Every year around this time, social media fills up with trend predictions for the new year. New features, new formats, new “must-do” strategies that promise growth, reach, or visibility if you act fast enough.
But if 2026 has a theme, it’s this: less chasing, more building.
After years of rapid change, constant updates, and pressure to do everything at once, social media marketing is settling into a more intentional phase. Not slower in terms of innovation, but clearer in terms of what actually works.
This post isn’t about hacks or shortcuts. It’s about patterns I’m seeing across client work, brand accounts, content performance, and conversations with business owners who are tired of spinning their wheels.
Here’s what’s shaping social media marketing in 2026.
1) A shift from noise to clarity
Social media in 2026 is rewarding clarity more than volume. Accounts that are doing well aren’t necessarily posting more. They’re easier to understand. You land on their profile and immediately know:
- who they are
- what they offer
- who it’s for
- why you should care
This sounds basic, but it’s surprisingly rare.
After years of trend-chasing and overproduced content, audiences are quicker to scroll past anything that feels confusing, forced, or performative. Clear messaging, consistent visuals, and a recognisable tone are becoming far more valuable than novelty.
For brands, this means:
- fewer “random” posts
- stronger positioning
- more intention behind each piece of content
2) The continued rise of personal brands (and brands acting like people)
Personal brands aren’t slowing down — they’re growing. And at the same time, traditional brands are borrowing from the same playbook.
People connect with people. Even when they’re buying from a business.
In 2026, we’ll keep seeing:
- founders and team members stepping forward
- brands sharing opinions and perspectives
- less corporate language, more conversational tone
- visibility around decision-making, process, and values
This doesn’t mean every brand needs to overshare or turn into a personality account. It means removing unnecessary distance.
Brands that still sound like press releases will feel harder to trust. Brands that sound human will feel easier to follow, easier to remember, and easier to buy from.
3) Video stays — but the “one right format” is gone
Video content is not going anywhere in 2026. But the idea that there’s one correct way to do it is fading fast.
Audiences are now used to seeing:
- polished brand videos
- simple phone clips
- talking-to-camera content
- B-roll with text overlays
- quiet, slow videos alongside fast edits
What matters more than format is ease of consumption.
In 2026, video performs best when it’s:
- easy to follow
- visually calm enough to watch
- paced with intention
- not overloaded with effects or transitions
This is good news. It means brands can experiment more, simplify more, and stop trying to copy a single style that worked for someone else.
4) The return of variety (and why Instagram carousels are performing again)
One of the most noticeable shifts over the past year has been the return of variety. For a while, it felt like everything had to be video. Now, that pressure is easing.
Instagram carousels are performing well again because they match how people actually use social media:
- to pause
- to save
- to revisit
- to understand something properly
Reels can be great for reach and visibility.
Carousels often perform better for depth, education, and long-term value.
In 2026, strong accounts aren’t choosing one format. They’re mixing:
- video
- carousels
- static posts
- stories
Variety isn’t a lack of strategy — it is the strategy.
5) Outdated practices will hold you back more than ever
It’s unrealistic to expect anyone to stay on top of every new feature or update. Platforms move fast, and not everything is worth adopting immediately.
What is becoming harder to justify is relying on practices that have been outdated for years.
Things that are increasingly working against brands in 2026:
- posting low-quality boomerang-style clips as Reels
- overloading short videos with constant transitions
- captions that are mostly hashtags with little context
- content that’s visually overwhelming or hard to follow
If your content is tiring to watch or read, people won’t stay. Attention is limited, and patience is even more so. Clean, intentional content is outperforming “busy” content.
6) Diversifying your marketing is no longer optional
One of the biggest risks for brands in 2026 is relying on a single platform. Algorithms change. Reach fluctuates. Accounts get quieter overnight.
This doesn’t mean you need to be everywhere. It means building a simple, supportive ecosystem.
One of the most effective combinations I see:
- one main social platform, done well
- email marketing that complements it
Social media brings discovery and connection. Email builds familiarity, trust, and consistency.
When these two work together, marketing feels less fragile and far more sustainable (and if you want a stronger marketing package, choose to focus on one main social platform, your blog and email marketing).
7) Community over scale
Growth in 2026 doesn’t always look impressive on paper.
More brands are realising that:
- a smaller, engaged audience converts better
- familiarity builds trust faster than reach
- consistency matters more than spikes
This shift isn’t about shrinking ambitions. It’s about focusing energy where it actually pays off. Accounts that feel familiar (not just visible) are the ones people come back to.
What I’m ready to see less of in 2026
Some trends I hope continue to fade:
- outdated posting tactics dressed up as “strategy”
- overproduced content with no clear message
- chasing every trend without considering fit
- marketing that prioritises speed over clarity
Not everything needs to be loud. Not everything needs to go viral. Not everything needs to be new.
Key takeaways for brands
If you’re planning your social media marketing for 2026, here’s what I’d focus on:
- Build clarity before chasing growth
- Show people, not just products
- Use video intentionally, not obsessively
- Mix formats instead of relying on one
- Drop practices that no longer serve you
- Diversify your marketing so one platform doesn’t carry everything
- Prioritise trust and familiarity over big numbers
Looking ahead
Social media marketing in 2026 feels less frantic than previous years — and that’s a good thing.
The brands that will do well aren’t the ones doing the most. They’re the ones making it easy for people to understand them, trust them, and come back.
If your content feels clear, consistent, and human, you’re already ahead.
Want support with your 2026 strategy?
If you’re planning ahead and want help refining your social media strategy, content direction, or long-term approach, I offer consultations, project-based work, and monthly retainers.
I’ve been working in digital marketing, photography and professional content creation for nine years, supporting brands with strategies, content, and ongoing social media management. My approach combines hands-on experience with a solid marketing foundation, including a Professional Diploma in Digital Marketing from UCD and regular training to stay aligned with current best practices — not just trends.
I work remotely with brands in Ireland and worldwide, and every project begins with understanding your business, your audience, and what will actually drive results for you.
You can get in touch using the button below and book a discovery call to talk through what you need for 2026.
A MATTER OF NOURISHMENT 