The 2026 Social Media Content Strategy Report
With new networks dividing attention and unpredictable algorithm shifts impacting who sees what where, marketing teams struggle to reach and engage their target audience on social media. Marketers need deeper consumer insights to make the best use of their time and talent. Without them, brands risk over-investing in the wrong places with the wrong content, while leaving room for competitors to swoop in.
We surveyed more than 2,300 consumers across the US, UK and Australia to uncover what audiences actually want from brands on social, and how expectations differ by network. We also surveyed 1,200 marketers to compare brand priorities against consumer demands. Together, these insights reveal what content social teams should prioritize in 2026, and how to drive stronger returns from social investment.
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Key findings from the research
What you’ll find in this toolkit
Let humans create
Consumers say brands should make human-generated content their #1 priority. Use AI to power audience insights and process efficiency, not replace human taste.
Understand platform nuances
How users want brands to show up on social varies by network. Brands that tailor their presence to platform-specific behaviors get more from their strategy.
Prioritize customer joy
Providing customer service on social is the bare minimum. Brands that build loyalty invest in personalized service and surprise-and-delight moments.
Build and grow stronger relationships on social
Sprout Social helps you understand and reach your audience, engage your community and measure performance with the only all-in-one social media management platform built for connection.
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