News and Insights
What to expect from social media platforms in 2026
February 24, 2026
- Social media trends for 2026 show major platform changes across Instagram, TikTok, Facebook, Threads and X, with a stronger focus on search, short-form video, social commerce and community engagement.
- AI-driven content and algorithm updates are reshaping how users discover brands, creators and viral content, making optimisation for keywords, captions and platform search more important than ever.
- Authenticity, creator-led storytelling and private online communities are emerging as key drivers of engagement in 2026, as audiences move away from overly polished or automated social media content.
From Group 7 antics to the wave of Labubu collectables and even a full unmasking of an affair live at a Coldplay concert, 2025 flew by faster than anyone could double-tap. It was a year defined by bold campaigns, unpredictable social media moments, and the rise of niche communities that turned small trends into major cultural conversations.
Now we are in 2026, the digital landscape is shifting again. The way people search for content, interact with brands and participate in online culture is evolving. The focus is no longer just on the next viral platform or meme. It is about deeper behavioural changes, community building and how attention is earned.
With this in mind, let’s look at what to expect from six key social media platforms this year:
Vine: back for good?
After nearly six years offline, Vine, the video sharing app, is making a return. Not in its original form, but under a new name: Divine. The platform is relaunching with access to around 150,000 archived clips from the app that many still remember fondly. From “you almost made me drop my croissant” to the iconic “I love turtles”, the familiar six-second format is returning.
Why bring it back? According to the co-owner, the resurgence of TikTok has reminded the industry of where short-form video began. The relaunch taps into nostalgia while revisiting a format that once shaped online humour and creativity. Whether audiences are ready to return to ultra-short clips or prefer today’s longer-form video style remains to be seen.
Instagram: what’s changing
Instagram is preparing for a notable shift in 2026. As TikTok becomes increasingly saturated with AI-generated content, Instagram is placing greater emphasis on high-quality, creator-led video. For brands, this signals a stronger focus on storytelling and emotional impact, supported by Instagram’s expanding AI tools such as clip trimming, captioning and hashtag suggestions.
Another key update is the Tune Your Algorithm feature, which gives users more control over the content they see by allowing them to add or remove interests. Alongside tools like Not Interested filters, Sensitive Content controls, and the option to switch between Following or Favorites feeds, Instagram is moving toward a more transparent and user-driven experience. Greater control is likely to increase engagement by making feeds feel more relevant and curated.
For brands, this reinforces the value of influencer partnerships. Authentic creator content blends more naturally into personalised feeds, something users increasingly prefer as automated content becomes more common elsewhere.
Facebook: a shift toward discovery and search
Facebook continued to reshape its role throughout 2025. It is no longer just a platform for keeping up with friends. As we enter 2026, Facebook is positioning itself as a discovery and search-driven environment. Content from pages, creators, groups and broader communities is surfaced based on behavioural signals rather than personal connections alone.
The feed is increasingly functioning as a content discovery hub, giving niche communities and value-led posts more opportunity to gain traction. Like many platforms, Facebook is prioritising Reels, reflecting the ongoing dominance of short-form video.
Despite changing perceptions, Facebook remains one of the largest global platforms, with over three billion users in 2025. Its scale makes it a critical channel for brands focused on reach and storytelling. AI-powered advertising tools are expected to play an even bigger role in targeting and optimisation, shifting platform dynamics further toward visual and real-time content.
The platform is also leaning more heavily into paid reach. While organic content still matters, visibility will increasingly rely on a balance of community engagement and strategic promotion. Facebook should not be dismissed as outdated. It is evolving into an advertising-driven ecosystem that continues to deliver strong opportunities for brands.
Threads: public feeds give way to private community spaces
Threads is still a relatively young platform, and its rapid development reflects ongoing experimentation. It is growing as a conversation-led, community-focused space that competes with forum-style platforms such as X and Reddit.
One of the most anticipated shifts for 2026 is a move toward smaller, private or semi-private community interactions, particularly among younger audiences. Public feeds are giving way to spaces where users feel more comfortable sharing and engaging in focused discussions.
For brands, this changes how content should be approached. Threads rewards authenticity and dialogue over polished promotional messaging. It is less about chasing virality and more about building trust, voice and meaningful connections within niche communities.
TikTok: the expansion of social commerce and search
TikTok remains one of the hardest platforms to predict, partly due to its rapid evolution and privacy landscape. However, one clear direction is the continued growth of in-app commerce. TikTok Shop is forecast to generate over $20 billion in revenue in 2026, signalling that social shopping is becoming central to the platform experience.
TikTok is also reshaping how younger audiences approach search. Many users now treat it as a discovery engine for reviews, tutorials and recommendations. As a result, captions, keywords, hashtags and clarity are becoming increasingly important for visibility.
While short-form video remains dominant, storytelling expectations are rising. Audiences are looking for genuine, real-time product experiences rather than scripted promotional content. Brands that rely on simple demonstrations will need to rethink their approach in favour of more immersive, creator-led storytelling.
X: paid services and video
X is continuing its transition away from purely text-driven updates and toward a mix of subscriptions, in-app services and richer media. Native short-form video is expected to expand, aligning the platform with broader industry trends.
The algorithm now prioritises engagement quality over follower count. Replies, bookmarks and meaningful conversations carry more weight than passive likes. This shift encourages deeper interaction and positions X as a space for community-driven dialogue.
Like Threads, the platform is leaning toward niche audience engagement. It is less about rapid-fire commentary and more about building spaces where users feel heard and connected.
2026: a year of contrasts – AI and authenticity
Looking across the social landscape, one theme stands out. AI is becoming entrenched in nearly every platform yet, there is a significant, growing appetite for content that feels human, relatable and unscripted.
This contrast reflects a broader shift in user expectations. As automation increases, authenticity becomes more valuable. While social media cannot return to its early days, the direction of travel suggests a renewed focus on connection, personality and trust.
For brands, this presents a clear opportunity. Success in 2026 will depend less on chasing trends and more on creating content that feels real, relevant and community-driven.
If you’re keen to see how these shifts relate to broader digital and cultural trends, you can find more insights on the FINN Insights hub, including our latest Boom Scroll update. This tracks the most significant social media changes shaping how audiences discover, engage with, and interact with content in 2026.
FAQs:
What are the biggest social media trends in 2026?
The biggest trends include increased use of AI across platforms, a stronger focus on search and discovery, the growth of social commerce and a shift toward smaller, community-driven and private online spaces.
How are social media platforms changing in 2026?
Platforms like Instagram, TikTok, Facebook, Threads and X are updating their algorithms to prioritise relevance, short-form video, creator-led content and meaningful engagement rather than follower count alone.
Why is authenticity important on social media in 2026?
As AI-generated and automated content becomes more common, users are gravitating toward content that feels human, unscripted and relatable. Authentic storytelling and community interaction are now key to building trust and long-term engagement.
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