In January I ran an online workshop for small business owners in the UK called “Beyond the Algorithm: your 2026 social media playbook” – this was the first time I had run one of these kinds of sessions and the idea was based off of a little January tradition I usually keep to myself … at the start of each year, I gather all the (credible) social media for business trend reports and I plough through them like a super-eager industry newbie!
I do this (and even enjoy it) for a number of reasons; firstly, it’s my job as a social media strategist to be in the know about these things, I also enjoy shouting out about trends and patterns that I have seen developing the year before and are now “big enough” to be cited in a report, and I like to be able to have conversations with my clients and business owners in my community who run their own social media for business channels on what’s happening in the industry.
In my experience, these trends usually hit home for small business owners a number of months later and it’s helpful for them to be as informed as possible on what’s out there.
My notes from the 2026 social media trend reports, confirmed something I see every day in my work at Bird & Emmy: small business owners aren’t lazy, behind, or “bad at social media” – they’re overwhelmed by a system that has quietly changed, without anyone explaining what that means for them and their content.
Which brings me full circle to why I decided to take all of those trends and learnings from various reports and run an online session for small business owners in the UK.
The session brought together founders, freelancers and small business owners who all wanted the same thing: clarity and reassurance that they were doing ok. And judging by the feedback, that’s exactly what they got.
- “I know I was lacking clarity and that has helped me loads”
- “… great hints and tips”
- “ …really great and helpful”
- “I love your words of wisdom”
- “… loads of great advice”
Why does this matter in 2026?
The social media landscape has shifted. We’re no longer in the early 2020’s version where posting regularly, jumping on trends, chasing followers and a polished aesthetic will get you success on social media.
2026 is a different world. More users, more content, more everything is both a challenge and an opportunity; and that’s without even going into the platform changes and shifts in user behaviours *eye roll*.
Social media in 2026 works more like a search engine, a trust platform and a community space all rolled into one. People aren’t just scrolling – they’re actively looking for answers, recommendations and businesses they can trust.
At the same time: AI is everywhere (and not always in a good way), attention is harder to get, users have mega content fatigue and are actively looking for “digital free” experiences and the platforms are basically updating features daily … which is why so many business owners feel like they’re “doing more but getting less back” when it comes to their social media and content.
But, they’re not failing – their social media and marketing playbook is just out of date.
Five key trends shaping social media in 2026.
- AI as your social media and content assistant. I think we all know that AI is no longer optional as a tool for us as business owners, but human tone and trust matter more than ever! AI is firmly entrenched in the social landscape in 2026. Tools like this can help with ideas and repurposing content – BUT, the more AI content there is, the more audiences crave something that feels human, personal and real – and this is a huge opportunity for your business on social media.
- Social media as a search engine. Social is now commonly used as a search engine – as in people go to TikTok, Instagram and YouTube to find answers. Nearly 1 in 3 consumers begin their information searches on social platforms … which means keywords and captions are more important than ever across your social channels. Think more discoverability and not just posting – people aren’t just scrolling anymore, they’re searching and “googling” on their social platform of choice.
- Trust and community. We all know it and we all know it to be true: “people buy from people”. And in a social media now full of AI, trust beats polish and audiences want real, not perfect. Community and conversation drive reach and engagement on social media. The authentic kind. The human-led kind. In 2026 people are tired of overly polished, salesy content. What cuts through is honesty, stories, thought leadership and interaction.
- Video and creator-style content. Short-form video still leads in 2026 social; and series-style video content is right up there with community-building. Story-based content builds loyalty and vlog-style / “talking head” content is performing well with audiences into 2026. Think “selfie video” with captions. Video isn’t going anywhere – it’s basically the language of social media at this stage. Simple talking-to-camera tips, tutorials and stories work incredibly well for small businesses.
- Platform “selectivity” and niche communities. Your community is key in 2026. Think fewer platforms and deeper relationships, less posting and more DMs and comments. In 2026 it’s not about being everywhere – it’s about being meaningful where you are. Your comments, DMs and conversations are more valuable than a million views from people who don’t care. This year we’ll see more of the power of niche communities and comment-culture in shaping what content spreads.
Why this matters for small business owners.
The biggest shift I have seen of late is this: you don’t need to do more in 2026. You need to do the right things – in a way that fits the business you are building and in a way that resonates (read: converts) with your target audience.
This makes me pretty happy to be honest, it’s also why I don’t teach rigid formulas or share “post this to succeed” checklists. Trends are useful, but strategy and understanding how the trends influence (or not) our target audience is what makes them work.
As one social media workshop attendee put it: “I know I was lacking clarity and that has helped me loads.”
Which is pretty cool and exactly the point. Clarity beats chaos. Confidence beats panicking to follow trends. And understanding the social media landscape lets you make better choices for your own business.
What’s next?
The replay of the “Beyond the Algorithm” online workshop was only available to attendees, so if you need support turning this into something that actually works for your business you can book a 1-2-1 strategy session with me or you can sign up to the Content & Coffee Club where you can be one of the first to hear about the next social media for business training dates.
See you on Instagram! #BirdandEmmy
