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What the latest social data tells us about marketing in 2026

What the Latest Social Data Tells Us About Marketing in 2026

Social media is an ever evolving beast, but one thing stays the same. The brands that pay attention to data are the ones that win.

Here are three standout insights every marketer should know heading into 2026, and how social data can strengthen your social strategy.

72.3% of online audiences use social media for brand research

The days when social media was just for awareness are long gone. Today, it is where buying decisions are made.

According to a recent Meltwater report, 72.3% of internet users aged 16+ use social media to learn more about products they are considering. That includes Instagram users browsing brand pages, but even 26.6% of LinkedIn users research brands before buying.

What that means for marketers:

  • You are being researched whether you like it or not.
  • If you are not part of the conversation, something else will be.
  • Your social presence must do more than look good. It needs to build trust and drive conversion.

Start by auditing your social presence. Search for your brand across platforms and search engines, read what people are saying, and assess the story your content is telling. Is it the one you want to be told?

80.7% of Snapchat users are also on Facebook

Think younger audiences have moved on? Not quite. Despite constant headlines about platform fatigue, the average internet user actively uses 6.75 social platforms every month. Audiences are not migrating so much as prioritising.

For example:

  • 80.7% of Snapchat users are also on Facebook
  • 81.8% of TikTok users are also on Facebook
  • Only 34.8% of TikTok users are on Snapchat

So the idea that Gen Z only uses TikTok does not hold up. In reality, audiences are everywhere, but they use different platforms for different reasons.

What that means for marketers:

  • Platform overlap is a chance to reinforce messaging, not repeat it.
  • Your audience may discover you on one platform and convert on another.

Action: Map your audience’s platform overlap. Where are they browsing, buying, or just scrolling? Understanding that journey enables more connected and effective content strategies.

96% of online audiences access the internet via their phones

This is the big one. Nearly everyone accesses the internet via their phone. Only 59.6% use a laptop or desktop at all.

That means your content is being consumed while someone is in a queue, commuting, or winding down at night, not sitting at a desk with perfect lighting.

What that means for marketers:

  • Mobile first is essential.
  • Visuals, copy, and calls to action must land instantly.
  • The strongest content feels personal, quick to consume, and easy to engage with on the move.

Action: Test before you post. Watch your next campaign on your phone. If it does not grab you in the first two seconds or feels awkward to read, your audience will scroll past.

Data is the new direction

Audiences are more connected, cross platform, and mobile than ever before. They are not passively scrolling. They are actively researching, comparing, and deciding in real time. Make your brand one they remember.

 

We’ve got more than a decade of experience in digital marketing. If you’d like some advice, whether it’s interest our paid for services or just a casual chat to have a second brain on an idea, get in touch!