Trade show success no longer starts on the show floor; it starts months earlier on social media.

The latest Dash Social, 2025 Social Media Benchmark Report reveals critical shifts in engagement, reach, video consumption, and platform performance that directly impact how exhibitors and brand managers should plan event marketing strategy

If you’re investing in a custom trade show exhibit in 2026, these are the digital trends that should shape your booth strategy, content plan, and post-show ROI.

1. Engagement Is Rising — But Follower Growth Is Slowing

Across platforms, engagement is increasing while follower growth slows

For exhibitors, this means:

• Your audience may not be “following” but they are watching.

• Reach and interaction matter more than vanity metrics.

• Content must capture attention immediately.

On TikTok, reach grew +25%, shares +31%, and views +26% over six months, even as follower growth hit its slowest rate on record

Trade show implication:
Design exhibits that create highly shareable, scroll-stopping moments. Don’t build for passive awareness. Build for content capture.

2. TikTok Leads in Engagement — But Completion Rates Are Low

TikTok leads in engagement rate (5.0%) compared to Instagram (3.6%) and YouTube (3.4%)

However:

• Only 10% of users finish a TikTok video.

• Viewers consume about 30% of content on average

What this means for exhibitors:

• Your booth content must hook within the first 3 seconds.

• Live demos should be punchy and visual.

• Signage must communicate value instantly.

The era of slow-build storytelling is over. Fast visual clarity wins.

3. Instagram Carousels Outperform Reels

While Reels get attention, carousels deliver the highest engagement and reach across Instagram formats

Additionally:

• Shares have increased +86% in six months

• Quality outperforms posting frequency

Exhibit strategy insight:

• Capture carousel-ready booth content (step-by-step demos, product breakdowns, before/after visuals).

• Design installations with multiple photo angles.

• Build layered storytelling into your environment.

If your booth only produces one “hero photo,” you’re under-leveraging your investment.

4. YouTube On-Demand Content Is Surging

YouTube On-Demand views increased +121%, while Shorts declined -20%

Meanwhile:

• Average watch time increased from 64% to 86%.

• Users are consuming longer-form content again

Trade show takeaway:

Your exhibit should not just support social clips; it should support deeper video storytelling:

• Recorded thought leadership

• Product education

• Customer interviews

• Post-show recap videos

Exhibits that double as video production environments extend ROI beyond event days.

5. Large Brands Post More — But Smaller Brands Grow Faster

The report shows:

• Large brands post more and maintain higher engagement.

• Smaller brands grow faster but struggle to scale reach

For mid-sized exhibitors, this creates opportunity.

You don’t need the biggest booth.
You need the most strategic content ecosystem.

What This Means for Trade Show Strategy in 2026

Based on these trends, high-performing exhibitors will:

Lead with a Hook

Strong visual impact within seconds, both physically and digitally

Balance Education + Entertainment

The most successful brands pair useful insights with engaging visuals

Build a Consistent Brand Mood

A distinct aesthetic improves recognition and shareability

The Bigger Shift: Exhibits Are Now Content Infrastructure

The data is clear:

• Engagement > Followers

• Shares > Likes

• Quality > Quantity

• Hook > Length

For trade show exhibitors and brand managers, your booth is no longer just an in-person activation.

It is:

• A social content engine

• A video production stage

• A shareable experience hub

• A post-show marketing asset

If your exhibit strategy does not align with how audiences consume content today, you are leaving measurable ROI on the table.

Final Thought

The 2025 social media benchmarks show one thing clearly: attention is earned instantly and only if it’s worth sharing

The most successful exhibitors in 2026 will not simply “show up.”

They will design environments engineered for attention, retention, and distribution.

Ready to Turn Your Exhibit Into a Content Engine?

If you're planning a 2026 trade show program, your booth shouldn’t just attract traffic; it should generate measurable reach, engagement, and post-show marketing value.

At Steel City Displays, we design and fabricate custom trade show exhibits engineered for:

• Scroll-stopping visual impact

• Shareable content moments

• Video-ready environments

• Multi-show lifecycle ROI

• Strategic budget alignment

Whether you're planning a 20x20, 30x30, or larger custom environment, we help you align design, logistics, and digital amplification into one cohesive strategy.