Expert Predictions For Social Media In 2026

Social media usage is increasing, as revealed by DoubleVerify's 2025 Global Insights report. The report, based on a survey of 22,000 consumers across 21 countries, highlights changes in media consumption trends.

According to the report, 28% of consumers anticipate spending more time on social media in the next year. In comparison, 22% expect to watch more user-generated videos, and 15% foresee an increase in broadcast television consumption. This shift in attention significantly influences advertising expenditure.

In 2025, Facebook and Instagram are projected to account for $192 billion in global advertising spend, while TikTok is expected to reach $34 billion. Advertisers are increasingly seeking verification of the effectiveness of their ad spending, given the growing budgets allocated to social media platforms.

News consumption habits vary significantly across age groups. For those aged 18 to 44, 42% prefer video platforms for news, and 40% rely on social media apps. In contrast, 59% of individuals aged 45 to 65+ prefer television news channels, and 37% turn to news websites and apps. Social platforms and video sites are becoming prominent news sources in regions like APAC and Latin America, while television retains a strong position in EMEA and North America.

Social media platforms are increasingly influencing consumer purchasing decisions. The report indicates that 27% of consumers consider social media as one of their top three resources before making a purchase. Influencers play a vital role, with 54% of consumers acknowledging their impact on buying decisions, and 30% having made purchases directly through social platforms in the past year.

However, the proliferation of AI-generated content on social media platforms presents challenges. DoubleVerify's data shows that 57% of consumers have encountered AI-generated content, complicating the differentiation between human and machine-produced content. This situation increases demand for independent verification of ad placement and performance.

Looking ahead to 2026, industry experts predict several developments in the social media landscape:

Increased personalization in social media marketing for local businesses. A shift towards platform-specific and authentic video content. Enhanced use of AI for real-time consumer interaction and marketing automation. A focus on smaller, relationship-driven communities. Greater emphasis on vertical video formats and authentic content creation. Social media platforms evolving as primary search engines, necessitating content that is both human-centered and algorithm-friendly.

These insights highlight the evolving dynamics of social media and its significant impact on advertising strategies, consumer behavior, and content creation.

Based on reporting by techround.co.uk.