The state of social media in 2026: Data from Sprout’s latest pulse survey

Brands may have less control than ever of their image online. It used to be that social media was a curated storefront, with brands controlling the narrative, but with the rise of influencers, the pervasion of brand crises online and social search being a powerful discovery engine, brands are talked about by others much more than they speak about themselves.

Our recent Q2 2026 Pulse Survey of over 2,000 social media users across the US, UK and Australia dug into an array of issues—from social search to how brands respond to a crisis.

The data throughout this article comes from the Q2 Pulse Survey unless otherwise stated.

The democratization of social search and generational platforms

Of course, we’re hearing a lot about artificial intelligence as a driving force behind search intent, but our research shows that it still lags behind traditional search and social search as the market’s go-to for finding something online, whether that’s a new product, a restaurant, a trend or anything else.

Traditional search engines came out on top, with half of those surveyed saying it’s their first port of call for search, but for millennials and Gen Z, the gap was much smaller. Gen Z had a roughly even split between traditional and social search, while for millennials the ratio is 45:24 in favor of traditional search engines.

That stat looks at search interests as a whole, but there are some topics where social search is the clear preference. It’s often subjects where consumers are looking for personal experiences and honest reviews.

Restaurants and bars are the standout winner for social search at 38%, but around a third of consumers also prefer it for product reviews, news, travel ideas and DIY tutorials.

There’s a common thread here, and it’s that when consumers are looking for opinions or explanations, they go to social first. Think storytimes, honest restaurant or product reviews, or very specific travel itineraries. Especially when there’s a visual aspect, social is often the first port of call.

And that thread extends into the most common platforms that people use for social search. Facebook, Youtube, TikTok and Instagram were the clear top four here, and they all have that visual aspect that matches the results consumers are looking for when they search on social.

In a world where zero-click search is on the rise, it’s crucial for brands to understand what’s being said about their products on social channels, but also create their own presence so they can influence the conversation.

New trends in the influencer space

The creator space is constantly evolving, and you’ll be able to read more about it in our upcoming influencer report, but two quick trends are worth noting that are part of the broader narrative, beginning with the rise of AI influencers.

AI influencers are on the rise, but consumers remain skeptical

It has been the year of the AI influencer, with a burst of them at Coachella driving a wave of attention. We’ve seen everything from AI grannies to fashion and travel influencers that are self-confessed AI creations, and have hundreds of thousands of followers. Despite this, the public isn’t sure about them, and remain wary of brand partnerships with these influencers.

The plurality of consumers remain uncomfortable with brands partnering with AI creators, while just a quarter say that they’re fine with it in all circumstances.

But an even issue arises: consumers don’t necessarily know they’re following AI influencers in the first place. In a world of algorithmic feeds where posts and videos are presented without context and you don’t necessarily make it all the way to the profile that contains the disclaimer, it’s not always the most obvious distinction.

More than a quarter of users are not sure whether the influencers they follow are AI-generated, while 60% claim to be certain that none are; the latter number rises for baby boomers, of whom three-quarters are sure they don’t follow any AI influencers.
That said, there’s a rising minority that actively do follow AI creators, with Gen Z in particular more likely to do so.
But one thing that is certainly real and measurable is the rise of employee influencers.

Leveraging employee-generated content

Employees are increasingly having their say about companies, whether the brand’s team is involved or not. The Staples Baddie and employee creator networks featured on social channels by brands such as Notion are two of the clearest examples of this year.

And it’s beginning to work for product discovery. While not yet at the same level of traditional influencers, 40% of consumers say they frequently discover a product or service through employee-generated content, and that number rises to 61% for Gen Z.

What’s also clear is that brands need to have a plan for their employees creating content, and not just to protect their brand. Consumers feel strongly that employees that are creating content on behalf of or to promote a brand should be compensated accordingly, with 61% in favor.

Brands that fail to plan for employee content may face increased likelihood of backlash online if it’s not brand appropriate, and social media is a key place where that discourse might unfold.

The new playbook for public brand crisis management

In our Q1 pulse survey, we highlighted that social media is now the most popular source of news. And that trend extends into brand crisis moments. Half of consumers said that they are most likely to hear about a brand crisis first on social media, more than double the next most common response of news articles.

And given the channel of discovery, it’s unsurprising that consumers want to see it addressed there too. Across all generations from Gen Z to boomers, there is a preference that brands communicate on social media after a crisis rather than through broadcast options such as press releases or website posts.

A combined 64% said it was important for brands to post on social when a crisis occurs. For brands, this involves an obvious risk of further criticism if the community feels the tone is wrong or the statement doesn’t address the core issues. But the risk of not being part of the conversation is equally great. Posting on social with a genuine apology or explanation is a smart way to participate with your community and offer clarity in the moment.

Another advantage of using social in these moments is speed. When news breaks in real time, audiences want a response just as quickly, and social media enables that. A large majority (84%) of consumers say that speed of response affects how they subsequently perceive the brand, with only 16% saying it doesn’t matter to them.

Social media gives brands a chance to take control of the narrative at a speed that’s impossible anywhere else on the internet. When a brand faces a controversy, social media acts as the definitive first point of contact and the expected venue for communication. Consumers favor immediate public statements on social platforms, where response speed heavily dictates public perception.

Live events as a modern companion experience

One final insight from the survey that’s especially relevant as we enter World Cup season is how consumers are experiencing live events online.

An overwhelming majority of consumers now track, watch, and participate in sports or concerts via a mix of official, creator and attendee-led social content. While live TV is still the top individual choice for consuming live events when it’s available, social media dominates when you look at it across the spectrum of sources, with influencers, everyday attendees, official channels and news outlets combining for 80% of responses. While people still clearly love to experience events live on television and in person, social has become a second screen for following along and watching highlights.

This craving for physical connectivity is particularly strong among younger demographics who are fighting screen fatigue, meaning that building real-world activations will become a cornerstone of long-term Gen Alpha marketing as these teens look for reasons to put down their phones.

And when it comes to brands, people want them to get involved in live events too, but they’re looking for them to provide value.

Official, prestigious association is the least important action people want brands to take; they want them to participate in the discourse or be a partner that offers something useful to consumers.

So as we head into the summer, think about how you can participate in these events as a brand or creator, offering something unique to your audience that they can’t get elsewhere.

Authenticity is still king in 2026

All of these data points underscore our Q1 pulse survey findings that people are tired of AI slop and want to see real people talking about subjects that matter to them.

Whether it’s during a crisis, hearing from influencers or searching for a recommendation, audiences want to hear from their peers and they want that communication to be honest and transparent, even if it’s not perfect.

For more insights on how you can stay ahead of what your audience wants and adjust your strategy accordingly, download our 2026 Social Intelligence Report.