How Marketers Are Planning to Use AI, Influencers, and More in 2026
AI is in most social teams now, but the payoff isn't universal yet. Emplifi's latest State of Social Media Marketing 2026 report shows 82% of marketers use AI day to day, while just 35% report significant productivity gains. The rest see moderate benefits.
That gap makes sense. Tool access is high, but workflow change is hard. And these tools aren't "thinking"-they're fast pattern matchers. Treat them as assistants, not replacements, and you'll set better expectations and get better outcomes.
Where AI Helps Today (and How to Make It Count)
Top use cases: analytics, content creation, and ad targeting. If results feel flat, the issue is usually process, not the tool set. Here's how to tighten the system:
- Define the job: "What decision will this AI output inform?" If it doesn't change a decision, cut it.
- Standardize prompts: Build a prompt library for briefs, outlines, captions, and QA checks.
- Automate reporting: Pipe platform data into weekly summaries with clear "act on this" notes.
- Guardrails: Set brand voice, compliance rules, and a human review step for anything public-facing.
- Reduce tool sprawl: Fewer tools, deeper use. Consolidate where features overlap.
A Simple 90-Day AI Plan
- Weeks 1-2: Audit tasks. Flag repetitive work in analytics, content, and paid ops.
- Weeks 3-4: Pick 3 AI use cases. Write SOPs, prompts, and success metrics for each.
- Weeks 5-8: Train the team. Shadow sessions, side-by-side reviews, and QA checklists.
- Weeks 9-12: Scale what works. Automate reports, templatize content, and reallocate saved hours.
If your team needs structured upskilling, see AI courses for marketing roles here: AI Courses by Job and a focused track for marketers here: AI Certification for Marketing Specialists.
Influencer Budgets Are Rising. Strategy Needs to Catch Up.
67% of marketers plan to increase influencer spend in 2026, aiming mainly for brand awareness. Short-form video is doing the heavy lifting, and creators understand its rhythms better than most brand teams. That's why their content hits.
To avoid wasted budget, operationalize creator work like media buys:
- Selection: Prioritize audience match, content style fit, and proven short-form performance over follower count.
- Briefs: Provide a clear angle, must-say points, proof elements, and a native-first hook. Keep it simple.
- Rights: Negotiate paid usage and whitelisting up front. Plan variants for ads and organic.
- Measurement: Track engagement rate by reach, saves/shares, view-through, and assisted site metrics.
UGC That Actually Converts
- Source: Run lightweight prompts (contests, samples, challenges) and monitor organic mentions.
- Permission: Secure rights for edits, ads, and cross-platform use.
- Repurpose: Cut into multiple short clips, quote cards, and product pages. Social proof compounds.
Platform Priorities: Instagram Leads, LinkedIn Surprises, Reddit Rises
Marketers in the report still point to Instagram as the top focus, with LinkedIn coming in second. That lines up with growing feed engagement on LinkedIn. Reddit is also gaining attention as more AI assistants reference Reddit threads, pulling niche expertise into wider view.
Many teams plan to spread resources across more platforms. That can work-if you avoid copy-paste posting. Format and culture matter.
- Instagram: Short-form video first. Carousels for teachable moments. Crisp CTAs.
- LinkedIn: Clear point of view, first-person insights, native docs, and comments that add value.
- Reddit: Be useful. Answer questions, host AMAs, gather product feedback. No fluff, no hard sells.
Content Focus and Goals
Short-form video remains the priority format. The top metric goal is higher engagement, with lead gen in third. The bridge between those two is content that earns saves, shares, and replies, then routes interested users to a next step.
- Creative checklist: Strong hook, one sharp insight, one proof point, one clear CTA.
- Distribution: Post natively, then boost winners. Turn comments into follow-up content.
- Lead path: Pinned links, native lead forms, and retargeting via creator whitelisting.
Budget and Measurement: Keep It Simple and Useful
- Budget idea: 50% content + creators, 30% paid distribution, 10% testing, 10% tools and training.
- Core metrics: Engagement rate by reach, save/share rate, watch time and completion, cost per engaged view, assisted conversions, and blended CAC.
- Reporting rhythm: Weekly pulse (winners/losers), monthly insights (why it worked), quarterly decisions (shift budget, scale channels, cut waste).
What This Means for Your 2026 Plan
- AI: Treat it as a workflow assistant. Standardize prompts, automate reporting, and retrain habits.
- Creators: Pay for fit and performance, not just reach. Lock rights and repurpose hard.
- Platforms: Go wide only if you can go native. Quality > sameness across feeds.
- Video: Short-form is the entry point. Engagement is the bridge to leads.
For the full data set and charts, read Emplifi's report: State of Social Media Marketing 2026.
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