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NEW YORK, Sept. 14, 2026 (GLOBE NEWSWIRE) — Social media has emerged as marketing’s richest source of brand intelligence, according to Dash Social’s 2026 Social Media Trends Report: Issue 2, Where Social Media Growth Goes Next.

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Every interaction on social contributes to a real-time view of the brand, revealing what resonates with audiences, how creative performs, what’s culturally relevant and how brand perception is evolving.

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The report explores how leading brands are turning that intelligence into action, with Instagram and TikTok performance data revealing the trends shaping what comes next.

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Key Findings From Dash Social’s 2026 Social Media Trends Report: Issue 2

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Drawing on Instagram and TikTok performance data and examples from brands like STAUD, CeraVe, Condé Nast, L’Oréal and Steve Madden, the report reveals key shifts shaping social growth:

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  • More than half of social discovery happens beyond followers. 55% of Instagram views come from non-followers, while 54% of TikTok views come through the For You Page.
  • Follower growth is slowing while shares rise. Quarterly Instagram follower growth declined from 1.7% in 2023 to 0.9% in 2026, while shares increased more than 50%.
  • Consistent and recognizable creative earns stronger audience response. On TikTok, brand-distinctive posts generated 35% more saves and 18% more shares than generic content. On Instagram, they generated 23% more saves.
  • Publishing more doesn’t guarantee stronger engagement. Brands publishing six or fewer times per week generated 20% higher engagement than those publishing more frequently.
  • Growth is built between breakout moments. Among brands with the strongest Total Social Impact (TSI) growth, approximately 77% of annual TSI growth was generated outside their four biggest weeks.

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Three Social Media Trends Shaping What Comes Next

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The report identifies three shifts changing how brands approach social:

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Trend 1: Recognition Fuels Relevance

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As discovery continues to extend well beyond followers, every post has the potential to become a first impression. Recognizable creative helps brands stand out and build relevance with audiences who may be encountering them for the first time.

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Trend 2: Every Post Needs a Purpose

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A viral post can create a moment, but sustained creative performance builds momentum. Every post offers insight into what works, helping brands sharpen their creative and make stronger decisions.

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Trend 3: Connected Brand Intelligence Powers The Marketing Ecosystem

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Brand intelligence connects audiences, creative, creators and performance, giving marketers the insights to understand what works and what to do next.

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AI makes it easier than ever for brands to create and scale output. Brand intelligence scales judgment alongside it, connecting the context of what makes a brand distinct with the actions AI takes.

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The research shows how these connections translate into action. Brands boosted 34% more organic posts year-over-year. Strong organic performance helps brands identify which creative is worth investing in. Top-performing organic posts reached 8.1K users before amplification, compared to 4.8K for similar posts. When those top-performing posts were amplified through paid, their reach grew to 7.3x their original organic audience.