Socials with highest ROI for global marketers 2026

I was just looking at some campaign data from earlier this year, and it struck me how much social media marketing has changed. When we first started SoftCrust back in 2003, we were thrilled if we could get a few hundred people to see a post. Now, as we look toward 2026, the game has completely transformed. It’s not just about reach anymore—it’s about genuine connection and actual business results. I’ve been having more conversations with clients lately about where to really focus their energy, and the answers might surprise you.

The Platforms That Are Actually Working

What I’m seeing in the trenches right now is pretty interesting. TikTok has become this incredible powerhouse for discovery—I was talking with a retail client last week who’s seeing nearly half of their sales coming directly through TikTok features. But here’s the thing that many marketers miss: Facebook isn’t dead. Far from it. I’ve got clients in the 35+ demographic who are crushing it on Facebook, with some seeing conversion rates that blow other platforms out of the water.

Then there’s Instagram, which has become this beautiful visual storefront for so many businesses. We’ve been working with a local jewelry maker who started using Instagram’s shopping features six months ago, and let me tell you, the transformation has been incredible. She’s now making sales while she sleeps—literally. Her customers browse her pieces during their evening scroll and checkout without ever leaving the app.

Why Your Approach Matters More Than Ever

• Stop spraying and praying: I see too many brands trying to be everywhere at once. Pick two or three platforms that actually work for your audience and do them really well.
  
• Quality over quantity: One amazing piece of content that resonates is worth more than fifty mediocre posts.
• Listen more than you talk: The brands killing it right now are the ones using social media as a giant focus group.
  
• Embrace the awkward: Perfect, polished content often performs worse than real, human moments.
  
• Test everything: What worked last quarter might not work next month.

The Human Element in a Digital World

Here’s something I’ve been thinking about a lot lately. With all this talk about AI and algorithms, it’s easy to forget that social media is still about people connecting with people. That Oxford study about entrepreneurs over 24 really resonated with me because it highlights how people crave genuine connection. The most successful campaigns we’ve run recently have been the ones that felt the most human.

I remember working with a software company that was struggling to connect on LinkedIn. Their content was all features and specifications. We convinced them to start sharing stories about their team, their failures, and their learning moments. The shift was dramatic—their engagement tripled, and they started getting meaningful conversations with potential clients. It wasn’t about being more professional; it was about being more real.

What’s Working Right Now

• Short-form video continues to deliver insane engagement, but the key is authenticity, not production value.
  
• User-generated content from real customers builds trust faster than any ad ever could.
  
• Community building through groups and dedicated spaces is where the magic happens.
  
• Social commerce features are finally living up to their promise for many businesses.
  
• Personalized interactions through DMs and comments can turn followers into fans.

FAQs

How do I know which platforms to focus on?

Look at where your customers actually spend time, not where you think they should be. I’ve had clients insist on TikTok when their demographic is mostly on Facebook. Start with one platform, master it, then expand.

What’s a realistic budget for social media marketing?

It varies wildly, but most businesses should plan on allocating 15-20% of their total marketing budget to social. The key is to start small, test what works, and scale up gradually.

Can small businesses really compete with big brands?

Absolutely, small businesses often have an advantage because they can be more authentic and responsive. I’ve seen local shops outperform massive corporations by being genuine and building real community.

How do I measure success beyond likes and shares?

Look at metrics that actually impact your business—website traffic from social, conversion rates, customer acquisition cost, and most importantly, revenue generated.

What’s the biggest mistake you see businesses making?

Trying to do too much too fast. Social media success is a marathon, not a sprint. Consistency with quality content will always beat sporadic bursts of activity.

Conclusion

As we look ahead to 2026, one thing is crystal clear: social media success isn’t about chasing the latest shiny object. It’s about understanding your audience, showing up consistently, and creating genuine value. The platforms will continue to evolve, and new features will launch, but the fundamental human desire for connection remains the same.

At Soft Crust Digital Experts, we’ve learned that the brands that thrive are those that stay focused on building real relationships rather than just accumulating followers. It’s been quite a journey since 2003, and I’m more excited than ever about where social media is heading. If you’re feeling overwhelmed by all the options, just remember—start with one conversation at a time.