2026年社交媒体营销现状

tools, and team dynamics The future of marketing is already here Did you know...? 82%of marketers sayAI tools have madethem more productive. Marketing has always been about adapting to new platforms, new audiences,and new expectations. But 2026 presents a sharper turning point. Teams areunder mounting pressure to deliver more content, drive measurable ROI,and keep pace with technologies like AI; all while managing finite resourcesand the very real risk of burnout. 76%report experiencingfeelings of burnoutat least occasionally. Marketing is scaling faster than ever, while team size and budgetsstay flat, so success depends on scale and sustainability. This report unpacks what marketers say is working, what’sbreaking, and what they expect will define 2026. It offers actionable insights for leaders who want to turn pressure intoprogress, ensuring their teams aren’t just keeping up, but buildingstrategies that drive improvement to the bottom line. say short-form videowill dominate contentstrategy in 2026. What you will findin this survey report CONTENTS(CLICK SECTIONS TO JUMP TO PAGE) This study explores the forces shaping modernmarketing while revealing how marketing teamsare adapting, surviving the AI onslaught andlearning to thrive. AI in marketing04 Nature of survey:This was an online survey offered in English onlySample size:The sample was 564 marketers across B2C and B2B roles Leadership support & collaboration13 When:Data collected September, 2025Qualifications:Must work in a marketing-related role Team capacity & burnout16 Future18 The new reality of AI in marketing What brands should do now Provide clear AI workflows, governance, and upskilling so teams can move from moderate productivity gains totransformational results. Looking ahead, marketers are not just optimistic butStill, challenges remain: data privacy concerns82% say AI tools have improved productivity, but for most, the gainsare incremental. Only 35% describe the lift as significant, while nearlyhalf (47%) say it’s moderate, a signal that AI is embedded in dailyworkflows but hasn’t yet transformed them. Establish shared KPIs and regular cross-functionalplanning to break down silos and accelerate innovation. also planning concrete next steps. The top areas offuture AI adoption include predictive analytics andcustomer insights (30%), automated content creation(28%), and AI-driven ad targeting (26%), followed byvisual recognition (25%) and conversational AI (17%).This shows that while current usage is deliveringmoderate wins, investment is shifting toward tools (27%), technology integration issues (23%),and limited internal skills (21%) are the biggestbarriers preventing teams from moving beyondincremental gains.These findings underscore that the primaryobstacles are less about the technology itself directly into planning, content creation, reporting, and more about the readiness of organizationsto integrate and scale it effectively. and campaign management processes. that can scale personalization, content, and insightsmore effectively. say AI toolshave improved campaign performance, engagement, and ROI using a unifiedanalytics dashboard to prove value and refine usage. productivity an AI Composer, summarize listening trends with AI Query Highlights, and predict contentperformance. Give teams the guardrails they need with built-in AI governance and approvalworkflows to move from moderate gains to breakthrough results. AI IN MARKETING INFLUENCER MARKETING Influencer contentBrand strategy is front and center Influencer marketing isentering its next phase 65%of consumers say relatable,content drives purchases 67%of marketers plan toincrease influencer budgets Much of this investment will flow to the mid-tiersThe goals behind these campaigns are clear:brand strategy. Nearly two-thirds of marketers (67%) plan to boosttheir influencer budgets in 2026, underscoring a growing focus onauthenticity. Consumers agree: 65% say relatable, creator-style contentinfluences their purchases, while only 14% are swayed by celebrities1. brand awareness (70%) is the leading driver,followed by community growth (49%) and contentcreation (48%). While43%cite sales and33%product launches as objectives, it’s evident thatinfluencer marketing is evolving into a full-fledgeddiscipline; not just a transactional channel.Looking forward, experimentation isaccelerating, and one area seeing of influence: both micro (47%) and macro (47%)creators are top priorities, far ahead of megainfluencers (25%) or nano influencers (20%).This signals that brands use micro-creators for trust,engagement, niche targeting, and content creation atscale. And they use macro-creators for awareness,brand building, cultural cachet, and global reach.The most effective strategies often combine both:“hero” macros for mass visibility + a “halo” of micros Brands split on implementing usage momentum is virtual influencers,with 58% of marketers planning toincrease co