Top Social Media Insights for 2026 and What They Mean for You

Gina Ludwig
Dec 10, 2025
6 min read

There is so much noise about what works and what does not on social media. Algorithms. Shadowbans. Engagement drops. Everyone has an opinion, but very few people have data. That is why the new Metricool 2026 Study caught my attention.

They analyzed more than 39 million posts across all major platforms and the results highlight a very real truth about Instagram and TikTok right now. The landscape is harder. More crowded. More competitive than ever. And no, you are not imagining it.

Below is a breakdown of the key findings that matter most for small business owners and service based brands. Especially if you are tired of feeling like you are posting into a void.

It’s Not You. Instagram Is Just a Hot Mess Right Now.

If 2025 taught us anything, it is that Instagram became the world’s most crowded cocktail party. Everyone is posting. No one is being seen. The math is mathing.

Here’s what the data actually means.

What went up (and no, this is not good news).

These increases are not reach increases. They are people posting more often, which creates heavier competition across the platform.

.• Posts increased by 21%

• Reels increased by 35%

• Instagram now has more than 3 billion active users, which means more accounts fighting for the same attention.

What went down (and this is where it stings).

All forms of visibility and engagement dropped, in some cases dramatically.

• Post reach fell by 31%.

• Reel reach fell by 35%.

• Interactions declined across the board by as much as 48% for both posts and Reels.

What this actually means.

The algorithm is saturated. There is more content than ever and less visibility to go around. Getting noticed is harder for everyone, not just you. This is a platform-wide shift, not a personal failure.

What still works (but with nuance).

• Reels reach more people at once, but they only get one shot before Instagram moves on.

• Static posts get more total views because Instagram can resurface them multiple times.

Here is the real secret though. None of these formats work without consistency and optimization. That is exactly why 99% of our social media clients continue to see growth across the board, even while platform wide metrics are dropping. Strategy will always outperform scrambling. And consistency will always outperform perfection.

The takeaway.

Video matters, but it is not the golden ticket. Sustainable growth comes from strategy, consistency, and content that is intentional rather than rushed.

Carousels are the quiet MVP on Instagram

This one surprised a lot of people, mainly because brands are not posting carousels nearly as often as they should.

Carousels were the least used format in the study, averaging just 1.13 posts per week. Despite that, they outperformed both single images and Reels in several areas.

• Higher reach.

• More impressions with an average of more than 30,800 per post.

• More interactions with an average of 794 per post.

Carousels are swipeable, engaging, and keep people on your content longer. In an oversaturated feed, that extra attention is gold. The study makes it very clear. Carousels work and most brands are not using them strategically.

This is exactly why we recently added an upgraded feature to our basic social media package that includes carousels and Reels. They are essential for visibility and growth in today’s landscape. My basic package keeps things simple and budget friendly, but the next tier exists because the numbers prove what gets results.

Should you give up on Instagram? Absolutely not.

This is where a lot of business owners get discouraged. The drops look dramatic in the charts, but you need the full context. Yes, Instagram is harder, but it is also still one of the most powerful brand building platforms available. What this really means is that you need to focus on quality, clarity, and consistency instead of chasing trends or throwing content together out of pressure.

What your audience is doing even when they are not interacting.

Here is the truth most people forget. A lack of likes does not mean a lack of attention. Most users on Instagram and TikTok are not active engagers. They are silent scrollers. They are watching you without announcing themselves. They are forming opinions long before they ever tap a heart or leave a comment.

• They are paying attention to your consistency.

• They are judging whether your brand feels trustworthy.

• They are deciding if you seem like the expert they want to hire.

• They are comparing you to others in your industry.

This is what I talk about in my other post, Beyond the Likes: The Hidden Benefits of Social Media. When people are quiet, they are not ignoring you. They are vetting you. They are evaluating whether you are the one they want to work with.

This is why optimizing your content and staying visible matters, especially in a year where overall metrics are down. Your engagement may feel quiet, but your audience is paying attention. They always are.

Facebook is not dead. Not even close.

Here is the plot twist. Facebook is outperforming almost everyone. While other platforms are seeing drops in reach and engagement, Facebook is quietly doing the exact opposite. The numbers are climbing, the visibility is stronger, and the opportunity is much bigger than most business owners realize. It is not the flashy platform. It is not the trendy choice. But right now, it is delivering results that many creators wish they were still getting on Instagram.

Here is what actually happened.

What went up in 2025

• Average reach increased by 51%.

• Impressions climbed by 57%.

• Interactions rose by 56%.

What this means for your business

• Facebook is delivering visibility that Instagram is currently struggling to match.

• Video is booming on the platform, making repurposed Reels and TikToks incredibly effective.

• You can post more frequently without penalty, which gives small businesses a major advantage.

If you have been ignoring Facebook because it feels outdated, here is your gentle nudge. It is time to dust off your Page. The audience may not be loud, flashy, or trendy, but the reach is real and the opportunity is bigger than most people realize. And, in case you are wondering... yes, posting to Facebook is included in our basic social media package.

TikTok is booming. But, the competition is booming even more.

TikTok maintained its position as the platform with the highest impressions and interactions per post. However, even TikTok saw declines in reach and engagement because posting frequency skyrocketed.

Social Media still matters, Just not the way it used to.

Social media is still an essential part of running a business today, but the role it plays has changed. A few years ago, Facebook and Instagram were major lead generators. People discovered you, booked you, and bought from you directly through the feed. Today, those days are mostly gone.

Now social media is where people vet you.

It is where they check your credibility.

It is where they decide if they trust you.

It is where they get a feel for your personality, your professionalism, and your expertise.

Can you still get booked organically from Instagram? Yes, absolutely.

But treat it like a bonus, not the expectation. Your presence should support your business, not carry it on its back.

And please hear this part clearly.

Stop chasing trends you hate.

Stop judging your worth based on likes, views, or followers.

Stop comparing yourself to creators who post for a living.

Your job is not to keep up with the algorithm. Your job is to show up with clarity, consistency, and content that reflects the business you are building. The right people will connect with that.

We’re Here To Help (Without Breaking the Bank)

If you want to stay consistent and visible without burning out, our social media packages were built for exactly that. Starting at just $249 a month, we keep you in front of the eyes (and minds) of potential clients and industry peers.

Steady, strategic visibility without the overwhelm so you can focus on the parts of the business you actually enjoy!