social media trends 2026:

Social media trends 2026 – I’m sure many of you have already Googled them and are wondering which global trends will actually appear locally, and what you should follow to stay relevant. Which AI trends should we adopt? Is there a new platform we need to be on this year? Should we increase our social media budget? Go all-in on video content?… The questions are endless.

Here’s the thing: global trends don’t always translate to local realities. International media recommendations alone aren’t enough. That’s why we asked Georgian digital marketing managers about this year’s trends.

what happened in 2025?

Before diving into 2026, let’s briefly review 2025—what trends ended, and which ones will carry over.

Natali Okropiridze, Digital Marketing Officer, Adjarabet

“2025 was a pivotal year in many ways. It became clear which platforms are keeping up with trends and engaging the new generation. The biggest development was the widespread adoption of AI. It existed before, of course, but last year, everyone seemed to notice it—TikTok played a huge role here, becoming the main source of AI awareness for users.

User-generated content (UGC) also gained momentum. In Georgia, brands primarily create this content via creators. Most social media users follow just a few creators; everyone trusts at least one influencer. At this stage, brands aim to earn trust through these influencers. If they target the right niche and present product usage as desirable, word-of-mouth (WOM) kicks in and the product spreads organically.

This is one of the defining features of the digital world—people create content and share it freely, posting stories without compensation, integrating it into their daily lives. In Georgia, this behavior is still somewhat chaotic, but I believe in 2026 it will become more structured. UGC will be more credible, and brands will learn to use it effectively.”

Gigi Makharadze, Head of Digital Marketing & Growth, ProCredit

“Short-form video, which has been booming globally since 2020, became particularly popular locally last year. This doesn’t mean long-form video is disappearing—they remain relevant on platforms like YouTube, which is now seeing its own boom. YouTube is no longer just a video archive; strong communities are forming, brands notice this, and sponsorship opportunities have increased.

 

Another trend we observed is a shift in how creators are perceived. They are no longer just influencers—they are a distinct channel. Brands now prioritize long-term collaborations over one-off campaigns. Subscriber count is no longer the only metric; relevance to the brand and community strength are crucial, reflecting a more strategic approach.

Finally, social search is on the rise. Previously, users relied on Google for information or product searches. Now, search functions are spreading across social networks and AI tools.”

social media trends 2026

1. Short-Form Video Takes Priority; Demand for Unique Content Grows

Short-form video will remain relevant and become even stronger. Instagram, TikTok, and YouTube Shorts are the ideal platforms. This doesn’t mean abandoning long-form video; YouTube remains perfect for that. Editing long videos into short formats for other platforms is tried-and-tested and will stay relevant.

Audience targeting is key—each platform has its own demographics and interests. As Natali Okropiridze points out, you must define your platforms and content from the start. The “one-size-fits-all” approach doesn’t work. Brands may face a choice: either focus on one platform or tailor content for each individually:

“Unique content on each platform positively impacts brand image—it shows effort, seriousness, and a personalized approach. Each platform has its own algorithm, and content must first align with that, then with audience interests. An individualized approach involves not just posting times, but also copy, emojis, and structure.”

2. UGC Becomes More Credible

Word-of-mouth works well in Georgia, and behaviors spread easily. Strengthening UGC content will be crucial for brands this year. Most UGC will still come from influencers, but the right brand strategy can also engage regular users. Strong brands will play a decisive role in increasing UGC shares.

Micro-influencers will gain more attention. In 2025, some brands ran creator competitions, collaborating with many emerging creators. In 2026, brands can leverage this pool effectively.

3. Strategic Use of AI Strengthens

AI relevance will increase—but this time strategically, not chaotically as in 2025, which was more of a testing year. If AI use in 2025 was simply a novelty, 2026 will demand strategic application. Companies must define their purpose for AI.

AI will help with content creation, database management, and other operational tasks, freeing marketers to focus on strategy.

AI Creators: Last year, many AI-generated creator videos appeared. Brands used them to save resources and innovate, sometimes replacing real people. While Georgian AI-generated videos are still easy to spot, audiences value authenticity—AI cannot outperform UGC in engagement. Brands can use AI smartly for background tasks: research, editing, graphics, and more.

Digital Twins may also emerge in 2026—a digital clone delivering content using your gestures and expressions. Georgian language support is still a challenge but improving rapidly.

4. Social Networks and AI Become Strong Search Engines

Search behaviors are shifting. Google remains dominant, but social networks and AI tools are catching up. Globally, nearly half of 18–24-year-olds search on TikTok and Instagram; AI platforms like ChatGPT are growing. In Georgia, the situation is similar.

Gigi Makharadze recommends brands adapt SEO into AEO (Answer Engine Optimization)—preparing answers for likely user questions, making it easy for AI platforms to surface your brand. This naturally leads to the next trend.

5. Storytelling Gains Importance

Video content dominates over text, but storytelling is more critical than ever. As AI-generated content rises, authentic storytelling—sharing personal experiences and real emotions—becomes invaluable. Algorithms now prioritize retention rate, rewarding content that holds viewers’ attention. The more engaging your story, the longer your audience stays—and the more successful your content.

platform outlook 2026

• Facebook: Still the largest platform locally, but now primarily an information hub. Its scale makes content distribution difficult for brands or creators, as posts are dominated by serious political, economic, or social topics.

• Instagram: Key for ages 18–34, influencer marketing, and visual branding. Reels have significantly increased time spent, positioning it as TikTok’s main competitor. Millennials tend to prefer Instagram over TikTok for content diversity.

• TikTok: Fastest-growing, especially among Gen Z. Perfect for viral, short-form, easily searchable, and creator-driven content. TikTok is ideal for discovery; Instagram for brand-building and community.

• YouTube: Growing rapidly; increasingly viewed as “the new TV.” High engagement and competition make it strategic for brands.

• LinkedIn: Still small in Georgia, but growing. Caution is advised for brand entry, as the platform remains somewhat chaotic.
  
  

in summary

2026 will reward:

• Authenticity – real people, real stories, real experiences

• Strategic AI – smart, purposeful use beyond testing

• Rapid adaptation – staying ahead of shifting platforms and behaviors

Success in digital marketing will come to those who combine these three elements.