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So far, 2026 has been a huge year of change on social media, with unpredictable algorithm updates and evolving user behaviour.

With constant change, it’s never been more important to create social strategies grounded in actual audience data.

Now halfway through the year, we’re analysing the past six months of performance across First Internet’s own Instagram, LinkedIn and TikTok accounts (that’s 260 posts to be precise) to unpack how those insights reflect wider trends shaping social in 2026.

Here’s what we’ve uncovered.

1. Human-focused content reigns supreme – everywhere

Across every platform, one trend stands out: people engage with people. Heavy emphasis on the SOCIAL in social media.

This craving for more genuine human content comes as AI infiltrates every social platform. New data from AI detection firm Pangram estimates that 41% of long-form LinkedIn posts and 30% of short-form posts were likely AI-generated, based on data from April to June 2026. According to video editing platform Kapwing, nearly 60% of TikTok videos shown to new users are now ‘AI slop’.

As AI saturates the social landscape, originality is one of the best ways for brands to stand out. Human-led content encourages trust, builds brand personality, and is key when it comes to creating an engaged audience that actually relates to your content.

This craving for fellow humans was clear across First Internet’s socials too…

  • Instagram content visibly featuring members of the First Internet team generated almost 50% more average engagements than infographic-based content
  • People-focused LinkedIn content generated 108% more average engagements per post than content containing no people (with bonus points to posts that actively shouted out their achievements)

2. On LinkedIn, carousels are king

So far, 2026 has definitely been the year of the carousel on LinkedIn.

First of all, what do we mean by ‘carousels’? A social media carousel is a single, swipeable post featuring multiple images or ‘slides’, each containing different information – perfect for breaking a hefty topic into digestible chunks.

So why are carousels having such a moment?

Back in early 2026, LinkedIn shifted its algorithm to focus more on ‘dwell time’, the number of seconds a reader spends on a single post before scrolling away, rather than viewing likes and comments as the ultimate indicators of value. The longer your audience spends on a post, the more likely LinkedIn is to push that content further.

With their ability to grab a viewer’s attention and force them to actively scroll to learn more, carousels became an essential part of any LinkedIn strategy (more so than they were already!).

And the proof is in the pudding. On First Internet’s own LinkedIn, carousels had by far the highest engagement rate of all content forms…

  • Average engagement rate on each carousel post was three times higher than videos and eight times higher than static images!

3. Instagram audiences are after a little bit of everything

When it comes to Instagram, the content form (e.g. reels, carousels, or static images) doesn’t necessarily affect performance as much. Instead, audiences want variety.

Take First Internet’s Instagram, for example…

  • Average 4.6% engagement rate per video
  • Average 4.4% engagement rate per carousel
  • Average 4.2% engagement rate per static post

Wanna know our advice? The format matters less than the quality of the content itself, provided that the content is valuable, entertaining, or relatable! A balanced mix is the way to go.

4. Don’t sleep on saves and shares!

For years, likes and comments have dominated the social media spotlight and have often been the most sought-after metrics for social media managers to track.

But in a saturated social media landscape marked by increased competition and stricter content integrity policies, algorithms have been forced to rethink what ‘valuable’ content actually looks like. Now, they’re much more interested in deeper signals of intent rather than surface-level metrics. Compared to a like that took approximately 0.5 seconds to give, saves show high-intent engagement while shares communicate trust and also organically boost your content (a win-win!).

Equally, amid the constant barrage of content, users’ social media habits are also changing. We’re seeing a shift away from public support (such as likes and comments) to a more private form of curation (saves and shares).

This pattern is something we’ve been spotting on First Internet’s socials for a while now. Yes, silent lurkers, we see you.

Compared to the first half of 2025, shares have skyrocketed (especially on Instagram)…

  • Average shares per post on LinkedIn rose by 36.6% YoY
  • Average shares per post on Instagram rose by 825.5% YoY
  • Average shares per post on TikTok rose by 67% YoY

Our take? Social teams need to create their posts for the silent lurker, as well as the active liker. We’re talking unique angles on current topics that encourage shares and relevant, valuable info that people will want to save and revisit.

5. People want authenticity, not perfection, even on LinkedIn!

If 2026 has taught us anything, it’s that ultra-polished content doesn’t always perform best.

Ultimately, people sometimes just want to see stuff that looks like it was made by, you guessed it, other people.

Looking at our own performance for 2026 so far, there’s a clear pattern emerging across all socials. The posts with the most engagement are those that look the most genuine. That’s awards night photo dumps, company events, and dynamic videos that get the whole team involved. The thing they all have in common? They feel authentic, not super polished and lifeless.

If you’re B2B, potential clients buy into your team, their knowledge, their culture and their relationships with each other, so show that (as genuinely as possible)!

Our key takeaways?

After analysing 260 posts, a few patterns are clear.

People connect with people. Across every platform, human-focused content consistently outperforms generic infographic posts. Whether it’s employees, customers or behind-the-scenes moments, audiences show up for content that is authentic and relatable.

Play to each platform’s algorithms and audience needs. LinkedIn algorithms reward informative, swipeable carousels, while Instagram audiences favour a balanced mix of videos, carousels and static content.

Measure what matters. Likes are no longer the only indicator of success. Shares, saves, and meaningful engagement are becoming increasingly important signals for both users and platform algorithms.

But, ultimately? Social media never stays still. The algorithms that shaped the first half of 2026 could change at the drop of a hat. What works now may not be effective a few months down the line. That’s why it’s super important to always be on the ball when it comes to algorithm updates, audience behaviour, and measuring success.

It’s an ever-evolving world out there on social media, so if you’re struggling to keep up with the latest updates, contact us today and see how we can help support you!

Go on, let’s have a chat.