The Scoop
A dive into all things new across comms, so you don’t miss a beat
Every year, creators quietly rewrite the rules of social. Not through think pieces or predictions, but through what they stop doing, what they double down on and what they openly reject.
As part of our latest Social Scoop research, we spoke to creators across lifestyle, fashion, fitness and culture to understand what’s starting to feel tired, and what they want more of heading into 2026. Combined with platform behaviour and brand performance signals, some clear patterns emerged.
Here’s a distilled look at what’s out in 2025 and what’s in for 2026, according to the people actually shaping feeds.
IN: Relatable Content
OUT: Hyper-polished perfection
The biggest change is the move away from hyper-polished content. Perfect lighting, flawless grids and overly curated lifestyles no longer feel aspirational, they feel distant. Creators told us that what once drove growth now often creates disconnection.
In response, relatability is taking centre stage. Lo-fi visuals, casual delivery and moments that would once have been edited out are now exactly what audiences want to see.
Creators like Martha Walsh, Liliana Jade and Kyra-Mae Turner blend aesthetic moments with everyday reality, struggling through workouts, talking to camera mid-chaos, sharing unfiltered routines. The result feels native, not interruptive.
This shift is especially pronounced with Gen Z. 75% say they prefer seeing real people over polished influencers in ads, aligning with the rise of “casual media” platforms like BeReal and Reddit. The message is clear: audiences are done with perfection as performance.
Relatable content works because it earns attention rather than demanding it. Anything that looks like an ad is quickly scrolled past, while lo-fi content blends in and earns attention naturally. Imperfect cues - pauses, natural lighting, unslick delivery - signal honesty, and honesty builds trust. Polished content may still be admired, but relatable content is what gets shared, commented on and remembered.
IN: Deeper Audience Connection
OUT: Reach-first thinking
Follower counts are losing their shine and community is the new currency. In our research, creators consistently spoke about prioritising connection over scale, and brands are beginning to follow suit.
The focus is shifting from broadcasting to building relationships - meaningful replies, recognising repeat commenters and actually listening. It’s slower than chasing reach, but it compounds trust over time.
Simultaneously, creators are pushing back against algorithm pressure and burnout. Constant posting is being replaced with more genuine rhythms: less volume, more intention. For brands, this means adjusting expectations: fewer deliverables, longer timelines and better creative conditions. Rested creators make better content, and audiences can feel the difference.
IN: Long-Term Partnerships & IRL Moments
OUT: One-off collabs and digital-only thinking
One-off influencer posts feel forgettable. Long-term creator relationships, on the other hand, build belief. Familiar faces create continuity, credibility and trust - things that can’t be achieved in a single post.
At the same time, digital fatigue is driving renewed interest in real-world connection. pop-ups, community events and experiences are becoming powerful tools for brands looking to build emotional resonance, not just content.
The Bottom Line
2026 social is less performative and more personal.
Less polish. More personality.
Less pressure. More presence.
And honestly? It’s about time.
