. In this model, the company focuses on clients who have already demonstrated interest and have high potential for long-term collaboration. This involves exclusive events for key clients – from culinary workshops and sporting activities to cultural and artistic evenings. Unlike side events, ABM allows for strengthening emotional connections and increasing loyalty among existing audiences through an exclusive approach focused on a specific audience and concrete business objectives.

How do you create an emotional connection with the brand?

A brand is remembered when it integrates with a personal story: "I wasn't just at an event, I experienced something unique with this brand." To meet this need for emotion, the Filosofia Event Group team created an unconventional solution for the sector – the Unique Travel Experience product.

The main concept is that the journey becomes a tool for emotional connection in B2B interaction. It's not classic tourism or a standard event, but a fully customized service, adaptable to any business objective: increasing loyalty, building long-term relationships, or developing partnerships.

Unlike a conference or webinar, there is no "fourth wall" here: the brand becomes a partner that shares a unique experience with the participants – whether atop a skyscraper in Dubai or on the summit of the Alpine mountains. This format naturally builds relationships with company decision-makers – participants share emotions, negotiate in an informal environment, and your brand is imprinted in their memory through feelings of joy, adrenaline, and unity.

In 2026, people don't remember logos, they remember experiences. Public attention has become the most valuable asset, and authenticity, the rarest. Therefore, for a brand to stand out, it's essential to step outside the online bubble and build real-life relationships. True value lies not in the number of contacts or views, but in the lasting associations people make when they think of your brand.