Written by Caitlin Hartigan

The past year has been dominated by AI-generated media, yet the predicted winning strategy on social media for 2026 is authenticity.

This insight comes from the Global Social-First Trends 2026 report by SAMY, which draws on the perspectives of 27 social media marketing experts. It outlines seven key predictions shaping the future of social-first strategy.

But what exactly does that mean? Simply put, it’s a marketing and content approach where social media drives the creation and distribution of content, rather than serving as an afterthought.

The report’s predictions include:

• Trend 1: The Authenticity Paradox – As AI-generated content saturates feeds, audiences crave more genuine, human storytelling.
• Trend 2: From Authority to Affinity – A shift from corporate credibility to relatable, personality-driven brand engagement.
• Trend 3: Niche, Nicher, Nichest – Smaller, intentional micro-communities are becoming increasingly influential over mass audiences.
• Trend 4: Scrollers Become Contributors – A move from passive consumption to active participation, turning viewers into active collaborators.
• Trend 5: The Post-Trend Era – Fleeting viral moments decline as sustained cultural relevance takes priority.
• Trend 6: The Death of the Funnel – Traditional marketing funnels collapse as discovery, validation, and purchase merge into one continuous scroll.
• Trend 7: Social as the Big Bang –  Social media becomes the central origin point for emerging culture, events and retail. 

Together, these trends signal a dramatic shift in consumer behaviour.

The brands that will succeed in 2026 are those that embrace these human-centred, community-driven strategies.

The more artificial our feeds become, the more audiences wish to revert back to content that is deeply human, interactive, and authentic.

So, what did the IMPACT team take away from these insights?

Sophie Babic, Account Manager

What really stood out to me in the report was SAMY’s point that the brands who’ll win on social this year are the ones willing to experiment with content themes and formats that aren’t completely dictated by the algorithm.

We know social platforms are pushing video content hard, but should we just be using them because we are told to? Then acting surprised when performance dips, only to realise our audience actually prefers static visuals, carousels or simple diagrams?

Our audiences are diverse and increasingly intentional about how they consume content. If we default to whatever the platform is favouring that month, without properly understanding our audience, we’re always going to be chasing results instead of driving them.

It comes back to understanding not just audience preferences, but the broader societal shifts shaping behaviour and media consumption. What’s happening economically? How are people spending their time? What formats feel useful versus noisy?

SAMY recommends building detailed personas for target audiences, which is something we started doing just over a year ago. Taking that deeper dive into an audience’s preferences and motivations has made a real difference in the way we communicate. It ensures messaging is aligned so we’re creating for people first, and not just the algorithm.

Kotori Tayama-Gannon, Account Coordinator

In the age of AI‑generated content, authenticity has become harder to achieve and therefore more valuable than ever. As computer‑generated outputs advance and become more embedded into everyday life, distinguishing real from artificial becomes increasingly difficult.

Modern consumers are left questioning what, and who they can trust. It’s no surprise that brands now need to cut through the noise by proving there’s a human behind the work.

With AI making everything feel uniform and overly polished, imperfection, individuality, and lived experience become powerful assets. Marketers can lean into this desire for real people, real stories, and real connection as a driving force of influence. By embracing the human effort behind the screen, while still using AI to streamline and support processes, brands can strike a balance and adapt in a way that feels both efficient and authentic.

Sofia Pizzinato, Account Executive

The trend that stood out most to me is “Scrollers Become Contributors.” What really grabbed me is how much audiences now shape the story, not just watch it. I’m a perfect example of this myself as I’m easily persuaded by content from real people.

It’s striking that 88 per cent of people trust peer recommendations; UGC is eight times more effective than influencer content, and 70% of Gen Z say it impacts their buying choices. Seeing how much influence authentic, human-made content has, is why this trend stood out so strongly to me.

For Australian marketers, this trend may not be entirely surprising, but it remains highly significant. With 79 percent of people influenced by content created by real people, brands that give voice to customers, employees, and micro influencers can strengthen trust, relevance, and cultural connection. It is a clear reminder that co-creation and genuine engagement are no longer optional, they are essential for standing out in a social first world.

Trish McGee, Group Account Director

I loved the section around The Authenticity Paradox. With AI becoming increasingly everywhere online and in our social feeds, we’re becoming distrusting of what we see on social media. Human, imperfect, relatable, hyper-personalised content is becoming the differentiator and resonating better with audiences. TRUST will become the new commercial currency. Human made will equal credibility.

We will start to see AI content without human proof points or transparent use of AI will actively damage audience / consumer trust. 

I also found the section around ‘The Death of the Funnel’ really interesting and may be surprising to some of our clients. TikTok is such an important tool for search these days, especially for Gen Z and under. If you’re not there and searchable, you’re potentially missing a sale. Need more of our clients to be active on TikTok (or reels) and create content tailored to search. 

This quote really stood out to me. “With TikTok, Social is no longer top-of-funnel — it is the funnel. We should design content for search intent — not just scroll appeal. Make videos that answer “How do I…?” “Which one should I buy?” “Does it work?”.

 Social platforms now answer customer intent, create demand and help to close sales. This means if you’re not present when curiosity sparks, you’re invisible.

Lucia McCabe, Senior Account Manager

Virality once felt like the ultimate marker of success on social media. Today, its value is fading. In a landscape where trust is scarce and relevance is no longer won through volume. Instead, it’s earned through clarity, consistency, and commitment.

Audiences are tiring of one-off moments, seeking continuity through recognisable themes. Whether it’s a content series, recurring formats, or familiar narratives, they are all gaining traction.

The organisations that will win in 2026 will use consistency as a strategic asset. This means repeating ideas with intention, developing recognisable voices, and designing coherent content systems that feel familiar.