What’s working on social media in 2026 so far - Ep 103
Today, we’re going to do a little social media state of the union and share what’s actually working on social media in 2026.
From the content types people are connecting with to how creators (including me) are making money and how to build a personal brand that’s built for the long-term.
I also talk about shifts I’m noticing across platforms, how I’m approaching content planning (and the expectations vs reality of that) as well as how to develop your own personal point of view as a creator.
Create & consume
What Austen is creating: Mother’s Day brunch and reel
What Austen is consuming: Project Hail Mary by Andy Weir, wow I was late to this party but what a fascinating book!
In this episode:
What types of content are actually working
People want to be brought along for a journey or process, which has me considering a new vlogging camera for more on-the-go, spontaneous filming.
While we-centric content—the kind that focuses on serving the audience—is still vital for growth, there is a growing space where I-centric content can feel relatable and like you’re on FaceTime with a friend.
We’re also seeing the rise of polished casual content as Tess Barclay has called it. This content feels effortless and high-quality.
In terms of strategy, I’ve been talking to Caitlin about a 70/30 split for lifestyle content and short-form planning.
Looking back at my April schedule, the reality was a bit different than the expectations, but that’s part of the process.
The key is creating recognizable, recurring content through strong personal branding—everything from your specific color palette to your signature fonts matters for long-term recall.
The platform breakdown
People don’t just want information anymore; they want context, personality, and taste. I’ve stopped separating my content as strictly as I used to, letting my personality bleed across every channel.
Instagram: I’m sharing much more lifestyle content and vlogs here, almost treating the platform the way I used to treat YouTube.
YouTube: I’m currently experimenting with vlogs and other long-form videos to see what sticks with the 2026 algorithm.
The blog: I’m aiming for two new posts a month targeting specific keywords while also updating lots of old posts. It’s been a lot of work, but it’s paying off—I’m currently making the most passive income I’ve ever made from the blog because of that upfront effort.
The podcast: This is my space for building deep community and connection.
The revenue reality: making money in 2026
The way I monetize has evolved to be more diversified than ever. Here is how the pie is split right now:
Brand deals and UGC: Creating content for brands to use on their own channels remains a staple.
Licensing: I’m seeing more opportunities to make money on existing content through licensing agreements.
Short-form video: My advice here is to ignore low views and just keep posting. Some of my best-performing paid short-form content started as simple organic ideas that got the attention of brands.
Ad revenue: This is a huge pillar for me, specifically through Mediavine on the blog and Google AdSense on YouTube.
Building a brand for the long haul
My word for 2026 is confidence and I’m trying to be better at sharing my actual opinions.
Commentary, storytelling, and strong opinions are consistently outperforming purely pretty visuals.
Your point of view and your voice are the only things that are truly hard to copy. You have to understand your why—the deeper meaning and motivation that keeps you going when the platforms change.
A few things I’m keeping in mind for the future:
Community over virality: Focus on the little human things we can all relate to.
Systems over chaos: Building routines that help you stay afloat and ahead of your schedule.
Boundaries: Remembering that you can’t be everywhere, and you can’t please everyone so remember to protect your peace.
I also have a whole separate episode dedicated entirely to how I use AI as a creative and how it fits into my workflow without losing the human touch.
Summary:
The 2026 social media landscape is shifting away from curated perfection toward journey-based storytelling and a distinct personal point of view that can't be replicated.
By focusing on community over virality and diversifying income through ads, licensing, and UGC, you can build a creator business that is truly designed to last.
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