Beyond likes: It’s time for a social strategy refresh

What if I told you the “good old days” of social media were actually a little boring? That’s because, back then, it was mostly a megaphone.

We’ve watched social media transform from a place for quick updates (maybe a fleeting trend like ‘throwing sheep’) into a complex space for rich, rapid engagement.

Having the loudest voice once defined a company’s social media presence, but looking ahead to 2026, three distinct (but interconnected) models for growth are offering forward-thinking brands a clear strategic advantage.

Community-led growth shifts your strategic focus from “what can I say to followers” to “how can our brand facilitate conversation and connection.”

It is about developing (and nurturing) a dedicated community around your brand, instead of just an audience.

Building genuine connection and loyalty in today’s digital landscape requires authenticity. So if you’re relaxed and candid as a brand, be that! If you’re a thought leader, shift your focus from promotional posting to cultivating spaces for real-time conversations, deeper discussion, and connection. When brands build community — curious, bold, professional, or otherwise — they see big wins.

Think of it this way: People are drawn to brands that have earned a community’s trust. If an active group already loves a certain product or category, people will naturally gravitate toward the brands that have clearly established brand loyalty.

As platforms enhance native search capabilities, social media is a search engine that can’t be overlooked. Social search is opening up new avenues of discovery for businesses and organizations of all types.

According to Forbes research, “24% of people use social media as their primary search engine.” For Gen Z, that number increases to nearly half (46%).

Instead of Google, Bing, and the like, users are prioritizing social media to seek out everything from instructions and recommendations to new products and services. And they prioritize information from their networks and trusted creators over traditional search results.

Search and the corresponding cascade of conversation — from how to install a car seat without losing a finger and why there’s traffic on I-94, to whether dogs are allergic to all allium varieties and what on earth corn-sweat summer is — is happening in an enclosed ecosystem.

For brands, this means it’s no longer enough to just exist; you need to be an active and valuable part of ongoing conversations. This involves optimizing your content for in-platform search, including:

Social commerce is moving the entire shopping experience to social media — from ‘window-shopping’ to purchase. And it’s a win-win: Customers gain convenience and businesses get to meet consumers where they already are, quickly expanding their reach.

Social commerce sales in the U.S. are estimated to pass the $100 billion mark next year, according to recent research from EMarketer. And nearly 81% of individuals say social media ‘compels them to make spontaneous purchases multiple times per year or more,’ according to Sprout Social’s 2025 Content Benchmarks Report.

Exploring ways to build up social commerce across key channels is a valuable exercise. It can be full of questions, but here are a few avenues for consideration:

Community-led growth, social search, and social commerce are interconnected approaches that bridge the gap between discovery and purchase. More and more, we’re seeing a growing number of people turning to social media to find brands they truly feel aligned with, discover products and services, seek out honest reviews, and fill critical information gaps.