Now that the year comes to an end, let’s see what we need to focus on in order to keep shining in 2026. Let’s dig into some tips and tricks:
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On platform conversions:
Since all platforms are hoping to keep you engaged as long as possible on the apps, and TikTok, Instagram, and Meta are already offering in-app purchase and checkout experiences, you need to optimize every stage of the sales funnel inside the platform itself. Shopify stores linked to TikTok Shop and Instagram Shop have seen a conversion rate of 20-40% -
Long-form videos are becoming more prevalent, as audiences are hungry for content with depth, narrative, and emotional connection. This is why podcasts are so popular nowadays, and people spend a lot more time on platforms with the podcasters they enjoy.
Platforms are also happier and support longer videos because people invest time when content resonates. You will also need to move focus from view counts, or reach, to watch time metrics. -
Since Feed is power, because people can filter categories or topics they don’t want to see anymore, building long-term engagement with a defined audience to whom you offer relevant and quality content, is key.
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The decline of virtual influencers has a huge impact on human connection. Nowadays, people look for what is real and authentic, rather than famous talent paid by brands to promote their products or services. Brands need to focus more on the creators who are known as leaders in their niche rather than on celebrities.
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Platform-related content: think long story formats for YouTube, or other streaming platforms, and short content, similar to trailers for Reels on Instagram, Meta, and TikTok.
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AI-generated content will increase more and more, but brands need to be aware of social media marketing ethics and ensure that AI aligns with consumer rights and values.
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Social search remains a priority, according to a Sprout’s Q2 survey, one in three consumers skip Google altogether, with users starting their search journey on networks like TikTok, Instagram, or YouTube instead. This number rises to more than half for Gen Z.
Trends change day by day, but this list is a good starting point to highlight the most prominent ones.
