If you think social-media marketing was noisy in 2025, sadly, it looks like 2026 is already set to raise the bar again. As platforms evolve, competition ramps up, and expectations shift, businesses that rely solely on social media risk being drowned out. That’s why now, more than ever, it’s time to rethink your organisation’s marketing strategy in favour of clarity, purpose and human connection.
What’s Changing And Why It’s Tougher
1. Social media saturation continues to grow.
The UK now has social-media penetration levels that mean almost every adult is “online” in some form. More businesses and individuals than ever are posting, promoting, boosting. So, while the audience is huge, the noise is even bigger and getting louder.
2. AI-generated content floods feeds.
More and more content is being created by AI; fast, algorithm-optimised, and generic. That makes real, human-led storytelling, authenticity and brand voice increasingly rare and valuable (but also more time consuming).
3. Platform dynamics & algorithmic biases.
The way feeds are curated can favour certain kinds of language or content styles, sometimes reinforcing coded behavioural norms (e.g. recent claims that LinkedIn favours assertive, male-coded language causing bias over female profiles), compounded by the rumours that LinkedIn may introduce post boosting for personal profiles from 2026, potentially negatively. Impacting organics reach and impact without financial budgetary commitment. That can make it harder for businesses with a more relational, values-first voice (like many SMEs and sustainability-focused firms) to be heard.
4. Audiences are fatigued by content overload.
With everyone posting, promoting, boosting, and algorithms pushing more of the same, many people are switching off. What they increasingly crave is purpose, sincerity, trust, human connection, not more content.
What This Means for SMEs
If you carry on treating social media as a magic bullet, “post, boost, hope for leads”, you might be disappointed. Engagement is likely drop (most are seeing this already). Reach is likely to suffer (again, already evident across many platforms). And conversion, as in enquiries and leads, is likely to become even more erratic than you might have already experienced (often resulting in the claim that ‘marketing doesn’t work’).
So what does this mean?
It means marketing needs to evolve, to be smarter, deeper, richer.
You need to dig into:
- - What your audience really cares about (their pressures, their values, their motivations).
- - Brand narratives and purpose (what you (truly!) stand for, how you deliver value beyond products/services; read: sustainability, ethics, long-term mindset).
- - A mixed tactic approach (not just social media, but face-to-face events, strategic communications, email/newsletters, storytelling, thought-leadership, community/industry engagement).
- - Real human connection (because people still buy from people, even (especially) in a digital world).
How To Shift Up A Gear Into A More Balanced, Smarter Marketing Mix
Here’s a strategic checklist for SMEs, especially those focused on values, purpose and long-term growth:
- - Build content around true customer needs and values, not just “services.”
- - Focus on purpose-driven narratives; your values, your story, your impact.
- - Combine face-to-face events / networking / partnerships with digital presence.
- - Use email and newsletter marketing; make it direct, personal, and with personality.
- - Keep social media but use it selectively, for storytelling and relationship-building, not as the only channel.
- - Emphasise authenticity, clarity, humanity, qualities that matter more as noise grows louder elsewhere.
Social media and digital marketing aren’t dead, but they are getting more and more complex, sucking up time, money and resource like an algorithmic hoover. They’re becoming more saturated, more commoditised, more algorithm-driven, and that makes relying solely on digital marketing harder and less likely to deliver.
In a world drowning in noise, clear, honest, purpose-driven communication stands out. That’s not a fad. That’s a competitive advantage.
Ready to Create A Strategy With Substance?
If you’re a manufacturer or SME struggling with social-media tumbleweed, competing content and unclear messaging, I can help you cut through the noise.
At Jo Long Consulting, I specialise in:
- - crafting sustainability and brand strategies that reflect who you are, and who your buyers believe you are.
- - translating complex “good business” credentials into clear, believable brand stories that attract customers and retention.
- - helping you build a marketing mix that goes beyond social media, combining content, email, real events and thoughtful communications for long-term growth.
Book your free 30-minute discovery session now and let’s see how your “in-progress” wins can become a brand that’s truly “in demand.”
Tender Response Limited
Jo Long Consulting
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