Most social media entrepreneurs are making use of AI instruments, however lower than half of them are seeing vital effectivity positive aspects consequently, at the least at this stage.
That’s one of many key findings from the most recent Emplifi “State of Social Media Advertising 2026” report, which includes insights from over 500 entrepreneurs into their key areas of focus and improvement, as they sit up for subsequent 12 months.
You’ll be able to obtain the total report right here, however on this put up, we’ll check out a few of the key notes.
First off, as famous, AI is a giant emphasis, with the bulk (82%) of respondents indicating that they’re now utilizing AI instruments of their day-to-day course of.
Analytics and content material creation are the commonest use instances for these instruments, with advert concentrating on coming in third on the listing.
Although by way of positive aspects, solely 35% of entrepreneurs say that they’ve seen vital productiveness positive aspects from these instruments, with most saying that the most recent AI choices have supplied average advantages.
This might come down to numerous elements, from data gaps, and other people not understanding precisely how they will make greatest use of those instruments inside their day by day course of as but, to embedded work behaviors, which, in lots of instances, can be arduous to shift.
There’s additionally the likelihood that AI instruments aren’t going to revolutionize work the way in which that many count on. For probably the most half, AI instruments perform greatest as complementary additions, and in some methods, they’re being framed incorrectly as clever machines that may be capable to take over human labor wholesale from the time of implementation.
Which they aren’t. Actually, using the time period “synthetic intelligence” as we’ve come to comprehend it in a contemporary definition is a misnomer, in that these instruments are usually not clever in any respect, they’re not pondering, they’re simply excellent at sample recognition, and as such, responding to conversational queries.
In that sense, possibly the effectivity positive aspects listed below are extra relative to what we needs to be anticipating, whereas the broader hype round AI is definitely overselling their potential skilled profit.
It’s actually a case-by-case factor, and it’s arduous to outline precisely what these outcomes point out.
On one other entrance, the report appears to be like on the rise of influencer advertising, and the way entrepreneurs want to method influencer-led promotions:
As outlined above, 67% of entrepreneurs are planning to spice up their influencer budgets in 2026, with model consciousness being the first advantage of influencer promotions.
The rise of short-form video has made influencer advertising a extra worthwhile consideration, as a result of it’s a lot tougher to faucet into short-form video tendencies when you don’t perceive the medium, and the way in which that individuals are utilizing it. Influencers know this innately, which is why manufacturers are actually turning to their experience to spice up their promotions, whereas influencers additionally now have arguably simply as massive of an affect as conventional movie star endorsements.
The report additionally appears to be like at rising approaches to user-generated content material, and the way entrepreneurs are adopting UGC.
Whereas respondents have additionally listed their major platforms of focus for the approaching 12 months:
As you possibly can see, Instagram stays the chief, adopted, considerably surprisingly, by LinkedIn.
Which may very well be reflective of the entrepreneurs collaborating within the survey, although it could additionally mirror the rising relevance of LinkedIn as a connective platform, with increasingly folks partaking within the LinkedIn feed.
Additionally, an attention-grabbing extra notice about Reddit there on the backside. Reddit has turn out to be extra of a spotlight due to how usually AI chatbots are referring to Reddit for his or her responses. Clearly, extra entrepreneurs are taking discover of this.
Although Emplifi notes that entrepreneurs are literally trying to unfold their sources throughout extra platforms, versus homing in on particular platforms.
“The actual story is diversification. As budgets and groups stretch throughout a number of platforms, know-how turns into important to keep up effectivity. Automation, AI scheduling, and cross-channel analytics assist manufacturers develop their natural attain and neighborhood presence with out burnout.”
I might advise a degree of warning in cross-posting an excessive amount of, as every platform is completely different, and requires a unique content material method, whereas individuals who comply with you on a number of platforms would possibly get sick of seeing the very same updates.
However entrepreneurs want to dip into extra platforms, as they search to maximise referrals within the evolving on-line panorama.
The report additionally appears to be like at content material targets and kinds, and the way entrepreneurs are evolving their methods.
Logically, short-form video is the primary focus, whereas growing engagement is the highest precedence on the metrics aspect. Curiously, producing leads is third on the listing, which appears odd, however based mostly on these insights, evidently producing extra traction in social apps is considered as the primary driver to achieve this goal.
Some attention-grabbing notes, which may assist to form your social media advertising technique, or in any case, offer you some context as to the place your friends are wanting as they map out their 2026 method.
You’ll be able to obtain Emplifi’s full “State of Social Media Advertising 2026” report right here (with e-mail join).
