As we hurtle towards 2026, what do we expect from UK social media?
For businesses and marketers understanding the trajectories of social media is crucial.
Here’s a look at what we can expect from social media in the UK in 2026:
1. Hyper-Personalisation Powered by AI
Artificial Intelligence will be the invisible hand guiding much of our social media experience. In 2026, expect hyper-personalised feeds, content recommendations and even advertising that feels eerily prescient. AI will analyse everything from your viewing habits to your emotional responses (via engagement patterns), tailoring content with unprecedented precision.
For users there will be more relevant and a less “noisy” feed. However, expect increased concerns about data privacy and algorithmic bias.
For businesses there will be unrivalled opportunities for targeting and conversion. There will be a greater demand for authentic, value-driven content that cuts through sophisticated AI filters. Expect AI tools to assist in content creation, optimisation and performance prediction.
2. The Dominance of Niche Communities and Vertical Content
While giants like TikTok and Instagram will still reign, expect a continued fragmentation into highly engaged, niche communities. Users are increasingly seeking spaces where they can connect over specific interests without the broader noise of general feeds. This will fuel the growth of specialised platforms or dedicated community features within existing ones.
Coupled with this, vertical, short-form video content will remain supreme. Platforms will continue to innovate in this space, offering more sophisticated editing tools and interactive features. Long-form video will still exist, but often as repurposes or deeper dives stemming from initial short-form hooks.
3. Increased Scrutiny and Enforcement of Regulations
The UK’s Online Safety Act, alongside the EU’s Digital Services Act and other impending legislation, will be fully embedded and actively enforced by 2026. This means:
Greater Accountability
Platforms will face increased pressure to remove illegal content, protect children and combat misinformation more effectively.
Enhanced Transparency
Influencers and brands will face stricter rules around disclosure of paid content, greenwashing and even political advertising. The “finfluencer” crackdown we’ve seen is just a preview of cross-sector regulatory oversight.
Data Privacy
Expect ongoing evolution in how user data is collected, used and protected, likely giving users more control over their digital footprint.
This regulatory environment will push brands and creators towards more ethical and transparent practices, making compliance a cornerstone of digital strategy.
4. The Rise of “Phygital” Experiences
The line between our digital and physical worlds will continue to blur. Expect social media to play a larger role in “phygital” experiences – integrating augmented reality (AR) filters that let you try on clothes virtually, virtual events that mirror real-world festivals and location-based social features that enhance local discovery.
Live shopping and interactive commerce features will become more sophisticated, offering seamless transitions from content discovery to direct purchase.
Metaverse-adjacent experiences, while still nascent, will see further experimentation, with brands exploring persistent virtual spaces for community building and product showcases.
5. Re-evaluating Authenticity and Trust
In an age of deepfakes, AI-generated content and sophisticated misinformation, authenticity and trust will become premium currencies. Users will increasingly seek out genuine voices and transparent brands.
For creators, building genuine connections and demonstrating verifiable expertise will be more critical than ever. Micro and nano-influencers with highly engaged, authentic communities may gain even more traction.
For brands, expect a move away from purely transactional influencer marketing towards long-term partnerships built on shared values and genuine advocacy. User-generated content (UGC) and employee advocacy will also become more potent.
6. Audio and Immersive Formats Gain Ground
Beyond video, audio-first social experiences will continue to evolve, offering new ways for communities to connect. Podcasts will remain a strong format, often integrated directly into social platforms for easier sharing and discussion.
Furthermore, advancements in AR and VR technology will pave the way for more immersive social interactions. While mainstream adoption of full VR social spaces might still be a few years off, expect more sophisticated AR filters, virtual try-ons and interactive digital environments accessible via smartphones.
Technology, Regulation and Connection
The social media landscape in the UK in 2026 will be defined by a fascinating interplay of cutting-edge technology, robust regulation and a renewed emphasis on authentic human connection. For anyone involved in digital communication, staying agile, ethical and strategically informed will be key to navigating this dynamic and exciting future.
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If you enjoy my blogs, you might be curious about my background. I’ve worked in PR and Marketing since 1993. Later, in 1999, I founded a full-service agency and spent the next 24 years successfully growing it. During that time, I had the privilege of partnering with some of the biggest blue-chip brands in the UK and learned extensively from the exceptional marketing professionals I met along the way. Then, in 2023, the management team I built successfully acquired my agency, 8848, setting me free to pursue new passions.
Now, my love of marketing and communications powers our own family venture: a retreat of holiday cottages in the Peak District. I love making brands look and work better, and consequently, in just a few short years, we’ve driven significant growth. In fact, thanks to my focus on SEO, we consistently rank on page one for most key regional search terms, making 2025 our busiest year yet.
Do you need help making your brand or business perform better? If so, I’d love to meet you. I’m based in Ashbourne, Derbyshire but work with companies across the UK and globally.