During January, Luan Wise, a Chartered Marketer with over 25 years of experience in the marketing industry, delivered a webinar exploring strategies for effective social media use in 2026. During the session, Wise highlighted the shift towards algorithmic-feeds, the declining relevance of follower numbers, the continued rise of video, and the increasing importance of authentic, inclusive content.

Wise opened the session by sharing her background as a consultant and bestselling author who has specialised in social media for the past decade. She went on to outline the focus of the session: strategic thinking, tactical insights, and practical industry updates on emerging trends in social media. 

Social media objectives

 
To leverage social media effectively in 2026 marketers must think strategically and ensure social media activity is always aligned with top-level business objectives. The focus for social media should be on what the business needs to achieve, rather than which specific platforms are seeing peaking engagement.  It’s crucial that social media conversations in the boardroom align with the language of sales and finance to help prove its value.

Social media is a rapidly changing landscape, , so annual reviews of strategies are essential, with ongoing monitoring and testing to inform what’s working, and what isn’t. It is important to stay agile, adapt to platform changes and keep an eye on new platforms and niche areas that could present opportunities.

Changes in the social media landscape

All major social media feeds are now algorithmic, driven by machine learning and AI. Users are engaging with them more privately and less publicly. This means metrics are shifting away from likes, towards shares and saves.  

Meanwhile, platform usage is also changing, with YouTube being the most popular platform in the UK, followed by Facebook, Instagram, Reddit, and TikTok. According to a recent We Are Social report, time spent on social platforms is declining , so it is all the more important to ensure your content has meaning and delivers value or it risks getting lost in the noise.

Audiences themselves are also changing. The UK government is considering a ban on social media for under-16s, with Australia and other European countries having already taken steps to implement similar restrictions. While Wise noted it will not apply to every social media platform, and it may take a while to be introduced, it is a big consideration for some marketers. However, whether there is a ban or not, platforms are increasingly adding teen-specific features and other safety guidelines for all users that should be prioritised in social media strategies. 

Getting discovered 

Social media remains a key tool for discovery, alongside Google and AI, with LinkedIn also becoming a significant citation source. Interestingly, hashtags are becoming less important for discovery, with keywords in captions becoming more relevant. The introduction on some platforms of subscription models for ad-free experiences may impact brand reach and ROI, so knowing your audience well and using targeting features is even more important. It’s crucial to find out where your audience are and meet them on those platforms.

Video content is not diminishing, with platforms like YouTube and TikTok leading the way however, TikTok insights show images getting higher engagement than videos, highlighting the importance of a content mix. With platforms having shifted to algorithmic feeds, video, especially short form, is one of the most effective ways to extend reach beyond your follower base. Algorithms often prioritise video content that keeps users watching or triggers sharing, saving or repeated views. 

Platform choices 

Identifying platforms that will prove effective in delivering on your strategic objectives involves understanding key demographics, interests, and competitor strategies. A report from Sprout Social shows Facebook driving the most business impact, followed by YouTube and TikTok. Whereas LinkedIn is the top platform for B2B, with Facebook and YouTube also playing significant roles.

A multi-platform approach is necessary most of the time, and Wise advised considering different stages of the funnel and the mix of formats and platforms to reach your audiences. Expanding onto new platforms requires research and a strong business case that considers resources and audience engagement.

Measurement and reporting in social media

Measurement is becoming more nuanced as social media evolves, with different metrics for awareness, engagement, and conversion. Measurement should ladder up to what the business is trying to achieve, not just the metrics that platforms make it easy measure.

Defining your organisation’s funnel, and deciding which stages social media will be best suited to support  with will make identifying the best metrics to track much clearer. For example, if increasing awareness is the key objective, views will be the best metric to convey how well your social media channels are performing. 
Top Tip: Focusing on platforms that are already performing well is often more effective than trying to be everywhere, where you risk spreading resources too thinly.

AI in social media 

AI features are now embedded in all social media platforms, supporting content creation, analytics, and workflows. External AI tools like ChatGPT or CoPilot can also be used to help generate images, write copy or suggest content ideas for social media. Whilst AI features can be useful, they do present challenges. Poorly produced AI generated content, often referred to as “slop”, risks undermining your brand and eroding hard won user trust. Wise emphasised the importance of originality and authenticity.  

Final thoughts 

Social media should be a core part of business strategy, not an add on. Clear channel-based objectives are essential for demonstrating impact and value. Staying up to date on the latest platforms and algorithm changes can help you in choosing the right platforms to achieve your objectives and help to increase visibility. AI is here to stay, and whilst its features can be useful for scaling content creation, its essential to keep trust and credibility front of mind during 2026. 

Are you looking to brush up on your social media skills? Or learn how to align your social media activity with wider business goals and measure performance? CIM’s Social Media Strategy Masterclass has got you covered.