Between artificial intelligence, social commerce and the quest for authenticity, the pace of social media has changed in 2025. To prepare for 2026, brands must learn to read weak signals, secure trust and industrialize creativity without dehumanizing it.
Social media no longer simply broadcast messages: they organize experiences, influence purchasing, and shape communities that expect proof, not promises.
In this context, the challenge is to identify trends structuring, to frame theinnovation then translate these choices into operational, measurable and sustainable execution.
Artificial intelligence and personalization: the new engine of social media in 2025
In 2025, artificial intelligence has ceased to be a simple productivity tool: it has become a layer of orchestration that influences creation, distribution and relationships. On social media, this shift can be seen first and foremost in personalization. Recommendations are no longer based solely on declared interests, but on more refined behavioral signals: scroll speed, pauses, rewatches, responses to interactive formats. The result: a brand that publishes "for everyone" actually publishes "for no one".
A useful thread is to follow a fictitious case, that of a DNVB beauty named Atelier Alba. In 2025, this brand is broadcasting the same product video on several platforms and observing stagnation. By reorganizing its content by intention (discovery, proof, conversion), then varying the editing according to audience, Atelier Alba sees interest signals rise. The key point: AI is not used to produce more, but to produce better. betterat the right angle and at the right time.
Conversational chatbots: from assistance to ambassador role
Chatbots have crossed a threshold: they hold a contextualized conversation and can guide a complete journey, from product question to follow-up. On social media, this reduces friction, especially when the audience is comparing several options in the same session. The requirement, however, remains consistency of tone: a bot that "sounds" artificial spoils authenticity. Atelier Alba, for example, has defined three simple rules: brief answers first, referral to proof second, escalation to a human as soon as a negative emotion is detected.
To frame theinnovation it's time to combine AI and creativity. video formatsbased on analyses of the future of video content and AI. The final insight: personalization works when it serves a clear promise, not when it multiplies variations without a direction.
The rise of AI is also reshaping the dominant platforms and their distribution logics, which means we need to look beyond formats to ecosystems.
To visualize the trade-offs, the following table helps to link use, risk and priority action.
| Change in 2025 | Impact on social media | Decision to be taken in anticipation of 2026 |
|---|---|---|
| AI-driven recommendations | More volatile distribution, dependent on engagement signals | Segment by intention and test several narrative angles |
| More conversational chatbots | Real-time responses, fewer abandonments | Define tone, safeguards and human escalation scenarios |
| Short formats now standard | Stronger competition for mobile attention | To optimise the first 2 seconds, then provide a quick proof |
| Increased interactivity (polls, lives, filters) | Measurable participation, collection of qualitative signals | Build recurring appointments rather than one-offs |
Platforms, immersion and regulation: reading the trends reconfiguring social media
Anticipating 2026 means understanding that platforms are no longer simply channels. They are becoming environments: some focus on conversation, others on video, still others on immersive experiences. Augmented reality has established itself as a language: try on a lipstick, visualize a sofa in your living room, or "enter" a brand decor. The interest lies not in the gadget effect, but in immediate proof. In categories where doubt is a deterrent to purchase, AR serves as a demonstration, and therefore as a conversion tool.
Atelier Alba tested an AR "skin tones" filter to reduce the product return rate. Customer feedback becomes more accurate ("shade 03 pulls towards warm"), fueling a virtuous circle: better recommendation, better satisfaction, better reputation. The final insight: immersion works when it solves real friction.
Platform dominance and political signals: trust as a strategic variable
Social media are also at the crossroads of public debate. Discussions about moderation, misinformation and editorial responsibility have a direct impact on trust. The subject is not abstract: it conditions brand safety, the choice of formats, and even the selection of creators. Analyses such as the link between social networks and democracy remind us that brands need to position themselves carefully and consistently.
In the same vein, monitoring the evolution of platform strategies helps to avoid dependencies. A useful benchmark is to monitor major reconfigurations, for example via the platforms that dominate digital and the dynamics of formats such as Instagram and TikTok on social media. Atelier Alba, for example, chose to split its acquisition between two video platforms and a conversational channel, in order to limit algorithmic risk.
Finally, regulation and family practices have an impact on screen time. Even when a measure is not uniformly applied, it modifies social expectations. On this point, the digital curfew debate in France illustrates a reality: attention is becoming a scarce commodity, so content quality is becoming a competitive advantage. A natural transition: if attention is scarce, creation and influence must become more professional.
Social commerce, influence and authenticity: concrete methods to anticipate 2026
In 2025, social commerce has consolidated: discovery, proof, transaction, after-sales service, everything can happen without leaving the app. This continuum changes the key metric: it's no longer just about reach, but about growth rate in a journey. Atelier Alba, for example, has linked a short video to a native product page, then to a real-time feedback module. Hesitant shoppers remain in the same environment, limiting abandonment. L'innovation is about reducing friction, not piling on features.
Influence marketing: micro-creators, proofs and ambassador programs
Visit influencer marketing is structured around performance and credibility. Micro and nano-influencers are gaining ground, as they often have a closer link with their audience. For a brand like Atelier Alba, a niche "skin care" designer may generate fewer views, but more conversions, as its audience comes looking for expertise. In this logic, short formats become units of proof, especially when they follow a clear grammar: problem, demonstration, result.
Resources such as Shorts and influence on YouTube help us understand how to calibrate narrative and rhythm. The next step is to stabilize the relationship with ambassadors, to get away from the "one shot" approach. A methodical framework can be found in a 5-step brand ambassador programThis is particularly relevant when the brand wants to turn its satisfied customers into legitimate spokespeople.
Authenticity remains the key to success: user-generated content carries a lot of weight in interactions, because it resembles a real recommendation. This requires a simple charter: ask permission, credit, contextualize, and avoid "over-producing" testimonials. The final insight: a community is built when the brand leaves a visible place for people, not just the product.
To keep pace with the rapid evolution of social media, ValueYourNetwork offers a decisive advantage: influencer marketing expert since 2016the network has hundreds of successful campaigns on social platforms. Thanks to a rigorous method for connecting influencers and brandsOur support secures the selection of profiles, the creation of content and the measurement of ROI, while remaining attentive to trends and innovation. To activate a strategy adapted to the changes ahead, all you need to do is contact us.