In the fast-paced world of social media, staying ahead of the curve is essential (and can also be daunting!). As we move into May, the social media landscape continues to evolve, driven by shifting user behaviors, the rise of AI, and major updates to platform algorithms. At Two Dog Strategies, we believe that understanding these changes is the first step toward building a resilient, results-driven digital marketing strategy.
If you are still relying on the same tactics that worked in 2024 or even 2025, you might find your engagement rates plateauing or even dropping. To help you navigate these changes, we have broken down the most critical recent social media trends and what the latest algorithm updates mean for your brand.
The 2026 Instagram Algorithm: What It Prioritizes Now
Instagram has always been a cornerstone of digital marketing, but its algorithm has undergone significant shifts in 2026. The platform is no longer just about amassing likes. It is heavily focused on genuine connection, content value, and user retention.
Here is what the Instagram algorithm is prioritizing right now:
1. Shares (Sends) Are the Ultimate Metric
Perhaps the most significant change in 2026 is the emphasis on shares, specifically direct messages (DMs). Adam Mosseri, Head of Instagram, has confirmed that “Sends Per Reach” is now one of the strongest signals of value. When a user sends your Reel or post to a friend, it tells the algorithm that your content is worth spreading. This makes creating highly relatable, educational, or entertaining content more important than ever.
2. Retention and Watch Time
For Reels, watch time is a critical factor . The algorithm measures whether users watch past the crucial 3-second mark and if they stick around for the full duration of the video – even for longer Reels, which can now be up to 3 minutes long and still appear on the Explore page.
3. The “Aggregator Penalty”
Instagram is actively cracking down on unoriginal content. If your strategy involves reposting TikToks with watermarks or simply sharing other creators’ memes without adding significant value, your reach will be severely limited . The algorithm now prioritizes original content and will often replace a reposted video with the original creator’s version in recommendations.
4. Trial Reels for Non-Followers
A cool new feature in 2026 is the introduction of “Trial Reels.” This allows creators to test content with non-followers first . If the Reel performs well with this test audience, it is then pushed to your existing followers. This provides a low-risk way to experiment with new content without impacting your core audience.
Broader Social Media Trends Shaping May 2026
Beyond Instagram, the entire social media ecosystem is shifting. Forecasting from major outlets like Hootsuite, Sprout Social, and Forbes highlights several key trends that brands must adjust for.
The Rise of AI-Driven Workflows (But Authenticity Wins)
Artificial intelligence is no longer just a buzzword; it is an embedded workflow . Brands are using AI to streamline content creation, analyze creative patterns, and manage community interactions. However, as AI-generated content becomes mainstream, consumers are craving authenticity. Forbes predicts that the most successful brands will use AI as a “force multiplier” for operational tasks, allowing human teams to double down on creativity, storytelling, and connection. Imperfections and natural pacing are becoming markers of trust.
Short-Form Video and UGC Dominate
Attention spans are getting shorter, and short-form video continues to dominate creative priorities. Consumers want authentic, relatable stories delivered in quick bursts. According to Sprout Social, while video is king, brands must create unique content tailored to each platform’s specific user behaviors rather than taking a one-size-fits-all approach .
Social Commerce and Care Converge
Social media is no longer just a marketing channel; it is the front door to the entire customer experience. In 2026, we are seeing a full convergence of marketing, commerce, and customer care. A social media interaction might start with a TikTok ad, move to a DM conversation, and end with a purchase. Brands that can connect these dots with unified data and real-time responses will turn their social presence into a powerful revenue engine.
Prioritizing Community Over Virality
Chasing viral moments is becoming a strategy of the past. In 2026, brands are prioritizing deep resonance and community building. This involves focusing on specific audience segments, understanding their unique cultural signals, and delivering content that feels meaningful rather than just addictive.
Building Your Strategic Roadmap
At Two Dog Strategies, we know that tactics fail without strategy. Jumping on the latest TikTok trend or using an AI tool just because it is new will not yield long-term results unless it aligns with your core business goals.
As you refine your digital marketing plan for the rest of 2026, ask yourself:
- Is our content highly shareable?
- Are we using AI to enhance our workflow, or are we losing our human touch?
- How are we integrating customer care and commerce into our social channels?
If you are ready to transition from a reactive tactical approach to a proactive, tailored strategy, let’s connect. Together, we can build a roadmap that actually gets you where you want to go!
In the fast-paced world of digital marketing, it is incredibly tempting to jump straight into the latest trends. You see a competitor go viral on a new platform, or you read an article about the newest Artificial Intelligence (AI) tool that promises to revolutionize your content creation, and immediately, you want to implement it. This reactive approach is what I call “tactical marketing,” and while it might yield short-term spikes in engagement, it is almost always doomed to fail in the long run if it lacks a foundational strategy.
