STN DIGITAL - 2026
social
best PRACTICEs
USE TODAY'S SOCIAL MEDIA
TO OUTSHINE THE COMPETITION
STN DIGITAL - 2026
USE TODAY'S SOCIAL MEDIA
TO OUTSHINE THE COMPETITION
social media BEST PRACTICE
THE EXPERTS
WE ARE
6B
Impressions
6M
New Followers
In 2025, social media moved faster than ever, and the pace isn’t slowing down. As we head into 2026, the brands that stand out will be the ones who adapt, experiment, and lead the conversation.
STN Digital’s 2026 Social Best Practices guide is designed to help you do exactly that, offering insights from top sports and entertainment brands and giving you the playbook to stay relevant, innovative, and ready for what’s next.
56M
Engagements
Impressions
Engagements
19K
Posts
New Followers
Posts
56M
19K
6M
6B
HERE'S THE STORY
HERE'S THE STORY
In 2025, social media reached new heights, with over 5.66 billion active users worldwide shaping conversations, trends, and commerce. Platforms continued to blur the line between entertainment and shopping, as audiences craved authenticity and connection more than ever. Smarter algorithms and evolving AI tools helped brands reach the right people at the right moment, turning attention into real results.
As we move into 2026, adaptability remains the ultimate advantage. This guide breaks down platform-specific best practices and the strategies leading brands use to stay ahead. The social landscape never slows down, but with the right approach, you can stay one step ahead.
LET'S DIVE IN
LET'S DIVE IN
$14B
2025, TikTok’s U.S. ad revenue is expected to rake in $14.03 billion this year, increasing 22.3% to $17.17 billion next year, and a further 24.8% increase to $21.43 billion in 2027.
What our experts are saying:
As we head into 2026, brands should start seeing social content in two clear lanes: Either make content that is lo-fi enough that it feels like it could’ve been created by a fan, in that it's raw, relatable, and feels native to the platform, or content that is so elevated that a fan could never produce it themselves, such as an illustration or 3D video. Keeping your content on those two ends of the spectrum will win attention in today's busy feeds. Anything produced in that “middle zone” tends to feel overly branded, and audiences can spot that a mile away. The more a brand commits to either extreme, the better its content will perform.
Meg Stahl
Brands that harness user-generated content (through amplifying or repurposing) not only maintain a constant digital presence but also amplify authentic voices from their communities. By showcasing real fan creativity, engaging boots-on-the-ground communities, and positioning the brand as genuinely community-first, social becomes less about broadcasting and more about belonging.
Gillian Baker
2.0B
Instagram is the third most popular social media platform worldwide, with 2 billion monthly active users and over 500 million daily active users.
What our experts are saying:
Slow social will hopefully be the new normal for 2026. Followers are drained from digital fatigue due to over posting, constant AI content, and every major brand hitting the same trend or comment section. Be deliberate and intentional with your posts. Every trend does not properly transition to your brand, messaging, or demographic. Events do not need a post every minute of their duration. Content gets buried, your engagement is spread thin, and overall your followers will not be as invested when something more meaningful is finally posted.
Tre Bennett
Boasting a high follower count is like having a multi-step skincare routine without getting your daily water intake; it only does & shows so much. Engagements and engagement rates should be the priority. You don't just want a big audience, you want an audience that's tapped in. Especially with non-followers having more discovery avenues than ever before.
Marcus Hall
2.7b
monthly active users worldwide in 2025.
Source
What our experts are saying:
More and more legacy brands are discovering that zany, quirky social content resonates with younger audiences. While that’s a positive shift, it’s equally important to stay grounded in your brand’s identity. If a trend pulls you too far from who you really are, don’t force it, your audience will spot the inauthenticity immediately. Jumping on viral moments can be valuable, but knowing when to stay on the sidelines is just as essential.
Austin Abhay
2.11B
Facebook has about 2.11 billion daily active users, which is roughly 68.7% of its monthly active user base.
What our experts are saying:
Don’t run from, or be turned off by AI - it’s here to stay. Whether it’s for process optimization, market research, or even assistance in the actual content creation process, lean fully into it and figure out how it can help you do what you do BETTER. Because everyone else is (or will eventually) and you don’t wanna get left behind.
Will Britton
What our experts are saying:
From what we've learned in social this year, there has been an evolution of social content and types of social content depending on your brand, messagings and goals. For example, a video may do well on TikTok, but the same type of video may not resonate the same or perform as well on other channels like Instagram or X, etc. it isn't "one size fits all". Being one of the best brands on social means understanding your audience not just overall, but what really makes it unique to your audience and the creative variety and success on each platform.
Taylor Orr
Be timely with your posts. If you're trying to hop on a trend, create your post and don't overthink it
Rob Felizardo
5.6x
Pages that post at least once a week on LinkedIn see approximately 5.6× more follower growth than pages posting less frequently.
What our experts are saying:
Brands shouldn’t hop on trends just because everyone else is doing it. Pause and ask: Does this fit our voice? Are we adding anything meaningful? Will our audience care? If yes, bring your own POV and twist. And remember, you don’t have to wait for others to lead. Be early. Be intentional. Make it yours.
Alejandra Betanco
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