Top Social Media Trends That You Need To Pay Attention To

Social media is constantly evolving. It’s never static. Many changes have occurred in 2025, and we anticipate the same pace as we enter 2026. 

We’ve compiled this 2025 social media trends report that can serve as your go-to guide for designing your 2026 strategy.

We recognise that change can be challenging to navigate, so every trend in this report is supported by data and research. 

1. Why does short-form video remain the key focus for your 2026 strategy?

Short-form video will continue to dominate in 2026, with platforms like TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels leading the charge.

TikTok, the pioneer, now boasts 2.051 billion global users, and it is projected to reach 1.8 billion monthly active users by the end of 2025.

And ththere’s good reason for it.

Why do short-form videos work?

• Bite-sized content fits shrinking attention spans.
  
• Videos are highly engaging, offering a mix of entertainment and education.
  
• Ninety per cent of vertical videos (Instagram Reels, Instagram Stories, Facebook Reels, TikTok videos, and YouTube Shorts) have a higher watch completion rate. 91% of businesses use video as a marketing tool.

• 96% of video marketers report that video marketing has increased users’ understandingusers’eir products or services.
  
• 91% say video marketing has helped them increase traffic.
  
• Eighty-nine per cent of people say that watching a video has convinced them to buy a product or service.
  
• 79% of people say watching a video has convinced them to buy a software or app.

Research also shows that users in the US spend an average of 17.6 million hours watching Reels daily.

2. The Demand for Authenticity on Social Media and UGC

What is UGC and how to integrate UGC into your Social Media Strategy:
User-generated content (UGC) is a natural extension of this demand, acting as the ultimate proof of authenticity. By blending UGC with authentic, brand-created content, businesses can build trust, foster community, and enhance engagement.

1. Encourage customers to share: Create branded hashtags or challenges to motivate users to share their experiences and engage with your brand. For example, a fitness brand might use #MyFitnessJourney to collect stories about workouts.
   
   
2. Highlight UGC across channels: Feature UGC on your website, social media, and even in ads. For instance, Instagram Stories are perfect for sharing customer reviews or unboxing videos.
   
   
3. Collaborate with micro-influencers: Partner with influencers who naturally align with your brand and can encourage their audiences to create UGC.

How can brands be authentic on social media?

1. Show your human side: Add BTS as one of your social media content pillars. Share behind-the-scenes content, employee stories, and day-in-the-life videos. This helps audiences see the people behind the brand and fosters a sense of reliability. Don’t be afraid to share context-free quotes, team-building photos, andDon’tlenges associated with different roles.
   
   
2. Participate in real-time trends: Engage with trending topics and challenges in ways that align with your brand values, but don’t force participation just to appear relevant.
   
   
3. Be transparent: don’tss mistakes openly, share insights about your processes, and provide an honest look at your company’s journey. Transparency is a cornerstone of authenticity.

3. Communities: Prioritising connections over follower counts

The amazing thing about a focused and mighty community is that this is where the brands’ most loyal and dedicated customers are. These are those ride-or-die, fbrands’customers who are first to purchase and support.

With all this in mind, it’s no wonder that some social media platforms, like TikTok and Instagram (Reit’s, now have handy features that allow you to respond to comments with videos, or share comments to your Instagram Story, and provide even more value. But you can take this even further by creating private communities.



Following trends we’ve seen this year, in 2026, the focus will shift even further from amasswe’vearge follower counts to fostering engaged, meaningful communities.

Public feeds are no longer the primary channel for interaction; instead, users are migrating to private groups and niche communities on platforms such as Facebook Groups, Discord, and Slack. This transition reflects a desire for personalised interactions and deeper connections, where users feel valued and heard, not just targeted.

How to succeed with private communities?

1. Build exclusive groups:
   • Create an Instagram Live channel, a Facebook Group, a Discord server, or a Slack channel for your audience.
   • Offer value through exclusive content, early access, or discussions led by your team or guest experts.
2. Encourage user participation:
   • Invite members to share their insights, experiences, or UGC to foster a collaborative atmosphere.
   • Use polls, AMAs (Ask Me Anything), and interactive posts to spark conversations.
3. Facilitate deeper connections:
   • Focus on quality over quantity by building a smaller, yet highly active and loyal, member base.
   • Reward community engagement with shoutouts, loyalty perks, or giveaways.

4. B2B marketing shifts to brand awareness

B2B marketing is undergoing a noticeable shift, with a growing emphasis on brand awareness rather than lead generation.

This trend aligns closely with the evolving emphasis on storytelling and personal connection. By prioritising brand awareness, B2B companies are not only enhancing their market presence but also aligning with the broader digital trends that favour authenticity and long-term engagement over immediate conversion metrics.



Trends to keep an eye on: #Hashtags are dying
It’s not as alarming as it might sound. Social media networks are increasingly bIt’sing like search engines, making social SEO a crucial aspect. Just like traditional SEO, Social SEO involves a variety of elements, with hashtags being just one part of the mix.

You can’t simply add 20 hashtags and hope for the best. It’s important to be intentican’twith your choices. Your hashtags should align wIt’syour keywords, description, and post content to be effective. Whether you use three or ten hashtags, what matters most is that you choose them thoughtfully.

Some final thoughts: Social media trends in 2026

There are numerous trends you could hop on to. However, be cautious, as it is easy to get lost in them. This is why we carefully selected these 12 trends that could make the biggest impact on your social media strategies and content pillars in 2026. 

And now that you’re familiar with everything there is to know about the latest social media tyou’re it’s time to work on your strategy! So, read our handy guide on content pillars it’sstart planning social media content calendars for your clients.