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1. OLYMPIC GAMES – RESTRICTIONS AND OPPORTUNITIES

The Winter Olympic Games will take place from February 6 to 22, coloring the entire month in sporty tones. Traditionally, brands try to adapt their communication to major events, but it is often forgotten that the Olympics significantly restrict communication opportunities—both visually and linguistically. How to navigate Olympic communication restrictions?

VIOLATIONS ARE MONITORED

The Olympic Committee not only organizes the Games but also monitors the global public space, including media and commercial content generated around Olympic themes. The fastest reactions occur on social media—non-compliant content can be blocked within hours. Local Olympic committees also monitor usage, meaning even outdoor advertising can cause issues, including takedown requests, fines, or legal action.

DO NOT USE VISUAL OR LINGUISTIC REFERENCES

If a company is not an Olympic sponsor, it must NOT use in its communication:

• Olympic rings or their stylized versions;

• references such as Milan/Cortina 2026 or other location variations implying the Games;

• terms like Olympic Games, Olympics, Olympians, Olympic spirit, Olympic torch, gold medal, etc.

During the Games, communication texts must also NOT include the names or images of local Olympic athletes—even if the content is a congratulation.
Be cautious even with neutral messages of support, as these may be interpreted as implied sponsorship. Only generalized congratulations without naming athletes are permitted.

HOW TO INTEGRATE OLYMPIC THEMES INTO COMMUNICATION

SPORTS EQUIPMENT AS VISUAL REFERENCES

Use sports-related visuals—skis, hockey sticks, bobsleighs, skates, etc.
For added impact, Latvian flag colors may be used, but visuals must not include Olympic delegation apparel or official equipment designs.

SPORTY CONTENT

A great time to create campaigns and content involving employees or influencers in sports activities.

METAPHORS AND KEYWORDS

Use keywords and metaphors that evoke the Olympic spirit without direct references (discipline, gold, sporting spirit, competition, our team, stands, victory, ice arena, etc.).

2. THE IMPACT OF THE SOCIO-POLITICAL SITUATION ON CONSUMER BEHAVIOR

A Politico survey conducted at the end of 2025 found that 52% of Latvia’s residents believe the country is heading in the wrong direction. While this is one of the lower results in the survey—led by France with 79% negative sentiment—Latvia is also experiencing socio-political tension, especially in an election year. This significantly affects consumer behavior.

IS IT TIME FOR BIG PURCHASES AGAIN?

Last year showed increased activity in the real estate market, with strong growth forecast for 2026. However, part of society continues to allocate funds to savings due to political instability. There will be spenders who believe in economic growth, but a large share will prefer smaller, regular purchases.

THE BOOM OF NEW SPIRITUAL SERVICES

New spiritual practices—modern, non-institutional approaches combining different traditions, philosophies, and religions—are gaining relevance. Store shelves feature more ceremonial products (e.g., cacao), and ritualistic and esoteric services are again growing in popularity.

SUPPORT FOR LOCAL PRODUCERS

Belief in economic growth is accompanied by increased support from financially well-off consumers for local, small-scale, and home-based producers.

ADAPTING THE COMMUNICATION STRATEGY

STRONG ADVERTISING SEGMENTATION

Audience segments today differ significantly more by purchase intent than by purchasing power, as well as by value orientation. Combined with the material creation and segmentation capabilities enabled by AI, there is a growing need for fragmented, highly targeted mini-campaigns tailored to narrow niches.

VALUE ORIENTATION AND CSR

The search for new forms of spirituality is also reflected in purchasing behavior—consumers are increasingly willing to make meaningful choices when they provide added value. Corporate social responsibility is becoming an integral part of sales strategy, not just image or reputation communication.

3. IMPROVING INTERNAL COMMUNICATION

Competition for highly qualified talent continues not only within sectors but across entire industries. As a result, wages are rising, as are investments in internal communication and employer branding.

THE MERGING OF HR AND COMMUNICATIONS

Demand for internal communication specialists is growing, alongside roles such as employee experience managers, employer branding experts, and internal culture managers—positions bridging HR and communication. Companies in Latvia are increasingly prioritizing internal communication strategies and involving employees in brand communication.

