As 2025 draws to a close, social media marketers face a rapidly evolving landscape driven by artificial intelligence, changing user behaviors, and intensifying platform competition. A comprehensive analysis reveals 36 critical predictions that will shape marketing strategies in 2026 across major social platforms.
The real-time social media race is experiencing a dramatic shift, with Threads projected to surpass X in total users by late 2026. Currently boasting 400 million active users compared to X’s 600 million, Threads is adding approximately 50 million users every four months. This momentum, combined with declining usage on X, positions Meta’s platform as the emerging leader in real-time news and information sharing.
AI Content Creates New Challenges
Instagram and Pinterest will confront significant AI-generated content issues in 2026. Instagram is expected to implement stronger enforcement of AI labeling requirements, while Pinterest faces user complaints about the overwhelming presence of AI-generated pins that don’t reflect real products. Both platforms are developing more prominent filtering options to help users manage AI content in their feeds.
Video Dominance Continues Growing
LinkedIn is set to expand its dedicated video feed globally after successful regional tests, capitalizing on a 36% year-over-year increase in video watch time. Instagram may also begin opening directly to Reels for more users, reflecting that video now accounts for 50% of all time spent in the app.
Meanwhile, TikTok’s livestream shopping initiatives are expected to generate approximately $132 billion in gross merchandise value, doubling 2025’s projected figures as the platform expands AI avatar tools and mini-programs for in-stream purchases across global markets.