26 February 2026
By 2026, a brand’s survival will no longer depend on the size of its media budget, but on its ability to "sound human." In an ecosystem saturated with AI-generated content—now commonly referred to as "AI Slop"—audiences are physically rejecting hollow, artificial messaging. In 2025 alone, negative mentions associated with this phenomenon skyrocketed by 200%.
During a recent keynote at Substance Lab 2026, influencer marketing experts Martin Ramirez and Marc-André Dufresne presented how to reinject soul into your strategy to break through algorithms and build lasting connections.
1. Macro-Influencers: Embodying the Soul and Cultural Direction
The role of macro-influencers (250K to 1M+ followers) is evolving. They no longer exist simply to drive "awareness"; they embody a brand's soul and set the cultural tone for an entire campaign.
The "Caring Loudly" Effect: Following the lead of brands like Rhode (Hailey Bieber), success now relies on sincere emotion and visible involvement. Consumers want to see that a brand truly cares about its community, without filters.
Countering "AI Slop": A strong, distinct personality prevents a brand from sinking into the anonymity of automated feeds.
2. Micro-Influencers: The Power of Understanding and Authenticity
Micro-influencers (25K to 150K followers) are the ones who drive "understanding." They act as a bridge of trust between mass discovery and the final purchase decision.
The Appeal of Imperfection: 50% of marketers predict that unpolished content will be a major trend in 2026. Over-produced content creates distance, while imperfection fosters connection.
Hacking the Algorithm with Human Faces: Substance data shows that amplifying micro-influencer content generates a 6% higher engagement rate and increases time-on-page by 19% compared to traditional brand content. Algorithms prioritize what humans recognize: faces and stories.
3. Nano-Influencers: The Power of Normalization
Nano-influencers (1K to 15K followers) are the invisible architects of trust. Their strength lies not in reach, but in the ability to foster "belief" and normalize a brand within daily life.
Frequency vs. Virality: In 2026, human frequency beats artificial virality. Utilizing a network of nanos allows a brand to occupy the ground organically and remain resilient against algorithmic shifts.
The "Little Treat Culture": They embody accessible, real-life micro-pleasures, making a brand desirable without being intimidating.
AI as an Amplifier, Not a Replacement
The goal for 2026 is not to do more, but to do better. While Artificial Intelligence is a formidable amplifier of creativity, it will never replace the visible effort and sincere enthusiasm of a human creator.
Ready to build your influence mix for 2026? the Substance team is here to help you transform these trends into concrete growth levers. Contact us to inject humanity back into your media machine.
