Social media trends and algorithms are constantly evolving, but 2025 showed a noticeable shift in how and why people are using them – especially for business.
Across LinkedIn, Instagram and Facebook, success is no longer measured by follower counts or viral posts. Instead, platforms are rewarding consistency, relevance, and genuine connection.
This post explores:
-
How LinkedIn, Instagram and Facebook algorithms are changing
-
What those changes mean for small businesses
-
Why real personal presence is becoming more influential (rather than self-promotion)
How LinkedIn has changed (and how this can help you in 2026)
Recent usage trends show LinkedIn being used less as a digital CV and more as a learning, networking, and relationship-building platform through Personal branding and thought leadership.
LinkedIn has quietly become one of the most powerful platforms for organic business growth.
What the LinkedIn algorithm now prioritises
LinkedIn tends to reward content from people who:
-
Post consistently (not constantly)
-
Focus on a clear niche or area of expertise
-
Share practical, useful insights
-
Encourage meaningful engagement (comments and conversations, not just likes)
In other words, quality matters far more than quantity.
You don’t need thousands of followers or viral reach. A smaller, relevant audience who trust your voice is far more valuable – both for visibility and enquiries.
Image credit – www.twostones.co
Instagram in 2026: Less perfect, more human
Instagram’s direction has been clear for a while, and in 2026 it’s fully embedded.
The platform is prioritising:
-
Short-form video (Reels)
-
Behind-the-scenes content
-
Authenticity over polished perfection
-
Shares, saves, and replies over likes
Highly curated feeds are no longer essential. Instead, Instagram favours content that feels real, relatable and present.
For businesses, this means:
-
Showing how you work, not just what you sell
-
Letting people see the person behind the brand
-
Creating content that builds familiarity over time
You don’t have to overshare, but be recognisable and consistent.
Facebook’s shift towards community and conversation
Facebook may feel quieter than it once did, but it remains incredibly effective when used intentionally.
In 2026, Facebook’s algorithm strongly favours:
-
Active groups
-
Meaningful discussions
-
Live video and long-form conversation
-
Content that keeps people interacting rather than scrolling past
For service-based businesses, Facebook works best as a relationship platform. Groups, comments and conversations matter far more than reach alone.
The common theme across all platforms
Image credit – freepik
Despite their differences, LinkedIn, Instagram and Facebook are moving in the same direction.
They reward:
-
Consistency over bursts of activity
-
Value over volume
-
Conversation over broadcasting
-
People over logos
This is where the idea of personal brand comes in.
People are more likely to engage with, trust, and remember a person than a faceless business.
Why Personal Brand matters for UK businesses
“Personalisation isn’t just about connection— it also drives real business outcomes. For UK brands, a social-first approach to personalisation unlocks measurable gains across engagement, performance and agility.” – https://sproutsocial.com/insights/social-media-personalisation-ecommerce-uk/
Personal Brand (without the cringe!)
Personal brand isn’t about being an influencer or constantly talking about yourself. In practical terms, it simply means:
-
Being visible in your business
-
Communicating clearly what you do and who you help
-
Showing up in a way that feels aligned and recognisable
Personal Brand can be through your words, your visuals, or the stories you share. People want to understand who they’re buying from, not just what they’re buying.
This is especially true for:
-
Coaches
-
Consultants
-
Creatives
-
Wellness professionals
-
Small business owners
Trust is built before sales happens – and social media is playing a huge role in that journey.
“The personal branding trends reveal what this new work environment demands and how you can elevate your success. 2026 will reward professionals who commit to being real and making their message relatable, differentiated, and impactful.” – see Personal Branding Trends For 2026 from www.forbes.com
What this means for your marketing & content strategy in 2026
If you’re creating content this year, it’s worth asking:
-
Does this help someone?
-
Does this sound like me?
-
Would this start a conversation?
-
Is this clear about what I do?
You don’t need to post every day. – You don’t need to be everywhere. – You don’t need to chase trends.
