2026 Social Media best practices: What has changed and how to adapt

 

Social media has evolved rapidly in the past few years.  Algorithms are smarter, AI is now part of nearly every social media marketing workflow, and users are increasingly turning to social platforms as search engines.

For brands, social media best practices are no longer about posting consistently.  It’s about creating discoverable, authentic content that works across algorithms, AI apps, and social communities.

 

Three major changes are shaping social media marketing in 2026:

 

1. Using AI Tools

Artificial intelligence tools like ChatGPT, Claude, and Gemini have become standard tools for marketers to brainstorm ideas, generate drafts, analyze performance data, and repurpose content.

Nearly all social media professionals now use AI in some capacity, though the most successful brands still rely on human creativity and editing to maintain an authentic voice.  If you have never used an AI tool like ChatGPT, read our blog, How to Use ChatGPT to Create Social Posts.

In addition to using AI applications to generate ideas and rewrite content, you will also need to consider how to create content that is found and referred to by ChatGPT, Claude, and Google Gemini to allow your content to be more discoverable.

 

 

2. Authentic content matters more than ever

On the flip side, as AI-generated content floods social media, audiences increasingly value real human voices and experiences.  Research shows many consumers trust brands more when they believe the content was created by a real person rather than entirely generated by AI.

 

 

3. Social Media and AI platforms have become search engines

More users are now searching directly on platforms like Instagram and YouTube instead of Google.  In addition, searches start in ChatGPT and Claude rather than in the Google search box.  That means two things.

#1: Captions, titles, and even spoken words in your Instagram Reels and YouTube videos should include keywords you want to be discovered for.

#2: You need to create content that is AI-friendly.

 

In short, social media success in 2026 requires a mix of authentic storytelling, smart use of AI tools, and search-friendly content.  Let’s dive in and explore new changes you should embrace this year!

 

 

Social Media Best Practices for 2026

 

In the ever-evolving realm of social media, staying ahead of the curve is crucial for both B2C and B2B businesses aiming to make meaningful connections and drive results.  As we move through 2026, understanding social media best practices, creating posts on the best days and times, and using AI correctly can help you maximize your social media efforts.

 

1. Using AI in Social Media Marketing (without losing your voice)

 

AI tools like ChatGPT have dramatically accelerated how marketers create content, but they work best when used as assistants, not replacements.  The most effective brands use AI to support their creativity, not automate it entirely.  Smart ways to use AI in social media marketing include:

• Brainstorming post ideas or campaign concepts
• Repurposing long-form content
• Summarizing blogs into multiple social posts
• Identifying keywords or hashtags
• Analyzing performance trends

 

Keep in mind, AI-generated content should always be reviewed, edited, and personalized before publishing.  Social platforms are increasingly detecting and labeling AI-generated content, and overly automated posts may see reduced engagement if they feel generic or impersonal.

 

The AI social media best practices for 2026 involve a “human-in-the-loop”.  Therefore, here are the steps to guide you:

• Use AI to speed up brainstorming and drafting
• Edit heavily to add real experience, personality, and brand voice
• Publish content that feels human!

For a deeper look at how to use AI tools effectively in social media marketing, read our guide: How to Use ChatGPT to Create Social Posts.

 

2. Be More Authentic

 

Wth AI-generated posts dominating the landscape, one of the best social media practices for 2026 is to be more authentic.  Human storytelling wins!

Be honest, revealing, and show that a human is still driving your business.  Authenticity can help you build trust and foster a stronger connection with your followers.  In addition, create more empathetic posts instead of relying solely on sales-focused messages.  Our blog, Empathetic Marketing: How to Communicate in Times of Crisis, can help!

 

3. Optimize your content for Social search

 

Creating content for social search means thinking like your audience and how they ask questions.  Instead of posting generic captions, use natural, keyword-rich language.  Use phrases like “best cycling gear for cold weather” or “how to train for a triathlon”.

Where to use keyphrases to optimize your content for social search:

• In your copy
• Video titles
• Saying the keyword or keyphrase out loud in the audio
• Descriptions
• Image ALT tags

 

This enables your content to be found when viewers search within channels like Instagram or YouTube.  The goal is to make your content discoverable not just in the feed, but long after it’s posted. 

