Social networks 2026: Trends and opportunities
The world of social networks continues to evolve at lightning speed. In 2025, several major changes are set to shake up consumer habits and brand strategies. To stay ahead, it's essential to anticipate these transformations.
At Planning Media, we recently attended two key events:
The webinar of theLéger DGTL 2026 studystudy, which provides a detailed portrait of Canadians' habits on social platforms.
The Pinterest Presents 2025which unveiled a number of interesting new advertising features.
In this article, we summarize for you the key trends to bear in mind when fine-tuning your digital strategies in 2026.
1. Major trends revealed by the Léger DGTL study
Instagram and TikTok dominate, YouTube and Facebook resist
The Canadian social landscape remains dominated by four main platforms: Instagram, TikTok, Facebook and YouTube.
82% of Canadians use at least one social platform every day.
Instagram is used regularly by 61% of 18-34 year-olds, making it the number one platform for this age group.
TikTok continues its meteoric growth, with 40% of Canadians using it every week (up from 33% in 2024).
Facebook remains a must for the 35+ demographic, while YouTube remains a powerful channel for discovery and education.
For companies, this means adapting strategy to the platform, rather than trying to publish the same content everywhere.
Video is still king
The study confirms an already well-established trend: video is the dominant format on almost all platforms.
72% of respondents say that video is their preferred format.
Among 18-34 year-olds, this proportion rises to 84%.
Over 70% consume short video content (Stories, Reels, TikTok) every week.
User-generated content(UGC) remains extremely effective, as it is perceived as more authentic and credible.
More professional, well-produced videos retain a strong value and generate trust, especially among the 35+ demographic.
The key to 2026: mix UGC and professional formats to maximize reach and credibility.
The importance of personalization
Canadians are consuming more and more customized content. One size fits all" strategies no longer work.
57% find that brand content is often too generic or repetitive.
Conversely, 68% interact more with messages tailored to their interests.
Tone, format and frequency must be adapted to each platform.
Brands that personalize their messages more achieve higher engagement rates.
An effective strategy in 2026 is a finely-tuned multi-channel strategy, not an automatic copy-paste.
The relationship with brands: authenticity and trust above all else
The Léger DGTL study reveals that 73% of Quebecers prefer to hear about a company from an employee rather than an influencer. This figure illustrates a strong trend that we had already highlighted in our 2025 forecast blogconsumers are above all looking for proximity, transparency and credibility in their relationship with brands.
At the same time, 64% of Canadians say they are annoyed by ads that are too frequent or poorly targeted.
👉 Consumers are looking for proximity, transparency and credibility. Showcasing your teams, your behind-the-scenes and your real values becomes a major strategic lever for building a solid, lasting relationship with your community.
The relationship with influencers
Trust in mega-influencers is waning: it has dropped 11 points in two years, from 45% in 2023 to 34% in 2025.
Conversely, 51% of Canadians tend to trust micro-influencers or peer recommendations.
👉 In 2026, campaigns should focus on targeted, credible and less massive collaborations.
Interactions on Instagram and TikTok
On Instagram, 69% of users interact primarily via Stories and Reels, rather than on classic publications. Instagram remains the platform for brands and aesthetics. It's a platform for loyalty and customer relations.
TikTok has become the number one platform for discovering new brands among 18-24 year-olds, with 56% using it for this purpose.
62% of TikTok users have already taken part in a trend, remix or duet.
For businesses, this means that Instagram is ideal for maintaining relationships with an existing community, while TikTok is essential for reaching new audiences.
2. Pinterest relies on innovative advertising formats
Pinterest isn't the most widely used platform in Canada, but it's rapidly gaining in marketing relevance, not least thanks to powerful new advertising features.
Enhanced Shopping Ads
Pinterest simplifies product catalog integration and enhances targeting options. Brands can now create more effective shopping campaigns, optimized by dynamic recommendations.
Interactive collages
This new feature allows users to combine several images or products to create a unique visual inspiration - ideal for fashion, decoration or lifestyle. For brands, it's an original way of capturing attention while stimulating product discovery.
Creator Directory
Pinterest has launched a verified creator directory that makes it easy to connect with relevant partners for campaigns. This opens up new possibilities for local collaborations and authentic sponsored content.
These features make Pinterest an increasingly attractive platform for discovery and conversion advertising, especially in creative sectors.
3. What brands need to remember for 2026
In the light of these trends, here are the main strategic axes to keep in mind:
Rely on video - authentic and professional - to capture attention on all platforms.
Humanize communications: employees and behind-the-scenes reinforce trust.
Adapt the strategy to each platform instead of publishing simultaneously without adjustment.
Diversify channels: exploring Pinterest or other platforms can open up new opportunities for growth.
Prioritize content quality and relevance to meet changing user expectations.
Social networks are constantly changing, and 2026 will be no exception. Authenticity, video and diversification are the key to building a solid and lasting digital presence.
At Planning Media, we help companies adapt their social strategies to new trends to maximize their reach and performance.
Need a hand with your 2026 strategy?
