Combining social media efficiency and shopper information paints a vivid image of the way forward for social media traits—one which’s so brilliant we want sun shades. Knowledge exhibits you what’s driving viewers habits and the place your model suits within the combine.
That’s why we’ve compiled a few of our most related information factors from our most up-to-date experiences—together with The 2025 Affect of Social Media Report—that will help you construct a technique that drives actual enterprise outcomes. We additionally spoke to high social media advertising and marketing specialists to get their sensible recommendation for social entrepreneurs.
Learn on to find the newest social media traits you could know in 2026.
Pattern 1: Video is (nonetheless) king
In fact, video is the primary social media development on our checklist. TikTok, Instagram Reels, YouTube Shorts and different rising video codecs on LinkedIn and Threads have created characteristic parity, making video content material a precedence throughout networks.
We already know short-form video is without doubt one of the finest methods to attach along with your viewers and attain new followers. However long-form video nonetheless has its place throughout platforms. Instagram Reels vary from 15 to 90 seconds. TikTok movies are three seconds to 10 minutes lengthy. And as of October 2024, YouTube Shorts can now be as much as three minutes lengthy.
This replace was a wise transfer from YouTube for a few key causes. Per The 2025 Sprout Social Index™, YouTube is without doubt one of the high three platforms the place individuals have social media profiles.
YouTube can also be attracting the eye of promoting leaders, 68% of whom say it drives probably the most enterprise affect, in accordance with The 2025 Affect of Social Media Report.
And specialists say that YouTube’s affect within the social video area is simply going to develop in 2026 and past.
“Social-first video will stay central, however audiences are fracturing throughout platforms,” says Tameka Bazile, Creator and Assoc. Dir. B2B Social and Content material at Enterprise Insider. “YouTube is very well-positioned to win on either side: it’s capturing streaming eyeballs in the lounge and nonetheless holding sturdy affect in creator tradition. That twin energy is simply going to develop.”
An excellent instance of video-first social advertising and marketing is GoPro. The tech firm leans closely on video content material to advertise its gear throughout platforms like Instagram, TikTok and YouTube. Whereas it typically repurposes content material, it additionally creates video particularly tailor-made to every platform. To not point out, GoPro regularly companions with creators of all niches and sizes, broadening their attain.
On Instagram, the model typically posts short-form Reels in collaboration with journey content material creators or excessive athletes. These movies sometimes showcase the actions GoPros are designed to seize, whether or not it’s shark diving, downhill snowboarding or mountain biking. For example, considered one of its collaborations captured creator Chris Finck’s POV as he BASE jumped from a bridge.
GoPro’s YouTube content material is often longer, in keeping with customers’ pursuits and habits on the platform. Nonetheless, it nonetheless groups up with creators in fascinating and surprising methods, slicing via the noise and grabbing customers’ consideration.
In June 2025, GoPro partnered with influencer Susi Vidal, identified for her “Solely Pans” collection that takes a playful, bawdy strategy to residence cooking. With almost 4 million followers on TikTok and 433K on YouTube, Vidal has gained the belief of a sizeable viewers. GoPro tapped into that by that includes her in a cooking video posted to its channel, filmed completely on a GoPro HERO13 Black.
A diversion from its typical adventurous content material, this laid-back video idea was additionally the right strategy to showcase GoPro’s variety.
Model takeaway
Whereas repurposing content material can be efficient, manufacturers have to look past a one-size-fits-all strategy. Create distinctive content material that aligns with customers’ behaviors and preferences on every platform—suppose bite-sized Reels on Instagram and TikTok and long-form storytelling items on YouTube.
Don’t be afraid to collaborate with creators outdoors your area of interest, specializing in matters your viewers cares about, to focus on your model’s versatility. Whether or not it’s a BASE bounce or a house cooking demo, every video has the facility to attach you with new audiences and deepen engagement.
Pattern 2: AI-generated content material will change into mainstream
Within the 12 months forward, AI’s affect on social media advertising and marketing will proceed to develop. Advertising and marketing leaders are shopping for into its significance greater than ever, with 97% saying that entrepreneurs should know the right way to use AI, in accordance with The 2025 Index.
Extra particularly, AI-generated content material will change into more and more widespread. Thanks to those improvements, entrepreneurs received’t want superior abilities to convey posts to life. As an alternative, they will deal with ideation and high quality assurance, whereas AI handles the fundamentals.
