Written by: Vickie Sullivan  |  January 29, 2026

How Engagement Became the Center of Social Media Marketing

Social media success has always been a moving target, and this year is no exception. PhotoShelter’s State of Social Media Marketing report (free registration required) is packed with data that points to one major shift: engagement is becoming the top priority in social media marketing.

Check out these findings:

• Branding efforts are out. In 2024, building brand awareness was the top goal for 76% of respondents. In 2025, that number dropped to 22%, with engagement leading the pack at 63%. That shift helps explain why budgets are moving toward Instagram, YouTube, and LinkedIn.

• Team constraints top the challenge list, but engagement comes in second. Many teams don’t know what truly resonates with their audience, which makes it hard to scale what’s working. As one respondent put it, “Right now it’s tough to measure feedback, so it feels like we’re just throwing darts at a board.”

What this shift means: the same tools, used in new ways. Instead of focusing solely on teaching, educational videos can be designed to spark interaction. User-generated content will take center stage. Short-form video will overtake long-form. Everything we do now needs a new lens—shifting from attention to engagement.

Bottom line: Being well-known is no longer enough. Having strong social media engagement means generating loyalty through experiences and emotions.

Now Read This:

• Social Media Survival Guide: 2 Types of Content You Need to Master
• Brand and Message Strategy for Thought Leaders