Social media trends for 2026

Social media is an instrumental tool for charities, helping them to share news, reach new audiences, and boost fundraising. Social media usage has grown considerably in recent years, with new platforms emerging and new audiences developing, making it possible for charities to tailor their content to drive engagement with those they might otherwise be unable to reach.  

Given how helpful it has been to charities, it also has brought some challenges – not least the pace with which it changes. As new platforms emerge, old ones decline, and charities might find the success of previously lucrative channels wanes. 

It is important that charities keep up-to-date with the changing social media landscape, in order to keep being able to fundraise and communicate with their audiences effectively. 

In this article, we explore key social media trends that will shape 2026 and how charities can continue to use their channels to their advantage in the coming year.

Social media is still going strong 

The changing landscape of social media means that there have been many reports of its decline over the years – but that’s not what much of the research is pointing to in 2026. Rather, what’s changing is how we’re using social media, driven by the growing diversity of the platforms themselves.  

Social media consultancy We Are Social estimates that more than two thirds of people across the world now use social media each month. A report by consumer research platform GWI revealed that social media is “the dominant media form”, with consumers estimating that they spend around seven hours per week on it, without taking into account the six and a half hours spent on short videos such as Instagram Reels and TikTok. These two mediums are ahead of streaming services (such as Netflix), music streaming, and broadcast TV – showing that there is still power in social media to reach new audiences. 

Not only are people spending lots of time on social media, they are also sharing it across different accounts. One in five global consumers are active on more than 10 different platforms, according to GWI, rising to a quarter of those in Gen Z. The reason for this variety lies in the purpose of each account – TikTok, for example, is the go-to for entertainment and content, while Facebook is preferred for keeping in contact with friends and family. Taking the time to understand these purposes will help charities create tailored content that captivates their audiences on each platform. 

The importance of community in the age of AI 

Artificial intelligence (AI) is changing a lot of what we see online and how we perceive information. The proliferation of AI slop – low-quality AI-generated content with no discerning purpose – is flooding social media platforms with boring, often inaccurate content, such as fake videos of celebrities, of animals on surveillance cameras, and much more. And it’s blurring the lines between what’s real and what’s not.  

“Deepfakes, AI-generated hoaxes, and manipulated narratives are on the rise, and this problem is simply not going away,” says Meltwater in its 2026 Marketing Trends report. “It’s understandable that consumers trust the media less than ever, when they’re bombarded with mis/disinformation from all angles.” 

Charities need to use social media wisely to respond to this growing level of AI slop and misinformation. Charities have a uniquely trusted place in society, with research consistently showing that they are more trusted than most professional sectors, including private companies and some government bodies. So when they post on social media, they have a trusted voice, one that can tackle misinformation directly and build strong connections with supporters. It is likely in 2026 that we will see a greater emphasis on community amid the wave of AI slop online. 

However, despite the growing risks of AI on social media, according to the 2025 Charity Digital Skills report, just 5% of charities are investing more in tackling misinformation or community moderation. These are the areas where charities can make a real difference, using their trust voice to build communities and generate trust. This trust then makes a difference to the charity in turn, driving support and donations for a cause people feel connected to. 

“Keeping supporters involved is about building connection, trust, and a shared sense of purpose,” explains Public Interest Registry, the organisation behind the .org domain name. “Research consistently shows that people stay engaged when they feel informed, emotionally connected to the mission, and invited to participate in ways that feel personal.” 

In 2026, it is important to keep authenticity and community in mind when using social media to communicate. Using AI-generated content, for example, might be time-saving but it could have an impact on your reputation and undermine your trusted voice. The charity sector is all about people and community – that should be reflected in our use of social media, especially in a world of AI slop.  

Everyone wants more video 

Video is still a powerful driver of engagement in 2025 and since most social media platforms have added a video element in recent years, it shows. TikTok, Instagram Reels, and YouTube Shorts have all been developed to respond to the growing appetite for video content, where people can share ideas and connect with their audience. Sprout Social says that 68% of marketing leaders say YouTube drives the most business impact, while 64% say the same about TikTok. Only Facebook is higher with seven in ten marketers saying it drives the most business impact. 

Social media management app Gain supports this, saying YouTube is likely to become even more influential in 2026, with users searching more intentionally for videos on topics they care about, creating “more leads and higher-quality conversions than on traditional social media platforms”.  

However, it is important to note the different types of video content and where they work best. Short-form video is seeing lots of success on TikTok and Instagram, but Sprout Social acknowledges there is still a place for long-form content too. TikTok videos can be up to 10 minutes long and YouTube shorts have been extended to up to three minutes long. It is a challenge, then, for charities to keep their messaging consistent while tailoring the style of their videos to the typical user behaviours on each platform. On any platform, the fact remains that video is an engaging way to get their message across and reach new audiences.  

“While repurposing content can be effective, brands need to look beyond a one-size-fits-all approach,” explains Sprout Social. “Create unique content that aligns with users’ behaviours and preferences on each platform—think bite-sized Reels on Instagram and TikTok and long-form storytelling pieces on YouTube.”  

Charities should not refrain from repurposing content for different channels but they should be purposeful with it. Map the different styles of video for each platform, consider what each will look like before filming. Planning for multiple formats at the start of the video ideation process will make your messaging consistent across all platforms and ensure your supporters are still getting content that reflects what they want to see wherever they are, whether its Instagram or YouTube. Maybe a fully-fledged appeal video will work well on YouTube but TikTok might prefer a shorter behind-the-scenes look.  

The emphasis is on authenticity 

The age of AI means has put the emphasis on authenticity in how we communicate – in a world of computers, people want to prioritise human connection. And that is reflected in how we consume social media content.  

Graphic design platform Adobe summarises the growing importance of authenticity in content on its blog: “It’s stories like the ones told by images that move us without saying a word — the moments of joy between friends, the collective awe when seeing something beautiful, the laughter that bridges generations, It’s imagery that stirs emotions. When brands capture that kind of authenticity, audiences stop seeing the marketing and start feeling the message at first glance.”  

You can also see this reflected in the growth of what Canva calls “Notes App Chic”, where people “lean into designs that feel authentic, relatable, and real”. 

Canva explains: “2026 marks the rise of a new creative standard: ‘Imperfect by Design’, where many creators will become unbothered by perfection, polish, or creating for the algorithm, and instead embrace the human imperfections that make work personal, raw, and honest.” 

For charities, this is an opportunity to do what they do best – showcase their impact in the real world through effective storytelling. “Notes app chic” proves that charities don’t need big budgets to create impactful social media content, but simply a good story and a clear message. Authenticity on social media brings supporters closer to your mission, in a way that a polished ad elsewhere simply can’t. 

Social media or search engine? 

The purpose of social media has shifted slightly over the years. As well as a way to keep in touch with friends and family, it has become a source of entertainment and now it’s become a search tool as well. 

Meltwater’s Marketing Trends report reveals that consumers are turning to TikTok, YouTube, and Reddit to look for how-to videos, reviews, and explanations. It points to research from Forbes which shows that almost a quarter of people already prefer to use social media platforms over Google for search queries and the method is particularly popular among younger users.  

Charities should therefore prioritise making themselves discoverable on these platforms. Making short explainer videos, accompanying content with what Meltwater calls “keyword-rich captions”, and pinning the most introductory content on their profile are excellent ways for charities to help people find out more about their work at a time when they are searching about your cause. Consider the most common questions searched around your cause and make it easier for people to find the answers by being present and active on social media, as well as on your website.