Social media will continue to influence how consumers interact with brands in 2025, according to the latest Sprout Social Index. As the digital ecosystem shifts, the report says brands are refining their strategies to prioritize community engagement and consumer interaction over high-frequency posting.
The report, which surveyed over 4,000 consumers, 900 social practitioners, and 300 marketing leaders across the U.S., UK, Canada, and Australia, highlights significant changes in consumer expectations and offers insights into effective social media practices.
Engagement Over Volume
Consumers increasingly value quality interactions over the sheer volume of posts. According to the report, consistent posting does not guarantee consumer loyalty or engagement. Instead, consumers emphasize the importance of a brand’s responsiveness and ability to foster community connections.
Data from the report indicates that 73% of consumers will choose a competitor if a brand fails to respond to inquiries on social media. Additionally, 74% of consumers expect a response within 24 hours, underscoring the demand for fast, personalized customer care.
“People don’t log on to social every day in search of branded content,” said Josh Rangel, Senior Director of Social at Ogilvy. “If your brand skips a day or two or three, it’s going to be okay. Instead, focus on content value, community engagement, and listening.”
Sprout Social advises social media professionals to prioritize meaningful interactions over adhering to rigid posting schedules.
Authenticity as a Key Metric
Consumers rank authenticity and relatability as the most important traits in brand content. While polished production quality remains a consideration, it takes a backseat to content that aligns with the brand’s identity and resonates with its audience.
The report emphasizes that consumers expect human-centric content and reward brands that genuinely engage with their communities.
Eighty-one percent of consumers report making impulse purchases influenced by social media at least a few times per year, and 28% make such purchases monthly. The originality of content and a brand’s ability to engage with followers significantly impact consumer perception. In addition, positive customer feedback in comment sections and influencer collaborations are identified as critical tools for fostering trust and loyalty.
Social Customer Care Drives Decisions
Customer care on social platforms has become an integral part of the consumer decision-making process. The report notes that many consumer interactions with brands begin before a purchase is made, often in the form of social media research conducted months in advance.
Beyond pre-purchase research, comments, direct messages, and mentions have emerged as preferred methods for customer service. For social media practitioners, this trend signals the need to integrate seamless and timely responses into their strategies.
Consumers also indicate that they value “white-glove” customer service that feels personalized and tailored to their specific needs. The report suggests that prioritizing social customer care enhances brand reputation and increases customer retention.
According to Benjamin Munro Smith, Manager of Social Media at Macquarie University, “Social listening tools allow marketers to filter relevant information and respond quickly, without needing to doom-scroll for hours.”
The Role of Subcultures and Nuance
The report makes a distinction between engaging with online culture and participating in viral trends. Consumers show a preference for brands that understand the nuances of online culture, including its subcultures and communities, over brands that attempt to capitalize on every trend.
While 27% of respondents believe trend participation is effective only within the first 24 to 48 hours of a trend’s emergence, consumers generally value deeper connections over fleeting trend relevance.
Source: Sprout Social
For Gen Z, platforms like TikTok, Instagram, and YouTube hold greater influence than traditional options like Facebook, which still ranks highly among older demographics. Ninety percent of consumers have profiles on Facebook, while Gen Z users are more likely to be active on TikTok (82%) and Instagram (89%). This generational divide in platform preferences highlights the importance of targeted strategies tailored to each audience.
Insights for Practitioners
The findings suggest a shift in priorities for social media managers and marketing professionals. By focusing on authentic engagement, personalized customer care, and platform-specific strategies, brands can build stronger community ties and foster lasting consumer loyalty.
“Provide what your current and prospective audience members are looking for,” said Brianna Doe, founder of Verbatim Agency. “Be intentional instead of trying to be everything to everyone.”
As consumer expectations advance, the report underscores the importance of listening to audiences and aligning brand strategies with their needs.
David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.
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Social media will continue to influence how consumers interact with brands in 2025, according to the latest Sprout Social Index. As the digital ecosystem shifts, the report says brands are refining their strategies to prioritize community engagement and consumer interaction over high-frequency posting.
The report, which surveyed over 4,000 consumers, 900 social practitioners, and 300 marketing leaders across the U.S., UK, Canada, and Australia, highlights significant changes in consumer expectations and offers insights into effective social media practices.
Engagement Over Volume
Consumers increasingly value quality interactions over the sheer volume of posts. According to the report, consistent posting does not guarantee consumer loyalty or engagement. Instead, consumers emphasize the importance of a brand’s responsiveness and ability to foster community connections.
Data from the report indicates that 73% of consumers will choose a competitor if a brand fails to respond to inquiries on social media. Additionally, 74% of consumers expect a response within 24 hours, underscoring the demand for fast, personalized customer care.
“People don’t log on to social every day in search of branded content,” said Josh Rangel, Senior Director of Social at Ogilvy. “If your brand skips a day or two or three, it’s going to be okay. Instead, focus on content value, community engagement, and listening.”
Sprout Social advises social media professionals to prioritize meaningful interactions over adhering to rigid posting schedules.
Authenticity as a Key Metric
Consumers rank authenticity and relatability as the most important traits in brand content. While polished production quality remains a consideration, it takes a backseat to content that aligns with the brand’s identity and resonates with its audience.
The report emphasizes that consumers expect human-centric content and reward brands that genuinely engage with their communities.
Eighty-one percent of consumers report making impulse purchases influenced by social media at least a few times per year, and 28% make such purchases monthly. The originality of content and a brand’s ability to engage with followers significantly impact consumer perception. In addition, positive customer feedback in comment sections and influencer collaborations are identified as critical tools for fostering trust and loyalty.
Social Customer Care Drives Decisions
Customer care on social platforms has become an integral part of the consumer decision-making process. The report notes that many consumer interactions with brands begin before a purchase is made, often in the form of social media research conducted months in advance.
Beyond pre-purchase research, comments, direct messages, and mentions have emerged as preferred methods for customer service. For social media practitioners, this trend signals the need to integrate seamless and timely responses into their strategies.
Consumers also indicate that they value “white-glove” customer service that feels personalized and tailored to their specific needs. The report suggests that prioritizing social customer care enhances brand reputation and increases customer retention.
According to Benjamin Munro Smith, Manager of Social Media at Macquarie University, “Social listening tools allow marketers to filter relevant information and respond quickly, without needing to doom-scroll for hours.”
The Role of Subcultures and Nuance
The report makes a distinction between engaging with online culture and participating in viral trends. Consumers show a preference for brands that understand the nuances of online culture, including its subcultures and communities, over brands that attempt to capitalize on every trend.
While 27% of respondents believe trend participation is effective only within the first 24 to 48 hours of a trend’s emergence, consumers generally value deeper connections over fleeting trend relevance.
Source: Sprout Social
For Gen Z, platforms like TikTok, Instagram, and YouTube hold greater influence than traditional options like Facebook, which still ranks highly among older demographics. Ninety percent of consumers have profiles on Facebook, while Gen Z users are more likely to be active on TikTok (82%) and Instagram (89%). This generational divide in platform preferences highlights the importance of targeted strategies tailored to each audience.
Insights for Practitioners
The findings suggest a shift in priorities for social media managers and marketing professionals. By focusing on authentic engagement, personalized customer care, and platform-specific strategies, brands can build stronger community ties and foster lasting consumer loyalty.
“Provide what your current and prospective audience members are looking for,” said Brianna Doe, founder of Verbatim Agency. “Be intentional instead of trying to be everything to everyone.”
As consumer expectations advance, the report underscores the importance of listening to audiences and aligning brand strategies with their needs.
The full research is available here.