Most social media entrepreneurs are making use of AI instruments, however lower than half of them are seeing important effectivity positive aspects consequently, at the very least at this stage.
That’s one of many key findings from the most recent Emplifi “State of Social Media Advertising 2026” report, which contains insights from over 500 entrepreneurs into their key areas of focus and improvement, as they stay up for subsequent 12 months.
You’ll be able to obtain the complete report right here, however on this publish, we’ll check out a number of the key notes.
First off, as famous, AI is an enormous emphasis, with the bulk (82%) of respondents indicating that they’re now utilizing AI instruments of their day-to-day course of.
Analytics and content material creation are the most typical use circumstances for these instruments, with advert concentrating on coming in third on the listing.
Although by way of positive aspects, solely 35% of entrepreneurs say that they’ve seen important productiveness positive aspects from these instruments, with most saying that the most recent AI choices have offered average advantages.
This might come down to varied elements, from data gaps, and folks not figuring out precisely how they’ll make greatest use of those instruments inside their every day course of as but, to embedded work behaviors, which, in lots of circumstances, might be arduous to shift.
There’s additionally the chance that AI instruments aren’t going to revolutionize work the best way that many anticipate. For probably the most half, AI instruments operate greatest as complementary additions, and in some methods, they’re being framed incorrectly as clever machines that may have the ability to take over human labor wholesale from the time of implementation.
Which they aren’t. Actually, the usage of the time period “synthetic intelligence” as we’ve come to realize it in a contemporary definition is a misnomer, in that these instruments aren’t clever in any respect, they’re not considering, they’re simply superb at sample recognition, and as such, responding to conversational queries.
In that sense, perhaps the effectivity positive aspects listed below are extra relative to what we ought to be anticipating, whereas the broader hype round AI is definitely overselling their potential skilled profit.
It’s actually a case-by-case factor, and it’s arduous to outline precisely what these outcomes point out.
On one other entrance, the report appears on the rise of influencer advertising and marketing, and the way entrepreneurs want to strategy influencer-led promotions:
As outlined above, 67% of entrepreneurs are planning to spice up their influencer budgets in 2026, with model consciousness being the first good thing about influencer promotions.
The rise of short-form video has made influencer advertising and marketing a extra precious consideration, as a result of it’s a lot tougher to faucet into short-form video tendencies if you happen to don’t perceive the medium, and the best way that persons are utilizing it. Influencers know this innately, which is why manufacturers are actually turning to their experience to spice up their promotions, whereas influencers additionally now have arguably simply as large of an affect as conventional superstar endorsements.
The report additionally appears at rising approaches to user-generated content material, and the way entrepreneurs are adopting UGC.
Whereas respondents have additionally listed their main platforms of focus for the approaching 12 months:
As you may see, Instagram stays the chief, adopted, considerably surprisingly, by LinkedIn.
Which may very well be reflective of the entrepreneurs collaborating within the survey, although it might additionally mirror the rising relevance of LinkedIn as a connective platform, with increasingly individuals participating within the LinkedIn feed.
Additionally, an attention-grabbing extra observe about Reddit there on the backside. Reddit has change into extra of a spotlight due to how typically AI chatbots are referring to Reddit for his or her responses. Clearly, extra entrepreneurs are taking discover of this.
Although Emplifi notes that entrepreneurs are literally trying to unfold their assets throughout extra platforms, versus homing in on particular platforms.
“The actual story is diversification. As budgets and groups stretch throughout a number of platforms, expertise turns into important to take care of effectivity. Automation, AI scheduling, and cross-channel analytics assist manufacturers develop their natural attain and group presence with out burnout.”
I might advise a degree of warning in cross-posting an excessive amount of, as every platform is completely different, and requires a distinct content material strategy, whereas individuals who comply with you on a number of platforms may get sick of seeing the very same updates.
However entrepreneurs want to dip into extra platforms, as they search to maximise referrals within the evolving on-line panorama.
The report additionally appears at content material objectives and kinds, and the way entrepreneurs are evolving their methods.
Logically, short-form video is the primary focus, whereas growing engagement is the highest precedence on the metrics facet. Apparently, producing leads is third on the listing, which appears odd, however based mostly on these insights, it appears that evidently producing extra traction in social apps is seen as the primary driver to achieve this goal.
Some attention-grabbing notes, which may assist to form your social media advertising and marketing technique, or at least, offer you some context as to the place your friends are trying as they map out their 2026 strategy.
You’ll be able to obtain Emplifi’s full “State of Social Media Advertising 2026” report right here (with e mail join).
