Emplifi has released its “State of Social Media Marketing in 2026” report, offering one of the clearest snapshots yet of how B2B and B2C teams are navigating AI, influencer trends, UGC challenges, and mounting workflow pressure. Based on responses from more than 560 marketers, the report highlights a landscape where AI delivers productivity gains but not at the scale many hoped—while burnout emerges as a growing threat.

The data shows 82% of marketers confirm AI tools have improved productivity, but only 35% say the improvement is significant. Nearly half report only moderate gains, revealing that most teams still lack the workflows, processes, or skills to fully capitalize on AI-driven automation.

Yet Emplifi’s findings also make one thing clear: the era of experimentation is fading fast. Strategies are shifting toward execution, ROI, and operational efficiency, especially as social media continues to fragment and marketers juggle rising demands with limited team capacity.

AI’s Impact: Real Gains, But Not a Revolution—Not Yet

Despite the enthusiasm surrounding AI, most marketers are progressing cautiously. The report shows clear priorities for future AI investments:

• 30% plan to use AI for predictive analytics and customer insights

• 28% will invest in AI-powered content creation

• 26% aim to improve AI-driven ad targeting

However, the path forward comes with hurdles. Data privacy concerns top the list at 27%. Another 23% report integration challenges, while 21% admit that limited skills hold them back.

According to Susan Ganeshan, Emplifi’s CMO, marketers don’t need more tools—they need smarter workflows. “The findings underscore how strategies are shifting from experimentation to execution,” she said. “Marketers need agile processes that drive results.”

Burnout Is Becoming a Marketing KPI—and Not in a Good Way

One of the report’s most striking insights touches on team well-being.
More than 52% of marketers say they experience burnout sometimes or very often. Another 24% feel burnout occasionally.

Team size plays a major role. Despite rising content demands, 57% of social media teams have fewer than six people—yet they’re responsible for analytics, paid social, community management, content creation, and brand reputation.

Leadership support is uneven. Only 42% say leadership actively encourages adopting new technology that could reduce manual work.

The takeaway: many teams are operating in high-pressure environments without the resources or systems to scale effectively.

Influencer Marketing Surges, Including Virtual Creators

Influencer marketing continues to rise as brands chase authenticity, distribution, and audience relevance.

• 67% plan to increase influencer budgets next year

• 58% will invest in virtual influencers—a sign that brands are blending human creativity with scalable digital personas

The shift reflects a broader focus on performance-driven creator partnerships, where reliability and output can be measured more efficiently.

UGC Remains Crucial—but Underused

User-generated content continues to deliver strong impact, yet adoption remains surprisingly low.

• 82% say UGC is important to their marketing goals

• Only 31% actively encourage customers to create or share it

For many brands, the challenge isn’t audience willingness—it’s operational friction. The biggest blockers include:

• Collecting content at scale

• Measuring its true impact on conversions

• Managing rights and permissions

UGC remains one of the most under-optimized opportunities in social marketing.

Short-Form Video Dominates the Content Agenda

Marketers continue to prioritize formats that deliver engagement quickly.

73% plan to focus heavily on short-form video across platforms.
The top three content goals:

1. Increase engagement

2. Improve sentiment and brand reputation

3. Drive leads and conversions

Taken together, the shift shows brands doubling down on content that cuts through crowded social feeds with speed and storytelling efficiency.

The Road Ahead: AI That Enhances, Not Replaces, Human Marketing

Ganeshan believes the next era of marketing will reward teams that use AI to amplify human connection, not eliminate it. She points to a future where AI supports predictive intelligence, workflow automation, and resource management—ultimately creating healthier, more efficient work environments.

“Future leaders will use technology to amplify human connectivity rather than replace it,” she said. “They will leverage AI to create more sustainable work environments, which will fuel transformation and scale.”

For brands facing rising expectations and limited resources, the message is timely: efficiency may now be as important as creativity, and the teams that master AI-enabled workflows will shape the next wave of social innovation.

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