How North East Business Owners Can Get Organised for Social Media in 2026 (Without Falling for the Rebrand Hype)
If you’re a North East business owner thinking about social media for 2026, you’ve probably noticed the same thing I have over the past few days. Everywhere you look, there are posts, ads and emails telling you it’s time for a rebrand. That your content needs a “reset”. That what worked this year won’t work next year — so download this report or that report to find out what’s new — and that the only way forward is to start again.
It’s not a coincidence this messaging is everywhere while you’re taking a Christmas break.
And while I’m all for a reset, I actually believe in them regularly for social media - they shouldn’t take long, and they definitely don’t require a full rebrand. This time of year is prime selling season for new templates, shiny systems, planning tools, digital courses and rebrands wrapped up as “getting ready for the new year”.
And while that can be the right move for some businesses, for most local, small, independent businesses it’s unnecessary, time-consuming, expensive and often distracting from actually getting anywhere useful. In this climate, is that really what you need?
What most businesses actually need isn’t a total change. It’s reassurance, structure, and confidence in what they’re already doing.
This post is for small and independent North East businesses who want a clearer, calmer approach to social media in 2026, without rebranding, burning out, or starting from scratch.
If Seventeen Social Opened a Café Tomorrow…
To try and explain what I mean, I’m going to pretend I have a small business myself like the many I’ve loved working with this year since launching Seventeen Social.
I could have used my own Instagram account for this, because this is actually exactly what I’m doing for my own socials too, but the example doesn’t quite translate when you’re a creator rather than a local business. So, I’m making up a scenario.
If Seventeen Social had opened a café and lifestyle space in the North East sometime over the last couple of years, this is exactly how I’d approach its social media for 2026.
This approach is designed to fit around the reality of running a physical business. I’m very aware I don’t have lived experience of that, but I imagine at the very least it includes staff to manage, stock to order, customers to look after, physical premises… and all the rest. I’m overwhelmed at times with just an online business and no staff or stock to deal with.
But crucially, for social media which I do know very well, it would be built around what already works.
I’d Start by Looking Back, Not Ahead
In any social media situation, but especially this one, I’d start by looking back, not ahead. And I definitely wouldn’t be looking at what’s trending or what all the ads from social agencies and “experts” are saying.
It’s why almost all of my services include an audit. How can I help you move forward if I don’t understand where you’re at now, and how you’ve got there?
I saw a post from Grace Beverley recently that said:
“There is no point planning for the future if you haven’t understood the past.”
And I couldn’t agree more.
So before planning a single post for 2026, I’d go backwards.
I’d look at the last six to twelve months of content and analytics to pay attention to the posts that actually did something. Not the ones that got the most likes. Not the ones you think look best. Not even the ones you enjoy creating the most.
But the ones where the results show they achieved something for you.
The ones that were saved, shared, or brought in new followers. You can’t argue with real data and in social media, without data, you’re just another voice with an opinion, and social media doesn’t need more of those.
Those data signals sitting quietly in your Insights section tell you what people found genuinely useful. The kind of content they wanted to come back to, or send to someone else, which is essentially the online version of word of mouth.
For a café, that often isn’t the most polished photo or the trendiest reel. It’s the practical, reassuring posts. Things like when it’s quiet, what to order if it’s your first visit, or where to sit if you’re coming alone. Content that helps people decide, not just admire.
And if I’ve noticed anything this Christmas, it’s how many businesses didn’t even share their festive opening hours..!
So that’s where your real strategy and planning for 2026 should start: what has already worked for you?
Why Your Best-Performing Social Media Posts All Have Something in Common
Something I see all the time is businesses saying, “That post did well,” and then moving on without ever asking why or even checking whether it really did do well in relation to their goals beyond just being seen.
When you strip away the topic and look at what’s underneath, patterns almost always emerge.
Content that reduces decision fatigue.
Content that feels welcoming rather than salesy.
Content that helps someone picture themselves actually showing up.
Content that makes you feel something.
Once you start noticing those patterns, everything becomes easier. You stop chasing new ideas or deciding in your own head what you think works, and start recognising the formats and angles your audience already trusts.
Spoiler: it isn’t always the fun, pretty stuff.
How to Use Your Social Media Insights Properly
Go into your settings, then ‘Insights’, then ‘Content you’ve shared’. Set the timeframe for as far back as you can, this varies depending on the platform, anywhere from 7 to 30 days to a year or more.
Then look at the different metrics individually: views, accounts reached, and follows.
Start taking notes. For each metric, what are the top nine posts? Are there patterns? Are you surprised by what’s there? Is it personal stories, or practical information? Is it video, carousels, text-led posts?
Group four or five things you notice that your top posts have in common whether that’s style, format, tone or the way information is shared.
This insight is far more valuable to your business than any trend prediction for 2026, because it’s based on your results and your audience.
This is exactly how I approach social media audits for North East businesses, because your own data will always outperform generic trend reports.
Why Not Every Social Media Post Should Do the Same Job
One of the biggest mindset shifts I encourage is separating growth content from loyalty content.
People are obsessed with follower growth, but trying to make every post attract new people, nurture existing followers and drive footfall at the same time is exhausting and unrealistic.
Some posts exist to introduce you to new people. They explain who you are, what to expect and why someone might choose you. Others are there to build relationships, deepen connection, show familiarity and remind regulars why they like you.
Once you accept that different posts have different roles, social media stops feeling like a constant performance and starts feeling more manageable.
Strategy Comes Before Monthly Planning
Instead of asking, “What should I post in January?”, I’d step back and define a few steady foundations.
For a café, that might mean being clear on the type of customers you want to attract midweek versus weekends, the themes you want to be known for, and how often you can realistically show up without it becoming a burden.