“AI permits the common individual to easily think about content material and publish. With out the necessity for gear, modifying abilities or individuals, content material will solely require an incredible idea or thought to change into a actuality,” explains Jim Lin, Director of Enterprise Social Media at Caterpillar.
Heinz began experimenting with AI-generated content material in 2022 when it launched its AI ketchup marketing campaign. The premise was easy: the corporate requested a number of AI instruments what it thought ketchup regarded like. Whereas the outcomes assorted, every bottle had one factor in widespread: they bore a putting resemblance to Heinz bottles. The takeaway grew to become that, like people, bots favor Heinz ketchup.
Surprising and topical, this marketing campaign was forward of its time. However transferring into 2026, advertising and marketing techniques like this may change into the brand new regular.
With that stated, as AI-generated content material proliferates, manufacturers have to be much more acutely aware of social media advertising and marketing ethics. Particularly, they have to guarantee their AI use aligns with shopper rights and values.
For instance, Sprout’s Q3 2025 Pulse Survey discovered that greater than half (52%) of social customers are involved about manufacturers posting AI-generated social content material with out disclosing it.
In distinction, 65% of respondents in Sprout’s This autumn 2025 Pulse Survey stated they’d be snug with firms utilizing AI to ship quicker customer support on social.
Model takeaway
Within the age of AI-generated content material, a key differentiator in your model will likely be how human it feels. Use AI as a artistic sparring accomplice, however go away the artistic path to the people. All content material you share ought to have a human contact of storytelling and authenticity—these type the muse for significant relationships with social customers.
As Kara Redman, CEO of Backroom, a model technique and activation company, places it: “As AI content material goes up, our need for content material that feels human will change into extra in demand. Relatability will likely be key, so much less polish and extra real-world.”
Transparency can also be a non-negotiable to construct belief along with your viewers. If you happen to’re going to make use of AI-produced content material, be forthcoming about it.
Pattern 3: Serialized content material will earn audiences’ consideration
Within the Sprout Social Q2 2025 Pulse Survey, we requested individuals what they most wish to see from manufacturers on social. Two responses got here neck and neck: interacting with audiences (58%) and posting unique content material collection (57%).
However what’s it about serialized content material that buyers take pleasure in a lot?
Oftentimes, content material collection allow manufacturers to delve deeper into matters that matter to them and their viewers, laying the groundwork for extra significant connections. Plus, collection typically characteristic a recurring solid of characters. As viewers proceed to tune in, they get to know these characters—and that retains them coming again, our 2025 Content material Benchmarks Report discovered.
In line with Angelo Castillo, the creator behind ProfitPlug, that’s as a result of “individuals observe individuals, not manufacturers. The hype round only a model title is fading. Audiences need character and consistency from faces they acknowledge.”
With that in thoughts, Castillo says some collection work higher than others.
“Two extremes are doing effectively: uncooked, unedited yap movies and extremely cinematic production-heavy content material,” he explains. “Loads of manufacturers and startups are creating collection that mirror TV exhibits, like Workplace-style office content material. The widespread thread is serialization; individuals wish to observe alongside and are available again for the subsequent episode.”
Taking a web page from “The Workplace” is what Shameless Media did to create serialized content material. Whereas the Australian media enterprise often shares clips from its varied podcasts on its accounts, it additionally launched an Workplace-style collection entitled “The Shoffice”.
The collection options uncooked footage of the Shameless girls at work, giving an unprecedented peek into the model’s enjoyable, contemporary office tradition. Equal components cheeky and unfiltered, “The Shoffice” resonates with the model’s Millennial and Gen Z audiences, who crave genuine, behind-the-scenes entry.
Shameless even constructed on the momentum by giving it its personal spinoff collection, “Out of Shoffice”, which captures the workers’s out-of-office adventures with the identical playful allure.
Model takeaway
When crafting episodic content material, prioritize your individuals. Whereas the model of content material is essential—be it lo-fi vlogs, direct-to-camera interviews or polished short-form documentaries—it’s the individuals who will preserve audiences coming again. Whether or not it’s your in-house workforce or exterior creators you constantly collaborate with, customers wish to see acquainted faces, fascinating dynamics and evolving tales. In different phrases, content material that looks like a binge-worthy present.
