Social media platforms marketers should watch in 2026

Instead, marketing teams need a clear way to evaluate which new social media platforms are worth their time, budget, and creative energy, and which ones may never move beyond the hype stage.

To help marketers understand where social media is headed, HubSpot analyzed data from its 2026 State of Marketing Report alongside insights from social media leaders. This guide breaks down the platforms gaining traction in 2026 and where marketers may want to focus their time and budget.

Table of Contents

• Why Marketers Need to Know Emerging Social Platforms
• 2026 Social Media Trends
• Social Media Platforms Marketers Should Watch in 2026
• New Social Media Platforms
• What platforms may be losing steam?
• How to Determine Which Social Media Platforms Are Worth the Investment
• FAQ: New Social Media Platforms

Why Marketers Need to Know Emerging Social Platforms

Tracking new and emerging social media platforms early helps marketers understand where attention is shifting before those spaces become crowded or overly competitive.

Emerging social platforms often start as niche spaces, but the fastest-growing ones rarely stay that way for long. And many of today’s social media marketing channels — from TikTok to Instagram Stories — began as experiments before quickly reshaping how brands reach audiences at scale.

For brands willing to test content formats before algorithms and ad products fully mature, fast-growing platforms tend to offer:

• Lower competition.
• Stronger organic reach.
• Room for creative experimentation.

Data from HubSpot’s 2026 State of Marketing Report shows that marketers are paying closer attention to where growth is actually happening, not just where audiences already exist.

Understanding which new social media platforms are gaining users, engagement, and creator momentum allows teams to make smarter bets about where to pilot campaigns and learn what resonates before those platforms reach peak saturation.

HubSpot’s Marketing Hub helps teams manage social media strategy from one place, making it easier to plan, publish, and measure performance across multiple platforms.

The State of Social Media in 2025

Explore the top trends in social media for brands to know and optimize your social strategy.

• AI Content Creation
• Community Building
• Social Media Shopping
• Social Vs. Search Engine

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2026 Social Media Trends

1. Short-form is dominating.

In 2026, it’s no secret that quick videos are dominating. Short-form video continues to surge among social media entrepreneurs and marketers. In fact, according to HubSpot research, 48.57% of marketers say short-form delivers their highest ROI, making it the top-performing format in the mix.

It’s also where marketers are keeping (and even turning up) their spend, with nearly 30% of marketers planning to increase investment in short-form video.

2. AI is being leveraged for content creation.

The number one way marketers are using AI is for content creation — specifically for assistance with tasks like writing copy, creating images, and generating ideas from scratch. According to HubSpot findings, about 56% of marketers are using AI to create short-form videos, while 53% are using it to generate images, and 42% are creating long-form videos.

“I think AI gives us much more leverage,” says Aymber Young, a social media growth expert. “The biggest change that I’m seeing is the ability to integrate AI to where you don’t have to do as much of the legwork when it comes to content creation.”

“You can go to ChatGPT and say, ‘Hey, I create content on health and wellness, and I want people to focus on eating plant-based foods. Can you give me a content calendar for the month, for LinkedIn? For YouTube?”

3. Live video and audio are building community.

According to Kasey Brown, founder and CEO of Different Breed Media, behind-the-scenes content works really well for building trust.

“Lives should be staples in any sort of strategy that involves building relationships with an audience,” she says. This is especially true in what she calls an ongoing “trust recession,” wherein people are using a lot more discernment when determining where to spend their dollars.

4 . Content must entertain audiences.

People want to be entertained, even while they’re being sold a product or taught something new. Bonus points if a brand can make them laugh: Turns out, 91% of consumers want brands to be funny.

“I work with a lot of clients to help them ‘edutain’ a lot more,” says Brown. “Some of the best content that’s working mixes education with entertainment and really good personal storytelling.”

To help stay on the cutting edge of social media, here is a list of key platforms and features marketers should have on their radar this year.

Social Media Platforms Marketers Should Watch in 2026

1. Instagram

According to HubSpot’s research, 70% of marketers say their company uses Instagram as part of its marketing strategy.

It’s a top-performing platform when it comes to driving site traffic, engagement, and audience growth, with many marketers using it to establish their communities.

• Launch date: October 2010
• User count: Over 2 billion monthly active users worldwide
• Funding: Acquired by Meta (formerly Facebook) in 2012 for approximately $1 billion
• Headquarters: Menlo Park, California, U.S.

