2026 is shaping up to be a formative year in the social media world. With AI and LLM search leading the internet, optimizing the way you present your brand on social media is more important than ever. Let’s look at six of the top trends to watch on social media over the next 12 months.
AI in Social Media
More than ever, we’re seeing AI pop up on social media. AI is being used in image and video creation, as well as writing copy and even cloning tones. While some uses are helpful, the overwhelming amount of “AI slop” we’ve seen on social media will inevitably lead to a backlash against AI-generated content in the coming months. The win for this trend is to use AI in a way that enhances creativity and explores big ideas, instead of replacing authenticity.
Search Everywhere Optimization
With the increasing use of AI summaries and people relying on social media platforms as search engines, it should be a priority to publish content in a searchable format. The way people find info is shifting away from strictly traditional search engine optimization (SEO) and leaning more toward search everywhere optimization. Think “what would someone ask AI to find my brand?”
Because LLMs use sources like Reddit, Quora and YouTube, it’s becoming important to prioritize these platforms to stay discoverable. Captions and short-form video posts should be built around keywords and feature structure, clarity and scannability.
Growth in Relationship Marketing
The comment section is slowly becoming a brand’s new home page. Rather than having someone manage your social media, think of their role as more of a community manager. Engaging in conversations not just on your own posts, but also on trending posts in general, is becoming increasingly more common. Many brands gain traction or recognition, especially on TikTok, by leaving humorous or timely comments on trending videos. Prioritizing depth (over reach) will allow your brand to grow greater loyalty in 2026.
Founders Story Focus
By sharing his story and the challenges behind his founding process, the founder of HubSpot has amassed more than 1 million LinkedIn followers. Audiences are tired of seeing perfectly polished posts, and would rather see authentic challenges and behind-the scenes content. For example, sharing the behind-the-scenes of your brand’s founder shows not only a bigger picture, but also leads to greater trust and reliability for your followers. Take the opportunity in 2026 to share more about your brand’s founder. At JSK, we’re putting this into practice with a series about our own founder, Jenn. Check out part one now!
Rise of Community-First Platforms
While Instagram, Facebook, X and TikTok have led the charge in social media over the past several years, 2026 will see a growth in community-first platforms. Reddit, Discord and Substack are growing increasingly more popular as social platforms, as people are seeking more ways to connect on a deeper level. We’re also seeing an upward trend in real-life meetups like run clubs and niche interest groups. To best utilize these platforms, show up where your specific audiences are already spending time.
Gen Alpha to Redefine Connection
Born between 2010 and 2024, Gen Alpha is the latest generation redefining online activity. Just like Gen Z boosted the trend of short-form video content, Gen Alpha is creating a new way to be online.
A recent poll asked Gen Alpha what they would do if banned from social media. The answers were a trend toward getting away from digital devices and exploring the outside world. Keeping an eye on this age group, whether they are your target audience or not, is important as we see how they shape online activity over the next year and beyond.
As 2026 kicks off, we’re excited to watch these trends and many more unfold. What trend are you hoping to put to work for your brand this year? Not sure where to begin or feel like you’re falling behind? JSK Marketing is here to help.