Creating this optimized, AI-friendly content means structuring your posts so algorithms can easily understand, categorize, and recommend them.  Use clear language and descriptive captions so platforms can confidently surface your content to the right audience. 

 

 

4. Build community and foster engagement

 

Social media best practices are not just about broadcasting messages; it’s about building a community around your brand or organization.  Engagement is worth more than likes or follows!  By engagement, we mean your readers or followers are:

• Clicking on your links
• Adding a comment
• Sharing your post with others
• Sending you a DM (direct message)
• Sharing your posts in a text or on WhatsApp

 

These last two, sending you a DM and sharing your post in a text or WhatsApp, are a more ‘dark social’ or private engagement, but are still important.  In addition, engagement means liking, commenting, and sharing like-minded posts from respected brands and leaders in your industry. 

How do you determine which of your posts are getting the most engagement so you can replicate them?  Take a look at your LinkedIn, Facebook Analytics, or Instagram Insights to see which posts not only have good reach but also good engagement.  Tools like Hootsuite are also helpful as they can tell you when your audience is online and more likely to engage! 

 

How to Foster Engagement

 

Other ways to foster engagement and build community are to share testimonials and product reviews, and recount one-in-a-lifetime experiences!

If you’re not already doing so, encourage past customers or clients to share their experiences, photos, and videos through social media and with a review on your site or through Google.  See how we’ve done this for Maui Snorkeling!

In addition, make it easy for someone to leave a review.  On a trip to Sayulita, Mexico, we booked a boat tour with Chica Locca, and their staff had QR codes on the backs of the shirts!  You could easily scan and leave a review or submit a photo or video during the tour.  Leverage your social media platforms to amplify these authentic stories and testimonials!

One of the best social media practices is to foster a sense of belonging.  Make followers feel heard and valued.  

 

5. AI Is Driving What Content Is Seen

 

In 2026, social media algorithms rely heavily on AI to determine what content users see, analyzing signals like watch time, interaction patterns, and even scroll behavior.  Social media success isn’t about “hacking” the algorithm.  It’s about creating AI-friendly content that holds attention and feels relevant in the moment.

The more your content encourages people to pause, watch, save, or share, the more the algorithm learns to distribute it.  In this AI-driven world, strong storytelling and authentic moments will outperform overly polished or overly promotional posts every time.

 

6. Strategically use hashtags and emojis

 

Hashtags remain important for increasing your discoverability and reach on platforms like YouTube, Instagram, and X.  However, it’s crucial to use relevant and targeted hashtags rather than relying on generic ones.  Instagram now limits hashtags to a maximum of 5 per post or Reel.  Research trending hashtags in your industry.  Create a hashtag for your brand!  Remember, everything can’t be #instagood

For emojis, go lightly.  Social media best practices are to use emojis to break up copy; 2-3 in a post is plenty!  A runner emoji with the wind behind them or a monkey covering its face could catch your reader’s eye more than just text.

 

 7. Where to POST

 

Determine the best channels to distribute your content by defining your audience.  Once you know who they are and which social channels they spend most of their time on, focus on those channels.  First, if you need a refresher on how to use Facebook, Instagram, and X, read our blog: Social Media Back to the Basics!

• YouTube has more viewership and a larger active base than Instagram!
• X (formerly Twitter) has faced a rapid decline.
• TikTok is still the most popular among younger demographics.
• LinkedIn remains the go-to platform for B2B marketing.
• Facebook remains the largest social network!

 

Keep in mind, these social platforms may not be where YOU spend most of your time.  You may have deleted your personal Facebook page in 2016!  Instead, think about where your target demographic spends most of THEIR time.  Facebook users are an older demographic, but one with high purchasing power!

Not sure which social channels people are using to find your brand?  Look at your website’s analytics, or better yet, Google Analytics.  The data may surprise you!  Need more help?  Drop us a line!

 

 

8. What to post on social

  

Many of us stare at the blank slate when it comes to writing engaging copy.  This is where AI tools like ChatGPT and Claude can help! Easily create captions for your photos and videos, then edit to add your own voice and brand messaging.  If you haven’t read our ‘Using ChatGPT for Social Posts‘ Blog yet, bookmark it for later.  

 

Don’t rely solely on static images or text-based posts!  Experiment with videos, infographics, and Instagram Story panels.  Use a poll or ask a question to keep your feed dynamic and engaging.  If you are not using Canva yet, get on it!  With Canva, you can easily use their AI tools to build out infographics, YouTube videos, and Instagram Reels.

