社交媒体营销现状：来自近400名美国营销人员的见解论社交媒体战略的未来

Insights from nearly 400 U.S. marketerson the future of social media strategy photoshelter.com Table of Contents IntroductionThe power of social media: The 2026 outlookMarketers only grade themselves a “B” on social mediaWhat results social media is expected to driveWhere organizations plan to invest in social over thenext 12-18 monthsTop challenges marketers are facing on social mediaWhat’s working for marketers on social mediaHow are marketers keeping up on social media? AIUser-generated contentContent distributionWhy PhotoShelterMethodologyAbout PhotoShelter34567810121416181920 Introduction The data is clear: Social media is where teams spendtheir time, their money, and their effort because that’s Ninety-five percent of marketers in our survey saidsocial is important, and nearly two-thirds called it theprimary way they deliver outcomes for their Christina KyriaziSVP of Marketing,PhotoShelter But marketers are struggling to keep up. What workedlast year, or even last month, may be totally different We surveyed nearly 400 marketers across industries tounderstand how they’re navigating this environment:The challenges they’re facing, the strategies that are Here’s what we uncovered. The power of social media:The 2026 outlook 95% of marketers say that social mediais important to their overarchingmarketing strategy. While close totwo-thirds said that social media is the marketers that say socialmedia is important to their95% The numbers showcase the effortteams are putting in. Over 70% of orgsare posting daily, with one in three marketers that saysocial media is their #1results driver62% This commitment to social media isconsistent across company size, organizations are postingon social media multiple1 in 3 Marketers only grade themselves a“B” on social media Over 60% of survey respondents findsocial media critical to driving results inmarketing, yet most give their Who is getting an A? And why? Winners post/create authentic contentconsistently, have enough staff tosupport their efforts, and are driving The gap comes down to strategy,staffing, and execution. 28% say theyneed a stronger content strategy, and 19% IF YOU WERE GRADING YOUR ORGANIZATION’S SOCIAL MEDIA EFFORTS What results social media is expected to drive Between 2024 and 2025, marketers replaced by expectations for engagement,reach, leads, and even sales. Engagementremains the top goal, but now it’s tiedpivoted. In 2024, social was still treated asa top-of-funnel tool, with brand awareness 2025, that number plummeted to 22%, Where organizations plan to investin social over the next 12-18 months At the same time, confidence in X(formerly Twitter) has eroded, nearly1 in 5 say they are reducing spend,Budgets are following suit. In 2025,Facebook, Instagram, YouTube, andLinkedIn all sat near-universal adoption, In 2026 and beyond marketers are planningto invest more money and resources intoInstagram (46% increasing investment), Top challenges marketers arefacing on social media too small to keep up with the demandsof social. The work often falls to staff whoalready have full-time responsibilities, Even with social media at the center oftheir strategy, most marketers admit it’stough to keep up. Teams are stretched Engagement Bandwidth 37% of respondents ranked engagementas a top challenge. As one marketer put 46% of marketers said bandwidth is oneof their top challenges. Many teams are feedback, so just throwing darts ata board.” Without better ways tounderstand what resonates, teamswaste time and energy on content “ As much as we post,we would like to scaleour reach, but withthe pain-point of team Campaign optimization 36% of marketers say their contentisn’t engaging or varied enough. Theywant more personal, human stories,with a stronger mix of videos andphotos. They also want content that - Survey respondent Algorithm changes I believe we coulddo better aboutsourcing user- 26% of all respondents citedalgorithm changes as a topchallenge, but the issue is evensharper for heavy posters: 32% oforganizations posting multiple times - Survey respondent What’s working for marketerson social media Authentic content Even with the challenges, the survey shows clear patterns in what’s drivingresults. Marketers pointed to a handful ofpractices that set top performers apart:authentic content, communityengagement, and consistency. The datareinforces what audiences already tell usevery day: People respond to content thatfeels human, is delivered reliably, andcreates room for real interaction.Marketers agree the posts that work arethe ones that feel like they’re from a realperson. 78% of respondents rateduser-generated content as important.Human stories, quick videos, and photosresonate, building credibility and drivingstronger engagement. SECRETS TO SUCCESS (KEY THEMES) We are utilizingmany differentcontent creationforms and - Survey respondent Community engagement Strong teams focus on building realconnections