After nearly a decade working across agency, in-house, nonprofit, and for-profit sectors, I have seen this scenario play out time and time again. Businesses invest heavily in paid advertising, influencer campaigns, or daily social media posting without first defining who they are talking to, what their core message is, or what specific business goals these actions are meant to support. The result is often a disjointed brand presence, wasted budget, and a deep sense of frustration.
The Difference Between Strategy and Tactics
To understand why strategy must precede tactics, we first need to define the difference between the two. Strategy is the overarching plan. It is the “why” and the “what.” It involves deep research into your target audience, a clear understanding of your unique value proposition, and the establishment of measurable goals. Strategy dictates the direction your brand will take to achieve its long-term vision.
Tactics, on the other hand, are the “how.” They are the specific actions you take to execute the strategy. Posting a reel on Instagram, running a Google Ads campaign, or sending out a weekly newsletter are all tactics.
When you employ tactics without a strategy, you are essentially driving a car without a map. You might be moving fast, and you might even enjoy the scenery, but the chances of arriving at your desired destination are incredibly slim. A solid digital marketing strategy ensures that every tactic you deploy is purposeful, aligned with your brand identity, and actively moving you closer to your business objectives.
The Cost of Tactical Marketing
The financial and operational costs of operating without a strategy are significant. When businesses reactively chase trends, they often spread their resources too thin. For example, a brand might decide they need to be on TikTok because “everyone else is,” even if their target demographic primarily spends their time on LinkedIn. The time and money spent creating content for the wrong platform yield zero return on investment (ROI).
Furthermore, a lack of strategy leads to inconsistent messaging. If your social media manager is posting humorous memes on Instagram while your email marketing team is sending out highly formal, corporate newsletters, your audience will become confused. Brand trust is built on consistency. When your audience doesn’t know what to expect from you, they are less likely to engage and even less likely to convert into paying customers.
Building a Strategic Foundation
So, how do you transition from a tactical approach to a strategic one? The first step is to take a step back and conduct a comprehensive audit of your current digital presence. This involves looking at your website analytics, your social media engagement rates, and the performance of any past marketing campaigns. You need to understand what is working, what isn’t, and most importantly, why.
Once you have a clear picture of your current state, you can begin to build your strategic roadmap. This involves several key components:
- Defining Your Target Audience: You must go beyond basic demographics. You need to understand your audience’s pain points, their motivations, and where they spend their time online.
- Establishing Clear Goals: What are you trying to achieve? Do you want to increase brand awareness, generate leads, or drive direct sales? Your goals must be Specific, Measurable, Achievable, Relevant, and Time-bound (SMART).
- Crafting Your Core Message: What makes your brand unique? Your core message should clearly articulate the value you provide and why your audience should choose you over your competitors.
- Selecting the Right Channels: Based on your audience research and your goals, determine which digital channels are most appropriate for your brand. You do not need to be everywhere; you just need to be where your audience is.
The Role of the Marketing Audit
Transitioning to a strategic mindset can be overwhelming, especially when you are already busy running your business. This is where a professional marketing audit becomes invaluable. An audit provides an objective, expert analysis of your digital footprint. It identifies the gaps in your current approach and uncovers hidden opportunities for growth.
At Two Dog Strategies, I believe that every successful marketing campaign begins with a deep dive into the data. By understanding the full picture of your brand’s digital health, we can design an innovative, tailored strategy that not only builds your brand but delivers tangible results. Stop guessing with your marketing budget. Let’s build a roadmap that actually gets you where you want to go!
I’m proud to introduce the new Two Dog Strategies!
If this is your first time, allow me to share my story…
After almost a decade working for agencies and in-house for both for-profit and nonprofit organizations, I made the decision to leave my 9-5 to pursue Two Dog Strategies full time as a digital marketing strategist and consultant.
Despite launching my business just months before COVID shutdowns, God provided amazing opportunities for my first contracts and continued to bless existing client relationships built years prior. While the world changed before our eyes, the focus on and importance of digital relationship-building and online communication was amplified tenfold. As many businesses reassessed their marketing plans in light of these changes, I was fortunate to be positioned well to step in and guide several clients through the transition.
As life has finally gotten back to normal (knocking on wood as I type this!), the digital space continues to be at the forefront of many marketing initiatives and an integral part of organizations’ business strategies.
When I made the decision to step out on my own, my primary goals were professional growth, a healthy relationship with my clients, and delivering results for the brands I worked with. This move has been the most challenging and rewarding part of my career, and I’m lucky to say I’ve never had reason to look back.
Now three years since my business’s start, those initial goals have remained the same, but now with one exciting addition… growth and expansion for Two Dog Strategies as a business. Committed to the same level of excellence and client relationship building, I am bringing on a team of coordinators, copy writers, and designers to deliver even more successes. With this new chapter has come a much-needed rebrand and the opportunity to more clearly define who Two Dog Strategies is – our mission, values, and what we want for clients.
I’ve been incredibly lucky to continue to love what I do and who I get to do it for, and look forward to empowering others, both as a part of my team and the broader community of marketers!