What I like: I’m particularly drawn to the interactivity fostered by Instagram Stories, where elements like cross-collaborating and link sharing are effective for community-building and engagement.

Pro tip: HubSpot’s Breeze AI can help teams repurpose content across channels, creating platform-specific social posts from a single idea or campaign theme.

2. TikTok

Short-form video is one of the most popular, top-performing, and highest ROI trends. Given this, it’s no surprise that TikTok's monthly active users sit at 1.9 billion as it caters to short-form videos.

The large user base is why 56.5% of marketers report using TikTok in their marketing strategy. It’s a great platform for reaching Gen Z, as HubSpot’s consumer trends survey found that 62% of the generation uses TikTok — and it’s also the platform they spend the most time on.

• Launch date: September 2016
• User count: Nearly 2 billion monthly active users worldwide
• Funding: Privately held by ByteDance, backed by investors including Sequoia Capital, General Atlantic, and others
• Headquarters: Los Angeles, California (U.S. operations). Parent company ByteDance is headquartered in Beijing, China

What the Experts Say: “It’s still the platform with high virality,” says Young. “You have the [highest] chance of going viral just with organic content on TikTok.”

3. Facebook

Despite increasing competition, the longstanding Facebook should still be on the radar of marketers in 2026 due to its massive reach, bringing in 3.06 billion active users every month.

It’s also still a hotspot for ads: In 2025, Facebook’s total ad revenue was projected to reach $156.8 billion, marking a 5.8% year-over-year increase.

• Launch date: February 2004
• User count: Approximately 3.06 billion monthly active users worldwide
• Funding: Privately funded prior to IPO, and it went public in 2012. Operates today as part of Meta Platforms, Inc.
• Headquarters: Menlo Park, California, U.S.

What I Like: Facebook continues to deliver reach in a way few platforms can. For brands with defined audiences and clear conversion goals, it’s still a dependable channel — even if it’s no longer the most exciting one.

Pro tip: When it comes to paid social, HubSpot’s advertising and targeting tools support campaign management across platforms, including ad goals, conversion events, and retargeting.

4. YouTube

Based on HubSpot’s findings, nearly 70% of marketers leverage YouTube in their social media marketing strategy.

While the platform has evolved significantly over the years — adding features like YouTube Shorts, live streams, and community posts — its long-form content continues to be a major differentiator. YouTube gives brands the ability to hold audience attention for longer periods of time, which can translate into stronger trust and higher intent compared to more fleeting content formats.

• Launch date: February 2005
• User count: Over 2.7 billion monthly active users worldwide
• Funding: Acquired by Google in 2006 for $1.65 billion. It now operates under Alphabet Inc.
• Headquarters: San Bruno, California, U.S.

What the Experts Say: Brown believes YouTube’s long-form content will never lose steam for its strong retention value. It all goes back to trust — and the more time consumers spend with a brand, the more inclined they are to trust them.

5. LinkedIn

LinkedIn’s been an unmatched source for organic networking, thought leadership, and overall narrative-driven branding. It’s more of a long-game platform, but 41.9% of marketers already incorporate LinkedIn into their marketing strategy.

LinkedIn now offers a wider array of content types — text posts, carousels, long-form blogs, lives, and, more recently, a vertical video feed. With these offerings, LinkedIn is trying to step up its game to compete with platforms like Instagram.

• Launch date: May 2003
• User count: Over 1 billion members worldwide
• Funding: Acquired by Microsoft in 2016 for $26.2 billion
• Headquarters: Sunnyvale, California, U.S.

What the Experts Say: Data shows most marketers might not agree, but Young believes LinkedIn should be the platform that’s top of mind for brands. “It’s really shifting to be a leading community-based platform,” she says.

6. Threads

Launched by Meta in July 2023, Threads is one of the newest social media platforms on this list. Its arrival is timely due to the technical and cultural changes Twitter (now X) has faced since Elon Musk’s takeover in 2022.

Thanks to its integration with Instagram, Threads now has over 400 million monthly active users.

Users can seamlessly transfer their Instagram profile information and followers to Threads, simplifying app adoption. Additionally, users can embed Thread posts into their Instagram Stories and profile bios, generating more interest in the app.

• Launch date: July 2023
• User count: Over 150 million monthly active users
• Funding: Developed and backed by Meta Platforms, Inc.
• Headquarters: Menlo Park, California, U.S.

What the Experts Say: “I do think Threads has a lot of potential given it does operate a little bit similar to X,” says Young. “It feels a lot more buttoned up.”

