Trends in social media are the formats, behaviors, tools, and types of content that gain widespread popularity and drive audience engagement. Just like in 2025, many trends in 2026 are fading out, making way for new directions.
Keeping up with current trends can help businesses maintain their market position, attract new audiences, and boost sales.
In this blog from the marketing company “Sparsis,” we present the trends expected to emerge or persist on social media platforms in 2026.
According to AIPRM, about 75% of professionals use generative AI. Tools like ChatGPT, Google Gemini, and similar platforms allow marketers to quickly complete tasks, automate processes, and improve content quality — from ad copy and images to videos.
HubSpot reports that marketers actively use generative AI at different stages of content creation: 34% for research, 41% for content planning, and 46% for actual content production.
It is also important to consider how audiences perceive AI-generated content. Research by Hootsuite shows that 62% of users are less likely to engage with such content, with this trend particularly noticeable among older audiences.
Artificial intelligence helps marketers not only create content but also analyze marketing campaigns.
AI can process large volumes of data, identify patterns, and make predictions — tasks that are very difficult and time-consuming to do manually. Tools like Hootsuite, Buffer, and Sprout Social make this process much easier and more efficient.
Short, engaging, and useful videos are currently the most in-demand format among users.
However, not all companies find it easy to produce such content. Technology, financial, and B2B companies, where creating creative videos can be challenging, often face this issue.
The types of content that brands share on social media are becoming increasingly diverse. Simply providing useful information or direct marketing messages is no longer enough to capture attention.
It is important to create content that simultaneously educates, addresses audience problems, and entertains.
More and more users are making purchases directly within social media platforms.
According to Statista, around 106.8 million people in the U.S. made purchases through social media in 2023. By 2027, this number is expected to grow by 10%.
Platforms like Facebook Marketplace, TikTok Shop, and other social commerce-enabled platforms are improving the user experience to make purchases convenient and secure without leaving the app.
Trust in a brand is more easily established through content from influencers and ordinary users. When a third party — an influencer or a typical user — talks about a product or service, the brand is perceived as more reliable.
In 2026, influencer and user-generated content will continue to play a key role in social media marketing strategies.
According to Sprout Social, 76% of customers value how quickly a brand responds to their questions and needs, while 70% expect a personalized approach.
Here, AI again comes to the rescue — chatbots and other automation tools allow brands to provide quick responses to users without human intervention.
Every company usually has an established style for its social media presence — “what’s allowed” and “what’s not allowed.”
Today, social media has become a platform where the main goal is to capture attention. Bold creative moves, even if they seem “off-brand,” often deliver much more impressive results.
According to the Hootsuite Social Media Trends 2025 report, social media specialists are actively experimenting with different ideas and approaches, even if these differ from the company’s usual promotion methods on other platforms.
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