AI content generation
Platforms are adding native AI tools for image and video generation. SMM teams are shifting from manual production to editing AI drafts — this shortens the post release cycle by 3–5 times.
Short vertical video
TikTok, Instagram Reels and YouTube Shorts have pulled attention away from static posts. Algorithms on all platforms promote the vertical video format, 7–30 seconds long.
Micro- and nano-influencers
Brands are shifting from celebrities to niche creators with 5–50K followers. CPM is lower, audience trust is higher, conversion to sales is better.
Social commerce
Buying right inside the feed — with no jump to the website. Instagram Shop, TikTok Shop and Pinterest Shopping are becoming fully-fledged sales channels, especially in B2C niches.
Personalization and privacy
Apple ATT and growing tracking restrictions are pushing advertisers to build first-party data and work with lookalike audiences inside native platforms.