Content formatsIdeaInstagram users respond first to brand’s short videos, then creator-style contentShort-form video (<60 seconds)52%User-generated content25%Influencer content23%Live video22%Static images / Long-form video19%Share of social users most likely to interact with each brand content type on InstagramContent typeShare of users likely to interact (%)Short-form video (<60 seconds)52%User-generated content25%Influencer content23%Live video22%Static images / Long-form video19%Instagram users respond first to brand’s short videos, then creator-style content
Content formatsIdeaInstagram carousels reach 142% more people than single-image posts and get 819% more savesInstagram single-image vs carousel post performance comparison (2026)Metric (average per post)Single-image postCarouselReach4,778.9211,572.79Likes183.81754.83Comments10.5217.57Shares34.0138.59Saved9.3686.07Open full graphInstagram carousels reach 142% more people than single-image posts and get 819% more saves
Organic reach & algorithmIdeaMentioning other accounts lifts Instagram reach most for tiny accounts: +108%, vs +4% for huge accountsTiny108%Small37%Medium31%Big9%Huge4%Instagram reach increase from mentions by account sizeAccount SizeReach Increase (%)Tiny108%Small37%Medium31%Big9%Huge4%Mentioning other accounts lifts Instagram reach most for tiny accounts: +108%, vs +4% for huge accounts
Organic reach & algorithmTrendTikTok was creators’ top platform for content performanceTikTok33%Instagram22%YouTube21%+9≤15%Share of creators ranking each platform No. 1 for content performancePlatformShare of creators ranking it No. 1 (%)TikTok33%Instagram22%YouTube21%Facebook15%Twitch3%Snapchat3%X2%Pinterest1%Threads1%Substack1%LinkedIn0%Reddit0%Open full graphTikTok was creators’ top platform for content performance
Channel validationTrend41%of Gen Z consumers plan to use Instagram more in 202641% of Gen Z consumers plan to use Instagram more in 2026
Channel validationTrend49%of Gen Z consumers turn to TikTok for product discovery49% of Gen Z consumers use TikTok for product discovery
Channel validationIdea39%of consumers say Bluesky's lighter ad environment makes them more likely to interact with brands39% of consumers say Bluesky's lighter ad environment makes them more likely to interact with brands
Channel validationTrendBaby Boomers are the generation most likely to use Pinterest first for product discoveryBaby Boomers26%Gen X20%Gen Z12%Millennials10%Likelihood of using Pinterest as primary network for product discovery, by generationGenerationShare likely to use Pinterest as primary network (%)Baby Boomers26%Gen X20%Gen Z12%Millennials10%Baby Boomers are the generation most likely to use Pinterest first for product discovery
Content formatsIdeaOn YouTube, short and long brand videos perform almost the same with usersSocial Users Most Likely to Interact with Short-Form vs Long-Form Brand Video on YouTubeVideo FormatShare of Social Users (%)Short-form video (<60 seconds)52%Long-form video49%On YouTube, short and long brand videos perform almost the same with users
Performance measurementIdeaConsumers give brands their weakest marks on crisis response and originality on socialConsumer ratings of brand efforts across social media activitiesBrand activityFair/Poor (%)Excellent/Good (%)Keeping up with trends and cultural moments30%70%Publishing entertaining content31%69%Crafting content that matches their brand values36%64%Interacting with audience comments, reactions and questions39%61%Publishing truly original content43%56%Open full graphConsumers give brands their weakest marks on crisis response and originality on social
Channel validationIdeaInstagram Reels got 29.9% fewer views and 41.9% less reach than TikTok videosTikTok vs Instagram by format: Video/Reel — average performance, 2026Metric (average)TikTokInstagramPosts/Week2.541.57Views32,895.0723,074.09Reach25,653.6514,918.51Interactions1,207.461,035.48Instagram Reels got 29.9% fewer views and 41.9% less reach than TikTok videos
Content formatsIdeaPersonalized recommendations were the strongest predictor of luxury purchase intention on InstagramPersonalized recommendations were the strongest predictor of luxury purchase intention on Instagram
Organic reach & algorithmTrendPlatform algorithm changes were creators’ biggest growth barrierPlatform algorithm changes or volatility18%Lack of consistent brand deals17%Low pay or undervaluation of creator content16%+5≤13%Share of creators naming each top barrier to growing their creator businessBarrierShare of respondents (%)Platform algorithm changes or volatility18%Lack of consistent brand deals17%Low pay or undervaluation of creator content16%Limited access to tools or analytics13%Poor communication or unclear expectations from brands13%Burnout or creative fatigue11%Other1%No significant barriers / I am growing without issues12%Open full graphPlatform algorithm changes were creators’ biggest growth barrier
EngagementTrend49%of WhatsApp users interact with brands on the network multiple times per week49% of WhatsApp users interact with brands there multiple times a week
Channel validationTrend30%of companies have built and maintain a Snapchat presenceOnly 30% of companies have built and maintain a Snapchat presence
Channel validationTrend70%of marketing leaders say Facebook has the strongest business impact of any platform70% of marketing leaders say Facebook has the biggest business impact of any platform
Budget allocationTrend71%of marketers are increasing their investment in TikTok71% of marketers are increasing their TikTok investment
Content formatsIdeaShort videos dominate brand engagement on TikTokShort-form video (<60 seconds)60%Long-form video32%User-generated content30%Influencer content28%GIFs / memes15%Share of social users most likely to interact with brand content types on TikTokContent typeShare of social users likely to interact (%)Short-form video (<60 seconds)60%Long-form video32%User-generated content30%Influencer content28%GIFs / memes15%Short videos dominate brand engagement on TikTok
Content formatsIdeaInteractive Instagram content did the most to build brand trustInteractive Instagram content did the most to build brand trust
Content formatsIdea34%of consumers are most likely to interact with Shoppable Pins on Pinterest34% of consumers are most likely to interact with Shoppable Pins on Pinterest
Channel validationTrendGen Z is TikTok's heaviest brand audienceGen Z44%Millennials37%Gen X30%Baby Boomers31%Share of Users Interacting With Brand Content on TikTok Multiple Times a Day, by GenerationGenerationShare of users (%)Gen Z44%Millennials37%Gen X30%Baby Boomers31%Gen Z is TikTok's heaviest brand audience
EngagementTrend55%of Gen Z users engage with brand content on TikTok at least once a day55% of Gen Z users engage with brand content on TikTok at least once a day
Channel validationTrendUS social users plan to spend the most extra time on Facebook in 2026Facebook46%YouTube37%Instagram31%Top platforms US social media users plan to spend more time on in 2026PlatformShare of users planning to spend more time on platform (%)Facebook46%YouTube37%Instagram31%US social users plan to spend the most extra time on Facebook in 2026
Budget allocationTrendUK marketers are putting TikTok and Instagram ahead of Facebook in 2026TikTok73%Instagram69%Facebook64%Top platforms UK marketers plan to invest more resources into in 2026PlatformShare of marketers planning to invest more (%)TikTok73%Instagram69%Facebook64%UK marketers are putting TikTok and Instagram ahead of Facebook in 2026
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