In our recent report, The State of Social 2026, we analyzed over 900 million online mentions, including social media interactions relating to 347 brands across 8 sectors.  

In this post, we break down five key insights from our research and what they reveal about where social media marketing is headed in 2026. 

Keep in mind, this blog post is just a snippet of the report. Get expert insights and tips to help you stay ahead of 2026 in The State of Social report. 

In this blog, you’ll read about:  

Let’s get to it. 

Our analysis shows that across all industries, brand-owned accounts initiate less than 1% of the posts that make up the discussions about their own brands on X – the lowest percentage in the last 3 years. In 2024, brand accounts made up just 1.1% of posts, down from 1.51% in 2023 and 3% in 2022. 

While the distribution of brand-owned posts varies by industry, such a low percentage signals an opportunity for brands to do more to raise their voices on social and build more brand visibility.  

But the answer isn’t to simply post more volume – it’s about knowing when to add value to conversations that are already happening. When brands jump in at the right moment – whether to provide more information, respond to customers, or support their community – their contributions create a bigger impact and earn more trust. 

It also makes deep social listening and brand monitoring non-negotiable. With most conversations now happening between consumers, they’re the ones shaping the story of your brand. Brands may no longer control the narrative, but they must understand it – tuning in early to understand expectations and uncover opportunities to strengthen their reputation. 

Insight #2 Consumers are warming up to chatbots

Positive customer service conversations reveal that consumers feel valued when brands listen, focus on their needs, and make things easy. In fact, a 74% surge in mentions of “stress-free” in customer service conversations shows how critical smooth customer service has become. 

And yes, we are talking about getting quick support.  

One way to address customer queries in a timely manner is using chatbots. Mentions of chatbot support-related conversations rose 14% across industries, with positive sentiment up 63% and negative mentions down 3%.  

When implemented with care, chatbots are proving that technology-driven solutions can deliver real value. 

Insight #3 People are seeking healthier digital experiences

An endless stream of data and constant connectivity across hundreds of apps and platforms is taking its toll on consumers – mentions of anxiety in social media and mental health conversations are up 25%. One consumer wrote on X, “Social media is so toxic rn!! My anxiety is spiking! I can’t do this.” 

As an antidote, we see a rise in digital detoxing mentions – up 10% in the first half of 2025, with 32.3k new authors joining the conversation. For many, a digital detox isn’t just about unplugging; it's about reducing stress and rebuilding balance. In digital detox conversations, people talk about a regained sense of calm, clarity, and creativity that comes from logging off. 

We also tracked a rise in mentions of retreats within digital and social media detox conversations – up 184% between January and June 2025 compared to the previous six months – along with community events that offer safe spaces away from devices. One such event in Amsterdam gathered over 250 book lovers for an evening of reading, listening to music, and reflecting. 

For brands, there's a massive opportunity to build authentic connections by supporting wellbeing rather than competing for consumers’ limited attention. 

Many brands have already adapted to this shift by helping customers unplug – from launching minimalist phones to hosting phone-free events and promoting digital minimalism in other ways, as seen with Ogilvy. 

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Supporting digital wellness doesn’t mean stopping posting altogether. It’s about focusing on quality over quantity and sharing content that truly adds value, not more noise. Brands that acknowledge screen fatigue and create moments of genuine connection can build stronger trust and make every interaction more meaningful. 

Insight #4 Deceptive pricing is eroding trust

Hidden fees are a major pain point for consumers, and frustration over extra charges is on the rise. From concert tickets to grocery sales, conversations about deceptive pricing have jumped 40% in 2025, with 30% more new voices joining in.  

When the expected final cost gets inflated by additional charges like processing fees, handling costs, and taxes, consumers feel misled and even lied to. Many choose not to shop with these brands anymore or switch to competitors that are upfront about their prices.  

Brands looking to maintain credibility with consumers must prioritize honest marketing and communicate costs clearly. Being honest about your pricing structure can win long-term trust over short-term revenue and build a much more loyal customer base. 

Insight #5 Consumers go public with buyer’s remorse

It’s not uncommon to experience post-purchase dissonance after you’ve thoroughly researched a product – and it still didn’t live up to your expectations. In the past, many people would simply switch to something else. But today, disappointed customers rarely just move on; they actively warn others about their shopping misfortunes, often deinfluencing them from buying certain brands. Mentions of deinfluencing are up 79% in 2025. 

Many of these voices belong to influential consumers with sizable social followings. Their criticism – often framed with attention-grabbing headlines like “Exposing a VIRAL product!” – can significantly impact brand health. 

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These frequent instances of buyer’s remorse reflect rising consumer awareness, higher expectations, and a demand for transparency, accountability, and value from brands.  

And it’s not all negative – many consumers share their experiences to seek better alternatives, signaling a shift toward more informed and cautious purchasing decisions. 

That’s where brands can step in by proactively showing the real story behind their products and giving customers genuine reasons to recommend them instead. 

Want to see the full picture? Dive into The State of Social report for exclusive insights, data-backed trends, and the strategies defining what’s next in marketing. 

Ksenia Newton

Content Marketing Manager, Brandwatch
Ksenia Newton has spent the last decade working with online conversations and consumer data, drawing on experience across social media, digital marketing, and analytics. At Brandwatch, she creates research-based content, including reports, guides, blogs, and educational initiatives focused on consumer trends.