Pattern 4: Manufacturers will prioritize resonance and neighborhood over virality
In line with The 2025 Content material Benchmarks Report, manufacturers revealed a mean of 9.5 posts per day throughout networks in 2024. Though it is a slight dip from 2023, many consumer-facing industries—like media, retail, leisure, sports activities and recreation—surpassed this threshold, generally quadrupling that determine.
Consequently, we’re nonetheless seeing excessive ranges of social media saturation. Content material cycles are transferring quicker than ever, with social media traits typically little greater than fleeting moments. Social customers can barely sustain, not to mention have interaction.
To achieve success in 2026, specialists say manufacturers should strategize to beat social media fatigue. A key a part of that technique is posting much less regularly and extra purposefully.
“Saturation is a sign. However not one to get louder, however to get extra intentional,” says Greg Swan, Senior Associate at FINN Companions company. “In case your model disappeared from social tomorrow, would anybody discover? If not, it’s time to begin creating moments that matter.”
The moments in query? Those who make individuals really feel seen and heard.
“Deal with your viewers like a neighborhood, not simply clients. Even for those who’re a B2B model or a utility firm, there’s a possibility to construct loyalty and id round what you stand for. Give individuals inside jokes. Allow them to really feel like insiders. Make them proud to be a part of your story,” Swan provides.
An excellent instance is the latest “Group 7” TikTok posted by indie musician, Sophia James. James posted seven movies to her account to see which might get probably the most engagement. For every, she assigned viewers to a bunch quantity comparable to the video quantity (i.e. viewers who noticed the seventh video on their For You web page had been in “Group 7”).
With the seventh video, James hacked the algorithm, gaining over 84 million views, 9 million likes and 500K feedback on the time of publication.
It even attracted the eye of some high-profile manufacturers and influencers, together with Fenty Magnificence, which commented, “group 7 the baddest we don’t make the foundations”. To not point out, hundreds of creators made their very own movies, proudly declaring their “Group 7” standing.
Though the video was unpolished and unproduced, it tapped into one thing extremely highly effective: the human need to belong. And that sense of belonging is what turned a easy second right into a social motion.
Model takeaway
In 2026, connection would be the forex that issues most on social. A need to really feel like part of one thing greater than themselves will drive customers towards manufacturers that prioritize resonance over attain. As an alternative of chasing virality, deal with constructing neighborhood along with your viewers by sharing content material that options inside jokes, shared identities or interactive storytelling.
Pattern 5: Content material and community methods will middle on viewers engagement
In 2026, listening to your viewers received’t be sufficient. To take care of a aggressive edge, you’ll have to anticipate their wants and desires.
Fortuitously, there’s ample information obtainable to level you in the appropriate path. For instance, Sprout’s This autumn 2025 Pulse Survey uncovered that interacting with audiences in smaller areas (e.g. broadcast channels) and surprise-and-delight moments are the highest issues Gen Z desires manufacturers to prioritize on social in 2026.
Plus, The 2025 Index revealed that two of the highest traits that make manufacturers stand out on social are how they have interaction with their followers and the way shortly they reply to clients.
Responding shortly is a should; roughly three-quarters of social customers agree a model ought to reply on social inside 24 hours. Most customers stated if a model doesn’t reply in any respect, they’ll purchase from a competitor.
In flip, specialists consider neighborhood administration will likely be a key social media advertising and marketing development in 2026.
“Neighborhood administration is lastly getting its second once more,” says Kendall Dickieson, Freelance Social Media Guide and author of No Filter. “As manufacturers understand that natural attain relies upon as a lot on how they have interaction as what they publish, we’re seeing neighborhood groups transfer from reactive to proactive, whether or not it’s sparking conversations, nurturing superfans, and constructing micro-communities throughout platforms.”
She provides, “budgets are beginning to observe. Extra manufacturers are carving out devoted assets for neighborhood, whether or not meaning hiring specialised managers, investing in social listening instruments, or constructing packages that reward their most engaged followers.”
Rising platforms like Substack and Bluesky are anticipated to play an enormous position on this shift, too, as they empower manufacturers to attach straight with their audiences.
“Curiosity in Substack will explode in 2026,” shares Lia Haberman, creator financial system skilled and creator of the ICYMI publication. “The attraction is apparent: direct viewers entry, extra intentional engagement with the content material than the common social publish and the chance to be a part of the cultural zeitgeist. It’s giving 2020s TikTok power, and nobody desires to overlook the rocketship.”
