Something is shifting in social media, and not only within the feeds.
Metricool has spent the last 12 months asking two very different sets of questions: What’s actually acting on social media straight away? And how are the people managing all of it actually doing? The answers, drawn from a few of the most comprehensive research within the industry, tell a harder story to scroll past than most.
Metricool’s 2026 Social Media Study analyzed greater than 39 million posts from over a million real accounts across 10 platforms, and the platform-by-platform findings are striking.
On TikTok, video views fell over 31%, reach dropped nearly 29%, and interactions declined over 31% year-over-year, a sign that content saturation is real and growing.
On Instagram, brands published 24% more content across all formats, yet the platform responded with 27% more views and 19% more engagement overall, proof that consistency still pays, whilst competition intensifies.
On LinkedIn, the metrics that marketers have long relied on are telling a different story: while likes are down 13%, comments 17%, and shares 10%, overall engagement is up nearly 14%, driven by a recent generation of less visible but more meaningful interactions. Plus, personal brands drive 63% more engagement than company pages, signaling that individuals trust people over brands. With LinkedIn launching a recent Creator Marketplace, we are able to expect a huge shift within the creator economy to this platform.
The AI picture is just as nuanced. Metricool’s State of AI in Social Media report found that 96% of social media professionals now use AI tools of their workflows, with 72.5% counting on them day by day, but adoption hasn’t translated to confidence. 45% of respondents cite content quality as a barrier to greater AI use, and 36% say they don’t track, or don’t know, how AI-generated content performs in comparison with non-AI content. The conversation has shifted from are you using AI? to is it actually working? Most teams don’t have a clear answer yet.
Then there’s the a part of the story that doesn’t show up in analytics dashboards at all. Metricool’s first-ever Well-Being in Social Media Professionals report, based on survey responses from nearly 1,000 social media managers, content creators, agency employees, in-house marketers, freelancers, and consultants worldwide, found that while creative autonomy has increased, structural support, recognition, and sustainable workloads haven’t kept pace. 73% of social media professionals work outside of their contracted hours. Nearly half report experiencing burnout because the scope of their roles expands without a corresponding change in staffing, expectations, or compensation.
This is the conversation Metricool’s Anniston Ward will bring to the DMWF North America stage in New York on September ninth. Her session, The Real State of Social Media in 2026: Platform Performance, AI’s Rising Role, and the Humans Holding It All Together, will move between data and lived reality: platform strategy, AI’s real impact on day by day work, and what the well-being research says concerning the profession’s sustainability.
It’s a session for anyone who manages social, leads a team that does, or makes decisions about how those teams are resourced and supported. Because the data doesn’t just show what’s working on each platform. It shows what’s working, and what’s quietly not, for the people behind the handles.
Anniston Ward, US PR, Events, and Education Manager at Metricool, will speak at DMWF North America in New York City on September ninth at 2 pm EST at the Social Media, Storytelling, and Content Marketing Track.
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