With new networks dividing attention and unpredictable algorithm shifts impacting who sees what where, marketing teams struggle to reach and engage their target audience on social media. Marketers need deeper consumer insights to make the best use of their time and talent. Without them, brands risk over-investing in the wrong places with the wrong content, while leaving room for competitors to swoop in.

We surveyed more than 2,300 consumers across the US, UK and Australia to uncover what audiences actually want from brands on social, and how expectations differ by network. We also surveyed 1,200 marketers to compare brand priorities against consumer demands. Together, these insights reveal what content social teams should prioritize in 2026, and how to drive stronger returns from social investment.