Model takeaway
To thrive on social, manufacturers can’t simply react—they want to concentrate to their audiences and plan forward.
As Dickieson talked about, social media intelligence and listening instruments will likely be essential right here. Use them to proactively monitor viewers sentiment, establish rising wants and capitalize on the moments that matter most.
By marrying social listening with responsiveness, you’ll construct a stronger, extra loyal model neighborhood.
Pattern 6: Authenticity and human-led storytelling win over hearts and minds
Shifting into 2026, manufacturers have to prioritize real connection and storytelling, somewhat than blindly hopping on social media traits and chasing fleeting moments.
“The manufacturers getting real engagement aren’t those with the quickest turnaround on trending audio,” explains Haberman. “They’re those constructing recognizable characters, lore, and model worlds that really feel distinctly theirs. Developments could be a instrument, however they will’t be your complete technique.”
To fulfill that yearning for actual connection, manufacturers should once more be cautious with their use of AI, particularly digital influencers. Whereas some consider that AI-powered creators are the way forward for influencer advertising and marketing, customers really feel in a different way. Per the Q3 2025 Pulse Survey, 46% of social media customers will not be snug with manufacturers utilizing AI influencers.
Bazile echoes this sentiment, urging manufacturers to “put off AI ‘artists’, ‘creators’, and even the usage of AI for adverts. Audiences can really feel when one thing wasn’t made by an actual individual. They crave human tone, actual expertise, and the imperfections that make content material relatable. However the extra manufacturers lean into AI-made content material, the extra they normalize this type of inauthenticity.”
As an alternative, accomplice with human creators who’re topically aligned to your model to inform richer tales and supply audiences with a well-known (and actual) face they’ll bear in mind.
Take Sq. for example. On its social accounts, notably YouTube, Sq. spotlights actual companies that use its cost expertise in its “See you within the neighborhood” collection. The movies characteristic entrepreneurs discussing the relationships between their native communities and their companies.
That includes actual voices and community-driven narratives, it’s a case research of how people-led storytelling can foster relatability and belief.
Model takeaway
Because the social panorama grows extra saturated with AI content material and short-lived social media traits, customers will cling to what’s tangible: emotional resonance.
For manufacturers to beat social media saturation in 2026, Jordan Tennenbaum, Head of Social at Talkdesk, stated manufacturers have to “be artistic, be enjoyable, deal with individuals, and keep away from sharing boring, cookie-cutter, robotic advertising and marketing content material.”
Probably the most impactful model methods will likely be those who really feel human and grounded amid the social media noise. Manufacturers ought to deal with wealthy storytelling, character-building and creator collaborations that mirror actual expertise; that manner, customers see themselves within the content material and join deeply with it.
Pattern 7: Social search stays a precedence
Social media search is now outpacing conventional website positioning for youthful generations, in accordance with Sprout’s Q2 2025 Pulse Survey. It revealed that almost one in three customers skip Google altogether, as a substitute beginning their search journey on networks like TikTok, Instagram or YouTube. This quantity rises to greater than half for Gen Z. And customers aren’t simply looking for leisure; they’re searching for content material to tell their purchases, akin to how-tos, product demos and evaluations.
Plus, as extra networks introduce AI-driven search options, discovery is constant to evolve. Much like Google’s AI Overview, AI social search outcomes present content material summaries to offer direct, scannable solutions to person queries, such because the one from Meta AI seen beneath.
Model takeaway
The subsequent technology of entrepreneurs is utilizing social engine optimization and studying the right way to grasp reply engine optimization (AEO). Take into account how one can optimize your content material for social search throughout networks and take note of rising AEO techniques so you’ll be able to incorporate them into your personal technique the place acceptable.
Moreover, take note of the evolving affect of social on conventional search. For instance, Reddit, YouTube and Instagram posts exhibiting up in search engine outcomes pages (SERPs). And social content material typically satisfies search engines like google’ E-E-A-T standards via excessive ranges of virality and engagement. These metrics all sign authority, serving to increase model visibility.
Study extra about social media traits in 2026
There are such a lot of social media advertising and marketing traits forward going into 2026. This checklist simply scratches the floor of what your model ought to know. Learn The 2025 Affect of Social Media Report for extra.
