Post-Enshittification: The 2026 Social Media Playbook for Brands and Businesses
A few weeks ago, I had a client DM me to tell me her Instagram felt stagnant, and she'd been approached by someone promising "real engagement and followers." It was one of those services where a savvy social media manager can spot the fake accounts from a mile away. The followers would likely be bots or users from countries nowhere near her target market. The important point here is, even though she could see the type of account this was, she was frustrated enough to consider it.
I get it. Lately, everyone's talking about the "enshittification" of social media. A term that refers to the gradual degradation in the quality and user experience of online platforms as they prioritize profit over the needs of their users and content creators. There's too much noise, organic and paid. AI-generated content is flooding feeds. Brands are exhausted from constantly producing content that only a small fraction of their followers will ever see. People, both users and businesses, are genuinely dissatisfied with the platforms.
And I share those feelings.
But here's the reality: For now, brands still need to be on social media. Especially if you're a bridal brand preparing for the 2026 season. Because whether we like it or not, this is still where brides are looking.
So instead of embracing fake growth, I ran a deep research report to figure out what's actually working—and what brands and retailers need to do differently to stand out.
Here's what I found:
The average luxury brand on Instagram is growing at just 0.6% per month, with engagement rates around 0.2%. Louis Vuitton, with its 55.9 million followers, sees engagement rates between 0.03% and 0.08%. Not exactly a thriving community.
Bridal brands are seeing growth rates of between .4% and 2.3% monthly. And the brands that are achieving outstanding success aren't the ones with the biggest follower counts. They're the ones building real communities. That said, the larger the following count, the smaller the engagement across the board.
Here’s the bottom line: Success in 2026 won't be measured by follower count. It'll be measured by how many people actually care. Translation: success is measured by how many people actually want to see your gowns in person and buy your brand.
What's Changed
The Instagram algorithm has “evolved” (enshittified, would be the more accurate word) and so has the bride’s buying journey. Today's luxury client is more discerning (she does a lot of online research) and increasingly prioritizes authenticity over polished perfection. According to my Instagram report, the brands winning her attention aren't the ones with the most expensive campaigns. They're the ones telling compelling stories. The ones that feel human. I add to this that the gowns have to also be beautiful and simultaneously unique and timeless.
If you're still measuring success by ‘follower’ and ‘like’ count, you're tracking the wrong thing. Here's what matters in bridal:
Saves—when someone saves your post, they're bookmarking you for later. For a bride in research mode, that's gold.
Shares—the ultimate vote of confidence. Someone cares enough to share your content with their network.
Direct Messages—in bridal, a DM inquiry is often the first step toward a booked appointment.
Brands focusing on these engagement signals—rather than vanity metrics—see significantly higher conversion rates from Instagram to actual appointments. Not to mention, they’re not stressing over something they can’t control—the algorithm.
Preparing for 2026 Bridal Season
This isn't about overhauling everything overnight. It's about reorienting around one question: Are we building an audience, or are we building a community?
Post with your audience, not at them. Invite brides into the creative process. Share style trends, inspiration posts or moodboards. Show the evolution of a design from sketch to finished product. Share your favorite wedding playlists, and ask them to share theirs. Ask them what they’d like to see from you!
Celebrate your customers as much as your product. User-generated content isn't optional anymore. When a bride sees another real woman in your gown at her actual wedding, it provides social proof no styled shoot can match. Most brands and boutiques already do this, but now we need to take it up a notch. Think of creative ways to share your real brides. Ask them what they’d like to see shared about their wedding. What their favorite wedding song or playlist is. What do they look forward to as a married couple?
Respond like a human. Every comment, DM, and mention is an opportunity to deepen a relationship. Set aside dedicated time daily for genuine community outreach.
Focus on narrative, not just aesthetics. In a market where beautiful imagery is ubiquitous, story becomes your differentiator. Are you founder-led? Do you have a unique craft heritage? Make it central to your content.
Gown: Chana Marelus, Photo @danielless.photos
Why This Matters Right Now
The brides shopping for 2026 weddings are making decisions right now. They're building Pinterest boards, following brands, and narrowing down their vision. If your strategy is still operating on the traditional broadcasting model, you're invisible to them.
Whether we like it or not, the algorithm rewards engagement. The more meaningful interactions your content generates, the more the platform shows it to new audiences. It compounds. Brands building genuine communities now will have a significant advantage heading into 2026.
Yes, social media is frustrating right now. Yes, it IS harder than it used to be. But the solution isn't buying fake followers or abandoning the platform. It's about working differently. It's about understanding that in a saturated market, the brands that win are the ones that make people feel something—the ones that create not just customers, but advocates. And that kind of change takes time.
The question now isn't whether you have enough followers. The question is: Are you building something worth belonging to?