2026 Social Media Trends Playbook: What Audiences Want, What Marketers Plan

The 2026 Social Media Marketing Playbook is Pepper’s latest deep dive into how audiences and brands are reshaping the future of social. Based on proprietary research across the UK, Europe, and the US, it explores the evolving relationship between creativity, data, and credibility in an increasingly creator-first world. This year’s edition examines eight key dynamics transforming social media marketing in 2026, including social search, cultural relevance, trust, AI acceleration, and the convergence of commerce and community. Drawing on insights from both consumers and marketers, the playbook uncovers the behaviours, expectations, and strategies that define success in a landscape driven by authenticity and real influence. Whether you are developing paid, organic, influencer, or AI-led campaigns, the 2026 Playbook provides clear direction for how to connect with audiences more effectively. It offers data-backed insight, actionable strategy, and a human perspective on what comes next for brands navigating the fastest-changing media environment yet.