7. Twitch

Twitch is a live streaming platform primarily used for streaming video games, eSports events, and other creative content. It allows users to watch live broadcasts of games being played by other players, as well as interact with the streamers and other viewers through chat.

• Launch date: June 2011
• User count: Over 140 million monthly active users
• Funding: Acquired by Amazon in 2014 for approximately $970 million
• Headquarters: San Francisco, California, U.S.

What the Experts Say: “I’ve been particularly intrigued by Twitch,” says Young. “I’ve noticed more creators and influencers leveraging the platform for real-time engagement, and some are generating significant income through subscriptions, donations, and partnerships.”

“I think there’s untapped potential here for major brands to get creative: partnering with streamers for organic product placements, having spokespersons do live demos or Q&As, or even hosting hybrid conferences with a Twitch livestream component,” Young concluded.

New Social Media Platforms

Social media is constantly changing with new platforms continuously emerging, bringing fresh ideas and opportunities. But as new social media platforms emerge, the question marketers ask is, “Which upcoming social media platforms are worth our effort?”

Here are some up-and-coming platforms to keep an eye on.

1. Lemon8

Lemon8 is a new social media platform owned by ByteDance (aka TikTok’s parent company). Though it was initially launched in Japan in 2020, it became accessible in the U.S. and U.K. in February 2023.

Lemon8 is often described as a combination of Pinterest and Instagram, since it’s a photo-sharing app where users can share and discover curated lifestyle content. Popular categories on the platform include fashion, beauty, and health and wellness.

• Launch date: 2020 (U.S. and U.K. expansion in February 2023)
• User count: Not publicly disclosed; estimates place it in the tens of millions globally
• Funding: Owned and operated by ByteDance
• Headquarters: Operated by ByteDance; parent company headquartered in Beijing, China

What the Experts Say: Young is unsure about its longevity. “Lemon8 had a moment, especially during the TikTok ban scare back in January 2025, but its long-term potential feels uncertain to me,” says Young. “I personally jumped on it and noticed how visually similar it is to Pinterest, which was interesting at first. But I haven’t seen the same stickiness or creator excitement that drives growth.”

2. Substack

Substack is an online platform that enables writers, journalists, and content creators to publish and monetize their work through subscription-based newsletters. It provides an easy-to-use interface for writers to create and distribute their content directly to subscribers.

Substack also offers tools for managing subscriptions, collecting payments, and engaging with readers. The platform has gained popularity as a way for independent writers to generate income and build a loyal audience without relying on traditional media outlets or advertising.

• Launch date: 2017
• User count: Over 35 million active subscriptions across the platform
• Funding: Venture-backed; raised over $80 million from investors, including Andreessen Horowitz
• Headquarters: San Francisco, California, U.S.

What I like: Substack supports deeper, more intentional engagement. Instead of competing for attention in a crowded feed, creators can focus on delivering value to an audience that has explicitly opted in.

Pro tip: HubSpot Breeze and the platform’s AI social media post generator are especially useful when experimenting with emerging platforms, allowing teams to quickly generate post ideas and variations without starting from scratch each time.

Source

3. Noplace

Noplace positions itself as a more expressive, personality-first alternative to traditional social feeds. Instead of prioritizing polished visuals or algorithmic discovery, the platform leans into user profiles, interests, and real-time updates.

For marketers, that makes noplace a place to observe how younger users are engaging and what language and formats resonate. That said, Noplace is still very much in its experimental phase. Brand presence is limited, monetization is unclear, and long-term retention remains to be seen.

• Launch date: 2023
  User count: Not publicly disclosed; the app reached the top of the Apple App Store social networking charts shortly after launch
• Funding: Raised $15 million in seed funding led by Union Square Ventures
• Headquarters: San Francisco, California, U.S.

What the Experts Say: Stacy Jones, founder and CEO of Hollywood Brands, points to a growing fatigue with larger platforms. “Users are overwhelmed by ads, trends, and algorithmic pressure,” she says. “The emerging platforms solve for that by giving people control, relevance, and authenticity again.”

4. BeReal

BeReal aims to provide a more unfiltered alternative to highly curated social media feeds. The app encourages users to post once a day, in real time, without filters or editing — a format designed to push back against performance-driven social media. This seems to be a draw among younger users who are increasingly selective about how and where they present themselves online.

For marketers, BeReal is worth watching as a window into Gen Z behavior and expectations. While it isn’t built for traditional brand promotion, the platform offers insight into what authenticity looks like when polish is removed, and how audiences respond to content that feels more candid and human.