What are you always asked in-store or in your premises? Create posts about that.
If someone is planning to visit you, what do they need to know? Create posts about that.
But create them in the formats that have already worked for you — the ones you discovered through your Insights.
When those simple things are clear, monthly planning becomes an extension of your strategy, not a last-minute scramble for ideas.
Repetition Is a Strength, Not a Failure
There’s a lot of pressure online to constantly reinvent your content. In reality, repetition is what builds recognition.
If something works, I don’t believe in discarding it because it’s been done before. I believe in refining it, updating it seasonally and letting it become familiar.
Audiences don’t get bored of what helps them. They come to rely on it and that trust compounds over time. For local businesses especially, familiarity builds trust far more effectively than novelty ever will.
Specificity Is What Drives Action
Generic content tends to disappear quickly. Specific content that answers a very real question, adds real value or removes a small friction point is what gets saved, shared and acted on.
Telling someone your café is “cosy” doesn’t help them decide. Showing them might especially with close-up, atmospheric shots done well. But telling them when it’s quiet, which table is best, where to park, or what pairs well with a coastal walk helps even more.
That level of information is often overlooked because it’s taken for granted, and it’s one of the most underused tools in local social media marketing.
A Good Social Media Strategy Should Feel Lighter Over Time
Finally, I’d make sure the strategy protects your energy.
Every single person I’ve worked with this year has told me they feel overwhelmed. That they feel like there’s too much to cover. And that they’re taking their starting point from what they’re seeing externally, rather than looking internally at their own business and results.
Not every post needs to perform.
Not every week needs high effort.
Not every idea needs to become content.
If your social media feels heavier as time goes on, the strategy isn’t doing its job.
The Only 2026 Digital Marketing Trends I Think Small Businesses Actually Need to Pay Attention To
As someone who’s worked in social media for businesses for over a decade, there are very few trend reports and sources I genuinely trust.
These include Brandwatch, Social Media Today, Hootsuite and a few more.
I’ve used their tools for years, I rely on their data in my corporate role, and they’re one of the few players in the industry consistently analysing real behaviour at scale not just repackaging opinions.
Over the last few months of 2025, I’ve read through all their Digital Marketing Trends for 2026 reports properly. And instead of panicking, rebranding, or trying to apply everything, I filtered it.
So here’s my Christmas gift to you, I’ve done it so you don’t have to.
These are the trends from the Brandwatch 2026 report that I think genuinely matter for small, local, independent businesses. I’ve rewrote them for this purpose but the source is Brandwatch and I’ve linked the source above - full credit to them.
People Are Fed Up With Lazy, Generic Content (Including AI Slop)
Mentions of “slop” to describe low-effort, generic, soulless content jumped by more than 200% in 2025. A lot of this frustration is directed at AI-generated content that hasn’t been edited, refined or thought through.
This is good news for small businesses.
You don’t need to avoid AI, but you do need to use it consciously. AI works best as a support tool to help you organise ideas, speed things up, or refine copy, but not as a shortcut to replace your voice or experience.
The brands cutting through in 2026 aren’t producing more content. They’re producing content that feels intentional, recognisable and human.
Trendjacking Is Out. Genuine Participation Is In.
Audiences are increasingly rejecting brands that force themselves into trends just to sell something or because they think they should. What people are rewarding instead is genuine participation and brands that add value to conversations rather than hijack trends because they think they will go viral
For small businesses, this is reassuring.
You don’t need to chase trends. You’re already part of your local culture. Talking about your routines, your regulars, your seasons and your community is relevance.
Marketing shouldn’t look like marketing in 2026. It should look like you showing up honestly in your own space.
Trying Is Cool Again
After years of “effortless” branding and minimalist sameness, effort is back.
Visible care, enthusiasm and craft are being rewarded. Playing it safe isn’t. What used to be labelled “cringe” is now being embraced as genuine.
For small businesses, this means you don’t need to look slick or perfectly polished. What people want to see is that you care about what you do, who you serve, and the impact you have.
In 2026, caring loudly is a strength.
Little Treat Culture Is Having a Big Impact
Not going to lie the Seventeen Social Cafe & Lifestyle experience would thrive on this trend! As everyday pressures continue, people are actively seeking small moments of joy.
Coffee, cake, a candle, a small gift, a pause in the day… these micro-indulgences matter. Brandwatch data shows growing appetite for “little treats” and feel-good spending in 2026 so take advantage!
You’re not selling products. You’re selling how something makes someone feel, even briefly. That matters more than ever.
Nostalgia Is About Comfort, Not Filters
Nostalgia marketing isn’t new, but it’s growing because people are craving comfort and familiarity. Did anyone else notice how many posts, experiences, bars and Christmas decor inspiration this year reverted back to 90s style? I did and that’s what I thought of when I read this trend.
This isn’t about forcing throwbacks or retro visuals. It’s about emotional connection whether it be for comfort food, familiar routines, trusted places, and memories tied to place.
If nostalgia fits your brand, it should feel natural and specific, not manufactured.
Why This Should Reassure You as a Small Business Owner
What struck me most when reading the Brandwatch report wasn’t how much needed to change, it was how much didn’t.
The trends that matter for 2026 aren’t about doing more, rebranding, or reinventing yourself.
They’re about:
Being intentional
Being human
Caring visibly
Offering comfort, clarity and small moments of joy
Which is what the best small businesses have always done.
You don’t need a rebrand just because that’s what the current trend cycle is telling you. Most businesses don’t need a new identity or a completely different approach.
They need to understand what already works, repeat it with more intention, and build a system that supports their business not one that constantly asks for more.
If you want help turning this thinking into a clear, practical plan for your own business in 2026, that’s exactly what I do at Seventeen Social.
But for now I hope this reassures you that you’re probably closer than you think.