Why Brands Can’t Afford To Overlook Social Media In 2026
It feels like technology is moving faster than ever – and it’s hard to keep up with which channels you need to focus to build your brand and your profile as a business.
One area you cannot afford to overlook is social media, because it is only continuing to grow and it is changing the way in which we behave online in a multitude of ways.
Think about it – when was the last time you found a product or brand by scrolling on social media, read reviews of products on the platform (often via comments on influencer posts) and then made a purchase.
Research backs this up and points to how Gen Z are shaping this trend, with 41 per cent of this generation searching for information on social platforms rather than using a search engine. But it doesn’t stop there.
The same research also shows that consumers of all ages now
prefer to use social media to find product reviews or seek out recommendations.
What’s more, 76 per cent of those questioned revealed that content they saw on a social platform influenced a purchasing decision in the last six months. This is why as a brand you can’t afford to avoid social media, or to consider it a “supporting channel”.
What does this mean for social media strategy?
The main takeaway is that consumer-facing brands in all sectors need to make sure they have a healthy presence on social media. Using a social media marketing agency in Buckinghamshire can help, but you need to spend time to work out your new social strategy for 2026.
As always, there are a host of trends dictating social media marketing as we move into the new year, but a few from the latest
Hootsuite report stand out.
In particular, the concept that social media activity is helping to humanise brands and that social media sites are increasingly being used for research, as well as for interacting with friends and family.
How to embrace social media in 2026
There are a few simple steps you can take to ensure you’re making the most of your social media presence.
- Check in on your existing social following:
Look at who’s following you currently and interacting with your content. Are they people who buy from you? Do you convert sales or enquiries from social media?
If the answer to both those questions is “no” you’ve likely got the wrong people following you. Examine your content and do some research into what your ideal audience wants to see. Then refocus there. - Make authentic content:
In a world where it’s sometimes hard to know what’s true, being authentic is essential. We want to buy from brands we know and trust, so use your social content to help people see who you are and what you offer.
- Actively engage: Social media is all about having conversations – and sometimes starting them. Don’t leave the people who comment on your posts hanging. Respond. Have a conversation.
These are just a few of the steps you can take to start steering your social media presence in the right direction in 2026. If you’re feeling lost, reach out for help developing a social strategy that works for you and your brand.
