Written by Sofia Pizzinato

In today’s fast moving digital landscape, staying ahead on social media means more than just chasing trends – it requires a deeper understanding of what drives meaningful engagement.   

While influencer marketing remains a crucial part of any digital strategy, there’s a growing shift. Brands are now intensely focused on building their own strong social profiles and crafting a distinct brand voice. This approach prioritises long-term engagement and measurable results over fleeting fads. 

Here, we’ll dive into the major changes transforming the social content landscape and share our recommendations to help your brand not just stay relevant, but thrive. 

The new social media mindset 

As predicted by Sprout Social, social media users in 2025 have been spending more time on platforms, and their behaviour is changing. Users are more engaged, moving beyond the “passive scroll” to seek content that sparks real interactions and engagement.

Users have become more engaged, moving beyond the “passive scroll” and seeking content that sparks real interactions and engagement. 

As major platforms such as Instagram and Facebook become increasingly saturated, users are shifting their attention toward quality and community. Newer apps like Threads and Lemon8 are gaining traction by offering more focused, interest-based experiences. 

Current wins in content 

Original, relatable, and entertaining content garners the highest engagement, especially when it’s rooted in authentic, human-centered storytelling – building genuine connection. For example, Nike’s ‘You can’t stop us’ campaign engaged audiences by sharing meaningful and inspiring stories from real athletes.  

Short-form video continues to dominate platforms like TikTok and Instagram Reels. A HubSpot report found that 70 per cent of marketers consider video as the most effective content for sparking conversations and conversions. At IMPACT, we’re seeing this firsthand. Our client Merlin’s shift towards a dynamic lifestyle brand underpinned by a mix of humorous, aesthetic, and community-focused video content has seen the brand double its average post engagement in the past six months.  

Community interaction is also essential to a successful content strategy. Brands like Lego and Duolingo that actively engage with their fans through comments, shares, and interactive features turn followers into loyal advocates. Real-time responses and a distinct brand personality are key. 

What’s falling flat or past its prime? 

In today’s crowded digital space, posting just to stay active creates noise, rather than connection. Static product shots or text-only updates without context or purpose, like a photo of a coffee with no caption or context gives your audience nothing to connect with.  

Today’s audience expects content with purpose; something that’s relevant, useful, or emotionally resonant. 

Another misstep? Chasing every trend without considering your brand’s identity. Hopping on viral memes or TikTok audios can feel off-brand or unprofessional if not carefully considered. While playful content can work in some contexts, it’s risky if it clashes with your audience’s expectations or your brand’s tone. We cover this in previous blogs on the right way to capitalise on cultural trends. 

But perhaps the greatest sin is ignoring your community. Leaving comments and direct message’s unanswered signals disinterest, which ultimately affects your brand’s perception, customer loyalty and, inevitably, sales.  

Social media isn’t a broadcast tool; it’s a two-way conversation. Brands that engage meaningfully will see better retention and stronger customer satisfaction.  

IMPACT’S FY26 social media content recommendations  

• Prioritise quality over quantity by sharing fewer, more original posts that genuinely engage your audience.  

• Lead with short-form video by investing in reels, TikTok’s, and YouTube shorts to maximise reach and engagement.  

• Humanise your brand by having a distinct voice; using storytelling and behind-the-scenes content to build trust and reliability.   

• Foster two-way conversations by replying to comments, DMs, and use interactive features like polls to build community.   

• Use influencer marketing more strategically by partnering with creators who align with your values and bring content efficiency.   

• Design content with community in mind by prioritising formats that drive conversation and shared experiences.  

• Stop trend-chasing without purpose and stay authentic by filtering trends through your brand. 

Ready to elevate your content strategy for FY26? To make every post count, contact Trish McGee at trish@impactagency.com.au.