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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

Behind the Numbers: an EMARKETER Podcast · with Minda Smiley & Max Willens · January 12, 2026 · 28 min

Summary

New regulations are poised to transform how children interact with social media, while Generative Engine Optimization (GEO) is emerging as a critical strategy for brands. This episode explores how brands will leverage creators to navigate these shifts, optimize content for AI-driven discovery, and adapt their marketing strategies for the evolving digital landscape of 2026. Ecommerce operators need to understand these converging forces to maintain visibility and engage their target audiences effectively.

Key takeaways

Themes

brand & contentinfluencer & creatorai & automation

Topics covered

social media regulationgenerative engine optimization (geo)creator economyai in marketingbrand marketing strategies 2026platform evolution

Episode description

Our analysts (or “bakers”) compete in a Great British Bake Off–style episode, discussing why lawsuits and regulations will begin to fundamentally shift how kids use social media and how brands are going to use creators to figure out generative engine optimization (GEO). Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Minda Smiley and Principal Analyst Max Willens. Listen everywhere, and watch on YouTube and Spotify. Subscribe to EMARKETER's newsletters. Go to https://www.emarketer.com/newsletters Follow us on Instagram at: https://www.instagram.com/emarketer/ For sponsorship opportunities, contact us: advertising@emarketer.com For more information, visit: https://www.emarketer.com/advertise/ Have questions or just want to say hi? Drop us a line at podcast@emarketer.com For a transcript of this episode, click here: https://www.emarketer.com/content/podcast-great-btn-bake-take-off-social-media-trends-2026-laws-reshape-kids-social-use-brands-use-cre © 2026 EMARKETER

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Frequently asked about this episode

What does this episode say about brand & content?
Anticipate and adapt to new social media regulations impacting child users by 2026, as these changes will influence overall platform dynamics and user behavior across demographics.
What does this episode say about influencer & creator?
Develop a robust Generative Engine Optimization (GEO) strategy by understanding how AI-generated content impacts search and social feeds. This includes optimizing existing content and creating new content optimized for AI discovery.
What does this episode say about ai & automation?
Integrate creator partnerships into your GEO strategy, leveraging influencers to produce content that performs well within AI-driven algorithms and reaches target audiences effectively.
What does this episode say about brand & content?
Re-evaluate current marketing and advertising strategies to align with the shifting social media landscape, prioritizing adaptable tactics that can respond to both regulatory changes and technological advancements like AI.
What does this episode say about brand & content?
Explore ethical considerations around AI-generated content and creator-led marketing to ensure brand integrity and consumer trust in a rapidly evolving digital environment.

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