Just a few years ago, most people started their day by switching on the television or radio, or visiting a news website. Today, the picture is completely different. More and more people are getting their first news about the world on Instagram, TikTok, Facebook or Threads. It is there that they discover new brands, products, events and opinions.
These are no longer mere assumptions.This is confirmed by the latest Reuters Digital News Report 2026, which was compiled on the basis of surveys carried out amongst more than 85,000 people from 48 countries.
And from a marketing perspective, this is one of the most important reports of the year.
Social media are the main source of information today
According to a Reuters report, for the first time in history, social media has overtaken television and news websites as the most frequently used source of daily news.
For users, this means convenience.
For businesses, this means something far more important.
If your brand isn’t where your customers are every day, you’re very likely to lose them to the competition.
It’s no longer just about advertising.
It’s all about presence.
Because before a customer types your company’s name into Google, they’ll very often have seen you on Instagram, TikTok or Facebook first.
The algorithm decides what the customer will see
Just a few years ago, users chose for themselves which websites they wanted to visit.
These days, most content is suggested by an algorithm.
It is this that determines which film you’ll watch, which post you’ll read and which company you’ll see whilst scrolling through your feed in the evening.
That is why professionally managed social media marketing is becoming increasingly important.
Regular posts, engaging videos, compelling content and a well-planned strategy mean that the algorithm starts to work in the brand’s favour.
TikTok and Instagram are growing the fastest
The report also shows a marked increase in the importance of TikTok and Instagram as platforms where users seek information.
Just a few years ago, these were mainly entertainment platforms.
These days, people are searching for the following there:
- product reviews,
- restaurant recommendations,
- doctors,
- hotels,
- local services,
- shopping inspiration,
- advice from experts.
This is a huge change for business owners.
Customers are increasingly discovering a company not through a TV advert, but through a 30-second video.
Online creators are becoming increasingly influential
Reuters also highlights the growing role of online content creators.
For many people, an influencer or expert posting on Instagram is becoming a more reliable source of information than the traditional media.
This shows just how valuable it is for a business owner to build their personal brand.
People buy from people.
Authenticity, consistency and offering a behind-the-scenes look at a business’s operations are increasingly proving more effective than traditional adverts.
Artificial intelligence is changing the way we search for information
More and more people are also using AI chatbots as a source of information.
This is yet another revolution.
At the same time, the report highlights the risk of uncritically accepting answers generated by artificial intelligence.
That is why high-quality content published on the website and on social media is becoming even more important.
It is on this basis that AI is increasingly building its responses.
What does this mean for your business?
If you run a business and still see social media solely as a place to post the odd photo, you’re probably falling behind.
Today’s online marketing is all about being where the customers are.
And that’s exactly where customers are – on social media.
However, this does not mean that the website has ceased to be important.
Quite the opposite.
The best results are achieved by companies that combine:
- a professional website,
- SEO optimisation,
- regular management of social media,
- Meta Ads and Google Ads,
- valuable content.
It is precisely this kind of ecosystem that enables you to build brand recognition and effectively attract customers.
Summary
The Reuters 2026 report leaves no room for doubt.
Social media is no longer just a supplementary tool for marketing.
They have become one of its most important pillars.
Companies that are able to create valuable content and build relationships with their audience will gain a competitive edge in the years to come.
Because these days, customers don’t just stumble upon a company by chance.
More often than not, she first comes across it whilst simply scrolling through her phone screen.
And, as we all know, you only get one chance to make a first impression.