• Launch date: 2020
• User count: Approximately 25–30 million monthly active users globally (latest publicly reported range)
• Funding: Raised over $90 million in venture funding; majority investment from Accel
• Headquarters: Paris, France

Source

What the Experts Say: According to Jones, these platforms have “effectively erased the buffer between brands and audiences,” changing how brands are expected to show up. “You can’t parachute in with a glossy asset,” she explains. “You have to spend time in the room. Each platform rewrites expectations. BeReal conditions users to expect brands to show up as real people, not campaigns.”

5. Ten Ten

Ten Ten is built around private, real-time voice messages. Instead of posting for an audience, users communicate directly with a small circle and engage in ongoing conversation. For younger users in particular, voice-first interaction feels less curated and more personal than text or video content designed for public consumption.

For marketers, Ten Ten reflects a growing interest in social experiences that feel lightweight and low-pressure. Watching how users engage on platforms like Ten Ten can offer insight into how social behavior is shifting toward connection without performance.

• Launch date: 2021
• User count: Not publicly disclosed; the app has reached millions of downloads globally, with strong adoption among Gen Z users
• Funding: Privately held; funding details have not been publicly disclosed
• Headquarters: Paris, France

What the Experts Say: Jones thinks platforms like Ten Ten point to how people want to show up online. “We’re watching a reset in how people want to show up online,” she says. “After a decade of algorithm-driven perfection, younger audiences are gravitating toward spaces that feel more like fandom hangouts than performance stages.”

6. Yik Yak

Yik Yak is built around anonymous, location-based conversations. The platform’s campus-focused roots highlight shared experiences, such as inside jokes and real-time commentary.

What makes Yik Yak worth watching is how it surfaces unfiltered, community-level sentiment. Because posts aren’t tied to personal profiles, users tend to be more candid.

For marketers, Yik Yak offers insight into how younger audiences talk when performance and identity are removed from the equation. The platform is a useful place to observe language and emerging attitudes before they show up on more polished platforms.

• Launch date: 2013 (relaunched in 2021)
• User count: Not publicly disclosed; the platform reports millions of users, with the strongest adoption on college campuses
• Funding: Acquired by Square, Inc. (now Block, Inc.) in 2017; relaunched by new ownership in 2021
  Headquarters: Atlanta, Georgia, U.S.

What the Experts Say: “These platforms are harder for brands because they don’t have the instant scale of Instagram or TikTok, and the big creators haven’t anchored there yet — which means the ad dollars aren’t flowing,” Jones explains.

“But that gap creates a rare window for brands that are willing to experiment,” Jones adds. “When creators aren’t dominating a platform, brands have more room to show up authentically and help shape the culture early.”

7. Mastodon

Mastodon operates as a decentralized social network made up of independently run servers, or instances, each with its own rules and communities. Instead of one central algorithm shaping what people see, users choose where they participate and how their experience is moderated.

What makes Mastodon worth watching is how it challenges default assumptions about social media. For marketers, it’s less a channel and more a signal, pointing to growing interest in platforms where trust, transparency, and community norms matter more than virality.

• Launch date: 2016
• User count: Approximately 8–10 million registered users across federated servers (active user counts vary by instance)
• Funding: Open-source, nonprofit-supported; funded through donations and grants rather than traditional venture capital
• Headquarters: Operated by Mastodon gGmbH, based in Berlin, Germany

Source

What the Experts Say: Jones sees Mastodon as an example of how people are choosing to connect online. “Mastodon gives people smaller, safer rooms to talk about the creators, shows, and cultural moments they love,” she says. “It mirrors what we see in entertainment: the biggest cultural sparks now start in niche communities long before they reach the mainstream.”

8. Discord

Discord is built around interest-based communities rather than public feeds. Servers function as always-on spaces where people gather around shared topics, with conversation happening across text, voice, and video.

What makes Discord worth watching is the depth of engagement it enables. Users don’t just follow — they join, contribute, and stay.

For marketers, Discord is not a place for broad reach or campaign-style posting. Instead, it offers a look into how brands can create spaces people actually want to spend time in. Watching how communities form, self-govern, and sustain themselves on Discord can inform how marketers think about loyalty and long-term audience building across platforms.

• Launch date: May 2015
• User count: Over 200 million monthly active users
• Funding: Venture-backed; raised over $1 billion from investors including Greylock, Index Ventures, and Tencent
• Headquarters: San Francisco, California, U.S.

