It’s the tip of the primary week again within the workplace. So how are all of us feeling?
Over the previous week, I’ve outlined a spread of issues for social media advertising planning in 2026, taking a look at the rise of AI, the affect of algorithms, and the AR shift.
These broader developments will change the way you have a look at your digital advertising efforts, whereas I additionally outlined my platform-by-platform predictions for 2026 final 12 months.
On this ultimate put up in our 2026 planning collection, I present some extra generalized notes on developments that I count on to see emerge all year long. A few of these can have a big effect, others will probably be extra directional, however all will play some position in your planning transferring ahead.
Listed below are 7 digital advertising trade predictions for 2026.
Quick-form video stays the main focus
So, that is in all probability a no brainer, however from a social technique perspective, it’s value noting.
Over the previous couple of years, short-form video has emerged as the important thing driver of consideration, with TikTok, Reels, Highlight and Shorts all producing enormous traction, and driving main beneficial properties in platform utilization.
With that, social platforms have additionally moved away from being social as the primary focus, and have now change into leisure portals as an alternative, with these short-form clips out there as a helpful distraction at any time, for any period of time that you’ve got free.
To underline this:
All of that is to say that should you’re trying to maximize consideration and engagement on social platforms in 2026, short-form video must be part of your content material plan, or as a minimum, advert placements inside short-form video feeds, as a way to meet individuals the place they’re at.
AR will change into a much bigger deal
AR has been looming as a possible shift in digital interplay for a while, however we’re now closing in on the following stage, with 2026 set to be the 12 months when practical AR glasses, you can put on in any setting, lastly attain customers.
And it’ll solely be the start.
Snapchat, the undisputed chief in AR engagement, whose AR Lenses have guided us to this subsequent stage, is about to be the primary cab off the rank, with the launch of its AR Specs, the AR model of its Spectacles glasses.
We don’t have a launch date as but, however Snap has stated that it’ll launch its AR Specs this 12 months. And with that, it’s also possible to count on Meta, which remains to be growing its personal AR glasses, to additionally make a much bigger splash, as a way to steal Snap’s thunder.
Which will probably be a major growth for digital entrepreneurs, revealing all-new technique of digital connection and promotion, with pop-up notifications primarily based on location, product, and so on, all proven direct to the wearer of AR units.
Snapchat has been growing patents associated to this for years.
Again in 2015, for instance, Snapchat filed a patent for picture recognition triggered data playing cards, which might allow firms to offer data linked to pictures taken inside the app:
“For instance, {a photograph} together with an object acknowledged as a restaurant might end result within the consumer being introduced with picture filters that overlay a menu of the restaurant on the {photograph}. Or {a photograph} together with an object acknowledged as a meals sort might end result within the consumer being introduced with picture filters that allow the consumer view data e.g., energy, fats content material, price or different data related to the meals sort.”
The extension of this included adverts which might be triggered by pictures of chosen objects, offering one other potential income stream for the corporate.
The chances listed here are vital, and whereas we’re not on the subsequent stage of AR adoption and utilization as but, the launch of practical AR glasses is a major step, which is able to open up all-new alternatives on this respect.
Redditors will get sick of manufacturers
Reddit is the platform of the second, due primarily to the prominence of Reddit citations in AI chatbot outcomes.
With AI discovery on the rise, it is smart that entrepreneurs are searching for methods to faucet into this, and preserve their presence inside these rising search surfaces.
Which signifies that increasingly entrepreneurs are listening to Reddit, both via Reddit adverts, or natural placement, making feedback that point out their merchandise, or responding to Redditors who pose related queries.
That’s going to make Reddit a much bigger vector for Search engine optimization-like competitors, and that inflow of entrepreneurs goes to affect the worth of Reddit dialogue. Because the notorious trade quote goes: “entrepreneurs wreck all the things,” and that’s what’s prone to occur to Reddit as effectively, as Reddit discussions change into much less and fewer priceless as a consequence of entrepreneurs trying to manipulate these listings.
Reddit’s workforce might want to work to keep up the integrity of their discussions, and Reddit’s upvote and downvote system will play a major position right here as effectively, making certain a degree of management over such.
However there’s a threat that the Reddit expertise might be considerably impacted by elevated model curiosity, which might truly reduce its worth on this respect.
AI slop will affect sharing habits
All the foremost platforms are tremendous eager to advertise their newest generative AI instruments, and get individuals producing random AI pictures of themselves, or (actually) anything, as a method to showcase how good their massively costly AI techniques are getting.
And they’re spectacular, with AI instruments now capable of produce pictures and video that may idiot even essentially the most skeptical of viewer. However there are vital downsides to this as effectively, and in 2026, I count on that the AI backlash will proceed to rise, to the purpose that every one platforms might want to present AI opt-outs, as they work to include the inflow of faux junk.
A significant destructive side-effect for social platforms is that generative AI pictures are going to cut back sharing habits, as unwitting customers proceed to get duped by AI fakes. When this occurs, they usually get known as out for sharing an AI depiction, that can improve skepticism of future potential shares, and finally see individuals posting much less, and sharing fewer hyperlinks with buddies, as a result of they don’t know whether or not it’s truly one thing that occurred or not.
