2026 Social Media Trends: Predictions Brands Need to Know

As we move toward 2026, marketing is entering a more disciplined, human, and results-driven era. After years of chasing new platforms and trends, brands are recalibrating. The brands who will win in 2026 aren’t necessarily louder,  they’re clearer, smarter, and more intentional.

We work with growing designer brands navigating this exact shift. Below are the top 2026 social trends we see shaping strategy, budgets, and expectations — and how brands should prepare now.

Coexisting with AI

First, let’s address the elephant in the room. AI isn’t going anywhere, in fact, it’s going to continue to evolve this year and show up in major ways across workflows and even in creative. Our recommendation? Get on board. AI, when used strategically, can be an amazing optimization tool. While AI can certainly accelerate processes, it cannot replace the human touch that drives trust. It can’t pick up on nuance, cultural context or sensitivities, or emotional resonance, which are all required of successful brands these days. Plus, if you think consumers can’t pick up on an AI-generated caption — they can. (This em dash was made by a human).

Brand Trust > Brand Awareness

If there’s one thing we’ve learned in the past year, it’s that consumers are more discerning, skeptical and selective about how (and with whom) they spend their money than ever. Authenticity will win out in 2026, and trust will out perform reach. Green-washing and other examples of virtue signaling simply will be called out. Instead, brands should invest in crystal clear positioning, consistent brand voice and thoughtful, transparent messaging in order to win over values-driven customers.

Social Media as a Search Engine

Social media is no longer just a discovery channel,  it’s a search engine. In 2026, consumers will continue to turn to platforms like TikTok, Instagram, and YouTube to research products, find recommendations, and learn how to do something before ever opening Google. This shift is changing how brands approach social content: captions, on-screen text, and video structure now matter as much as creativity. Brands that treat social like searchable content, optimized for intent, clarity, and usefulness, will capture attention earlier in the decision-making process and stay top of mind longer.

Creative That Feels Real

Speaking of authenticity, raw and unpolished creative will be especially critical on social media. As feeds become more saturated and formulaic, overly produced content is losing its edge and missing the mark. The social content that will perform best won’t feel like advertising,  it will feel real, imperfect, conversational, and rooted in genuine brand voice. This doesn’t mean sacrificing quality, but shifting focus toward relatability, clarity, and human storytelling. On social, authenticity isn’t just a creative preference — it’s the difference between being scrolled past and actually being engaged with.

Founders as Influencers

In 2026, founders will take center stage and play a much more meaningful role in their brand’s marketing by pulling back the curtain on their day to day. Maureen Kelly, founder and CEO of Tarte Cosmetics, is a glowing representation of this shift. She shows up consistently, both on her own channels and on brand channels. Most recently, she’s taken fans behind the scenes of “Tripping with Tarte,” an immersive brand experience with some of the industry’s biggest influencers. Love it or hate it, it works, because people tune in regardless of if they’re a brand fan or foe.

A Rise in Ad Costs

Paid media has become more and more competitive, expensive and saturated. In 2026, brands relying primarily on paid advertising will definitely feel the impact of an increased pay to play. It’s especially important to ensure that your organic marketing engine is up and running and working as it should. Brands that invest and prioritize their organic channels, like social and email, will have a much stronger foundation. Organic marketing builds familiarity and demand over time, making paid efforts more efficient. The future isn’t one or the other, but rather a marketing ecosystem fueled by organic and complemented by paid. 

This year belongs to brands who own what they uniquely bring to the table. At 624, we help brands build sustainable processes and strategies that drive real growth without unnecessary noise. Ready to build a smarter marketing strategy for 2026? Let’s talk.