What the Experts Say: “For our team at Hollywood Branded, Discord has been the most valuable because it’s where real pop culture conversation happens,” says Jones. “Smaller rooms deliver sharper insights about audience reactions to shows, creators, and brand integrations than anything you’ll see on a large feed.”

What platforms may be losing steam?

BeReal emerged in 2020, wanting to be a more real alternative to other apps like Instagram. But it may not be sticking quite the way its creators initially planned: In 2023, worldwide downloads were at about 31.5 million, which decreased 60% year-over-year to 12.7 million in 2024.

That’s likely because data shows Gen Z’s media consumption habits are defining social media trends — and Gen Zers aren’t enthused by an app that offers very minimal opportunities to curate.

“I don’t think younger audiences are adapting to it as much,” says Brown. “It feels just a little too impulsive for Gen Z.”

How to Determine Which Social Media Platforms Are Worth the Investment

As social channels become more fragmented, HubSpot’s AI social inbox insights help teams prioritize conversations and identify high-impact interactions. To determine which social media platforms are worth investing in, consider these factors:

• Audience reach.
• Sales conversions.
• Driving traffic to websites.

When it comes to figuring out what works best for your brand, consider a low-stakes approach to start. Brown is a big fan of using dummy accounts to tap into new platforms, understand their value, and assess if it’s worth a larger investment.

“When you start up a fresh account, it feeds you everything because it’s trying to gauge what you’re interested in. And this fresh content generally is super viral and has a ton of engagement, right? So the first few days on that new account is just showing some of the best content out there.”

From there, determine what might (and might not) be a fit for your brand.

Brands also don’t have to explore every latest social media platform all at once. “Start with mastering three,” says Young. “And then as you grow your team, and you grow the ability to manage all these different platforms, incorporate more. It can be overwhelming trying to keep up with every single platform.”

Pro tip: Check out these social media marketing resources for beginners.

FAQ: New Social Media Platforms

What is the next big thing in social media?

There isn’t a single “next big thing” replacing today’s platforms. Instead, the next phase of social media is being shaped by how people want to connect, not just where. Emerging platforms and new social media apps are prioritizing smaller communities, real-time interaction, and lower-pressure participation over mass reach and algorithmic visibility.

Platforms like Discord, BeReal, and niche community apps point to a shift toward spaces that feel more conversational and less performative. For marketers, the opportunity isn’t about chasing the next viral platform — it’s about understanding how expectations are changing and applying those lessons across established channels.

Which social media platform is growing fastest?

Growth looks different depending on how it’s measured. In terms of marketer adoption and investment, platforms like Instagram, TikTok, and YouTube continue to see the strongest momentum, with a majority of marketers reporting active use and sustained investment.

At the same time, newer platforms such as Threads are still early in adoption but worth watching due to their connection to larger ecosystems. The fastest-growing social media platforms tend to combine familiar behaviors with new formats, making it easier for users — and marketers — to experiment without starting from scratch.

What will replace Facebook?

Facebook isn’t being replaced by a single platform. But it is changing. While it may no longer feel like the center of social culture, it remains widely used for community groups, events, and advertising — especially for reaching established audiences at scale.

Rather than a one-to-one replacement, marketers are spreading attention across multiple platforms that serve different purposes. Facebook continues to play a role in a broader social mix, alongside platforms that prioritize short-form video, private communities, and creator-driven engagement.

Should you follow the social media trends of 2026?

Consumer behavior changes quickly in the digital space, and businesses that are willing to adapt to social media trends are probably the ones that are going to see the most success. For marketers juggling multiple platforms, Breeze AI and HubSpot’s AI social post generator can speed up content creation while still leaving room for customization and experimentation across platforms.

Whatever the strategy, Brown emphasizes one important factor: “What‘s working best is content that’s super authentic. But also leaning more into what I like to call ‘unselfish content.’ Ask yourself, ‘How can I always have the viewer in mind?’”

Not every trend will work to achieve your goals, but keeping the customer as your north star will ensure you stay on track.

Editor's note: This post was originally published in July 2019 and has been updated for comprehensiveness.

The State of Social Media in 2025

Explore the top trends in social media for brands to know and optimize your social strategy.

• AI Content Creation
• Community Building
• Social Media Shopping
• Social Vs. Search Engine

Get Your Free Report Learn more Get Your Free Report

Download Free

All fields are required.

You're all set!

Click this link to access this resource at any time.

Download Now