Social media remains the top priority for digital marketers

Budget decisions in 2026 continue to favor established social platforms over emerging channels

Social media remains the leading priority for U.S. digital media professionals entering 2026, with a clear majority ranking it above all other marketing channels. Despite growing interest in influencer marketing and other digital tactics, social platforms continue to command the most attention, resources, and strategic focus. This dominance reflects marketers’ confidence in social media’s reach, measurability, and ability to support multiple objectives across the funnel. As a result, social media is shaping how marketing budgets and campaigns are planned for the year ahead.

Key takeaways

• Social media leads marketing priorities: 84% of U.S. digital media professionals rank social media as their top marketing focus for 2026.
• Outpacing alternative channels: Social media ranks higher than influencer marketing and other digital channels in overall strategic importance.
• Budget influence: The continued prioritization of social media is directly shaping how marketers allocate spending and resources.
• Strategic confidence: Marketers view social platforms as reliable tools for audience reach, engagement, and performance measurement.
• Stability amid change: Even as new digital tactics emerge, social media remains a consistent cornerstone of marketing strategies.

Source: eMarketer

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