With 68.7% of the World Online, Here’s What Social Media Will Look Like in 2026

According to the Digital 2026 report, global social media user identities have climbed to 5.66 billion, representing 68.7% of the world’s population. Users now outnumber non-users nearly 2 to 1, and growth is expected to continue, driven largely by mobile-first, developing regions. As audiences expand, platforms and brands will face fiercer competition for attention.

Short-Form Video Continues to Dominate:

Short-form formats (TikTok, Reels, Shorts) are now central to how people consume content.

Key indicators:

• Reels account for 35% of all time spent on Instagram.

• The average user engages with 6.75 platforms per month.

• Users spend 2.5+ hours daily on social and video platforms.

In 2026, short-form will remain dominant while hybrid formats, mixes of short + long-form, live, and vertical/horizontal video, continue to grow.

AI, AR/VR & Hyper-Personalization Transform Feeds:

AI adoption is accelerating, with 1+ billion users interacting with generative AI tools monthly. Marketers increasingly use AI to create captions, visuals, and videos. AR and VR are also gaining traction through filters, virtual try-ons, and immersive brand experiences.

Expect 2026 to bring:

• Highly personalized content delivery

• Faster, AI-assisted creative tools

• More immersive social experiences

Social Commerce Becomes Mainstream:

For users aged 16–34, social ads are now the top source of brand discovery. In 2025, global ad spend hit US$1.16 trillion, with 75% going to digital; social platforms captured US$277 billion. In 2026, seamless in-app shopping and ad-driven discovery will solidify social as a primary commerce channel.

Regulation & Generational Shifts Shape the Landscape:

Concerns around privacy, youth safety, and addictive design are prompting global regulatory scrutiny. Meanwhile, generational divides widen: younger users flock to emerging platforms, while older demographics remain loyal to established ones.

The 2026 Outlook

• Continued platform evolution and consolidation

• Video-first strategies, with smarter hybrid formats

• AI-driven creation and personalisation at scale

• Frictionless social commerce

• Increased focus on ethics, safety, and data protection

Success in 2026 will come from authenticity, strong storytelling, niche relevance, and community-driven engagement, not volume or superficial promotion.

The post With 68.7% of the World Online, Here’s What Social Media Will Look Like in 2026 appeared first on Small Business Connections.

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