Combining social media performance with consumer data reveals an optimistic outlook for future social media trends, providing insights into audience behavior and your brand’s role. Drawing from recent reports like The 2025 Impact of Social Media Report and expert interviews, here’s a comprehensive strategy guide to boost your business results by understanding key social trends to watch in 2026. **Download the 2025 Impact of Social Media Report** **Trend 1: Video is (still) king** Video remains the dominant social media format, with platforms like TikTok, Instagram Reels, YouTube Shorts, LinkedIn, and Threads offering similar video features to prioritize video content. Short-form video excels at audience engagement and follower growth; however, long-form video retains importance, with formats varying by platform—for example, Instagram Reels (15–90 seconds), TikTok (3 seconds to 10 minutes), and YouTube Shorts (now up to 3 minutes as of October 2024). YouTube continues to be a top platform, driving significant business impact per The 2025 Sprout Social Index™, and experts predict its influence will grow as it captures both streaming and creator culture audiences. GoPro exemplifies video-first marketing by tailoring content to each platform and collaborating with creators across niches, such as adventure athletes on Instagram and unique creators like TikTok’s Susi Vidal on YouTube. This strategy broadens reach and highlights brand versatility. *Brand takeaway:* Beyond repurposing, create unique, platform-tailored video content that resonates with user preferences. Collaborate with diverse creators and explore different content themes to engage wider audiences and deepen connections. **Trend 2: AI-generated content will become mainstream** AI’s role in social media marketing will expand, with 97% of marketers recognizing the need to harness AI tools. AI-generated content democratizes content creation by simplifying production, allowing marketers to focus on ideas and quality rather than technical skills. Heinz’s 2022 AI ketchup campaign demonstrated this potential early on. However, ethical considerations are critical, especially regarding transparency, as 52% of users worry about undisclosed AI content. Conversely, 65% embrace AI in customer service for faster responses. *Brand takeaway:* Use AI as a creative tool but maintain a human touch in storytelling to foster authenticity. Be transparent about AI use to build trust, emphasizing relatability and genuine connection over polished automation. **Trend 3: Serialized content will earn audiences’ attention** According to the Sprout Social Q2 2025 Pulse Survey, consumers want brands to engage interactively and post original content series. Serialized content deepens audience connection by exploring topics meaningfully and featuring recurring characters, fostering familiarity and returning viewers. Creator Angelo Castillo notes audiences follow personalities, not just brands, and both raw, unedited and cinematic series perform well. Shameless Media’s “The Shoffice” series offers a candid look at workplace culture, resonating with Millennial and Gen Z viewers craving authentic, behind-the-scenes content, further extended by spinoffs capturing off-hours fun. *Brand takeaway:* Center episodic content on your people—whether team members or creators—to build relatable narratives. Focus on consistency and character-driven storytelling that encourages binge-worthy engagement. **Trend 4: Brands will prioritize resonance and community over virality** Despite a high volume of daily posts (9. 5 on average in 2024), social media saturation leads to fatigue, making mindful posting essential. Experts advise posting less frequently but with more intention, creating moments that make audiences feel seen and valued.

Greg Swan of FINN Partners emphasizes treating audiences as communities, fostering loyalty through insider content and shared identity. Indie musician Sophia James’s “Group 7” TikTok series brilliantly leveraged a sense of belonging to spark massive engagement and a social movement. *Brand takeaway:* In 2026, prioritize building community through relatable, interactive content featuring inside jokes and shared experiences instead of chasing viral hits. **Trend 5: Content and network strategies will center on audience engagement** Listening alone won’t suffice; anticipating audience needs is key. Data from Sprout’s Q4 2025 Pulse Survey highlights Gen Z’s preference for interactive engagement in smaller or broadcast channels and surprise moments. Quick responsiveness is critical, with three-quarters expecting replies within 24 hours, or they’ll turn to competitors. Community management is resurging, moving from reactive responses to proactive engagement that nurtures superfans and micro-communities. Brands are allocating more resources and investing in tools accordingly. Emerging platforms like Substack and Bluesky enable direct, intentional audience connections. *Brand takeaway:* Combine social listening with agile, proactive community management to build loyalty. Invest in tools and resources that facilitate timely, meaningful interactions, capitalizing on platforms fostering direct engagement. **Trend 6: Authenticity and human-led storytelling win over hearts and minds** Avoid chasing every trend or relying solely on AI content; instead, focus on building authentic brand characters, narratives, and worlds unique to your brand. Consumers prefer real human experiences and imperfection over polished, AI-generated content, with 46% uncomfortable with AI influencers. Business Insider’s Tameka Bazile stresses that audiences crave genuine tone and experience. Square’s “See you in the neighborhood” series effectively spotlights real entrepreneurs, fostering trust and relatability through human-driven storytelling. *Brand takeaway:* Embrace storytelling that highlights real people and experiences, collaborating with authentic creators. This approach cuts through noise and builds deeper emotional connections. **Trend 7: Social search remains a priority** Social media search usage is surpassing traditional SEO among younger consumers, with nearly one-third overall and over half of Gen Z starting searches on TikTok, Instagram, or YouTube. Audiences seek informational content—how-tos, demos, reviews—not just entertainment. AI-enhanced social search features provide direct, summarized answers, evolving user discovery. *Brand takeaway:* Optimize content for social search and emerging answer engine optimization (AEO) tactics. Monitor how social content influences traditional search results, leveraging virality and engagement metrics to boost brand visibility and authority. --- By understanding and applying these seven trends—video dominance, AI integration with authenticity, serialized storytelling, community building, proactive engagement, human-led narratives, and social search optimization—brands can craft impactful, future-ready social media strategies for 2026.