Social Media in 2026: What Small Businesses Actually Need to Focus On

Social Media Is No Longer “Post Everywhere and Hope”

The 2026 social media landscape has officially split.

Platforms are behaving differently. Engagement patterns are changing. Paid costs are rising on some channels and falling on others. And what worked in 2023 is quietly underperforming.

The Emplifi 2026 Social Media Benchmarks Report analysed data from thousands of brand accounts across Facebook, Instagram, TikTok, X, LinkedIn and YouTube Emplifi-Social-Media-Benchmarks….

Here’s what matters for small business owners.

1. TikTok = Growth + Engagement (If You Commit)

The standout statistic?

TikTok brand follower growth increased by over 200% year-over-year. Emplifi-Social-Media-Benchmarks….

Engagement rates also outperformed every other platform — often delivering double Instagram’s engagement and more than 20x Facebook’s at scale Emplifi-Social-Media-Benchmarks….

That’s not incremental. That’s structural.

What This Means for Small Business

TikTok is no longer experimental.

But here’s the nuance:
TikTok rewards content quality, not follower count. Discovery happens through the “For You” feed — not your existing audience.

So you don’t need 10,000 followers.

You need:

• Strong hooks in the first 3 seconds

• Vertical, personality-led content

• Clear storytelling

• Consistency

If you’re in beauty, lifestyle, travel, fitness, trades transformation, renovation, education or service industries with visual outcomes — this platform deserves real attention.

2. Instagram Is Getting Harder — Shares Are the New Currency

Here’s the quiet but important shift.

Instagram reach declined across post types in 2025 (Carousels, Images and Reels all saw drops) Emplifi-Social-Media-Benchmarks….

But…

Shares increased by more than 150%.

That tells us something critical.

Instagram is now rewarding content people pass on — not content they simply like.

Graphic Suggestion

Create a simple Canva bar chart:

“Instagram Engagement Shift”
Likes → Flat
Comments → Flat
Shares → +150%

This visual will land strongly.

Practical Takeaway

Stop optimising for:

• Pretty posts

• Passive likes

• Generic quotes

Start optimising for:

• Saveable checklists

• Shareable insights

• Relatable industry truths

• Educational carousels

If it’s not worth sharing, Instagram won’t push it.

3. Facebook = Stable Scale, Not Excitement

Facebook remains flat in growth Emplifi-Social-Media-Benchmarks….

Engagement sits in the 1–2% range and hasn’t shifted dramatically Emplifi-Social-Media-Benchmarks….

That’s not failure. That’s maturity.

For small businesses, Facebook is:

• A stable reach platform

• A reliable ad environment

• Strong for local and community-driven audiences

It’s not where explosive growth happens — but it’s where consistency lives.

If you rely on local services, older demographics or community trust, don’t abandon it.

4. Video Is Dominating — But Not Equally

Video engagement increased on TikTok but declined on Instagram year-on-year. Emplifi-Social-Media-Benchmarks….

Translation:

Video works.
But platform dynamics matter.

On TikTok, video is the system.
On Instagram, video is crowded.

Small businesses need to stop posting the same reel to every platform and expecting equal results.

Different networks. Different behaviours.

5. Paid Ads: Costs Are Diverging

From the report:

• Instagram CPMs are the highest across Meta platforms, Emplifi-Social-Media-Benchmarks…

• Facebook remains more cost-efficient

• TikTok combines scale with lower CPMs

Strategic Implication

If you’re running paid ads:

• Use Facebook for cost-efficient reach

• Use Instagram for high-intent creative placements

• Consider TikTok if your content can compete creatively

Flat, minimal budgets on TikTok limit reach significantly. The top performers invested 2–3x more consistently Emplifi-Social-Media-Benchmarks….

Small budgets aren’t wrong — but underfunded test campaigns rarely win on discovery platforms.

6. X (Twitter) Is Tactical — Not Foundational

The report shows flat to slightly negative growth on X Emplifi-Social-Media-Benchmarks….

It’s conversation-driven, not growth-driven.

For small businesses, this is not a primary acquisition channel unless:

• You’re media-facing

• You’re commentary-led

• You operate in news-driven industries

Otherwise, it’s optional.

So What Should a Small Business Do in 2026?

Here’s the simplified playbook:

If You Want Growth:

Prioritise TikTok.

If You Want Shareable Authority:

Refine Instagram around carousels and saveable insights.

If You Want Cost-Efficient Reach:

Use Facebook strategically.

If You Want Professional Positioning:

Leverage LinkedIn selectively.

If You’re Overwhelmed:

Stop trying to be everywhere.

Focus wins.

The Real Shift in 2026

The biggest change isn’t algorithmic.

It’s strategic.

Platforms are no longer interchangeable. Each requires precision.

Generic cross-posting is fading.
Platform-native strategy is rising.

And small businesses that simplify — rather than scatter — will win.

Final Thought

You don’t need to master every platform.

You need to master the right one for your audience, your offer and your capacity.

If your content is strategic, intentional, and share-worthy, the algorithm becomes your amplifier rather than your enemy.

Need help deciding where to focus your energy in 2026?
Book a strategy session at https://www.macinnismarketing.com.au and let’s simplify your channel mix.

Download this social media checklist of what you can start to do today.