Social Media in Transition: From Facebook to Fragmentation
Few people understand the mechanics of social media as well as Johannes Nagl. For 14 years, he’s been leading Swat.io—one of the top social media management tools in the DACH region—closely observing platforms from both a technical and strategic perspective.
He sees social media at a turning point: Instagram, TikTok, and LinkedIn continue to grow, while X (formerly Twitter) is losing relevance in German-speaking markets. Meanwhile, Threads shows strong potential to fill that gap. “In 2026, every company will need its own platform mix,” Nagl explains. Niche platforms like Strava, Reddit, or Pinterest can make a big impact when brands truly connect with their communities there.
“The trendier a network becomes, the more people try to benefit from it—until it simply gets overcrowded.”
AI, Content, and a New Class Divide
Johannes Nagl is convinced that artificial intelligence is radically transforming social media. More and more content is being machine-generated—with massive differences in quality. He describes a “class divide” between low-effort AI content and high-quality posts created through thoughtful prompting. This shift also opens up new opportunities: human-created content could become a valuable niche.
“Quality beats quantity—those who stay personal will be heard.”
Nagl also expects to see more AI influencers emerge—“probably by 2026.” While the topic is already big in the U.S. and Asia, the German-speaking market is still taking a wait-and-see approach.
LinkedIn, Corporate Influencing & Algorithmic Media
Johannes Nagl sees particularly strong growth on LinkedIn. He expects corporate influencing to keep rising—especially as company pages lose reach while personal profiles continue to gain traction. Brands, he says, need to become more authentic.
“It’s about closeness, authenticity, and the faces behind the brands.”
At the same time, Nagl warns against over-commercialization and encourages companies to view social media more as “algorithmic media” in the future: real success, he explains, comes from understanding platform mechanics—not from luck.
Strategy Over Actionism
Another key takeaway: Many companies still operate without a clear social media strategy. According to Nagl, this is “one of the biggest low-hanging fruits in marketing.” To use social media effectively, brands need to define clear goals, target audiences, and metrics—and have the courage to experiment.
“Social media moves fast—but that doesn’t mean you should run without a plan.”
Key Takeaway for Marketers
In the end, Johannes Nagl sums up his core message:
“Stay agile, trust the numbers, and don’t be afraid to experiment—but do it with strategy and intention.”
He’s convinced: social media will remain fragmented, AI will continue to shape content, and brands that focus on quality, authenticity, and human connection will come out on top in the long run.
5 Insights from the DMEXCO Podcast
- Instagram, TikTok, and LinkedIn will keep driving growth—while Twitter is losing ground.
- By 2026, every company will need its own platform mix.
- AI-generated content is splitting social media into quality and quantity.
- Corporate influencing empowers both brands and employees.
- Quality, strategy, and authenticity beat any trend platform.
Tune in to the DMEXCO Podcast now!
Don’t miss any important news from the world of digital marketing, both nationally and internationally! Subscribe to the new DMEXCO newsletter “Digital Digest” and receive the latest information directly in your mailbox every Monday, Wednesday, and Friday.
