State of Social Media Marketing 2026

This document is a report on the state of social media marketing as projected for 2026, based on insights gathered from a survey of 564 marketers across B2C and B2B roles. It outlines key trends and strategies that marketers believe will define the landscape, emphasizing the integration of artificial intelligence (AI) into marketing workflows. The report details the importance of user-generated content (UGC) and influencer marketing, noting that while many marketers recognize UGC as critical, only a small percentage actively scale it. It also highlights the need for better collaboration and support from leadership to foster innovation and prevent burnout among social media teams. The document presents various statistics, including the percentage of marketers planning to increase their influencer budgets and the types of content that are expected to drive engagement. Overall, the report serves as a playbook for marketers aiming to thrive in the evolving social media environment.