Data from Ipsos iris makes one thing clear: social media are going to play a key role in brand strategy throughout 2026.
However, social media is not a monolith and their perceptions and usage are influenced by broader cultural trends and changes in what people value. Platforms are increasingly specialised, attracting distinct audiences for varied purposes.
This is where we are seeing fascinating changes, underpinning a broader cultural shift that’s going to grow stronger this year: the migration to horizontal peer-to-peer (P2P) authority.
In an era saturated with scams, synthetic content and fake-influencers, consumers’ trust and engagement are fatigued. Between AI “slop” and the prophesied rise of the “Zombie Internet” (where platforms feel alive but lack a human soul), consumers are seeking more โhuman-likeโ interactions.
Consumersโ trust and engagement are shifting:
– ๐
๐ซ๐จ๐ฆ ๐๐ฑ๐ฉ๐๐ซ๐ญ๐ฌ ๐ญ๐จ ๐๐๐๐ซ๐ฌ: โintelligenceโ is no longer sought from distant authorities. Itโs found in “someone like me”: relatable, familiar, and close.
– ๐๐จ๐ฐ๐๐ซ๐๐ฌ ๐๐ฎ๐ฆ๐๐ง-๐
๐ข๐ซ๐ฌ๐ญ ๐๐ฉ๐๐๐๐ฌ:ย audiences are gravitating toward smaller, participatory circles, like private forums and comment sections.
– ๐๐ง๐ฉ๐จ๐ฅ๐ข๐ฌ๐ก๐๐: in these spaces, a spontaneous post can carry more “truth” than a high-production campaign.
Comments, for example, are no longer secondary. For many, they are the primary destination where content is vetted, and opinions are reshaped by P2P advice.
Brands should start seeing the comment section as a primary channel for P2P engagement and co-creation with brands. In this landscape, smaller, authentic contributions often perform better than broad, broadcast messages.
Success in Human-First spaces requires a different skillset for marketers. Brands need to feel “real”, “alive” and “achievable”. This is where brands can be rawer, more spontaneous and embrace imperfection. If real life isnโt perfect, branded interactions shouldn’t be either.
To navigate this effectively, a deeper understanding of specific audience cultures, needs, and local behaviours is essential. Human-led, cultural insight can help you with this.
In 2026, growth belongs to those who understand their audience, their content and culture without breaking the spell of authenticity.