Get more of your brand advocates to share your message easily
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Webinar Recap
What social platforms really
reward in 2026
That alone tells us something resonated.
You can watch the full session below.
But if you want the most telling part of the conversation, keep scrolling.
The questions from the chat revealed far more than the slides ever could.
The Questions That Actually Came Up Live Chat
Theme 1: Audience Behavior & Platform Dynamics
Evik: Short-form video is no longer limited to Gen Z. Millennials have fully adopted it, and Gen X engagement continues to grow, especially on Instagram and YouTube. The key shift is behavioral, not demographic. People expect fast, visual content regardless of age. Rather than targeting generations, focus on where your specific audience spends attention and how they consume information on that platform.
Jacob: Platform loyalty is declining overall. Users are increasingly loyal to creators, communities, and value rather than to a specific platform.
While older audiences may remain on Facebook longer, behavior shifts as social circles move and new content experiences emerge. Brands should prioritize building direct relationships, such as email lists and communities, rather than relying on any single platform long term.
Theme 2: Execution | How Brands Should Share & Create Content
Jacob: UGC in B2B looks different from consumer brands but can be just as effective. Instead of lifestyle content, think customer insights, product walkthroughs, testimonial clips, or employees sharing expertise.
Start small by asking a satisfied customer for a short video or recording common questions your team already answers. Authentic, useful content often performs better than highly polished production.
Evik: Resistance usually comes from uncertainty, fear of saying the wrong thing, or lack of time. You know the employees that will engage with you, spend an equal amount of time supporting them while recruiting others.
Lower the barrier by providing prompts, templates, or ready-to-share content.
Highlight positive examples internally and celebrate results when posts drive engagement or business impact. When people feel supported and see value, participation increases naturally.
If your company decides to gamify employee posting, make sure the award to at a value that will encourage engagement and be sustainable over time.
Jacob: Choose format based on message complexity and intent.
Video works best for nuanced explanations, demonstrations, or building trust.
Static visuals are ideal for clear data points, announcements, or quick takeaways.
Text is effective for thought leadership, storytelling, and sparking conversation.
Many successful campaigns repurpose one core idea across multiple formats to maximize reach.
Evik: On the equipment side, recoding on a cell phone with a mic does the trick - keep it simple!
Many brands invest heavily in both production quality & time before validating whether the message resonates.
High polish cannot compensate for unclear positioning or weak audience alignment. Start with simple, lower-cost content to test engagement, style of video, and refine messaging.
Once performance signals are clear, invest in the time to scale what already works.
