Reels, Reach, and What to Focus on in 2026

Feeling like the algorithm has been extra weird lately? You’re not wrong. Metricool’s latest 2026 Social Media Study breaks down how people are showing up online, and the trends are worth paying attention to.

If you’re a business owner trying to keep your content strategy focused (and not completely overwhelmed), here’s what actually matters.

Instagram is still the main event

Page 6 of the study shows that Instagram is still the most-used platform by social media pros, with 1 in 4 saying it gets the bulk of their focus.

But that doesn’t mean it’s all about chasing a polished grid. The standout stat? Reels get nearly double the reach of carousels or single-photo posts. People want short-form video that feels real. Think less curated and more “here’s what’s actually going on.”

Don’t ignore LinkedIn

If you’re in B2B or service-based work, this is your sign. Page 9 shows LinkedIn had the biggest jump in growth last year. Why? It’s not just stiff posts and corporate speak anymore.

Small business owners and creators are showing up with behind-the-scenes content, personal insights, and stories that feel like real conversations.

Reels still rule

Page 14 confirms what most of us already suspected. Short-form video is still the best-performing content type on Instagram and TikTok. But here’s a twist: Reels that are reshared to Stories tend to perform even better.

Use Stories to resurface your Reels, especially for the people who missed them the first time around.

Most people are scheduling

You don’t need to be online every day. Page 17 shows that 65% of people are using scheduling tools, and the accounts that do tend to post more consistently.

Consistency still wins, and batching content saves your brain.

Captions still matter

Strong hooks and clear CTAs lead to better engagement, especially on posts that aren’t video. This study echoes what I’ve seen again and again. If you want someone to pause on your post, your first line needs to earn it.

A few quick takeaways

• Post Reels and short-form video more than anything else

• Repurpose your video to Stories and LinkedIn

• Schedule your content to stay consistent

• Make your captions count

• If you haven’t touched LinkedIn in a year, now’s the time

You don’t need to be everywhere. But you do need to pay attention to where your people are, and what’s actually working right now.