How Marketers Plan to Use AI, Influencers, and Social Media in 2026
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AI Is Popular, But Results Are Still Mixed
Many marketers are already using AI tools in their daily work. According to a recent Emplifi “State of Social Media Marketing 2026” report, about 82% of marketers say they now use AI in some form.
The most common ways marketers use AI are:
Social media analytics
Content creation
Ad targeting
However, only 35% of marketers say AI has helped them save a lot of time or work more efficiently. Most people say the benefits are helpful, but not game-changing yet.
One reason could be that many marketers are still learning how to use AI properly. Another reason is that AI tools work best as helpers, not replacements for humans. AI does not truly “think” — it mainly finds patterns and responds based on data. Because of this, expectations around AI may currently be higher than reality.
Influencer Marketing Will Grow in 2026
Influencer marketing continues to grow fast. The report shows that 67% of marketers plan to increase their influencer marketing budgets in 2026.
The main reason brands use influencers is to build brand awareness. Influencers are especially valuable today because of the rise of short-form video on platforms like Instagram Reels, TikTok, and YouTube Shorts.
Influencers understand trends, audience behavior, and platform culture better than most brands. For this reason, many brands now see influencers as being just as powerful as traditional celebrity endorsements.
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User-Generated Content Is Becoming More Important
User-generated content (UGC) is also becoming a key focus. Marketers are increasingly encouraging real users to create and share content about their brands. This type of content feels more authentic and often performs better than branded posts.
Instagram and LinkedIn Lead the Way
When it comes to social media platforms for 2026:
Instagram remains the top platform for marketers
LinkedIn comes in second, which may surprise some people
LinkedIn’s growth shows that it is no longer just a job-search platform. More users now engage with content in their feeds, making it valuable for both B2B and personal branding.
Interestingly, Reddit is also gaining attention. One reason is that many AI tools and chatbots often pull answers from Reddit discussions, which has made marketers take the platform more seriously.
Marketers Are Spreading Across More Platforms
Instead of focusing on just one or two platforms, many marketers are now trying to be present on multiple platforms at the same time.
To manage this, brands are turning to:
Automation tools
AI scheduling
Cross-platform analytics
However, marketers should be careful not to post the exact same content everywhere. Each platform has a different audience and content style, and too much repetition can annoy followers.
Short-Form Video and Engagement Are Top Priorities
For content strategy in 2026:
Short-form video is the number one content focus
Engagement (likes, comments, shares) is the top performance goal
Lead generation is still important, but many marketers believe that strong engagement comes first and leads will follow naturally.
Final Thoughts
This report gives a useful snapshot of where social media marketing is heading in 2026. AI, influencers, short-form video, and platform diversification are all shaping the future.
While AI is helpful, human creativity and platform knowledge are still essential. Marketers who balance technology with authenticity will likely see the best results in the coming year.
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