5 Social Media Trends to Watch in 2026

Drawing on insights from Bristol Creative Industries’ 2026 trends event, Ella Fisher, Digital Communications Executive at Reading Room, shares the five social media shifts that will define the year ahead.

Earlier this year, we attended the Bristol Creative Industries’ event: Social Media Trends for 2026: A Keynote with Drew Benvie, Founder & CEO of Battenhall. And it was eye opening!

From Gen Alpha to crowd control, to one trend that freaked us out a little bit... here are five key trends expected to dominate the social media landscape this year.

1. Social Media and Gen Alpha: The Swipe-Savvy Generation

Meet Gen Alpha; born after 2010, raised on screens, and about to turn 16 in 2026. They're not just digital natives; they’re full-blown digital connoisseurs. For them, YouTube is the new TV, TikTok is the go-to search engine, and Roblox is basically a second home.

They don’t scroll, they swipe; they don’t read, they watch. Over half of Gen Alpha stream video daily, preferring fast, punchy, mobile-first content. But their attention doesn’t stop at TikTok trends. Social gaming platforms like Minecraft and Roblox are where they play, socialise, and even learn all at once. Brands hoping to engage will need to combine creativity with credibility.

Gen Alpha expect brands to be where they are and to stand for something. Sustainability, inclusivity, and purpose are non-negotiables.

With 61% saying “helping people” is one of life’s most important goals, marketing to them means storytelling that feels real, emotional, and values driven.

And don’t forget: the rules are changing. Australia’s proposed restrictions on under-16s using social media could be just the beginning. The next wave of platforms may need to be safer, more private, and built with younger audiences in mind.

To win Gen Alpha’s loyalty, marketers must ditch the old playbook. That means building trust, showing up with meaning, and delivering content that clicks; whether that’s on YouTube, in the metaverse, or through a perfectly timed meme.

They’re switched on, socially aware, and ready to engage... just don’t expect them to stay still for long.

2. Crowd Control: Why Brands Must Embrace Participation, Not Control

In 2026, brands no longer own their narratives, audiences do. Social media has shattered the age of controlled storytelling, giving consumers the power to remix, reinterpret, and even hijack brand messaging. But this isn’t failure; it’s the new normal.

Today’s digital landscape demands agility and authenticity. From Jet2’s cheery slogan becoming a viral meme, to backlash against brands like Arc’teryx for cultural missteps, the message is clear: brands must balance boldness with cultural awareness. Consumers – especially Gen Z – now view purchases as values-based choices. A brand’s stance on social issues can directly influence trust, loyalty, and bottom-line performance.

For example, Lush's factory shutdown over Gaza generated support, while Tesla’s political entanglements triggered boycotts and falling profits. Brands like Patagonia and Ben & Jerry’s have successfully leaned into activism, but with clear alignment to their values and transparency.

The takeaway is that brands can’t prevent their content from being hijacked, but they can prepare. Viral moments must be met with response, not resistance. Strategic use of tone, humour, or doubling down on clarity can turn chaos into connection.

Heading into 2026, communicators must prioritise participation over control and embrace shared storytelling. Authenticity, not authority, is the currency of trust – and trust is everything.

3. AI Influencers: The New Faces of Brand Marketing?

AI influencers are rapidly reshaping the influencer landscape, offering brands scalability, round-the-clock availability, and cost-efficiency. These virtual personas – created through tools like Midjourney, Runway Gen-3, ElevenLabs and CapCut – allow marketers to control tone, appearance, and messaging with unprecedented precision.

Their appeal lies in their consistency and reliability. AI influencers avoid scheduling conflicts, don't need breaks, and present no risk of scandal.

Unsurprisingly, mentions of AI influencers rose by 50% in early 2025, with 63% of professionals planning to use AI and machine learning in influencer campaigns.

But while the benefits are clear, so are the challenges. AI personas lack the emotional depth and cultural nuance that human creators bring. This raises concerns around authenticity, ethics, and trust – especially among younger audiences who value real, relatable content.

Critics cite issues like unrealistic beauty standards, bias, and a lack of transparency.

Over 43% of marketers have concerns about AI influencers’ impact on consumer trust.

Striking the right balance is key. Rather than choosing between human and digital, brands are exploring hybrid approaches – blending AI's efficiency with the emotional intelligence of real creators with the goal to create campaigns that feel both fresh and authentic.

As the trend grows, one thing is clear: brands must navigate AI influencer marketing with thoughtfulness and integrity. Authenticity, ethical use, and emotional resonance remain the currencies of meaningful engagement in a digitally automated age.

4. The Social Cycle

As social media turns 20, platforms and users are revisiting the past to inform the future. We're entering a new "social cycle" where nostalgia, authenticity, and innovation collide to shape emerging trends.

Community-First Thinking Is Back in Vogue

Platforms like Reddit and Discord are booming as users seek deeper, interest-based connections. From niche subreddits to civic movements, online communities are proving their cultural power, offering fertile ground for brands that genuinely engage.

Personalisation Is Now Core to Discovery

Algorithms are curating what users see based on behaviour, not chronology, making content more relevant, but also raising questions about echo chambers and diminished community feel.

‘Cosy Content’

Long-form, episodic and reflective content is challenging short-form dominance. Newsletters, Substack blogs, and “lo-fi” video series are resonating as users seek depth over dopamine.

Old-School Charm Is Having a Moment

From Substack’s 56% YoY growth to the return of the Facebook Poke, brands are capitalising on Gen Z’s fascination with early social internet culture, blending playfulness with purpose.

Looking ahead to 2026, expect more curated, community-driven experiences. Episodic content will rise, as will a focus on brand authenticity and values. Brands that adapt to user behaviours while staying true to their ethos will stand out.

The takeaway here is that social media isn’t linear, it’s cyclical. As we revisit the tools and tones of the past, there’s real opportunity to create fresh, relevant, and human-led brand experiences in a digitally saturated world.

5. From Trend Fatigue to Content with Depth

This year, expect to see a shift away from trend-chasing and towards intentional, value-driven storytelling. While algorithms still drive personalisation and screen time, users are craving deeper connections and more meaningful content. Platforms like Reddit and Discord are thriving as hubs of niche communities, reinforcing the power of shared interest and slower, episodic engagement.

Short-form, snackable content still has its place – but the rise of 'cosy content' and the resurgence of long-form storytelling signal a change. From TikTok’s episodic features to Substack and YouTube vlogging, audiences are investing in serialised content that encourages loyalty and co-creation. Brands are tapping into this by producing narrative-rich series that invite participation and emotional investment, rather than just chasing fleeting trends.

But trend fatigue is real. Audiences are growing weary of recycled formats and performative brand engagement. Poorly executed meme-jumping or trend-hopping often backfires, especially when it lacks authenticity or cultural understanding. Brands like Duolingo and Currys stand out by using trends with intention; rooting them in brand voice, audience insight, and cultural nuance.

The key takeaway here is that success in 2026 won’t come from jumping on the latest viral trends, but from shaping culture. Long-term trust is built on storytelling, not stunts. Brands that balance relevance with resonance, trends with purpose, and short bursts with lasting value will be the ones that rise above the noise.

Get Ahead of the Trend

While these trends may not impact your digital marketing strategy for the year, it’s good to keep an eye on these and see how you can adapt your organic social content to ensure you are reaching your goals. 

If you’re looking for guidance on your social strategy for 2026, learn more about our social media marketing services and please get in touch. We’re always happy to help.