The new social media rules: 3 trends marketers need in 2026 – The Drum

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January 12, 2026 | 7 min read
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From lo-fi storytelling to social listening as a growth engine and joy-driven sustainability, the rules of social are being rewritten for 2026. Drawing on billions of social interactions and insights, here are the three trends you can’t ignore.
Social media is about to be shaped less by platforms and more by people and community
If your 2026 social strategy is still chasing polish, underestimating the strategic value of listening, and mistaking aspiration for identity, it’s time to re-think your approach for this coming year. Social media is about to be shaped less by platforms and more by people and community. That’s because audiences aren’t just scrolling anymore – they’re co-creating, questioning and holding brands to account in real time.
“The social media advantage in 2026 won’t come from posting more, but from listening better,” says Sarah Benton, director of insights at community management agency ICUC, which commissioned the Social Media Trends in 2026 report.
“Audiences increasingly favor real, identity-driven content over polished campaigns, with lo-fi, candid posts and creators who reflect shared values driving stronger engagement and trust. Brands that respond with empathy, close feedback loops publicly and balance AI with human judgement will build credibility, loyalty and long-term advocacy.”
Taken together, these shifts point to a broader pattern. The Social Media Trends report looks at the year ahead through four lenses – People, Process, Planet and Technology – and offers a framework for action in the year ahead.
As platforms fragment and feeds become more algorithm-driven, audiences are gravitating towards voices that feel more authentic and more aligned with their values. Lo-fi, creator-led storytelling is reshaping how authenticity shows up across feeds, particularly for Gen Z audiences. ICUC data shows that lo-fi content drives up to twice as many comments as highly produced campaign posts, signaling stronger community engagement, not just reach.
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Formats like candid photo dumps, collaborative posts and lightly edited video are designed to invite interaction, encouragement and belonging. Recent changes to TikTok’s algorithm, which now prioritizes search-led discovery, niche communities and longer watch time over viral moments, reinforce this shift.
At its core, this shift is about People: how brands show up as participants in communities, not performers speaking at them.
What this means for marketers
Prioritize content that invites response, reflects shared values and leaves space for audiences to participate. High production can still drive awareness, but trust and advocacy are built through human, imperfect moments.
Social media moderation is no longer just a hygiene task. In 2026, leading brands will turn it into a real-time engine for improvement, reputation recovery and operational agility. As feeds fill with AI-generated content and bot-driven noise, vanity metrics like reach are losing relevance. What matters now is genuine engagement, and the ability to listen, interpret and respond at speed and at scale.
Human-powered social listening is helping brands spot micro-trends early, surface emerging risks and act before moments peak or spiral. From creators flagging product failures to cultural conversations gaining traction in niche communities, brands that connect insights to action can turn friction into loyalty.
In terms of the report’s four pillars framework, the brands pulling ahead are those that treat moderation as both a Process and a Technology challenge, building systems that combine human judgement with intelligent tools to listen, learn and respond at speed.
What this means for marketers
Treat listening as the growth and intelligence engine it is: it’s no longer just about brand protection. Operationalize listening, route insights across teams in hours, and measure what improves trust, not just what drives clicks.
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“With more than 5.6 billion people now active on social media worldwide, everyday brand interactions are happening at unprecedented scale,” says Benton: “The brands that will win in 2026 are those who embed moderation into their operational strategy, responding in real time using specialized tools like social listening software, which can track any brand mention in any language or context, and flag potential opportunities or emerging crises.”
Joy-driven sustainability is reshaping social media, and identity now drives engagement more than aspiration. For today’s audiences, success is less about what they own and more about who they are.
Sustainability conversations reflect this shift: of the 12.9 million annual mentions around sustainability, two million are joy-led, celebrating buying less, reusing more and making progress together. These small, optimistic stories spark meaningful participation and community debate.
At the same time, accountability is non-negotiable. As cases like Shein’s viral boycott in 2025 show, audiences expect proof, not promises. Sustainability now sits alongside quality and customer experience as a core measure of brand performance.
This is where the Planet part of the report’s framework comes into focus: audiences are rallying around brands that stand for something bigger than a product.
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What this means for marketers
Prove your brand values through everyday actions, not just big statements. And lead with transparency: be clear about how AI is used, and ensure innovation genuinely and credibly serves your community, to drive trust. How can your product be a core tool in the toolbox of your customer’s identity?
Ultimately, says Benton, in 2026 the brands who will thrive on social “aren’t the loudest, but they are the most attentive and authentic.
“Every post, comment and reply is an opportunity to prove empathy, agility, and accountability in real time. And, as AI continues to push the boundaries of authenticity, the most relevant brands are those that listen deeply, act decisively, and show up with empathy and transparency.”
For more global social media trends, insights, actionable advice and real-world brand examples, download the ICUC Social Media Trends in 2026 report for free.
ICUC.Social
ICUC is a social media management services company delivering content moderation, community management, strategy, and social listening services. With a team of over…
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