Brands pivot to emotional ROI as fragmented discovery reshapes decisions

Community signals reshape how consumers evaluate brands.

Brands are shifting engagement strategies in 2026 as consumer discovery fragments and evaluation increasingly depend on emotional return on investment (ROI) rather than linear search or brand-led messaging, according to a trend forecast released by TikTok. The report said audiences now judge relevance through peer credibility, personal resonance and emotional payoff.

The forecast identified Curiosity Detours as a structural change in discovery, with consumers moving across formats, creators and communities before forming opinions or making purchases. This behaviour weakens the influence of direct search and single-channel funnels, the report said.

Trust formation is also shifting under the trend labelled Reali-TEA, which reflects growing preference for unfiltered, experience-based content. The report said shared experiences and peer perspectives increasingly shape credibility, reducing reliance on polished brand narratives.

Emotional ROI emerged as a key decision filter, with consumers assessing whether content delivers reassurance, entertainment or personal connection before committing attention or spending, according to the forecast.

The analysis cited brand examples showing that community participation and adaptive interaction align more closely with how audiences evaluate relevance across discovery and consideration stages.

The forecast said brands are likely to reassess performance metrics and engagement allocation in 2026 as non-linear discovery, peer validation and emotional relevance increasingly shape consumer decisions.