Here’s a snapshot of the trends and insights we adopted in 2025, that we forecast will continue to influence cultural behaviour in 2026.   

AI-Driven Content Creation and Distribution 

Artificial intelligence is continuing to transform the way content is created and distributed within all industries. AI-powered tools can create real-time content, generate press releases, optimise outreach, and enable businesses to operate with greater speed and precision. 

This technology gives teams opportunities to improve efficiency by completing administrative tasks, freeing up professionals to focus on strategy and creativity. 

While AI is on the increase on social media, there is still a requirement to maintain the foundational roots of transparency, and authenticity across platforms to protect account integrity, engagement and trust with audiences. 

The Ever-Growing Power of Influencers 

Influencers continue to dominate the digital landscape, with an ever-growing impact on persuasion. 

However, we began to see a noticeable shift in how audiences respond to influencer-led content, with consumers increasingly gravitating towards authentic content and calling out conflicting advertising collaborations, over-use of filters or apparent use of AI. 

As a result, influencers have become more selective about the brands they chose to work with, favouring long-term partnerships over short, transactional collaboration. This leads to a more authentic relationship, creating more credible and trustworthy recommendations. 

The Rise of Social Media Shopping 

Social media shopping has become a staple of the online retail landscape, with platforms such as TikTok Shop, Instagram Shop, and Facebook Shop transforming the way consumers discover and purchase products, begging the question: is social commerce replacing traditional online shopping? 

The integration of in-app shopping features has undeniably reshaped consumer behaviour, enabling seamless product discovery and instant purchasing without users leaving the platform. 

The Growing Influence of Video and Audio Content 

In 2025, video and audio formats took centre stage as essential tools for audience engagement within PR strategies. Formats such as podcasts, livestreams, and short-form video have enabled brands to move beyond static messaging and create open in-depth conversations with consumers.

Livestreaming, creating new opportunities for brands to connect directly with the consumer through sponsored streams and interactive formats such as TikTok Live, allows consumers to engage with products in an immediate and more tangible way. 

At the same time, podcasts have continued to thrive as a powerful platform for expert-led discussions and the creation of meaningful brand narratives. 

Gender Differences in Social Media Usage 

Trend platforms alongside our annual Vista social media usage survey have identified noticeable differences between genders across platforms. Men have a higher overall usage rate on platforms such as X and Linkedin, gravitating towards content that reflects their current hobbies, interests and professional pursuits. 

Women are more likely to use social media as a source of lifestyle inspiration, engaging with influencers and content that reflect their goals, or aesthetics they aspire to achieve.  

Influencer Lydia Millen has touched on this, openly discussing how she carefully curates her social media feeds across platforms to align with her personal goals and find sources of inspiration – highlighting how intentional her content consumption has become. 

These behaviours reflect the importance of tailored content and strategic branding, to create authentic connections with audiences. 

Trust is still the overwhelming metric for success. Brands that will win in 2026, are those that combine creativity, insight, and authenticity to turn audiences into lasting connections. 

Notes:

Statista