Social media trends 2026: Insights to plan a smarter social strategy

Trends have always been the driving force behind social media, but are they still the whole story? Over the last few years, we've seen trends emerge and dissipate at breakneck pace, with AI currently dominating the discussion. This begs an important question: are brands and creators done chasing virality, or will we continue to jump on the latest tune, sound, or dance on Reels and TikTok? The genuine answer is somewhere in the middle.

For 2026, just following trends may not be enough to stay ahead in an increasingly cluttered social landscape. What truly counts is understanding when to capitalize on trends and how to balance them with organic, original, and value-driven content.

At Zoho Social, we've identified five critical characteristics that will influence how companies, creators, and marketers succeed on social media in 2026. Let's dive right in.

Authenticity vs AI-city

It's obvious that AI will advance at an unprecedented rate, and while AI is great at getting things done, social media users are still real humans. It's been observed that Gen Z and Millennials are craving authenticity and human connection. Consumers will be drawn to authentic ideas, raw emotions, and content that resonates with them rather than perfection. Picture-perfect AI content can be spectacular, but it's the genuinely conceived ideas and emotionally charged moments that foster real connection and leadership in any space. As you develop your messaging and social strategy, you should prioritize incorporating a more human touch into your material.

Social commerce: The checkout has moved

Do people still purchase on traditional websites? Increasingly, no. The global social commerce market was valued at USD 1.16 trillion in 2024 and is expected to reach USD 17.83 trillion by 2033(Source: Grandview Search), thanks largely to widespread usage of social media platforms. Gen Z and Millennials, in particular, are driving this trend, preferring to explore, assess, and make purchases without ever leaving the social app. From in-app checkouts to shoppable posts to livestream shopping, the complete purchasing process is now native to social media. This means social media marketing doesn't stop with raising awareness and generating leads. It's becoming a mainstream shopping platform. It's time to align organic and paid initiatives to encourage users to make purchases within the app. A solid organic social approach that fosters trust, naturally promotes products, and smoothly connects with social commerce features will be critical to increasing conversions in 2026 and beyond.

Content is shorter, yet slower

The era of snackable material is coming to an end. While consumers may still spend only a few seconds determining whether to engage, they're increasingly preferring information that provides actual value over content that is merely entertaining. Slower-paced, realistic videos that educate, instruct, or provide meaningful insights will trump transitory trends devoid of content by 2026. Even if it's visually appealing, audiences will skip over content that feels superficial. This isn't to say that information should be boring; it should be interesting and educational. Quality, depth, and utility will take precedence above quantity, virality, and trend-hopping. Users of social media are seeking more than simply entertainment; they want to learn, progress, and leave with something useful.

AI and automated workflows for efficiency, not for differentiation

Unless you're living under a rock, you know AI can ramp up your work, generate countless content, and make things work with minimal resources. AI will lead the way for creativity and also operations. Automation will be a key factor in driving social media marketing. However, in order to stay ahead of your competitors and make a difference in the social media space, differentiation will be a key factor. Make sure your brand has its own social media identity. Create an authentic differentiation.

Shift in creator economy: Real engagement > Follower count

The creator economy is developing and evolving. In 2026, follower numbers will no longer be the major metric for impact. Brands are turning their focus away from vanity metrics and toward actual engagement, which include saves, shares, comments, watch time, and the capacity to truly influence purchase decisions. As a result, creators are being more deliberate with their content, strategizing about storytelling, audience trust, and how they appear across numerous channels. Rather than chasing every trend, creators will prioritize innovation on their own terms and forge closer bonds with their audiences. In a cluttered social scene, this is what makes material stand out. Long-term creator partnerships and serialized collaborations will continuously surpass one-time viral marketing in terms of effect, authenticity, and trust.

To summarize, here's how we think you can leverage the changing landscape to better your brand on Zoho Social going forward.

1. Create a long-term content strategy that resonates with your audience, not just chase trends.

2. Engage with influencers who have authentic engagement and strike long-term partnerships.

3. Make AI your operations manager and not your creative director. Hold authority over creativity.

4. Use social commerce to your advantage. Create content that drives sales.

5. Creator economy is shifting. Align with what the audience is looking for.

Data and AI will change how we produce content, but humans will still win at empathy, nuance, and brand voice. In 2026 the best brands will be those that combine AI speed with real-world storytelling, rigorous measurement, and honest, ongoing relationships with customers and creators.

Start strategizing with Zoho Social and make the most of social media marketing in 2026!