Where is social media attention in the era of the infinite feed?

In 2026, the winner is not the one who publishes the most, but the one who understands how attention works. With a feed scrolling faster than ever—more creators, more formats, more stimuli, more noise—the real problem is no longer publishing more, but understanding where attention actually lies and how to capture it without burning out your brand in the process. In this talk, we will analyze how user behavior has changed on current social media, which formats are truly retaining attention, which dynamics are dying even if they still seem "trending," and why chasing the algorithm is no longer a sustainable strategy.