The latest edition of the State of Social 2026 report, published by Brandwatch, paints a complex picture of how users interact with platforms and brands today. Drawing on insights from more than 900 million online conversations, the study reveals a decline in public trust, rising fatigue toward advertising, and a growing divide in attitudes toward artificial intelligence.
Authenticity Takes Center Stage
Influencer marketing remains a powerful engagement lever, but its effectiveness is shifting. According to the report, conversations involving influencers increased by 20% in early 2025, while those linked to authenticity surged by 66%. Users are increasingly drawn to voices perceived as genuine and relatable, rather than overly produced sponsored content.
Micro-influencers are emerging as the clear frontrunners. In sectors such as finance, where 40% of influencer-related discussions carry a negative tone, smaller creators with sincere storytelling are gaining credibility. Their ability to speak in a more grounded and transparent way resonates with audiences searching for trust and relatability.
Brands Struggle to Shape Their Own Narrative
Despite their efforts, brands generate only about 1% of the conversations surrounding them online. In other words, 99% of public discourse about a brand happens without its direct input.
This gap is contributing to a growing sense of distrust. Mentions of hidden fees have risen by 40%, while calls for boycotts have increased by 95% in the first half of 2025. Meanwhile, digital “detox” discussions—including concerns over anxiety and mental health—continue to grow, highlighting a shift in how people want to interact with online spaces.
Advertising Fatigue Reaches a Breaking Point
Public frustration with advertising is also on the rise. The report notes that 54% of conversations about online ads express anger, particularly toward intrusive formats, misleading clickbait, and paid subscriptions that still include ads.
However, not all advertising is rejected. Campaigns viewed as honest, useful, and creatively integrated into user experiences continue to receive positive attention. This signals an important shift: the challenge for brands is not to advertise less, but to advertise better.
AI Between Hope and Unease
Artificial intelligence sparks both fascination and concern among users. Conversations linking AI to climate issues grew by 32%, showing that environmental responsibility is becoming a key point of discussion. Industries such as energy and automotive benefit from more positive sentiment, tied to innovation and safety. In contrast, sectors that apply AI without clear added value struggle to gain support.
Toward a New Social Balance
The State of Social 2026 report confirms a broader evolution: trust has become the new currency of social media.
Brands that embrace transparency, nurture meaningful communities, and create real value—rather than simply visibility—will be the ones to stand out in the year ahead.