You do need clarity, consistency, and a willingness to be seen.
Frequently Asked Questions (2026 social media & personal brand)
How often should I post on social media in 2026?
Consistency matters more than frequency. Posting once or twice a week with clear, helpful content is often more effective than posting daily without direction. The key is staying visible in a way that feels manageable and sustainable for your business.
How has the LinkedIn algorithm changed in 2026?
The LinkedIn algorithm in 2026 focuses far more on relevance and meaningful engagement than reach alone. It prioritises content that sparks conversation, encourages thoughtful comments, and provides genuine value to a specific audience. Consistency, clarity of niche, and useful insights now matter more than posting frequently or going viral.
What type of content performs best on LinkedIn now?
In 2026, LinkedIn content that performs well includes:
-
Educational posts and practical tips
-
Personal insights related to your work or industry
-
Short-form video and carousel posts
-
Thoughtful commentary rather than promotional messaging
Posts that feel human and start conversations tend to outperform highly polished or corporate content.
How is Instagram changing for businesses in 2026?
Instagram is continuing to prioritise short-form video, behind-the-scenes content and interaction. Reels, replies, saves and shares are more important than likes. Businesses that show personality, a recognisable visual style, relevant and relatable posts tend to build stronger engagement than those relying on highly curated content.
Do I need to show my face on social media for my business?
You don’t have to be constantly on camera, but showing some personal presence can help build trust and familiarity. People engage more easily with content when they understand who is behind the business. This can be done through photos, video, written posts or storytelling – in a recognised visual style whatever way feels most natural to you.
What are the benefits for personal branding photography in 2026?
In 2026, platforms are placing more weight on credibility and familiarity.
When people repeatedly see:
-
The same person
-
The same visual style
-
Consistent imagery
- Imagery aligned with the person posting
…it builds recognition and trust – and that is what personal brand photographs will provide.
Stock images and selfies often lead to confusion or lack of trust.
Original, high-quality images tend to perform better because they change how people behave, and that is what algorithms respond to.
What is a personal brand and how do I create one?
A personal brand is how you show up, how you share your story, and how people experience what you do. It’s a mix of your unique skills, values, and the little things that make your business unmistakably you – and what makes you stand out from your competitors and attract the right clients for you.
Your personal brand is a mix of different elements that show people who you are and what you offer. Think about who you are, what you do, why you do it, and who you do it for – Your personal brand needs to represent this.
Check out my resources, along with a ‘Build your Personal Brand kit’ here
Is personal branding important for SEO?
Yes. Personal branding can support SEO by helping you create consistent, relevant content around your expertise. Search engines favour content that demonstrates experience, clarity and relevance. When your name, niche and messaging are aligned across platforms, it can strengthen your overall online visibility.
What’s the biggest social media mistake businesses make right now?
One of the biggest mistakes is focusing too much on numbers – followers, likes and reach, rather than connection and clarity. Social media platforms are increasingly rewarding relevance, trust and engagement over volume or perfection.
Final thoughts & what now?
Social media in 2026 is less about shouting the loudest and more about showing up thoughtfully.
Platforms are rewarding people who:
-
Share knowledge
-
Build trust
-
Stay visible in a grounded, human way
If you’ve felt unsure about social media, you’re not behind – the rules have simply changed.
And understanding those changes is one of the most valuable things you can do for your business this year.
How can I help?
What is a Personal Brand? / How to build a Personal Brand
For understanding, building & growing a Personal Brand – see my resources, including my Build a Personal Brand kit …or see my Personal Brand photography packages, where I can help build your Personal Brand and use it to create images that work with it!
How to create a marketing strategy for social media platforms
My Brand Visibility packages help you get clear on your marketing strategy.
With regular, relevant brand photography, you’ll have year-round content, making sure your brand looks current and engaging. Along with marketing support so your images don’t just sit on your laptop! Or even tailored done-for-you social media / email marketing content creations.
Recent Comments