Behind the Numbers: an EMARKETER Podcast The Great BTN Bake (Take) Off — Social Media Trends for 2026: Laws Reshape Kids’ Social Use and Brands Use Creators for GEO | Behind the Numbers
Jan 12, 2026
In this engaging discussion, Minda Smiley, a senior analyst specializing in social media trends, and Max Willens, a principal analyst focused on social and advertising, dive into the future of kids' social media use and brand strategies. Minda reveals how regulations and cultural shifts will shape social media interactions among youth by 2026, while Max introduces generative engine optimization (GEO) and the rise of creator-driven content. Together, they examine the evolving landscape of digital engagement and the importance of targeted creator-brand partnerships.
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Barber Pole Origin Story
- The episode opens with a whimsical origin-of-barber-pole story about medieval barbers performing surgeries.
- The hosts use the anecdote to lighten the episode before introducing social media trends.
What Generative Engine Optimization Means
- Generative engine optimization (GEO) means optimizing for visibility inside LLM chatbots and conversational AI.
- Max Willens says brands already worry about appearing favorably in chatbot answers as LLM use grows.
Measure School Phone Ban Outcomes
- Track and evaluate school 'bell-to-bell' phone bans to measure their downstream effects on kids' social behavior.
- Expect states and districts to adapt policies and watch for measurable changes in student phone use and interaction.