Your 10-point checklist for better social media performance in 2026

Social media is heating up in 2026, and we’re here to bring as much value as we can to our clients who leverage it. While competition for attention has never been higher, the opportunities for meaningful engagement are ripe for those who know where to look.

If there’s one thing that we like even more than working on brilliant content, it’s reading a meaty report that’s designed like a Spotify Wrapped animation. Enter Metricool’s 2026 Social Media Study (or, to be more accurate, a 2025 study to help you prepare for 2026).

Metricool is the tool LEP Digital uses for scheduling and analysing social media. It’s also a platform that handles more than one million accounts and published more than 39 million posts last year. But, spoiler alert: the report is 67-pages and sits behind a lead capture page. If that’s in TL;DW territory for you, don’t worry, we’ve summarised what we got out of it for you. We’ve also prepared a 10-point checklist for what to focus on in 2026.

Takeaway 1: Video is booming

In 2026, video is the key to discovery and connection. Across almost every platform, video leads in reach, impressions, and interactions.

• YouTube: The platform is experiencing a massive growth spurt, with average views per video increasing by 76%.
• Facebook: Defying its reputation for being outdated, Facebook saw a 71% increase in video posts, with video reach jumping 44% year-over-year.
• TikTok: Despite a general drop in reach due to content saturation, TikTok remains a powerhouse for visibility, averaging 28,483 impressions per post.

Takeaway 2: Engagement where you least expected it

While video captures the most eyes, the study highlights specific formats that are currently underutilised yet highly effective at driving deep engagement.

• Instagram carousels: This is perhaps the most overlooked opportunity in social media right now. Carousels generate more than three times the interactions of single-image posts and boast higher reach and impressions. Paradoxically, they are the least used format on the platform, with users posting only 1.13 per week on average.
• LinkedIn polls and carousels: On LinkedIn, competition is high with posts and accounts nearly doubling last year. To stand out, strategy is essential. Polls generated 158% more impressions than the platform average, while carousels were unbeatable for interactions, generating 247% more than any other format.

Takeaway 3: Google Business Profile and the virtual storefront effect

For businesses with a physical presence, your Google Business Profile (formerly known as Google My Business) remains the most critical tool for conversion. The study found that direction requests grew by 34%, and food orders through the platform jumped a massive 78% in the past year. With nearly half of all Google searches seeking nearby services, a verified profile is now 2.7 times more likely to earn customer trust. It’s also a timely incentive for all businesses to regularly update and optimise their Google Business Profile to support local search visibility and conversions.

Takeaway 4: Human voices win every time

As more content floods every feed, average reach and engagement metrics are beginning to dip on platforms like Instagram and TikTok. This saturation means that simply posting more content, more often, is no longer enough; the goal is to post better content, more often.

The real winners in 2026 will be those who combine AI-driven efficiency with a real human voice. This quote from podcaster Tomas Loucky stands out:

“There will be a widening gap between creators who use AI well and those who use it badly. AI can be an incredible amplifier if you have taste, ideas, and a point of view. But it can also flood feeds with low-effort content, automated comments, and empty personal branding.

The winners will not be the people who automate the most. The winners will be the ones who combine AI with original thinking, personal insight, and a real human voice. AI will help you go faster, but it will not substitute having something worth saying.”

Social media checklist for 2026

We’ve combined the data presented in the Metricool 2026 Social Media Study with our digital expertise to bring you your 10-point social media checklist to refine your strategy and maximise impact:

1. Prioritise video for growth: Video is the best-performing format for reach and interactions across almost all platforms.
2. Leverage YouTube’s momentum: Average views per video on YouTube increased by 76%. If you’re creating videos for other platforms, don’t forget to repurpose them for YouTube.
3. Bring back Instagram carousels: They generate more than 3 times the interactions of single images, but are the least used format. Use them as your brand’s superpower.
4. Optimise for local search: Ensure your Google Business Profile is verified, up-to-date, and fully optimised. Or, ask us for help.
5. Master the LinkedIn Funnel: Use polls for reach (up 158% above average) and carousels for interaction.
6. Adopt a content-first mindset: Focus on creating adaptable content that can be redistributed across platforms based on user intent rather than sticking to one silo. That might mean investing in a photoshoot or long-form content that can be repurposed.
7. Combine AI with human flair: Use AI to work faster, but never let it substitute for your original thinking and human voice. Your audience knows if a human created it or not.
8. Post during peak rush hours: Most platforms peak early in the week and early in the day (often Monday/Tuesday around 10 AM). But it’s always best to study what’s working for you.
9. Focus on resonance, not just reach: Signs of saturation are evident. Success in 2026 is about resonating with the right audience rather than reaching everyone.
10. Measure what matters: Our interactions, and how we measure them, have evolved from likes and link clicks to shares, saves, impressions and reach. Know what your goals are and measure what really matters.