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The Creator Economy Matures
Creators are not new by any means and we’ve known for a while that the creator economy is booming but 2026 is the year it matures. 
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Rather than creators being one-hit-wonders, brands will transition to creating long-term partnerships and ambassadors. Creators will be known as brand ambassadors for who they choose to team up with, as well as expanding their own IP. 
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Not only will brand x creator relationships become more sustainable but creators will also be involved in strategy much sooner. Rather than receiving a brief and following the script, creators will be shaping the script. 
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Vanity Metrics Get Left Behind
What used to matter in engagement is now a signal of passive consumption &#8211; likes and comments are great but they are way more passive than they used to be. 
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Double tapping or leaving an emoji can be done in an instant but what matters more? Meaningful metrics. Saves, shares, reposts all signals that someone has resonated with the content enough to either revisit it or share with someone else &#8211; the true signal of content that worked well.
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So if you’re asking yourself what social media metrics matter in 2026? Point towards the metrics that show depth over scale.
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Social Turns From Public To Private
The era of mass public feeds is ending and in its place steps in closed-communities.
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Micro-communities form in closed spaces like Discord, Substack, Broadcast channels and Close Friends. Rather than people being followers, they turn into members and are more selective of the feeds they engage with.
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People are spending less time online, so when they are on social media &#8211; they want it to be meaningful, not adding to the noise that they’re trying to escape.
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Offline Will Play A Huge Role
Following on from the fact people are spending less time online &#8211; it will become vital to include offline marketing in strategies in 2026. Whether it’s experiential, community building events, OOH &#8211; brands will have to think of ways to reach their audiences outside of their phones.
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According to Digital Detox: 2025 Statistics Trends You Should Know, average daily time spent on social media dropped from 147 minutes in 2023 to 106 minutes in 2025, a decline of 28% which suggests a measurable reduction in social scrolling behaviour as people become more intentional with their tech use. Showing it’s essential to bring offline into the strategy if people are spending less time online.
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What This Means For Brands Going Into 2026
Like every year, it’s all about being adaptable. The winning brands in 2026 will be those who:
<ul>
<li style="font-weight: 400;" aria-level="1">Build relationships, not reach</li>
<li style="font-weight: 400;" aria-level="1">Invest in creators, not just campaigns</li>
<li style="font-weight: 400;" aria-level="1">Measure impact, not impressions</li>
<li style="font-weight: 400;" aria-level="1">Create experiences, not just content</li>
<li style="font-weight: 400;" aria-level="1">Optimise for AI discovery as well as human connection</li>
</ul>
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If you want support with navigating marketing trends and behaviours in 2026, <a href="https://thenewgen.com/contact/send-a-brief/">get in touch</a> with NewGen.

What can we expect from 2026?