"If your 2026 social strategy is still chasing polish, underestimating the strategic value of listening, and mistaking aspiration for identity, it's time to re-think your approach for this coming year. Social media is about to be shaped less by platforms and more by people and community. That's because audiences aren't just scrolling anymore - they're co-creating, questioning and holding brands to account in real time."
""The social media advantage in 2026 won't come from posting more, but from listening better," says Sarah Benton, director of insights at community management agency ICUC, which commissioned the Social Media Trends in 2026 report. "Audiences increasingly favor real, identity-driven content over polished campaigns, with lo-fi, candid posts and creators who reflect shared values driving stronger engagement and trust. Brands that respond with empathy, close feedback loops publicly and balance AI with human judgement will build credibility, loyalty and long-term advocacy.""
Audiences are shifting from polished campaigns to lo-fi, identity-driven creator content that earns deeper engagement and trust. Social listening becomes a primary growth engine: brands that listen empathetically, respond publicly, and close feedback loops convert engagement into advocacy. Community co-creation and real-time accountability reshape platforms into people-driven spaces. Brands must balance AI with human judgment to maintain credibility. Formats that feel candid and aligned with shared values drive up to twice as many comments than produced campaign posts. A framework across People, Process, Planet, and Technology guides action toward community-centered strategies and joy-driven sustainability.
Read at The Drum
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