 

How to Create BetteR Videos with less effort

 

You do not need to pay someone to help you create videos!  Experiment with recording yourself, and use Canva’s video templates for YouTube, Instagram, and TikTok to save time and money.  Ensure you make them more authentic by overlaying your recorded audio, your logo, and using your brand colors and fonts.

 

As video content continues to be a powerhouse on social media, driving higher engagement and retention rates, we’ve packed this section with lots of ideas you can begin using today!

 

Leverage short-form videos like YouTube Shorts to capture your audience’s attention.  Think more Instagram Reels and less polished full-length YouTube videos.

 

Videos and multiple images will perform better than a single static image almost every time.  Therefore, here are 2 blogs to read for more ideas to take better photos and videos:

• How To Take Great Photos
• Create Videos for Social Media

 

Pro tip: Do not post the same exact copy and imagery across each social media channel on the same day.  First of all, the links, videos, image size, copy style, and @ mentions will not work across all channels in the same way.  In addition, broken links or missing images can be seen as spammy.  Or just lazy.  Change up the copy and imagery slightly for each post.

 

Split Your weekly posts into themes

• 1 sales post (advertising services or products)
• 1 curated or UGC post (user-generated content). Share something from an industry leader or an article.
• 1 blog post share (from your blog) 
• 1 stellar customer review or success story!

 

This mix can change depending on what your marketing strategy is that month.  Are you running a sale or hosting a fundraiser?  If so, prioritize that in your weekly content mix!

 

 

9. How to post: use a content calendar + scheduling app

 

Plan out your social media posts and videos using a content calendar.  You can also use a Content Calendar to:

• Track email campaigns
• Blogs to be written
• PR campaigns
• Product launch dates
• Events and holidays

 

Having everything in one place makes it easier for everyone on the team to know what you’re posting and when.  Once you’ve planned out your content and everything is approved, use a scheduling app like Hootsuite to schedule your posts.  This saves you time and, therefore, money, and is one of the best social media practices you can get started with today!

Even if you are just using one social channel like Instagram, planning and scheduling your posts will help you stay consistent.  Social networks love that!  In addition, this will also give you a good idea of how posts will look on your Instagram profile page and help you stay on brand with a color profile or page style.

Read more on how we’ve helped brands get started with scheduling posts!

 

Don’t use a Content Calendar yet?  Get started by downloading our Content Calendar Template from Google Docs for FREE!  We’ve included Instructions for Use in the Content Calendar template.  Make a copy of it, and start populating your content today.

 

10. When is the best time to post on social media?

 

Besides what to post, the next question we get asked about our social media best practices is when to post.  Specifically, what days and times are best to post on social media?

How do you determine when your followers are most active?  First, take a look at your social channel’s analytics.  Schedule posts at peak times and on peak days.

• Days with the best engagement:  Tuesday- Thursday
• Best times to post: 9am-3pm

 

Keep in mind that some posts may do well regardless of the day or time you post!  And the opposite is true.  If something newsworthy or scandalous happens, your post may not get as many likes and engagement.

 

 

11. How to listen on Social media

 

A great way to write more engaging content for social media is to listen.  Social ‘listening’ involves hearing what people are saying.  Are you creating content that addresses their issues or answers their questions?  Learn more about how and why we follow the They Ask, You Answer philosophy.

 

How do you listen well?  Set up a Google Alert.  In addition, this is a great task to have ChatGPT, Claude, or Google Gemini help with!

Pro tip: Another social media best practice is to listen to your competition.  How do you do this?  Follow them on social.  Sign up for their email newsletters!

 

12. Sharing Links on Social Media to Articles, Blogs, or Videos

 

When you share a URL or website link on platforms like Facebook, X, and LinkedIn, and there is no social sharing or preview image that appears, first, shame on the author of the article or news source for not adding a preview image!  If this is the case, you can leave the URL in your post and then add your own image.  A warning: Often, this does confuse people if they click on your image and it does not take them to the link.  To avoid this, be clear in the wording of your post.

Pro tip: Once you add a link to a website or news article to a social post, clean up your copy by removing the URL link from the text.  The preview image (with the embedded link) will remain.  Then you can schedule or post.

