The State of Social Media in 2026: Insights from Sprout's Pulse Survey

A recent survey by Sprout Social found that **47%** of respondents get their news from social media, surpassing TV as a news source. The survey, which polled over **2,000** social media users across the US, UK, and Australia, also revealed that **67%** of Gen Z and **61%** of millennials rely on social media for news. [[social-media-marketing|Social media marketing]] strategies are adapting to these changes, with a focus on [[influencer-marketing|influencer marketing]] and [[content-creation|content creation]]. The survey also explored the role of [[news-creators|news creators]] and [[brand-advocacy|brand advocacy]] in shaping the social media landscape. For more information on social media marketing, visit [[sprout-social|Sprout Social]].

• 47% of respondents get their news from social media
• 67% of Gen Z and 61% of millennials rely on social media for news
• 39% of people want news organizations and individual reporters to be more active on social media
• The survey's findings highlight the complexities of the social media landscape
• Businesses must adapt their digital marketing strategies to meet the changing needs of their audiences

The survey's findings highlight the complexities of the social media landscape. While **47%** of respondents get their news from social media, there is still a significant portion of the population that relies on traditional news sources. Additionally, the survey found that **39%** of people want news organizations and individual reporters to be more active on social media, while others prefer a more traditional approach to news consumption. This highlights the need for businesses to understand their audience and tailor their [[social-media-strategy|social media strategy]] accordingly.

The survey's findings suggest a significant opportunity for **brands to engage with their audiences** on social media. By leveraging [[social-media-platforms|social media platforms]] and creating high-quality content, businesses can build trust and establish themselves as thought leaders in their industries. For example, **Boingo Wireless** successfully switched to Sprout Social and improved their social media management. This shift towards more intentional consumption and episodic content also presents an opportunity for **news creators** to build their audiences and establish themselves as trusted sources of information.

The survey's findings also raise concerns about the **spread of misinformation** on social media. With the rise of news creators and influencers, there is a risk that false or misleading information can spread quickly. This highlights the need for businesses and individuals to be vigilant in verifying the accuracy of information on social media and to prioritize [[fact-checking|fact-checking]] and [[media-literacy|media literacy]]. Furthermore, the survey's findings suggest that social media platforms may be contributing to the erosion of trust in traditional news sources, which could have significant implications for the future of journalism.

Originally reported by Sprout Social