The Food Institute’s latest report, “The 2026 Social Media Breakdown,” offers an in-depth, data‑driven look at how companies can harness social media more strategically in the new year.
Drawing on insights from a wide range of marketers, operators, and digital experts, the report explores how shifting consumer behaviors and new technologies are reshaping what effective social engagement looks like.
A free, abridged version of the social media report can be found here.
A central theme of the report: every social media platform now plays a distinct role. Businesses must audit their audiences and tailor content to each channel’s tone, demographic, and storytelling style rather than taking a one‑size‑fits‑all approach.
Among the report’s eye-opening revelations were the following:
- 85% of Gen Zers admit that social media influences their purchasing decisions
- 50% of general survey respondents agree that social media has become a primary way to learn about new products
- 24% of shoppers say they now rarely use search engines, opting for social media or GenAI chatbots
The report breaks down how companies can use each social media platform to its full potential in 2026. X (formerly Twitter) remains ideal for thought leadership, cultural engagement, and brand voice. YouTube offers opportunities for long‑form storytelling, supported by strong search behavior that helps brands reach intent‑driven audiences.
Facebook remains a powerhouse for building loyalty and hyper‑local engagement, while Instagram continues to serve as the polished “product showroom.” TikTok, meanwhile, dominates discovery for younger consumers, rewarding raw, experimental content.
The full, in-depth report dives deeper into best practices and how AI can strengthen a brand’s social strategy.
This analysis is just one example of the types of reports The Food Institute produces monthly. To read insightful, business-building reports like this on a year-round basis, join The Food Institute’s membership community by visiting foodinstitute.com/joinfi/.
About The Food Institute
The Food Institute is an insights-driven multimedia company that has served the industry since 1928. Its mission is to provide comprehensive and actionable insights to food industry professionals, enabling them to make informed decisions and capitalize on emerging opportunities. With a team of expert analysts, The Food Institute remains a trusted source of information and guidance for businesses across the food supply chain. For more information, visit www.foodinstitute.com.
