Today, users expect not only beautiful pictures, but also engagement, usefulness and personalisation. Maria Frantsuzova, head of the SMM department at Demis Group, explained which formats really work, why some posts get millions of views while others go unnoticed, and how brands can use these trends to grow.
Audience behaviour in numbers
In 2026, more than 5.2 billion people (almost 64% of the world’s population) will be actively using social media. And the ways to engage audiences are changing faster than most brands can adapt.
The average user spends about 2 hours and 28 minutes a day on social media, and 93% of internet users visit at least one platform every month.
At the same time, more than 80% of all views come from mobile devices, which directly affects the formats and presentation of content.
This means that standard posts no longer generate interest, and the audience’s attention is held by content that grabs them from the first few seconds, engages them and solves real problems.
To stay on top of the wave and not get lost in the feed, it is important for brands to understand which formats really work in 2026 and how to use them for reach, engagement and growth.
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Below are 10 key types of content that will set the trends on social media this year.
1. Short vertical videos
Video remains the main format on social media, accounting for over 60% of all content consumed by users. Vertical videos dominate on mobile devices, accounting for 95% of video views on phones.
Short videos grab attention in the first few seconds, and platform algorithms actively promote such content, leading to greater reach and views. The annual growth in views of short videos reaches 36%, making them indispensable for engaging young audiences.
Brands use them for quick announcements, mini-guides, and emotional stories. The format is ideal for testing hypotheses and getting instant audience feedback. The main thing is to have a clear idea and a strong hook at the beginning of the video.
2. Seriality
Seriality on social media is becoming an increasingly noticeable trend, changing the usual format of content consumption. Short video series, stories, and posts with continuations allow you to hold the audience’s attention, creating a sense of engagement and anticipation for the next part.
This approach not only increases user activity, but also helps brands and bloggers build deeper and more emotional connections with their subscribers, turning ordinary content into mini-stories that people want to revisit.
For example, Pyaterochka has an excellent advertising campaign: in the video, a woman falls in love and deliberately gets a job at the store so she can meet the man again. It’s a simple, realistic story that is captivating and memorable.
3. Interactive content: polls, quizzes, AR effects
Interactive elements in posts increase engagement by 28% compared to static content. Polls, quizzes, and questions encourage users to not just watch, but participate.
AR effects and masks make content more personalised and engaging. Brands use them to engage their audience in campaigns, test their knowledge or introduce them to a product.
Engaging interactivity creates a sense of dialogue between the user and the brand. Even small gamified elements increase the time spent on a post. This format works great for stories, where quick responses are important.
4. UGC
User-generated content remains the most trusted source of information. Customer posts, stories, photos, and videos generate more responses and reposts than regular advertising.
UGC helps build brand trust, expand reach, and drive audience engagement. It creates a sense of lively communication by showing people’s real experiences with a product or service.
Brands successfully integrate user-generated content into campaigns to promote goods and services, especially in contests, challenges, and interactive activities. This format works effectively both organically and in combination with targeted advertising.
