Predictions for 2026
by paul greenwoodGlobal Head of Research and Insights, we are sociable
Social search:
“Social searches are expected to skyrocket further in 2026. Brand discoverability on social media will become as important as on Google. In particular, text-based social platforms will receive increased interest from brands as they are often used to train AI large-scale language models, so a brand presence there will benefit GEO strategies.”
Social commerce:
“Social commerce is another growth area. While it's already the norm in some parts of the world, particularly in the East, we expect Western platforms to evolve further next year with options like shoppable video and more live shopping trials. People who use social for entertainment will expect their shopping experience to be just as fun, so they'll want social commerce to be like QVC on steroids.”
How online behavior will change:
“Online behavior will also evolve. Time spent on social media has plateaued and we may have already reached 'peak social'. So brands will need to be more creative than ever to reach their audiences, especially Gen Z and Gen Alpha users who are moving away from traditional platforms and into the 'dark woods' of messaging apps and creator-centered communities.”
“Brands may struggle to stay informed in these online communities, but there is scope to forge deeper, if not broader, connections.”
AI-generated content:
“Finally, AI-generated content will continue to appear on social, so don't be surprised to see reactions to that trend or the opposite trend. Tech and premium brands may lean toward a clean, crisp AI-generated aesthetic, while heritage brands will want to emphasize the natural environment and more overtly real, human-driven stories.”
“We are now in the third era of social influence, moving away from video and visuals and into the age of the expert. Next year will see more long-form content on deep, meaningful topics and people will take their posts more seriously. They will expect the same from brands: providing expert insight and a more thoughtful and ambitious approach.”
Paul Greenwood, Global Head of Research and Insights at We Are Social
