The force of friction is all around us. It’s in customer journeys. In sales funnels. In the comments. Oh, the comments! But it isn’t all bad. And as you’ll discover at SOS26, there’s science to prove it.
What’s the most important factor in marketing in 2026? No, not AI. Humans. And State of Social ’26 is where you can share a room with over 1,000 of smartest carbon-based lifeforms on Planet Digital.
Friction is in our feeds, budgets, politics and the algorithms shaping our worldview. It’s exhausting! But State of Social legend Tess Palmyre says you can turn that exhaustion into creative liberation.
When we tell you SOS26 is the only digital marketing conference you need, can you take us at our word? Yes. But then we would say that, wouldn’t we. So, we’ll leave it to the people who know to tell you the truth: your peers.
AI. Process. Efficiency. Is there even room for creative thinking to disrupt and innovate anymore? State of Social Hall of Famer Rob Campbell says there is. And he’s back for State of Social ’26 to rattle your creative cage, then liberate you from it.
It’s not your boss, is it? 😶 It’s OK. It happens. And we’ve got a Convince Your Boss Guide to help. 😎
Friction has the power to destroy. But it also provides the impetus to question what you’re doing and develop the skills and resilience you need to succeed.
What makes State of Social so special? Why is it the marketing conference to beat? Ask last year’s attendees.
A lot of big ideas. A lot of laughs. A lot of practical lessons. A lot of goodies, delish eats, barista-brewed coffee, sundowner high jinx, familiar faces, new contacts…
We encounter all kinds of friction in digital marketing. Every. Frictioning. Day. And as you’ll discover at State of Social ’26, that’s a good thing.
If you’re responsible for digital strategy, social media, brand growth or campaign performance, this is built for you.
Only our industry’s leading practitioners and pioneers make the cut at Australia’s smartest digital and social marketing event. And we’ve invited the best of the best back for SOS26’s friction-fest.
We don’t let a little thing like the crushing weight of reality stop us from finding new digital marketing solutions and ways to supercharge our creative thinking. Take it from SOS attendees…
At SOS26, we’re not shying away from friction. We’re not looking for easy ways around it. We’re harnessing it to transform Optus Stadium into a creative melting pot of digital and social ingenuity.
There’s no escaping friction in digital marketing. It’s everywhere. Question is: will you let it grind you down? Or use it to put a razor-sharp edge on strategies and skills that deliver better outcomes?
A mix of team favourites, speaker recommendations, and books we genuinely think are worth your time.
The smartest marketers are already thinking one move ahead.
