Even with the change in social media channel growth, social still remains as one of the most powerful channels for any brand. It gives you brand visibility, audience engagement, and a way for your customers to contact you instantly. And, with the algorithm changes, it can be a nice challenge for those who are up for it! According to Forbes in August 2026, there were 5.76 billion global users, with the average person spending at least 2 hours every day across a staggering 6 platforms. This shows that social media isn’t slowing down, it’s evolving. For any brand this means that it’s no longer an option to have a social media presence but how you differentiate yourself is all about your strategy and content.
Has reach started to plateau on social media channels?
Even though growth of users on social media channels has stabilised, this doesn’t mean that the results you can obtain have too. Since its peak in 2022, engagement is still incredibly high, with the average user checking their feeds more than seven times per day (I am guilty of doing this way more!). This continued attention makes channels a crucial space for brands to stay relevant and stay visible.
In the last few years, how we use social media channels has also changed. Many rely on social media for news – updates from brands, celebrities, world news. And then there’s reliable content – with social media shopping booming (TikTok shop in particular), we’re turning to social media for genuine, real life reviews of products before we purchase them. No longer do we rely on the brand’s pitch, but instead we turn to user generated content (UGC) for an unfiltered experience. Short form videos in general have dominated the social media space, but in the middle of 2026, we’ve started to see some original posting formats return such as carousel statics and single image posts.
What this means for brands is that even without your channels growing exponentially, you can still connect effectively with your audience. All this requires is content that’s strategic, optimised for the right platforms, and answers the questions and needs of your customers.
How do I get my content to be seen on social feeds?
We’ve all been there when we view a few posts and then are suddenly inundated with posts covering similar topics – or from the same user. Changes in 2026 mean that our recommended content on Instagram, TikTok and YouTube in particular, is all driven by AI engines. They prioritise accounts that post consistently, engage actively with their audience and post content that aligns with the content formats of the platforms they use. Whilst you don’t need to focus on posting multiple times a day, consistency is key as brands that post sporadically will be deprioritised in feeds and search results.
AI is the buzzword across all marketing and media now and as a result, it is shaping how we discover brands. 81% of adult internet users are now engaging with AI generative tools and platforms are increasingly blending AI-curated content with organic posts. What this means for your brand is you need to maintain an active, authentic – and clear – social media presence that is relevant to both your audience and the algorithms. So what can you do?
- Align all content with your brand: Showcasing your offering (products, services), answering typical questions from your customers, how to content, etc
- Have a content plan that is strategic: This needs to be developed with a clear purpose – we often recommend that much of your social media content calendar is pre planned, with space allowed for any reactive posts you might need to add.
- Post frequently: Algorithm changes mean that if you don’t post often, your posts will be seen later than intended (or not seen at all), but frequent posting will push your content up the chain to your existing followers and prospective leads.
- Be engaged: Engaging with your followers is a must. It shows that there is a real life person/team behind your brand. Liking comments, answering back to comments or questions – these also help build brand reputation.
- Don’t just jump on a trend: Going viral always seems to be an objective for some brands but there is the risk of doing content for clout. Viral trends can create a stream of content that can seem unrelated and, a few days or weeks in, can become boring to users, causing them to switch off. Tap into your creativity, but just make sure it links with your brand.
How can a marketing agency support me?
We know that in today’s world, keeping on top of your social media presence is a job in itself. Developing your strategy, capturing and creating content, drafting captions, scheduling and analysing results. Then it’s a case of rinse and repeat. We support clients by helping them create strategies that cut through the noise. We keep up to date with the latest changes and trends, analyse your audience, review your success (not just on your platforms, but also how this affects your website performance) and use this to develop strategies that align with your objectives and audience.
We can provide you with as much or as little support as you need. Whether it’s consulting to support the development of your strategy, providing you with graphics to go with your own written posts, or you want us to take over your whole social presence; we can help:
- Strategy: We’ll research your industry, your competitors, review your objectives and audience and develop a strategy that puts you at the forefront. This will include identifying the best platforms to use, media types, frequency of posts, etc.
- Brand style: We develop a style for your content (whether static posts, video, animation), establish a tone of voice for your captions and complete keyword search to support social search.
- Consistent messaging: Throughout the process we’ll ensure your brand messaging is always consistent – from your graphics to captions.
- Identifying opportunities: We go deeper than just your social platforms, we look at your audience’s whole experience. Do your website landing pages reflect the same message as your social channel? Are you missing crucial content that might mean you miss out on conversions? We’ll review your website and make suggestions to improve the entire UX.
- Data analysis: From reviewing reach and engagement to how your website traffic and enquiries have performed, we’ll review your data and apply this to your ongoing strategy.
Ready to take your social media presence further?
Social media is no longer about going viral, it’s about creating a consistent, strategic presence that’s in line with your brand, values, and what your customer base wants. With billions of users, and your competing brands online, it can feel like it’s a hard battle to win. But with the right strategy and approach, you’ll soon be reaping the rewards for your efforts. Get in touch to learn more about how we can work with you.
