This article explores the shift from follower-based engagement to recommendation-driven content in social media. It outlines strategies brands can adopt in this new landscape, emphasizing the importance of community building and content that resonates with both existing followers and new audiences.

In 2026, brands are moving from a single social media account to multiple accounts tailored for different concepts. This approach allows for specialized content, like behind-the-scenes and storytelling, organized by days or themes. The article discusses implications for various brands, including personal and corporate entities.

B2B social media leaders must recognize that not all content is equally effective on LinkedIn. The organic Content Matrix developed highlights that certain formats, such as thought leader videos and webinars, excel in both authority and engagement, while others, like conferences and product edutainment, may not deliver the same value. The focus should be on selecting content formats that balance trust and traction to drive business growth on the platform.

Five effective social media strategies used during the launch of Gorgias' new AI tool, Shopping Assistant, resulted in a significant increase in engagement. Key tactics included showcasing team members, diversifying content formats, creating assets for employee sharing, cautiously leveraging trends, and implementing a no-links policy on LinkedIn to prioritize reach and awareness.

Discover effective strategies for creating high-performing Instagram content that captures attention and encourages sharing. By focusing on relatable, controversial, and timely content, marketers can enhance engagement and attract new followers while balancing promotional and educational posts.