For posts on X, leave the link in place.  For Instagram, you cannot add a live link to your copy, so you will need to use the link in bio- more on this below.

Pro tip: Give credit, tag, or @ mention the news source or publication you are sharing.  Ex: “Read more about traveling to Italy from our friends @AFARMedia!”

 

13. Update your social media Bio and Profile Links

 

In this ever-changing world, the copy you wrote last year for your YouTube or Instagram bio may no longer be relevant.  Update your bio or social profile a few times a year.

In addition, your bio is a great place to put limited promotions or holiday sale discount codes!  For example, “Save 50% by using code SUMMER50.”  This could easily fit in your Instagram profile.  Use tools like Linktree or LinkinBio to share several links under one profile link on Instagram.

Why do this?  You want people to take action in the least number of steps.  As an example, if you only have your homepage linked in your Instagram profile, and you just launched a new blog, how do you get readers there quickly?  If you are saying ‘link in bio’ and it only directs people to your homepage, do you think they will take the time to click the link in bio, then find your blog page, then find the right blog you were speaking of?

 

14.  Your Content is Your Storefront

 

Treat your content as your storefront.  As more and more searches begin on platforms like YouTube and Instagram than on Google, make your social channel a place where people can see your products or services in real life.  Allow for in-app shopping!

Do you use Facebook and Instagram and have a separate store on Shopify or WooCommerce?  One of our social media best practices is to connect your store and import your products through Meta Commerce Manager. 

In addition, you can choose whether to sell directly through Facebook or Instagram, or people can complete their purchase on your website. 

 

 

15. Use AI to Evaluate Your Social Media Performance

 

Social media best practices for 2026 include not only reviewing your social media analytics, but also using AI to help!  Ask ChatGPT and Claude to evaluate a channel’s performance and make recommendations!  

Still not seeing steady growth?

• Review your posting strategy
• Switch up days/times of posts
• Change up the type of content posted (hint: more videos!)

 

16. Instead of AI, work with brand ambassadors + content creators

 

Instead of solely using AI tools to generate your social content, work with content creators and ambassadors.  If you haven’t read our blog on Finding the Right Brand Ambassadors– get on it!

It takes time to find and build relationships with the right content creators or brand ambassadors.  So be patient, ask lots of questions to make sure you have the right fit, and think long-term.  You’ll find the investment is worth it when your ambassador is connected with your brand for years to come!

 

Takeaways from our Social Media Best Practices

 

We’ve covered a lot of ground in our review of the 2026 social media best practices.  Here are a few to remember:

 

2026 Social Media Best Practices Takeaways:

 

• Be smart about using AI tools!
• Determine which social channels your potential customers use
• Be authentic and engage
• Plan out content with a Content Calendar
• Be an active ‘social listener’ 
• Use AI tools to evaluate performance
• Work with brand ambassadors and content creators instead of solely relying on AI tools like ChatGPT, Claude, or Google Gemini

 

Thanks for reading and happy posting!

 

Meredith McConvill, Top Rope Media

How AI Search Tools are Killing Website Traffic for Small Businesses

 

The rise of using artificial intelligence to help you discover something, like using the AI search tool Google Gemini, is transforming how people access information online.  Traditionally, small business websites relied heavily on organic search traffic from Google and other search engines to bring in visitors.  However, AI-powered tools are changing this dynamic—often reducing the need for users to click on websites at all.  In this blog, we will cover what has changed with AI search tools and what small businesses must do to compensate.

 

AI Search Tools: Fewer Clicks, Fewer Visitors

 

One of the most significant developments with AI search tools is how search engines like Google are incorporating AI-generated answers directly into search results.  Google Gemini, for example, provides AI-powered summaries at the top of the results page, answering user queries instantly without requiring them to visit a website.  This means fewer clicks for content creators and businesses that depend on search traffic!

For instance, if someone searches for the “best way to train for a marathon,” they may receive an AI-generated training outline right on the search page!  Previously, they would have clicked on a blog or a coaching website to get this information.  Now, AI-powered search tools deliver an answer in seconds, and the user moves on without ever visiting a single site.  What about travel planning?  Typically you might use a site like TripAdvisor or Kayak, but now you can have ChatGPT plan a 10-day itinerary to Italy, and you can book hotels and flights all without leaving Google!