INFORMATION SHARING SYSTEMS

More attention is being paid to information sharing and receiving systems—not only technical solutions, but also usage habits, capabilities, and employee motivation. Companies are also upgrading workspaces to support functional and cultural two-way communication.

DIVERSITY OF COMMUNICATION FORMATS

Companies are adapting to employees’ content consumption habits—long texts are being replaced by podcasts, short videos, and easy-to-use summaries and tools. Communication authorship is diversifying: messages come not only from management, but also from colleagues at all levels.

COMMUNICATION RECOMMENDATIONS

INTERNAL CULTURE RESEARCH

Communication must be built on a well-organized internal environment—this is a long-term, ongoing process. Demand for qualitative and quantitative research on internal culture and employee well-being is increasing. Discussing results with employees helps generate improvements and ideas.

STRENGTHENING EVERYDAY CONNECTIONS

Beyond traditional Christmas parties and challenges, companies are seeking new ways to strengthen internal relationships. Internal initiatives around events and content are key, but the most important task is identifying internal culture leaders who activate others.

4. CHANGES ON THE INSTAGRAM PLATFORM

Meta continues competing with TikTok by introducing Instagram updates beneficial for brand communication.

REELS FORMAT UPDATES

Key changes for video creators:

• Reels Trial for testing videos with small non-follower audiences;

• Reel length extended from 2 to 3 minutes;

• ability to choose a preview frame;

• testing AI-powered automatic translation (currently limited languages);

• active links in Reels;

• photo carousels appearing in Reels when music is added.

VIDEO EDITING APP: EDITS

The new companion app allows users to:

• record videos up to 10 minutes in high quality;

• add AI-generated subtitles;

• access real-time performance insights.

The app may not be long-lived, but nothing in Meta’s ecosystem is accidental—videos created with Edits are likely to perform better in the Instagram algorithm.

OTHER UPDATES

• Shares are prioritized over likes;

• profile grids can be rearranged;

• automatic DMs to new followers;

• Stories scheduling is being tested—coming soon!

ENHANCING INSTAGRAM COMMUNICATION EFFECTIVENESS

In recent years, Latvian brands’ performance on Instagram has declined—users consume less commercial content and follow fewer brand pages, favoring friends and influencers. However, the user base is not shrinking, so brands must adapt.

• Focus on short-form video (Reels as the dominant format);

• Community building through small, intimate, active follower groups that can become brand micro-ambassadors—offering unique content, exclusivity, even private accounts;

• Employees in focus—Instagram increasingly serves as an employer branding channel with internal communication tones.

5. CURRENT TIKTOK VIDEO TRENDS

2026 resolution videos remain popular on TikTok, alongside Valentine’s content and creative, witty trends.

TikTok’s predictions for 2026:

• Self-development content (tips, workouts, shared-goal communities);

• Product reviews and how-to guides, with trust increasing for brands that admit not all products suit everyone;

• Using comments as content drivers—listening, responding, embracing absurdity. Social listening is increasingly important.

OPPORTUNITIES FOR BRAND COMMUNICATION

EDITING LIKE IT’S A REALITY SHOW

Using intro jingles from reality TV shows to humorously dramatize everyday situations—leveraging both local and global references.

DR PEPPER’S JINGLE

In the U.S., a TikTok user’s jingle about Dr Pepper went viral and was adopted by the brand itself. Brands will seek to replicate this, creating strong opportunities to revive user-generated content in Latvia.

THIS IS WHAT THE FRIENDSHIP GROUP LOOKS LIKE

An opportunity to showcase team members’ wit and uniqueness alongside products.
Sound used: Joan Jett & The Blackhearts – “I Love Rock ’n’ Roll”.

YOUR CLIENT IS GEN Z

Content that plays on young people’s attention spans and stereotypical interests. This trend can be used positively, with brands “learning” Gen Z vocabulary and styles.
Sound used: “Let me know.”