How brands can thrive, not just survive, on social media in 2026

2025 proved that the fight for attention online has never been fiercer. As feeds grew more crowded and audiences more scroll-happy, users began pushing back against endless content and fast-moving trends, seeking a slower, more enjoyable digital experience. In a 2025 social media report, one in four internet users already feel overwhelmed by the spaces they occupy online.

In response, brands brought out bold formats, nostalgic cues, and playful provocation to stay in view, and that trend shows no sign of slowing. Building on this, Battenhall’s "Year ahead in social 2026" report highlights the forces shaping the platform economy this year, from Gen Alpha and AI influencers to backlash against trend-chasing and performative marketing. In 2026, brands no longer control the conversation; audiences do.

Below are the five forces shaping social media in 2026: 

Don't miss: 5 trends that had brands in a chokehold in 2025 

Gen Alpha: The digital generation

The oldest members of Gen Alpha will turn 16 in 2026, marking a major shift for social platforms and brand marketing.

Born from 2010 onwards, Gen Alpha is the first generation to grow up entirely in a mobile-first, always-on world. Yet despite being tech-native, the report noted that they are also deeply aware of screen fatigue and the impact of technology on their wellbeing.

Rather than passive consumption, Gen Alpha expects customisation, co-creation and community. Platforms such as Roblox, Minecraft and YouTube function as social spaces as much as entertainment hubs, with two in five Gen Alpha gamers preferring games that allow them to build or create.

They are also highly values-driven. According to the report, 61% cite helping people as one of the most important things in life, with diversity, inclusion and social responsibility shaping how they engage with brands.

For marketers, the message is clear:

Gen Alpha responds best to short-form video, gamified experiences and influencer content rooted in genuine community – not hard-sell tactics or trend-jumping.

Crowd control

If 2025 proved anything, it’s that controlled brand storytelling is over. The report pointed to a surge in online opinion, outrage and remix culture, where campaigns can be amplified, hijacked or dismantled within hours. In this environment, brands are walking a fine line between sparking conversation and alienating audiences.

The report highlights contrasting examples. American Eagle’s controversial Sydney Sweeney campaign triggered backlash but also drove sales and a reported 25% rise in stock value. Arc’teryx, meanwhile, faced swift criticism after a fireworks stunt in the Himalayas was seen as environmentally irresponsible, forcing the brand to pull the campaign and apologise.

Another cautionary tale is Jet2’s now-ubiquitous “Nothing beats a Jet2 holiday” slogan, which has been remixed across more than 114,000 TikTok videos. While the exposure is undeniable, the brand has largely lost control of tone and context.

The takeaway? Virality is a double-edged sword. Brands can’t prevent hijacking, but they can prepare for it – by anticipating reinterpretation and responding with speed, clarity and authenticity.

Faces of the future

AI-generated influencers are no longer novelty acts. According to the report, mentions of AI influencers rose 50% in the first five months of 2025, with 63% of professionals planning to use AI and machine learning in influencer marketing.

The appeal is obvious: AI influencers are scalable, always-on, cost-efficient and fully controllable. High-profile virtual personalities such as Lil Miquela, Imma and Shudu have already worked with brands including Prada, Samsung and BMW.

Yet the report warns that perfection comes with risks. Concerns around authenticity, unrealistic standards, bias and transparency continue to fuel skepticism among both consumers and marketers. Research cited shows 37% of consumers would not trust a brand that relies on AI influencers, rising concerns among professionals as well.

The report argues the future lies in hybrid models, where AI supports storytelling and scale, while human creators deliver emotional resonance and cultural credibility. Campaigns by Coach and Samsung are cited as examples where virtual and human influencers worked together without undermining trust.

The social cycle

As social media hits its 20-year mark, the report observed platforms and behaviours going full circle. Long-form content, newsletters and community-led platforms are resurging as audiences tire of endless short-form feeds. Substack grew 56% year-on-year, while Reddit now counts over 900 million monthly users, with brands increasingly engaging through AMAs and niche communities.

At the same time, private interactions are overtaking public posting. Instagram has acknowledged that DMs now drive its biggest engagement, while platforms such as Discord continue to grow as hubs for focused, interest-driven communities.

For brands, discoverability via algorithms still matters, but retention will increasingly depend on episodic content, community participation and relevance, not volume.

The end of the trend 

Trend-hopping isn’t dead, but audiences are far less forgiving. The report noted growing fatigue with brands forcing themselves into viral moments without relevance or cultural understanding. Overused formats and clumsy executions risk diluting brand identity, or worse, triggering backlash.

The report contrasts missteps – such as Ironman’s poorly received TikTok attempt – with brands such as Duolingo and Currys, which succeed by building from their own brand lore and audience insight rather than copying trends wholesale.

Looking ahead, the report predicts a shift towards serialised storytelling and long-form social content, as platforms extend video limits and audiences reward depth over speed.

Social media in 2026 will reward brands that stop chasing control, trends and quick wins. Instead, success will come from participation over perfection, community over virality, and storytelling that reflects real values rather than borrowed moments. As the report puts it:

The age of controlled storytelling is over. Brands that accept that reality – and build with their audiences rather than at them – will be the ones that last.

As social media evolves globally, Battenhall’s recent expansion into the APAC region highlights just how varied the landscape has become. In a November 2025 blog post, the consultancy noted that APAC boasts some of the world’s highest social media penetration and engagement rates.

From developed markets such as Japan and South Korea to emerging hubs in Southeast Asia, a one-size-fits-all strategy rarely works. Mobile-first audiences spend hours daily on platforms that now function as “super apps”, blending messaging, content, eCommerce, and financial services. For global brands, social media is no longer just about awareness, it drives real-time discovery, decisions, and transactions.

In Southeast Asia specifically, Facebook and Instagram remain key for brand presence, while TikTok drives viral short-form content and commerce. Messaging apps such as WhatsApp, Viber, and Vietnam’s Zalo enable direct customer engagement, and local eCommerce apps such as Shopee, Lazada, Tiki, and Sendo are shaping interactive shopping experiences. Battenhall underscores that success comes to brands combining creative, influencer-driven content with seamless commerce, tailored to local behaviours and platform culture.

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