This shift has significant implications for businesses that rely on search traffic to generate leads, sell products, or monetize their content.  Websites that used to rank high in Google’s search results may now see a decline in traffic because users are getting what they need directly from AI-generated summaries.

 

 

Examples of How AI Search Tools are Replacing Traditional Website Visits

 

Beyond search engines, AI search tools are also replacing visits to specialized websites.  In many cases, these AI-powered solutions provide free services that would have previously required a paid subscription or expert consultation. Below are some examples of how these Ai-powered changes are affecting the outdoor, health & wellness, and travel industries.

 

1. AI Search Tools for Training Plans and Coaching

 

Endurance athletes—runners, cyclists, triathletes—often turn to expert websites, blogs, or coaching platforms for personalized training plans. However, AI-powered tools like ChatGPT and Google Gemini can now generate detailed training schedules based on an athlete’s goals, fitness level, and race date—all for free.

For example, an athlete might ask an AI chatbot:
“I want to run a marathon in four months. I currently run 20 miles per week. Can you create a training plan for me?”

Instead of visiting a website that offers pre-made or paid training plans, the user gets a customized plan instantly, with weekly mileage, speed workouts, and long-run recommendations.  This eliminates the need to browse multiple coaching sites or pay for premium plans!

 

 

2. AI Search Tools for Outdoor Gear and Product Recommendations

 

Many businesses that sell gear, apparel, or other products rely on SEO-driven traffic to attract customers.  In the past, someone searching for “best cycling shoes for long rides” would click on review sites, blogs, or e-commerce stores.

Now, AI chatbots can provide detailed recommendations on outdoor gear based on aggregated reviews, user preferences, and past purchasing behavior.  A user can simply ask, “What are the best cycling shoes for endurance rides?” and receive a detailed answer—without ever visiting a product review website!

 

 

3. AI Search Tools for Travel Planning

 

Many of us use travel websites like Expedia, TripAdvisor, Get Your Guide, or Viator to help plan our next adventure.  We get customer reviews, pricing, photos, detailed itineraries and can often book directly from these aggregate websites without a need to go directly to a hotel or adventure travel company’s website.  Now however, AI search tools like ChatGPT, Google Gemini,Google Travel, and Google Flights can help you organize travel plans, create an itinerary and even book flights, often without even leaving Google!

 

 

4. AI Search Tools for Customer Support

 

Traditionally, people would visit company websites for FAQs, support articles, or live chat assistance.  Now, AI-powered virtual assistants and chatbots can handle many of these inquiries.  If someone needs troubleshooting help with a device or software, AI can generate a step-by-step solution in real time, reducing the need to visit support pages or forums.

 

The Business Impact of AI Search Tools on Your Website Traffic and How You Can Adapt

 

As AI search tools become more sophisticated, your website will likely see declining visitor numbers.  This shift forces your small business along with content creators to rethink their strategies.  Here are a few ways you can adapt:

1. Focus on Unique, In-Depth Content:

AI can summarize general knowledge, but it struggles with deep expertise, original research, and niche insights. Create content that AI can’t easily replicate.

 

2. Diversify:

Instead of relying on search engine-generated website search traffic, focus on adding other ways to engage with and reach your intended audience.  Email marketing, paid advertising, social media marketing, and public relations.

 

3. Leverage AI Instead of Competing Against It:

Integrate AI tools into your website, like AI-generated FAQ sections and chatbots to offer personalized recommendations or interactive features that keep users engaged.

 

4. Offer Direct Booking Discounts:

Offer a discount of 10-15% if someone books or buys directly on your website!

 

Final Thoughts on How Your Small Business Can Cope with AI Search Tools

 

While AI search tools may reduce traditional visits to your website, it’s unlikely that your website visits will disappear entirely.  Instead, the role of your website needs to evolve.  Focus on offering value beyond what AI search tools can provide—whether through exclusive insights, interactive experiences, or personal engagement.

The key takeaway?  AI is changing how people access information, and small businesses must adapt to stay relevant in this rapidly shifting digital landscape.  For more on how to use AI Tools to your advantage along with why SEO is so important, here are a few other blogs:

• How to Use ChatGPT for Social Posts
• Using AI for Blog Posts
• How to Improve SEO and Why It’s So Important

 

Thanks for reading and happy searching!

Meredith C. McConvill, Top Rope Media