The marketing tactics killing your social media performance in 2026 – Dynamic Business

Donatas Smailys explains the three marketing tactics that stopped working in 2026 and what is actually driving engagement now. There is always a lag between when a marketing tactic stops working and when brands stop using it. According to Donatas Smailys, CEO and co-founder of UGC marketplace Billo, that lag is currently costing real money. “There is always a lag between when something stops working and when brands stop doing it,” he says. “Right now, that lag is costing real money.” The three tactics he identifies are not obscure experiments. They are strategies that have been widely adopted by brands of all sizes over the past two years, appearing in marketing guides, agency briefs, and social media playbooks across the industry. The problem is that audience behaviour and platform algorithms have moved faster than most marketing advice has caught up with. AI chatbots in your DMs The latest iteration of the AI chatbot trend is brands deploying conversational AI agents directly into users’ private messages. Snapchat launched sponsored AI chatbots inside users’ direct message inboxes in May 2026, positioning the move as more immediate and personal than traditional advertising. The logic is appealing on paper: reach people in the same
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