Much less sharing means much less engagement knowledge, and fewer time spent in social apps. The platforms want extra individuals spending extra time in-stream to maximise their advert income, which is why they’ll must take the AI risk extra critically.
Some platforms have already added choices to restrict AI outcomes, and you’ll count on to see extra of this, as every app appears to handle the impacts of faux depictions.
The platforms themselves need you to maintain utilizing AI, however AI-generated content material is the alternative of the worth proposition of social apps. Social apps present a method for everybody to share their distinctive perspective, and AI content material solely infects this.
So whereas the platforms could also be eager to push AI depictions, as a way to justify their huge spend, AI visuals at the least are prone to immediate a much bigger backlash from common customers.
Threads will overtake X
“Oh, wow, actually going out on a limb with that one, huh?”
Yeah, fundamental pattern knowledge would recommend that Threads goes to overhaul X in 2026, with 400 million month-to-month energetic customers gained in two years, versus X’s reported 600 million that it’s gathered in its whole Twitter/X existence.
Threads has constructed itself right into a viable and priceless platform for a lot of customers, and it’s now cementing its position as a key real-time data platform, significantly round sports activities, with the NBA amongst a number of main sporting manufacturers that at the moment are paying extra consideration to the app.
Add to this the truth that X continues to skirt controversy, which many sports activities leagues will wish to keep away from, and you’ll see why Threads holds enchantment, and it appears inevitable that, all through 2026, Threads will overtake X in whole energetic customers.
For manufacturers, that presents expanded alternative, and should you haven’t activated your Threads presence as but, it’s value establishing a deal with, and studying extra concerning the platform and its potential to your viewers.
In 2026, I count on the Threads workforce so as to add extra analytics and insights to assist manufacturers and creators get essentially the most out of the app, and the extra it could actually spotlight its worth on this respect, the higher positioned will probably be to supersede X because the real-time dialogue platform of selection.
We’re already seeing this occur, with extra individuals turning to Threads for the most recent when breaking information occasions occur, and the extra that Threads can faucet into this, the higher positioned will probably be.
I don’t consider that X is in a robust place to make a comeback, and I don’t suppose that it’s going to see a significant return to its glory days. As such, Threads presents a key alternative, and I believe that extra knowledge and perception will result in far more targeted Threads methods in 2026.
Fb will supply an algorithm opt-out
Algorithms are the bane of social media, and the poison tablet that each drive extra engagement, and trigger extra polarization.
There’s little question that social platforms profit from implementing algorithms to spice up engagement, as algorithmic techniques can detect essentially the most fascinating posts, then present them to extra customers. The issue is, the drivers of curiosity on this respect are sometimes destructive, and that’s what’s exacerbating social divides, whereas additionally offering extra alternatives for essentially the most outspoken, controversial voices, who can use algorithmic markers to get huge consideration on-line.
The entire tutorial knowledge factors to this, underlining how algorithmic amplification has induced social division. And in 2026, that is going to change into extra of a spotlight, which is able to see regulators in search of to push for algorithm opt-outs, as a method to avoid wasting individuals from manipulation and angst.
In response, I count on that extra platforms will supply a method to at the least attempt an algorithm-free expertise. Possibly that is available in a small-scale take a look at, perhaps it’s a much bigger push, however I do suppose that Meta, specifically, goes to be pressured to at the least check out an algorithm-free Fb in some areas.
EU regulators are pushing for this, and the outcomes of any testing right here might have vital implications, not only for social media use, however for media extra broadly.
The previous justifications for algorithm sorting are now not related, and other people at the moment are digitally literate sufficient to know how they will manually edit their feeds. As such, will probably be all the way down to the platforms themselves to handle algorithmic sorting, and perhaps, via AI-based revisions, there might be algorithmic adjustments that ease again on polarization both manner.
However I do suppose this will probably be a key focus, and that would have main implications for a way social platforms function.
New teen apps will emerge
Breaking into the social media house is tough, as a result of even should you provide you with a brand new perform that’s truly standard, Meta’s simply going to repeat it, then amplify it to a billion customers earlier than you even know what it’s you may have.
But, with extra areas taking a look at teen social media bans, and limiting entry to youthful customers, it appears seemingly that new teen social apps are going to emerge from the wreckage, providing various connection to customers who’ve been excluded from different apps.
This is among the key arguments in opposition to the most recent push for teen social media restrictions, that the established social apps at the least supply a degree of safety, which different, much less mainstream apps might not. And should you power youngsters out of the primary platforms, they’re not going to only return to driving bikes and enjoying on rope swings, they’re going to search out an alternate, which might be even worse for them.
And whereas I don’t suppose that the present teen social media restrictions will in the end be efficient (be aware: I stay in Australia, and I’ve two teenagers impacted by the most up-to-date teen social media restrictions, neither of whom have modified their on-line habits a lot consequently), I do suppose that various platforms will come up from these strikes, and a few of them will bump into new sharing and engagement developments that can achieve at the least some degree of traction.
Which, once more, will in all probability simply find yourself being product growth for Meta, however both manner, it’ll be fascinating to see what does find yourself gaining traction, and the way younger customers look to regulate their behaviors to realign themselves round any such limits.
And perhaps, the following TikTok will probably be in there, hidden amongst these rising developments.
